Impact of Podcasts and Video Marketing Strategy on Growth of Businesses in the Private Sector: Perspective from the United States

  • Ernest Morisson Yaymond Northern Kentucky University
  • Dr. Alice Saunders Clerk University of Southern California
  • Dr. Michael McCain Smith University of Pennsylvania

Abstract

A growing business is one that is expanding in one or more ways, and there is no single metric used to measure growth. Instead, several data points can be highlighted to show a company is growing. These include: revenue, sales, company value, profits, number of employees, and number of customers. Over the past few years, the popularity of podcasts has grown enormously. A Podcast can be understood as a series of episodes, digitally programmed and formatted, focusing on a specific theme or topics like technology, start-ups, or anything else, it can be said that it is a radio in digital form. This study sought to understand the impact of podcasts and video marketing on growth of businesses in the private sector in the United States. This was a literature based study in which relevant literature was reviewed to derive study themes. The study found that in the US, Podcasts are going mainstream, and since the brand name goes online with the Podcasts on many platforms, it increases the brand’s visibility, and there are many tricks and hacks that businesses can use to enhance brand visibility through Podcasts. The study established that podcasts and videos offer individuals and organizations in the private sector alike the ability to effectively and affordably attract, convert, and transform consumers and grow their businesses. It has also been established that Podcast listening numbers have increased by 42 percent in the US since the start of the COVID-19 crisis, and more and more Americans are discovering content via this medium, it is thus a great place for advertisers to reach a more tech-savvy, educated consumer. The study concludes that many businesses in the United States use podcasts to attract their target customer to their business. By talking about things that their target customer is interested in, they then gain a captive audience to promote their products or services to.

Keywords: Podcasts and Video, Marketing strategy, Business growth, Private Sector, United States

Author Biographies

Ernest Morisson Yaymond, Northern Kentucky University

Postgraduate Candidate

Dr. Alice Saunders Clerk , University of Southern California

Lecturer

Dr. Michael McCain Smith, University of Pennsylvania

Associate Professor

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Published
2022-05-31
How to Cite
Yaymond, E. M., Clerk , A. S., & Smith, M. M. (2022). Impact of Podcasts and Video Marketing Strategy on Growth of Businesses in the Private Sector: Perspective from the United States. Journal of Marketing and Communication, 5(1), 39 - 50. https://doi.org/10.53819/81018102t4044
Section
Articles