Podcasting boom: strategies for brands in Asia

The rapid expansion of podcasting in Asia presents new opportunities and challenges for brands considering entering the space.

Podcasting boom: strategies for brands in Asia

Podcasting as a medium has witnessed substantial growth, evolving into a pivotal marketing channel for brands worldwide. With Asia's dynamic market, the trend of podcasting ebbs and flows, yet it's undeniable that more brands are investing in this space.

A recent study by Acast highlights a seismic shift in the mindset of global marketers, with 49% expecting to increase their podcast spending over the next five years. This anticipated surge in podcast ad spend underscores the medium's value, sparking debates on whether brands should create their own podcasts.

Timi Siytangco, from Acast Asia, emphasizes that while podcasts offer unique opportunities to foster connection and community, success largely depends on having an established audience. Brands with a robust content marketing foundation, including a long-running blog and social media presence, tend to fare better. They allocate substantial budgets not just for production but also for podcast promotion.

Yet, for many brands, creating a podcast might not be the most viable option. Siytangco suggests sponsorship as an effective alternative, offering flexibility and creative opportunities to convey brand messages through collaboration with podcasters. Moreover, the evolving podcast advertising landscape now boasts measurable outcomes, making it easier for brands to target specific audiences, even beyond conventional niches.

Drawing from the experience of Standard Chartered, global head of marketing for financial markets Lisa Ortner-Ghouze highlights podcasts as an effective channel for B2B communication, allowing complex topics to be unpacked in a conversational manner. The bank's partnership approach to podcasting, involving clients in discussions, underpins its success.

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B2B marketing podcasts

Podcasts are emerging as a powerful tool to engage and educate audiences. Through sharing expertise, fostering community, and exploring industry trends, these digital platforms offer valuable insights and opportunities for professional growth.

Here are some examples:

1.   B2B Marketing Asia Podcast by Joe Escobedo

The B2B Marketing Asia Podcast, hosted by Joe Escobedo, offers the latest B2B marketing strategies and tips from leaders across Asia. Joe Escobedo, CEO of Escomedia, engages with various experts to delve into diverse topics relevant to B2B marketing in the Asian context, providing listeners with actionable insights and innovative approaches to marketing in the region.

2.   B2B marketing in APAC by Shikha Pakhide

The podcast Shikha Pakhide on B2B marketing in APAC is a discussion featuring Shikha Pakhide, a B2B marketing professional with over 15 years of experience. It covers various aspects of B2B marketing, including strategy definition, brand building, public relations, event management, trade-show participation, budget management, and demand generation goals. The podcast aims to share Pakhide's extensive experience and insights into tackling the challenges of B2B marketing in the APAC region.

3.   Comms in Asia Podcast by C2 Media

Hosted by Thibaut Souyris and Skip Miller, this podcast is dedicated to exploring modern sales strategies and techniques specific to the B2B sector. It covers a broad spectrum of topics, including sales tactics, relationship building, and the intricacies of B2B sales, making it a goldmine of information for sales professionals and those interested in the B2B sales domain.

Podcasts are proving to be more than just a trend; they are a vital channel for engagement, education, and industry leadership. As these examples illustrate, the medium offers a unique opportunity to deepen connections and establish a voice of authority.

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Implications and key considerations

Podcasts, with their unique blend of intimacy and authenticity, offer an unparalleled medium for storytelling and brand building. Yet, the decision to create or sponsor content should be guided by strategic considerations, including target audience alignment, resource availability, and overarching marketing goals.

Carl Javier of PumaPodcast concurs, pointing out the considerations necessary before venturing into podcast creation, including time, effort, and clear objectives. Aligning with existing podcasts that share the brand's goals can be a more straightforward path to reaching listeners. For brands eyeing industry leadership or B2B objectives, however, starting their own podcast could be a strategic move.

As the industry navigates these changes, the rise of measurable advertising metrics within the podcast space is a game-changer, enabling brands to tailor their strategies with precision.

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