Analysis of the Usage of Podcasts as a Promotion Channel in Russia

Student: Agarkova Polina

Supervisor: Tatiana Prokhorova

Educational Programme: Management (Bachelor)

Year of Graduation: 2019

The paper is devoted to analysis of the use of podcasts as a promotion channel in Russia. A consumer is overloaded with advertising, and marketers are forced to look for new communication channels. In recent years, there was an explosive growth in the popularity of podcasts in USA. In Russia podcasts also began to gain popularity. However, at present there is no published source describing the state of podcast market in Russia. The aim of the study is to analyze the usage of podcasts as a promotion channel in Russia in order to develop recommendations for brands. The qualitative and quantitative methods will be applied: 7 interviews with representatives of the podcast industry and a quantitative survey of 154 podcast listeners. Research will help to answer the following questions: at what stage of development is the podcast market in Russia? What are the trends? How much does it cost to advertise and create a podcast in Russia? How many people it is possible to reach? What audience is listening to podcasts in Russia now? What is their attitude to advertising? Are there any successful cases of using podcasts as a promotion channel in Russia? The result of the work will be a set of practical recommendations on the use of podcasts in the company's promotion strategy, describing the current state of podcasting in Russia.

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