Category: Research

Findings that can guide communication efforts.


Podcasting Thrives in COVID Times

When COVID arrived, I wondered how it would impact clients who use podcasting as part of their digital strategy.  People stopped commuting. Would they find time to listen to podcasts?

Apparently yes. Data show that podcasting is thriving during COVID times.

The podcasting industry is strong. There are more podcasts and more listeners. More tools and platforms have come online to help creators and consumers.

Podcasting Stats Show They Are COVID-Proof

Here are 5 stats about the podcast industry shared by Resonate, one of many podcast production services.

1. The podcasting industry is projected to be more than $1 Billion by 2021 (https://www.iab.com/insights/third-annual-podcast-ad-revenue-study-by-iab-and-pwc-reports-significant-growth/)

2. 90 million Americans listen to podcasts monthly (https://www.convinceandconvert.com/podcast-research/2019-podcast-statistics/)

3. 43% of monthly podcast listeners say they have listened to a podcast on Spotify, and 35% on Pandora (https://www.edisonresearch.com/the-podcast-consumer-2019/)

4. 51% of Americans 12+ have listened to a podcast (https://www.edisonresearch.com/the-podcast-consumer-2019/)

5. According to a study conducted in the UK, most podcasts are listened to on weekday evenings. (https://www.acast.com/uk-audio-intelligence-report)

Consider Podcasts for Your Marketing Strategy

Podcasts connect people and ideas, entertain, inspire, and teach. Do you have content that fits with these goals? It may be time to look into podcasting as part of your digital strategy.

Learn More: Podcast Secrets From Behind The Mic

Social Media Connects Brands and Customers

More pandemic research confirms that online touches – and social media in particular – are important tools for connecting and engaging customers. Salesforce​ surveyed over 3,500 consumers worldwide to learn how consumers engage with brands. Social media emerges as the most influential channel for communicating with consumers.

Social media was found to be the  the most interesting and most noticed channel across all demographics when asked to compare social, television and email. 54% of consumers say they notice brand content on social media always or frequently — a higher figure than any other channel.

The survey findings highlight three trends.

  1. Consumers value organizational models and use of technology that provide differentiated, digital-first customer engagement.
  2. Customers value personalized, empathetic engagement and expect messages that resonate with their individual needs.
  3. Metrics like customer satisfaction and digital engagement can be used to optimize online outreach.

Advice for Brands

The results also offered some advice for brands.

  • 59% of consumers believe the frequency of messages should be decreased
  • 58% say the variety of messages should increase
  • 73% want messages to focus on products rather than brand messages

Rule of Sevens and Your Marketing

I often reference the “Rule of Sevens” in marketing in my work. The principle is that people can remember about 7 (plus/minus 2) items. It’s a great guideline to keep in mind for everything from website navigation to content writing.

This video from Nielsen Norman Group is a great look at this memory limitation and its implications.