Podcasting as a new part of the marketing communication mix

Podcasts have achieved a level of popularity with consumers and are beginning to be seen as an effective marketing channel. Yet the potential for companies and organizations to use podcasts both internally and externally for cost-effective communication is to be fully exploited. This work deals with the potential of podcasting as a tool for business communication. It covers and combines some selected aspects such as communication trends, psychological aspects, and the marketing communication mix. The development of podcasting and its current state is also considered. General data come from the United States, while a practical dataset has been collected through public surveys in the Czech Republic and Germany, and a business survey of 315 Czech companies. The outcome addresses whether podcasting is applicable as a new method for business communication, especially in the Czech Republic, as well as determining which segments of the Czech and German population are more suitable for this medium. Companies were tested on their current needs, challenges, communication approaches and internal capacities towards podcasting integration.