Podcasts as a B to C Marketing Tool

Does podcasting work? Is anyone out there listening? These may be the questions that your clients ask as you develop a media mix for them. Nobody has all of the answers but a quick review of the recent  findings from the Pew Internet & American Life Project might help.

The study indicates the following statistics when it comes to podcast listeners:

  • Men 22%
  • Women 16%

The rate of podcast downloading is highest among younger, well-​educated, financially comfortable users. Here's a snapshot of consumers who report having downloaded at least one podcast:

  • Age 18–29 27%
  • College graduate 23%
  • Household income of $75,000 or more 23%

If these demographics fit with the market your clients need to reach, consider exploring podcasts as a media alternative. Whether the podcasts educate consumers about how to use products or about your clients' stance on social responsibility, it's another way to generate buzz and increase revenue.

[Source: Madden, Mary. Podcasts Proliferate, but Not Mainstream. Pew Research. 8.28.2008]
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.