Marketing in the Podcast Age

Apr 19 · 4 min read

Marketing has been more and more hungry for our attention, progressing rapidly over different time-zones, platforms, and hardware. Surrounded by shiny commercials, interactive ads and popping videos on our smartphones, marketing managers around the world have occupied most of our senses. Inventing and re-inventing to win the great battle for the user attention, creatives around the world are producing new media shapes and platforms to follow along. From podcasts to voice search and potential of ASMR marketing, we’ve explored what trends to expect in the podcast age!

We are all ears!

As it turns out, most of us still have the capacity for one more audio entertainment media and that sweet spot was captured by podcasts. Non-intrusive, on-demand, modern broadcast in the form of 15 to 120 minutes of enjoyable listening experience. The results?

The number of self-identified “avid” podcast fans rose from 13 million homes in 2016 to 16 million in 2017 — a 23 percent increase, according to a recent survey from Nielsen Fanlink. At the same time, the Interactive Advertising Bureau (IAB) survey showed that podcast revenues surged to $314 million in 2017, an 86% increase from 2016.

Picture 1. Top podcasts among AVID fans based on U.S. households

The fast-growing market of podcasts is multiplying and brands around the world have recognized the high-quality audio content as a new advertising expression. Millions of listeners have already adopted branded, trustworthy tune-ins from Slack’s Variety Pack, Blue Apron’s Why We Eat What We Eat and Pick Me Up from Lyft and Gimlet Creative. Having branded podcast is just a tip of the iceberg and entrance to creative advertising in this trending media.

Picture 2. The podcasting audience on smartphones increased by 157%.

Keep an Ear on ASMR Marketing

Unless you are a millennial or a Gen Z, you’ve probably never heard of the ASMR YouTube fad. And yet, if you’ve come across the 2019 SuperBowl ad where Zoe Kravitz whispers into different microphones while tapping a beer bottle, then, in fact, you have been exposed to one of the early examples of ASMR marketing.

Autonomous sensory meridian response (ASMR) is characterized as the experience of tingling sensation in the crown of the head in response to audio-visual triggers such as trapping, chewing or whispering. And as from the 2018 study, ASMR is proved to be more than a feeling, but rather a change in affect and physiology.

At the moment, the numbers behind the ASMR are powerful. 50 million videos on YouTube powerful and growing. Various topics from building furniture, to cutting hair and caressing fabrics are covered in the videos that, as ASMR fans claim, aid sleep, mindfulness, and calmness.

ASMR is a New Marketing Frontier

Imagine tapping into the sensory experience where a bed sheet or a beer is no longer light described with just words and connotations, but with the mix of everything that engages a physical response. Marketing creatives around the world now hold the opportunity to think about their products and services from another, sensory perspective, rather than just numbers and features.

According to Google research, the biggest trend you’ve probably never heard of holds the key to the 18–24-year-old target audience and IKEA was amongst first to go directly after the students in their Oddly IKEA ASMR video. Get inspired by 4 big brands who are using ASMR in their video marketing.

Hey Siri, What About the Voice Search Trend

Activate estimates that there will be 21.4 million smart speakers in the US by 2020. Regardless of the precise number, it’s clear that voice searches are growing.

Even if voice search isn’t on your radar, it’s an emerging area, that is gathering a lot of attention from many marketers. In order to pay attention to heading forward, work with your SEO department or person to start researching and planning for a rise in voice search.

Follow these three ways to prepare for voice search:

Urge to voice search is rising

Monitor current SEO efforts of how and if consumers use voice search over type search. Identify and provide content in a format that meets the needs of these types of searchers. Discover and answer the most frequently asked questions/needs by your target audience on your website. Be the best answer.

More voice searches, more answers

Identify high-intent keywords producing content with “who, what, when, where, why, how” questions. Optimizing the content that answers these questions, allows you to ensure your brand will be found in the changing SERPs.

Get smart about intelligent agents

These intelligent agents are using semantics, search history and user interests and behaviors to provide the best results. Update your on-page SEO for conversational and natural language.

Voice search will continue to rise as consumer adoption of virtual assistants will increase. Have on mind the possibility of clicks and swipes being replaced with both, machines and humans conversation. Doesn’t that sound exciting!


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Omnichannel communication platform that helps businesses get in touch with their future customers.

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