Innovative marketing strategies have made their way into the broadcasting industry. The conventional radio broadcasting programs have served in this market for many years. Little progress had been achieved in the sector until in 2012 when Norman Pattiz developed PodcastOne. The platform functions as a digital on-demand system for audio products. Pattiz is quick to note the value of hard work, motivation and work engagement in driving success. His entrepreneurship ventures are notable from Westwood One where under his leadership, the company soared to be the greatest radio network in the US. In 2010, he continued to make his footprint in the industry and created Courtside Entertainment Group which is phenomenon participant in the broadcasting industry.
Before these achievements, Pattiz had been awarded a seat on the Broadcasting Board of Governors by Presidents Bush and Clinton. One of his most remarkable achievements is developing the idea to host Arabic television and radio services. These services were intended for the Middle East countries and also featured a Farsi broadcasting service for Iranians. Weekly, these programs chart over 40 million listeners. He was instated in the National Radio Hall of Fame by 2009 in recognition for his contribution to the industry. Library of American Broadcasting later awarded him the Giants of Broadcasting Award.
PodcastOne has featured numerous marketing materials targeting the millions of subscribers on the channel. Being an on-demand audio platform, the quality of products on the platform is exceedingly high. Edison Research in conjunction with PodcastOne studied five consumer brands in pre- and post-launching marketing campaigns with the platform. Edison Research is an authority in research pertaining podcasting space and teaming up with a leading provider promised accurate results. The study featured different brand marketing motivations such as advertising and experimentation. The study focused on exploring intent of purchase, brand and message recall.
By following up three separate studies, Edison Research successfully investigated the hypothesis parameters on how podcast marketing via PodcastOne affected audience reception. The study found that podcast received by the audience increased their willingness to engage a brand. Further, the study demonstrated that a brand message response is significantly high among podcast audience. Statistics showed that the product awareness for the five company brands increased significantly during the study’s duration. Importantly, positive improvements in the market reception of the brands were noted in the post-study surveys. For instance, aftermath products gained popularity from brand messages.
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