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Podcasts como ferramenta de marketing digital para aumentar a notoriedade de marca
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Orientador(es)
Resumo(s)
Os avanços tecnológicos e a expansão das plataformas de áudio digital transformaram profundamente a forma como o público consome conteúdos e como as marcas comunicam com os seus públicos. Neste contexto, os podcasts emergem como um meio distinto que combina intimidade, autenticidade e profundidade narrativa, permitindo uma ligação mais pessoal e persuasiva entre a marca e o ouvinte. A interseção entre a transformação digital e o potencial persuasivo dos podcasts reforça a importância de compreender de que modo este meio contribui para a comunicação e para a construção da notoriedade da marca. A indústria dos podcasts tornou-se uma componente relevante do ecossistema digital global. Nos últimos anos, tem registado um crescimento e uma profissionalização rápidos, que exigem dos profissionais de marketing a adaptação das suas estratégias de comunicação a um ambiente cada vez mais competitivo e orientado por dados. À medida que as marcas procuram captar atenção e manter relevância junto de audiências fragmentadas, a publicidade em podcasts surge como um formato inovador e envolvente, capaz de fomentar relações duradouras entre a marca e o consumidor. Neste cenário, a comunicação persuasiva através do áudio assume-se como uma ferramenta estratégica para reforçar a presença e a recordação da marca. O objetivo desta investigação foi identificar quais os fatores da publicidade em podcasts que influenciam a notoriedade da marca no ambiente digital. Foram analisados fatores como o tipo e formato do anúncio, o papel do apresentador enquanto mediador da mensagem, o posicionamento do anúncio no episódio, bem como o tom e a adequação percebida da mensagem. Para além disso, foram também examinados os hábitos, comportamentos e níveis de envolvimento dos ouvintes com os conteúdos de podcast. A investigação foi desenvolvida através de uma abordagem quantitativa, recorrendo a um questionário online aplicado a ouvintes de podcasts em Portugal. Os resultados demonstram que a autenticidade, o envolvimento emocional e a integração natural da publicidade na narrativa são os fatores que mais positivamente influenciam a notoriedade da marca. Por outro lado, aspetos como o excesso de mensagens ou a falta de personalização revelaram reduzir a eficácia da comunicação persuasiva.
Technological advances and the expansion of digital audio platforms have profoundly transformed the way audiences consume content and how brands communicate with them. In this context, podcasts emerge as a distinctive medium that combines intimacy, authenticity, and narrative depth, allowing for a more personal and persuasive connection between the brand and the listener. The intersection between digital transformation and the persuasive potential of podcasts reinforces the importance of understanding how this medium contributes to brand communication and awareness building. The podcast industry has become a significant part of the global digital ecosystem. In recent years, it has undergone rapid growth and professionalisation, which has required marketing professionals to adapt their communication strategies to this increasingly competitive and data-driven environment. As brands strive to capture attention and maintain relevance among fragmented audiences, podcast advertising represents an innovative and engaging format capable of fostering long-term brand–consumer relationships. In this scenario, persuasive communication through audio emerges as a strategic tool for reinforcing brand presence and recall. The aim of this research was to identify which factors of podcast advertising influence brand awareness within the digital environment. The factors analysed include the type and format of advertisement, the role of the host as message mediator, the positioning of the ad within the episode, and the tone and perceived adequacy of the message. Furthermore, the study examined listeners’ habits, behaviours, and levels of engagement with podcast content. The research was conducted using a quantitative approach, through an online questionnaire addressed to podcast listeners in Portugal. The results show that authenticity, emotional involvement, and the natural integration of the advertisement within the narrative are the factors that most positively influence brand awareness. On the other hand, aspects such as message excess or lack of personalisation were found to reduce the effectiveness of persuasive communication.
Technological advances and the expansion of digital audio platforms have profoundly transformed the way audiences consume content and how brands communicate with them. In this context, podcasts emerge as a distinctive medium that combines intimacy, authenticity, and narrative depth, allowing for a more personal and persuasive connection between the brand and the listener. The intersection between digital transformation and the persuasive potential of podcasts reinforces the importance of understanding how this medium contributes to brand communication and awareness building. The podcast industry has become a significant part of the global digital ecosystem. In recent years, it has undergone rapid growth and professionalisation, which has required marketing professionals to adapt their communication strategies to this increasingly competitive and data-driven environment. As brands strive to capture attention and maintain relevance among fragmented audiences, podcast advertising represents an innovative and engaging format capable of fostering long-term brand–consumer relationships. In this scenario, persuasive communication through audio emerges as a strategic tool for reinforcing brand presence and recall. The aim of this research was to identify which factors of podcast advertising influence brand awareness within the digital environment. The factors analysed include the type and format of advertisement, the role of the host as message mediator, the positioning of the ad within the episode, and the tone and perceived adequacy of the message. Furthermore, the study examined listeners’ habits, behaviours, and levels of engagement with podcast content. The research was conducted using a quantitative approach, through an online questionnaire addressed to podcast listeners in Portugal. The results show that authenticity, emotional involvement, and the natural integration of the advertisement within the narrative are the factors that most positively influence brand awareness. On the other hand, aspects such as message excess or lack of personalisation were found to reduce the effectiveness of persuasive communication.
Descrição
Dissertação de mestrado apresentada à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.
Palavras-chave
Marketing digital Podcasts Notoriedade da marca Publicidade em áudio