The new marketing mix – Are podcasts the future of brand marketing?

Podcasting has completely reshaped the audio landscape, pulling audiences away from other media and into a space where brands, businesses, and creators can connect directly with engaged listeners. 

Today, companies are leveraging podcasts as a powerful marketing tool—leveraging the medium’s popularity as an accessible platform for authentic storytelling.  

James Cridland is the editor of Podnews, a world-leading podcast industry newsletter and he’s been tracking the rise of on-demand audio since the early 2000s. His advice for standing out in an increasingly crowded space? Focus on the fundamentals. 

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The Business Of podcast is brought to you by the University of New South Wales Business School, produced with Deadset Studios.  

This episode is hosted by Dr Juliet Bourke, with insights from Professor Barney Tan. 

The transcript and show notes can be found on our website here. 

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