{"id":104851,"date":"2020-10-21T20:39:00","date_gmt":"2020-10-22T01:39:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/el-podcasting-es-la-nueva-radio-y-ofrece-enormes-oportunidades\/"},"modified":"2024-12-31T04:36:14","modified_gmt":"2024-12-31T09:36:14","slug":"el-podcasting-es-la-nueva-radio-y-ofrece-enormes-oportunidades","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/es\/descubre\/blog\/strategy\/el-podcasting-es-la-nueva-radio-y-ofrece-enormes-oportunidades\/","title":{"rendered":"El podcasting es la nueva radio y ofrece enormes oportunidades"},"content":{"rendered":"<p>Al igual que pas\u00f3 con la radio en sus inicios, el Audio digital ha ido ganando importancia durante la \u00faltima d\u00e9cada. Seg\u00fan eMarketer, <a href=\"https:\/\/content-na1.emarketer.com\/us-mobile-time-spent-2020\" target=\"_blank\" rel=\"noopener\">en 2019, las aplicaciones m\u00f3viles en las que los usuarios invirtieron m\u00e1s tiempo fueron para aquellas relacionadas con el Audio digital<\/a>, y su crecimiento a\u00fan no ha tocado techo. <\/p>\n<p>Sin duda, la aut\u00e9ntica revoluci\u00f3n han sido los podcasts. El tiempo dedicado a escuchar podcasts se increment\u00f3 de siete minutos de media por d\u00eda en 2018 a 11 minutos en 2019. El n\u00famero de oyentes \u2018intensos\u2019, aquellos que los escuchan todos los d\u00edas, &#8211; <a href=\"https:\/\/www.nielsen.com\/us\/en\/insights\/article\/2020\/podcast-content-is-growing-audio-engagement\/\" target=\"_blank\" rel=\"noopener\">creci\u00f3 en m\u00e1s de 3.6 millones en 2019<\/a>. <\/p>\n<p>La pregunta para los especialistas en marketing es: \u00bfexiste una oportunidad de negocio con los podcasts? <\/p>\n<h2>Penetraci\u00f3n del audio online<\/h2>\n<p>Seg\u00fan la \u00faltima entrega de The Infinite Dial, en el informe anual de Edison Research y Triton Digital, se estima que <a href=\"https:\/\/www.edisonresearch.com\/wpe-content\/uploads\/2020\/03\/The-Infinite-Dial-2020-from-Edison-Research-and-Triton-Digital.pdf \"target=\"_blank\">192 millones de personas en EE. UU. han escuchado en el \u00faltimo mes audio online<\/a>, esto es un 67% de la poblaci\u00f3n. <\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-53724\" src=\"\/wpe-content\/uploads\/2020\/10\/Chart-1-audio-in-the-last-12-months.jpg\" alt=\"Gr\u00e1fico que muestra el porcentaje de la poblaci\u00f3n estadounidense que escuch\u00f3 audio online en el \u00faltimo mes\" width=\"652\" height=\"271\" \/> <\/p>\n<p>Las plataformas m\u00e1s populares son Spotify, seguido por Pandora. El 28% de los encuestados indica que la aplicaci\u00f3n que m\u00e1s usa es Spotify. <\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-53718\" src=\"\/wpe-content\/uploads\/2020\/10\/Chart-2-popular-audio-platforms.jpg\" alt=\"Gr\u00e1ficos que muestran las plataformas de contenido de audio m\u00e1s populares\" width=\"652\" height=\"140\" \/> <\/p>\n<h2>Penetraci\u00f3n del podcast<\/h2>\n<p>La familiaridad con los podcasts se ha incrementado en un 30% en la \u00faltima d\u00e9cada. Se calcula que en 2020, 212 millones de estadounidenses ya est\u00e1n familiarizados con el t\u00e9rmino &#8220;podcasting&#8221;. Lo que representa un 75% de la poblaci\u00f3n de EE. UU., frente al 70% en 2019.  <\/p>\n<p>La encuesta tambi\u00e9n menciona que aproximadamente 155 millones de estadounidenses han escuchado podcasts alguna vez; es decir, el 55% de la poblaci\u00f3n de EE. UU., frente al 51% en 2019. <\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-53712\" src=\"\/wpe-content\/uploads\/2020\/10\/Chart-3-podcast-familiarity.jpg\" alt=\"Gr\u00e1fico que muestra la familiaridad con los podcasts en EE. UU.