That Podcasting Episode, Part 2


In the 6 months since Part 1 (in recording time) several trends we discussed came to fruition. So Howard is back to chew them over!

We said in Part 1 that there was a lot of room for change and growth in the podcast space. Since we recorded, there’s been the decline of Clubhouse, the rise of Joe Rogan, and much more. So Howard Kosky returned to add some context :

How to approach the rapid shifts in the market:

“Our job as strategists is to be optimistic, absolutely. And to champion, but have a level of pragmatism to make sure everyone keeps their feet firmly on the ground.

What brands are doing before they start a podcast:

“It’s not Field of Dreams, if you produce a podcast and just self publish, don’t assume everyone suddenly going to find you. So it’s interesting as a business, seeing how much time and effort brands are now investing in the strategy before they actually pick up the microphone”

Where you can look to see what comes next:

“The reason I keep referencing the video market is a much more tried and tested model. There is a large audience for it. And it’s interesting, it’s gone from a monthly subscription, you’ve now got a huge Pay As You Go model with the likes of now TV, and others. And I think audio may well follow the same.”

About the Guest

Markettiers4DC is a leading, independent broadcast marketing network headquartered in the UK, whose unique proposition is built around data-driven insights, market research, broadcast media relations, strategic podcast consulting, virtual/hybrid events and live streaming across the digital estate.

We are a specialist broadcast marketing network working with the world’s leading brands to deliver award-winning campaigns. Our business model gives us the ability to leverage insight-driven data, knowledge and expertise and offer our clients a structure of how-to win in the new world, delivering effective broadcast marketing campaigns across TV, radio, podcasting and online.

Markettiers4DC has an established blue-chip client base, with expertise in FMCG, Financial Services, Technology, Pharma, and Government sectors – high levels of client satisfaction, excellent client retention rates (90%+) and partnerships with key technical platform providers. 100% of our output is digital – with decades-long history of continuous product innovation and “Firsts” in the broadcast marketing sector.

Having been involved in broadcast PR/marketing for almost 30 years, the past few years have been re-energised by the swift pace of development of new channels, opening of global markets, and digital techniques available to provide even more effective solutions.

Experiences are too many to mention, but the goal remains the same, happiness, fulfilment, to wake each morning with a huge smile on my face, and to have almost as large a smile at the end of the day

About the Presenter

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‘That Marketing Podcast’ is hosted by Richard Wall. The marketing team’s jack-of-all-trades, you can find him attending and hosting webinars, split testing his way to success and chasing down those hot chilli leads. His passion for podcasts has led him to many an interview and investigation on all things Marketing for you to enjoy.

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