Creators use podcast marketing, but spottily and with doubts. That is the conclusion of a survey conducted by B2B marketing agency Outcomes Rocket, which surveyed 861 marketing and PR professionals in May.
Key findings:
- Adoption is strong but uneven: 44.9% already use podcasts in their marketing, while another 25% plan to launch within a year.
- Consistency is still a challenge: Only 23.3% maintain a weekly publishing cadence.
- Measurement is falling behind: Just 20.4% track revenue attribution, and 16.8% measure formal ROI.
- Budgets favor production: 41.8% spend more on production than promotion and distribution.
- Skepticism remains a barrier: 45.8% of non-hosting organizations still question whether podcasts are effective.
Marketing skepticism is the main theme of the study outcome. One result of this push-pull dynamic is that many organization move quickly at the start, then slow down.
For a plurality of respondents it takes three to six months to launch a podcast. The release rhythm is startling as seen below: Over 52% of new podcasts keep either a monthly publishing schedule or no fixed schedule at all.
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