\" width=\"652\" height=\"291\" \/> <\/p>\n<p>Uno de los datos m\u00e1s curiosos, es que\u202flos niveles\u202fde consumo de podcats\u202fen Canad\u00e1\u202fahora son\u202figuales a los de\u202flos Estados Unidos: el 37% de los adultos encuestados en estos dos pa\u00edses son oyentes mensuales. <\/p>\n<p>Los consumidores estadounidenses de podcasts mensuales crecieron un 16% interanual, mientras que los oyentes de podcasts semanales en los EE.UU. escuchan un promedio de seis podcasts diferentes cada semana. <\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-53706\" src=\"\/wpe-content\/uploads\/2020\/10\/Chart-4-podcast-listening-by-nation.jpg\" alt=\"Gr\u00e1fico que muestra las cifras de escucha de podcasts por pa\u00eds\" width=\"652\" height=\"416\"\/> <\/p>\n<p>Los consumidores parecen tener hambre de contenido de audio y esto es una oportunidad para las marcas. <\/p>\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Nuestra Newsletter            <\/h2>\n            <p class=\"subtitle\">\n                Recibe en tu bandeja de entrada informaci\u00f3n<br class=\"d-none d-lg-block\"> exclusiva sobre lo m\u00e1s relevante<br class=\"d-none d-lg-block\"> del marketing digital.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_69f395654e796'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Direcci\u00f3n de correo electr\u00f3nico' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Enviar<\/button>\n    <\/div>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var form = $('#hubspot_form_69f395654e796');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Required HubSpot fields\n        var portalId = '5408011';\n        var formId = 'b4ad689f-dc57-4d32-8df1-fa7e8d7dc30e';\n\n        \/\/ Prepare the data payload\n        var data = {\n            fields: [\n                {\n                    name: 'email',\n                    value: email\n                }\n            ],\n            context: {\n                pageUri: window.location.href,\n                pageName: document.title\n            },\n            submittedAt: new Date().getTime()\n        };\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Send the data to HubSpot\n        fetch('https:\/\/api.hsforms.com\/submissions\/v3\/integration\/submit\/5408011\/b4ad689f-dc57-4d32-8df1-fa7e8d7dc30e', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify(data)\n        })\n        .then(response => {\n            if (response.ok) {\n                if(statusElement) {\n                    statusElement.text('Gracias por suscribirse.');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                return response.json().then(error => {\n                    if(statusElement) {\n                        statusElement.text('Error: ' + error.message);\n                        statusElement.css({\n                            'color': 'red',\n                            'padding-top': '10px'\n                        });\n                    }\n                });\n            }\n        })\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"Hubo un error al enviar el formulario.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n\n    window.addEventListener('message', function(event) {\n        const isFormCallback = event.data.type === 'hsFormCallback';\n        const isFormSubmitted = event.data.eventName === 'onFormSubmitted';\n        const iscurrentForm = !!event?.data?.id ? 'b4ad689f-dc57-4d32-8df1-fa7e8d7dc30e'.trim() == event?.data?.id : false; \n\n        if( isFormCallback && isFormSubmitted && iscurrentForm ) {\n            console.log('event', event);\n            window.location.href = 'https:\/\/www.dacgroup.com\/es\/gracias\/';\n        }\n    });\n});\n<\/script>                <span class=\"forward-email-status-container\"><\/span>\n            <\/div>\n\n            <button id=\"forward-form-submission\" class=\"subscribe-btn\" type=\"button\" onclick=\"triggerButton(this)\">\n                <span class=\"d-inline-block\">\n                    Suscr\u00edbete                <\/span>\n                <span class=\"d-inline-block bell-container\">\n                    <svg width=\"28\" height=\"28\" viewBox=\"0 0 24 24\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M3.5458 14.4774L4.50055 13.234C4.50657 11.8629 4.56791 9.80824 5.17539 8.00401C5.52706 6.95953 6.09459 5.89126 7.03537 5.08C7.70533 4.50227 8.51103 4.10149 9.44696 3.90922C9.50872 3.69984 9.5922 3.49047 9.70471 3.28979C9.91134 2.92122 