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


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


Dr. Michael McCain Smith, University of Pennsylvania

Associate Professor


Akhyadov, E., Goncharov, V., & Makushkin, S. (2020). Video marketing in education: attracting applicants using the youtube service. Revista Inclusiones, 387-396.

Alamäki, A., Pesonen, J., & Dirin, A. (2019). Triggering effects of mobile video marketing in nature tourism: Media richness perspective. Information Processing & Management, 56(3), 756-770.

Albar, B. B., & Sari, I. M. (2021, February). Learning Technology Development through Podcasts for Auditory Learning Styles. In The 3rd International Conference on Educational Development and Quality Assurance (ICED-QA 2020) (pp. 170-174). Atlantis Press.

Ayers, J. W., Caputi, T. L., & Leas, E. C. (2019). The need for federal regulation of marijuana marketing. JAMA, 321(22), 2163-2164.

Bratcher, T. R. (2021). Purses, pencil skirts, and podcasts: a content analysis of fashion brand PR. Public Relations Journal, 14(1), 1-30.

Chan-Olmsted, S., & Wang, R. (2022). Understanding podcast users: Consumption motives and behaviors. New media & society, 24(3), 684-704.

Eriksson, T. (2022). Growing through Giving: The Role of Paying it Forward in Business-to-Business Marketing. Journal of Business-to-Business Marketing, 1-22.

Gilbert, M. A. (2019). Strengthening your social media marketing with live streaming video. Smart Technologies and Innovation for a Sustainable Future, 357-365.

Grubor, A., & Jakša, O. (2018). Internet marketing as a business necessity. Interdisciplinary Description of Complex Systems: INDECS, 16(2), 265-274.

Hämäläinen, A. (2021). Measuring the performance of influencer marketing campaigns: objectives and performance metrics.

Hutt, M. D., & Speh, T. W. (2021). Business marketing management: B2B. South-Western, Cengage Learning.

James, L. (2020). Identifying the effect of Digital Marketing channels on the growth of SME in South Asia: A Case Study on Faheem Haydar Dealzmag.

Khorsheed, R. K., Othman, B., & Sadq, Z. M. (2020). The Impacts of Using Social Media Websites for Efficient Marketing. Journal of Xi'an University of Architecture & Technology, 12(3), 2221-2235.

Kubatin, D. (2021). Developing a Cultural Podcast Platform.

Laurie, F. (2022). From Seed to Sale: Growing a Startup Wellness Business through Social Media Marketing.

McCarthy, S., Pelletier, M., & McCoy, A. (2021). Talking together: using intercollegiate podcasts for increased engagement in marketing education. Marketing Education Review, 31(2), 125-130.

Nabieva, N. M. (2021). Digital Marketing: Current Trends in Development. Theoretical & Applied Science, (2), 333-340.

Negoiţă, O. D., Purcărea, A. A., Popescu, M., Niculescu, A., & Coman, C. N. (2018). Digital marketing tools used by companies. FAIMA Business & Management Journal, 6(4), 66-76.

Rabby, F., Chimhundu, R., & Hassan, R. (2022). Blockchain technology transforms digital marketing by growing consumer trust. Transformations through Blockchain Technology, 265-289.

Ramasamy, S. Digital Marketing. Marketing in 2021, 117.

Rogers, D., Herbert, M., Whitzman, C., McCann, E., Maginn, P. J., Watts, B., & Caldis, S. (2020). The city under COVID‐19: podcasting as digital methodology. Tijdschrift voor economische en sociale geografie, 111(3), 434-450.

Rojas-Torrijos, J. L., Caro-González, F. J., & González-Alba, J. A. (2020). The emergence of native podcasts in journalism: Editorial strategies and business opportunities in Latin America. Media and communication, 8(2), 159-170.

Samuel-Azran, T., Laor, T., & Tal, D. (2019). Who listens to podcasts, and why?: the Israeli case. Online Information Review.

Sedej, T. (2019). The role of video marketing in the modern business environment: a view of top management of SMEs. Journal for International Business and Entrepreneurship Development, 12(1), 37-48.

Shaikh, K., & Nigade, N. (2020). The Impact of Content Marketing and Social Media Marketing on Business Development. International Journal of Innovative Science and Research Technology, 5(11).

Shiang, T., Cerniglia, C., Lin, H., & Lo, H. S. (2021). Radiology podcasting as a model for asynchronous remote learning in the COVID-19 era. Clinical Imaging, 71, 147-154.

Sinha, M., & Sheth, J. (2018). Growing the pie in emerging markets: Marketing strategies for increasing the ratio of non-users to users. Journal of Business Research, 86, 217-224.

Soto-Vásquez, A. D., Vilceanu, M. O., & Johnson, K. C. (2022). “Just hanging with my friends”: US Latina/o/x perspectives on parasocial relationships in podcast listening during COVID-19. Popular Communication, 1-14.

Sullivan, J. L. (2018). Podcast movement: Aspirational labour and the formalisation of podcasting as a cultural industry. In Podcasting (pp. 35-56). Palgrave Macmillan, Cham.

Tranová, K. L., & Veneti, A. (2021). The Use of Podcasting in Political Marketing: The Case of the Czech Republic. Journal of Political Marketing, 1-18.

Vang, G., Counts, B., Suarez, G., & Wolski, N. (2021). Upside FM: Emerging Business Podcasts.

VanMeter, R. A., Schetzsle, S., & Howie, K. (2019). The not so passé MBA: Podcasts as marketing cases. Marketing Education Review, 29(2), 142-146.

Wang, W. L., Malthouse, E. C., Calder, B., & Uzunoglu, E. (2019). B2B content marketing for professional services: In-person versus digital contacts. Industrial marketing management, 81, 160-168.

Young, B., Pouw, A., Redfern, A., Cai, F., & Chow, J. (2021). Eyes for Ears—A Medical Education Podcast Feasibility Study. Journal of surgical education, 78(1), 342-345.
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.