Benefit Cosmetics is poised to embrace the podcast boom as a marketing tool . Regarding the appeal of the format , the company pointed to the way younger consumers are open to long - form content , such as podcasts , and noted that the format 's evergreen nature means content is unlikely to date . According to Lou Bennett , Benefit ’s head of marketing in the UK and Ireland , the firm will use sponsored podcasts as a brand - building exercise , rather than a simple sales tool , without the need to promote an item with ads or adding promo material .
Benefit Cosmetics is poised to embrace the podcasting boom as a marketing tool. Explaining the appeal of the format, the company pointed to the way younger consumers are open to long-form content, such as podcasts, and noted that the format's evergreen nature means content is unlikely to date. According to Lou Bennett, Benefit’s head of marketing in the UK and Ireland, the firm will approach sponsored podcasts as a brand-building exercise, rather than a simple sales tool, avoiding the need to interrupt an episode with ads or adding promo codes.