Podcast as a channel of communication in the B2B sector

Abstract

A company operating in the electrical wholesale sector aims to assess the relevance of a podcast for its B2B clients. The communication channels in use are perceived as text-heavy. Therefore, a podcast as an auditory approach is sought. With this in mind, the following research questions should be answered: What the communication needs of the B2B target groups are and how an effective communication concept could strengthen brand identity, what opportunities and challenges could be faced in the establishment of a podcast, and if a podcast would be a potential channel for its B2B clients.