Course on e-Marketing at CEF.- Center for Financial Studies To learn about E-Marketing, identify the strategies, their implementation and their success stories ACL Direct Promo · We know about Relationship Marketing We are experts in loyalty and incentives · Malawi Email Lists We like to create unique experiences How are podcast listeners and how do they connect with the content?

Now that podcasts have become an element with more and more presence and one that is increasingly integrated both in the content marketing strategy and in brand advertising, companies want to be clearer than ever what it is that interests them. listeners and how they establish a relationship with that type of content. The latest study on the issue has been prepared by Bookwire, starting from a German base and comparing it with other digital content formats established in recent years (ebooks and audiobooks). Their conclusions help to shape the podcast listener and the relationship that links them to that content. Possibly, the main conclusion of the study is the one that establishes what the listeners are in terms of fidelity. Consumers are thus very loyal to the podcasts they follow. 70% of the listeners surveyed admit that they listen to more than half of the podcasts to which they have subscribed on a regular basis. In a way, subscribing is already a first step of ‘curation’ to stay with content that interests you.

Half of the listeners subscribe to between one and three podcasts. Therefore, if the listener has been able to carry out the first subscription step and a good quality of content is maintained, it is most likely that that user will stay and be loyal to the different deliveries in the future. Can they cannibalize other content? Another interesting fact of the study is in the cannibalization of content. Although in this case, and given the nature of the analysis, podcasts are compared especially with audiobooks and ebooks, the data shows that podcasts do not cannibalize other content. Only 14% of those surveyed say that they had stopped accessing these other content less because of podcasts. In reality, the contents are rather complementary. They are used in a rather complementary way.

The only one that comes out a little more damaged, although the indentation is not so overwhelming, is, looking at the study data, the radio. 20% of those surveyed admit that they listen to the radio less because of their podcast listening habits. In general, in fact, respondents point out that they see podcasts as a complementary element to their media consumption. It is something added that complements what they use. It is also something they want to discover. Consumers, the study notes, are actively searching for new content all the time. 72% of those surveyed, for example, admit that they search for new ebooks, audiobooks and podcasts on a regular basis. They do it, above all, starting at Google. This interest in what’s new and finding new content should make creators always worry about their visibility (and it also creates opportunities for brands and their content marketing strategy). A generational change What is important when analyzing how podcasts are consumed and by whom is to point out that there is a clear generation gap.

Younger consumers are fairly general users of this type of content, while older consumers are those who stay on the sidelines. Thus, Bookwire statistics suggest that just over 70% of Gen Z members have listened to a podcast in the last six months compared to just over 40% of baby boomers (targeting is based on users of electronic content: ebooks, audiobooks and podcasts, not of the total population). It also changes how the format is perceived and which form of access to content is viewed as the most favorable. The Z, for example, are, in general, much more likely to pay subscription fees (for example, a la Spotify) to access content rather than buying it one by one.

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