40% of consumers listen to podcasts This is the ninth of 20 daily ‘thoughts’ examining the trends in marketing in 2018 and beyond. The Australian Broadcasting Commission invests considerable time and money into promoting podcasts it has spent a great deal of money commissioning and producing. It has established the ABC ‘Listen’ App to make […]

40% of consumers listen to podcasts This is the ninth of 20 daily ‘thoughts’ examining the trends in marketing in 2018 and beyond. The Australian Broadcasting Commission invests considerable time and money into promoting podcasts it has spent a great deal of money commissioning and producing. It has established the ABC ‘Listen’ App to make it easy for its considerable listener base to access podcasts. This reflects the massive boom in podcasting. This boom is such that one of the worlds most prolific bloggers, Seth Godin, has suggested that podcasts are the new blog. Godin notes that more and more podcasts are being used to communicate information to a population that is less and less inclined to read. Not only are podcasts popular among those who do not want to read, but they are ideal for people gardening, ironing, driving, and a whole range of other activities. Podcasts offer most…