Increasing brand awareness with podcasting : case: The YesFinland Podcast
Välimäki, Ville Mikael (2018)
Tampereen ammattikorkeakoulu
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018061914086
https://urn.fi/URN:NBN:fi:amk-2018061914086
Tiivistelmä
Digitalization has changed the way of producing and consuming creative content, giving more opportunities to the consumer to access content they desire at any time and for the producer to create the personal content they want and find an audience for it online.
The purpose of this Bachelor’s thesis was to study how podcasts are used to increase brand awareness and the process of producing and publishing a podcast in the current digital environment.
The theoretical framework of the study focused on content marketing and podcasting. The focus was on the changes in consumer behavior in using digital devices and the reasons why content marketing has become an important part of marketing strategies. The podcasting part of the study focused on the characteristics of podcasts, the way they are consumed and the increased viability of the format as a marketing tool in Finland.
The case study was conducted as a podcast production and publishing project for a comedy production company based in Tampere, called YesFinland.
The theoretical study found that consumers are drawn to meaningful content from topics that are of interest to them. Podcasts are usually consumed during other tasks such as housework or commuting. Consumers expect the podcast format to offer both humorous entertainment and new information. Podcast content is expected to be available effortlessly.
Content Marketing has become an important marketing tool for brands. Customers want to feel inclusive and use brands to enhance their self-image. Digital marketing field is competitive.
Case study found that podcast is a useful form of content marketing despite the workload it takes to start one. Podcast is an effective way of providing value, involving audience and spreading the story of a brand.
The purpose of this Bachelor’s thesis was to study how podcasts are used to increase brand awareness and the process of producing and publishing a podcast in the current digital environment.
The theoretical framework of the study focused on content marketing and podcasting. The focus was on the changes in consumer behavior in using digital devices and the reasons why content marketing has become an important part of marketing strategies. The podcasting part of the study focused on the characteristics of podcasts, the way they are consumed and the increased viability of the format as a marketing tool in Finland.
The case study was conducted as a podcast production and publishing project for a comedy production company based in Tampere, called YesFinland.
The theoretical study found that consumers are drawn to meaningful content from topics that are of interest to them. Podcasts are usually consumed during other tasks such as housework or commuting. Consumers expect the podcast format to offer both humorous entertainment and new information. Podcast content is expected to be available effortlessly.
Content Marketing has become an important marketing tool for brands. Customers want to feel inclusive and use brands to enhance their self-image. Digital marketing field is competitive.
Case study found that podcast is a useful form of content marketing despite the workload it takes to start one. Podcast is an effective way of providing value, involving audience and spreading the story of a brand.