10.2194 2.57523 10.654 2.33189C11.0827 2.09183 11.5478 2 12 2C12.4355 2 12.8969 2.08208 13.3272 2.31763C13.7695 2.55969 14.0812 2.91045 14.2866 3.28943C14.3999 3.49849 14.4813 3.71787 14.5396 3.93682C15.5444 4.18145 16.3788 4.69659 17.0444 5.38131C17.9498 6.3126 18.4937 7.50224 18.8321 8.60503C19.3645 10.3395 19.4725 12.1499 19.4944 13.1421C19.9371 13.6338 20.3502 14.1627 20.6914 14.626C21.9447 16.3277 20.6148 18.5001 18.7001 18.5001L5.52863 18.5C3.45543 18.5 2.28314 16.1217 3.5458 14.4774Z\" stroke=\"#171616\" \/>\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M9.0857 19.3749C9.431 19.1461 9.89639 19.2405 10.1252 19.5858C10.874 20.7159 12.7481 21.0858 13.9 19.5501C14.1485 19.2187 14.6186 19.1516 14.95 19.4001C15.2813 19.6486 15.3485 20.1187 15.1 20.4501C13.2518 22.9143 10.126 22.3027 8.87475 20.4143C8.64596 20.069 8.74041 19.6037 9.0857 19.3749Z\" fill=\"#171616\" \/>\n                    <\/svg>\n                <\/span>\n            <\/button>\n        <\/div>\n    <\/div>\n\n    \n    <script>\n        function triggerButton(button) {\n\n            var container = button.closest('[data-role=\"forward-email-subscription-container\"]');\n            var form = container.querySelector('[data-forward-email-form]');\n\n            if (form) {\n                jQuery(form).find(\"button[type='submit']\").trigger('click');\n            }\n        }\n    <\/script>\n\n<\/section>\n\n\n<h2> Podcasts y marketing, \u00a1por fin juntos!<\/h2>\n<p>La efervescencia de esta tendencia no ha pasado desapercibida para las marcas que a trav\u00e9s de los Branded Postcast intentan impactar a sus consumidores en un medio que se ha comprobado muy efectivo a la hora de aumentar el recuerdo de marca. Seg\u00fan un estudio encargado por BBC StoryWorks, <a href=\"https:\/\/www.bbc.co.uk\/mediacentre\/worldnews\/2019\/audio-activated\" target=\"_blank\" rel=\"noopener\">los Branded Podcasts aumentan un 89% del conocimiento de marca<\/a>, 57% en consideraci\u00f3n, 24% en la preferencia de la marca y 14% en la intenci\u00f3n de compra. <\/p>\n<p>Estos son algunos de los ejemplo m\u00e1s exitosos de marcas muy conocidas: <a href=\"https:\/\/open.spotify.com\/show\/3QprRQ9UPuEjng12YHSfI4\" target=\"_blank\" rel=\"noopener\"># Sephora LIPSTORIES<\/a> y el podcast <a href=\"https:\/\/www.stitcher.com\/podcast\/jorge-tovar\/jj-innovation-podcast\" target=\"_blank\" rel=\"noopener\">Innovaci\u00f3n<\/a> de Johnson and Johnson. <\/p>\n<p>Seg\u00fan un informe de Hinge, <a href=\"https:\/\/hingemarketing.com\/library\/article\/2020-high-growth-study-executive-summary\" target=\"_blank\" rel=\"noopener\">en 2017, el 8,5% de los profesionales de B2B indicaron que hab\u00edan utilizado los podcasts y la radio como t\u00e9cnica de marketing<\/a>, cifra que ha aumentado en 2019 hasta el 12,8%. <\/p>\n<p><img class = \"alignnone size-full wp-image-53700\" src = \"\/wpe-content\/uploads\/2020\/10\/Chart-5-marketing-techniques.jpg\" alt=\"Gr\u00e1fico que muestra t\u00e9cnicas de marketing populares\" width=\"652\" height=\"481\" \/> <\/p>\n<p>M\u00e1s cifras interesantes: El 18% de los profesionales de marketing en todo el mundo indicaron que <a href=\"https:\/\/chart-na1.emarketer.com\/237776\/which-type-of-content-do-marketing-professionals-worldwide-feel-most-effective-building-Relations-generate-leads-that-convert-of-encuestants-june-2020 \"target=\"_blank\">los podcasts son el tipo de contenido m\u00e1s eficaz para generar clientes potenciales que conviertan<\/a>. <\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-53694\" src=\"\/wpe-content\/uploads\/2020\/10\/Chart-6-lead-generation.jpg\" alt=\"Gr\u00e1fico que muestra la eficacia de varias t\u00e9cnicas de marketing\" width=\"652\" height=\"500\" \/> <\/p>\n<p>Compartimos tambi\u00e9n una opini\u00f3n apoyada por eMarketer recientemente, <a href=\"https:\/\/content-na1.emarketer.com\/us-podcast-ad-spending-surpass-1-billion-next-year\" target=\"_blank\" rel=\"noopener\">que afirma que en EE. UU. el gasto en anuncios de podcast superar\u00e1 los mil millones de d\u00f3lares el pr\u00f3ximo a\u00f1o<\/a>.  <\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-53688\" src=\"\/wpe-content\/uploads\/2020\/10\/Chart-7-podcast-ad-spending.jpg\" alt=\"Gr\u00e1fico que muestra el gasto en publicidad de podcasts\" width=\"652\" height=\"564\" \/> <\/p>\n<p>Los Branded Postcast son menos intrusivos y por eso est\u00e1n teniendo esta acogida. El Podcast Playbook, publicado por Interactive Advertising Bureau, establece que <a href=\"https:\/\/www.iab.com\/wpe-content\/uploads\/2017\/08\/IAB_Podcast-Playbook_v8.pdf\" target=\"_blank\" rel=\"noopener\">el 67% de los oyentes pudo recordar los productos y las marcas que aparecen en los anuncios de podcast<\/a>. Y el 61% pag\u00f3 por un producto o servicio que descubri\u00f3 por este canal. <\/p>\n<h2>Pilares del podcasting<\/h2>\n<p>Si bien no existe una estrategia \u00fanica, hay varias cosas que debes tener en cuenta si decides crear un podcast de marca. <\/p>\n<ul>\n<li><strong>Tener una p\u00e1gina de destino s\u00f3lida<\/strong> con una propuesta de valor.<\/li>\n<li><strong>Tener en cuenta a tu comprador.<\/strong> \u00bfCu\u00e1les son sus intereses? \u00bfQu\u00e9 est\u00e1n buscando?<\/li>\n<li><strong> Proporciona contenido valioso.<\/strong> Los podcasts pueden ser incre\u00edblemente atractivos y se convierte en un p\u00fablico muy leal. Desarrolla credibilidad y reputaci\u00f3n a trav\u00e9s del contenido. Habla sobre temas que te interesen a ti y a tu audiencia.<\/li>\n<li><strong>Elegir el mejor momento.<\/strong> \u00bfCu\u00e1ndo escuchan tus oyentes los podcasts? \u00bfCu\u00e1ndo es m\u00e1s probable captar su atenci\u00f3n? Analiza tus datos para obtener las respuestas a estas preguntas. Encuentra tendencias y publica episodios siguiendo un calendario que puedas cumplir.<\/li>\n<li><strong>Ten un CTA s\u00f3lido.<\/strong> Muchos podcasts incitan y animan a los oyentes a suscribirse y compartir, ya sea al principio o al final del episodio. Se aut\u00e9ntico y transparente: explica a tu usuario que esto os ayudar\u00e1 a crecer y os permitir\u00e1 seguir proporcionando contenido valioso.<\/li>\n<\/ul>\n<p>Los especialistas en marketing est\u00e1n adoptando el podcasting como un canal de medios vers\u00e1til y atractivo. Recuerda: prueba \/ error, ese es tu mejor aliado: no tengas miedo de experimentar. <\/p>\n<p>\u00bfEst\u00e1s deseando tener m\u00e1s datos y profundizar en el tema? Escucha el podcast de DAC, <a href=\"https:\/\/inside-the-funnel.captivate.fm\/\" target=\"_blank\" rel=\"noopener\">Inside the Funnel<\/a>, en el que tres expertos de marketing nos cuentan c\u00f3mo est\u00e1 evolucionando esta apasionante industria. \u00a1Dale al play! <\/p>\n<div style=\"width: 100%; height: 170px; margin-bottom: 20px; border-radius: 10px; overflow: hidden;\"><iframe style=\"width: 100%; height: 170px;\" src=\"https:\/\/player.captivate.fm\/show\/a5bf537a-678d-40d1-88d8-9f8b2a140b1d\/latest\/\" frameborder=\"no\" scrolling=\"no\" seamless=\"\"><\/iframe><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Al igual que pas\u00f3 con la radio en sus inicios, el Audio digital ha ido ganando importancia durante la \u00faltima d\u00e9cada. Seg\u00fan eMarketer, en 2019, las aplicaciones m\u00f3viles en las que los usuarios invirtieron m\u00e1s tiempo fueron para aquellas relacionadas con el Audio digital, y su crecimiento a\u00fan no ha tocado techo. Sin duda, la [&hellip;]<\/p>\n","protected":false},"author":22,"featured_media":104835,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.82,"reading_level_needs_review":"0","footnotes":""},"categories":[2908],"tags":[1651,1733,1792],"class_list":["post-104851","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategy","tag-audio-content-3","tag-podcast-advertising-3","tag-podcast-marketing-3"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>El podcasting es la nueva radio y ofrece enormes oportunidades | DAC<\/title>\n<meta name=\"description\" content=\"El audio digital ha ido ganando protagonismo durante la \u00faltima d\u00e9cada. 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