Využití podcastu pro marketing u vybraného subjektu

Boldiš, Miroslav

The thesis Utilization of podcasts for marketing at a selected entity analyzes the marketing strategies and usage of the OMG Podcast by Omnicom Media Group as a digital marketing tool. The goal of this work is to provide an in-depth look at the practical application of podcasts within marketing strategies and to identify how these strategies can be effectively adapted based on the behavior and preferences of the target audience. The theoretical part of the thesis focuses on describing the creation of podcasts along with software and technical requirements and content preparation. It also describes the methods of distribution across platforms, the significance of podcasts in marketing, and their advantages and risks. It also links to the description of the use of the questionnaire survey. The analytical part begins with a practical application where the OMG Podcast is characterized, including its targeted content, formats, and distribution channels, and its current marketing strategy is also examined. This section provides a foundation for understanding how the podcast is integrated and how it strives to engage its audience. The application of survey results is devoted to interpreting data obtained from a questionnaire survey conducted among podcast listeners. It primarily analyzes listeners'...

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