www.business-review.eu Business Review | July 2020
32 COMMUNICATION
Podcasts taking over in business & entertainment From banking to e-commerce, marketing, retail or deco, any company can have a podcast these days, regardless of its size or international or local reach. Right now, there are more than 850,000 active podcasts and more than 30 million podcast episodes worldwide, in more than 100 languages. By Romanita Oprea
Diana Serban, D Communication
W
Silvia Mihailescu, ING Bank Romania
hy are podcasts a trend among
own blog page. Every journalist had a blog
not just entertainment. “Active people don’t
companies today? According to
as a side project and within a few years they
have time to consume active content (video
Robert Katai, content and com-
had turned it into a business worth millions.
or text). Active people love passive content,
munication manager at Bannersnack, the en-
Then the video revolution began, so compa-
the one that lets you do something else
tire content marketing ecosystem is based on
nies started to also look at video marketing.
while you are listening to your favourite new
two important elements: content creation and
YouTubers became the new celebrities of the
episode. And when brands know how to serve
marketing strategy. And when we think about
internet and video consumption was on the
their consumers’ interest in an audio format,
content creation, we should keep in mind that
rise,” said Robert Katai.
they will win in the podcasting world,” Katai
there are four types of content: text, photo, video, and audio. “There was a time when blogging was on the rise. Every company had started their
As he notes, we are now witnessing an audio revolution. Between video and text, audio
added. Andreea Vrabie, the host of DoR’s “Pe
is giving the consumer a sense of belonging.
bune” podcast, knows how to put things into
People love to consume podcasts because it’s
perspective and reminds us that podcasts
