Leveraging the Power of Emerging Media: 6 Ways Digital Marketers Can Harness the Explosive Growth of Podcasts

Alan Fontanilla, Co-Founder and CEO of The Pod Network, shares why 17 million Filipinos are tuning in to podcasts and how brands can join the conversation.

Podcasts are on the rise. Evolving past the early days of the venerable iPod, the modern-day on-demand podcast has re-emerged in today’s digital landscape as a powerful marketing and communications tool. And with 17 million listeners in the Philippines, podcasts have grabbed the attention of digital marketers. Yet, despite the impressive numbers, podcasts remain largely misunderstood and under-utilized. How should marketers use this medium? Are they an essential part of campaigns? And what are the opportunities available?

The Business Manual spoke to Alan Fontanilla, Co-Founder and CEO of The Pod Network, who shared invaluable insights into the podcasting industry, its marketing potential, and the lessons businesses can apply to maximize their reach. As a marketing expert who is the COO of the Lennon Group, Marketing Head of Packworks, and a board member of the Digital Marketers Association of the Philippines (DMAP), he has much to share about the marketing opportunities in podcasts. Here are five key takeaways to help businesses navigate the rapidly growing podcast space.