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Potenziale von Podcasts für die digitale Marketingkommunikation

In: Innovatives und digitales Marketing in der Praxis

Author

Listed:
  • Lisa-Charlotte Wolter

    (IU Internationale Hochschule)

  • Elisa Dorothee Adam

    (IU Internationale Hochschule)

Abstract

Zusammenfassung Digitales Marketing erfordert ein Umdenken von „Push“ zu „Pull“, von „Reichweite“ zu Relevanz und Aufmerksamkeit und von Promotion zu Conversation. Podcasts werden immer beliebter – bei Mediennutzern und Werbetreibenden. Denn Podcasts können vieles: informieren, anregen, unterhalten, begeistern – kurzum: Relevanz erzeugen. Der vorliegende Beitrag liefert einen Überblick zu den Potentialen von Podcasts im digitalen Marketing-Mix sowie literaturbasierte und empirisch gestützte Erkenntnisse zu Podcast-Wirkungsweisen in der Marketingkommunikation. Ein besonderer Fokus liegt auf den emotionalen Qualitäten von Podcasts, welche für die Erzeugung von Relevanz und Aufmerksamkeit nützlich sein können.

Suggested Citation

  • Lisa-Charlotte Wolter & Elisa Dorothee Adam, 2023. "Potenziale von Podcasts für die digitale Marketingkommunikation," Springer Books, in: Christian Lucas & Gabriele Schuster (ed.), Innovatives und digitales Marketing in der Praxis, chapter 0, pages 427-444, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-38210-0_26
    DOI: 10.1007/978-3-658-38210-0_26
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