Podcasts Continue to Gain Widespread Popularity

Top Rank Marketing released podcasting trends that every B2B marketer should know.

• New listeners have disrupted former listener demographics and habits. 66% of these new listeners are under 35 years old, and they’re evenly split between male and female. They are also 36% more likely to hop around from podcast to podcast versus old listeners who tune in to every episode of their favorite show.

• Searching for podcasts is improving on popular platforms and on search engines, which means marketers need to optimize every episode for search.

• Podcasting platforms now include tools that allow audio and video calling, recording options, and even editing tools, making it easier to record a great episode. Even with these updates, 50% of the adult U.S. population has never listened to a single podcast.
  

Neuromarketing Measures Marketing Effectiveness

How do you measure HOW your customers feel about your brand?

Hubspot reported on a new marketing metric called neuromarketing, a blend of neuroscience and marketing that helps gauge emotional resonance. Teams use technology to track customers’ neurochemical and physiological responses while consuming marketing content.

Neuromarketing has numerous use cases – allowing brands to tell more compelling stories, helping companies host more engaging conferences, designing effective ads, and determining the right price for a product or service. However, there are some ethical concerns with neuromarketing. Companies must hold themselves to a high standard when studying their consumers and should never promote anything harmful, deceptive, or illegal. Of course, minors should not be studied.

Will your brand explore neuromarketing?

Experimentation Is Crucial for Effective Marketing

In a recent opinion piece for Marketing Week, Helen Edwards asserts that every marketer should use 10% of their budget to experiment. According to Edwards, failing to experiment leaves your business vulnerable to disruption. The best way to experiment is to explore entrepreneurial thinking. This kind of thinking doesn’t involve an objective; rather, it imagines a range of potential outcomes. A habit of experimentation just might lead to a major breakthrough in your marketing.

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