Podcast marketing is the use of podcasts as a tool to convey promotional messages or provide valuable content that attracts the target audience and builds a strong relationship with potential customers.

Features:
- Audio content: Includes audio episodes that can be listened to online.
- Flexible interaction: Followers can listen to the podcast anytime and anywhere.
- Targeted: The podcast can be customized to suit the interests of the target audience.

Benefits:
- Building a strong relationship: Enhances trust between the brand and the audience.
- Increase brand awareness: Episodes can reach a wide audience and increase brand awareness.
- Educational content: Can be used to provide valuable information and educate the audience.

Features:
- Providing valuable content: Provides added value to listeners, which enhances their loyalty.
- Direct interaction: The ability to communicate with the audience through comments and shares.
- Enhancing visibility: Podcasts can reach a new audience and help build a positive reputation for the brand.

Cons:
- Production cost: The cost of producing and promoting podcasts can be high.
- High competition: Having so many podcasts can make it difficult to stand out.
- Audience response time: It can take time to build an audience.

Examples of modern global companies:
1. Square: Square offers podcasts related to business and e-commerce, which helps educate and educate entrepreneurs.
2. Google: Google uses podcasts to communicate with developers and customers about its new products and services.
3. Microsoft: Offers podcasts related to technology, innovation, and news about the company’s products.
4. Uber: Uses podcasts to tell stories from customers and drivers, in addition to providing content related to the transportation sector.
5. Red Bull: Red Bull runs several podcasts that focus on sports and cultural events, which enhances the brand’s image full of energy and vitality.

Podcast marketing is an effective tool for communicating with audiences through audio content, and is characterized by the ability to build strong relationships and increase brand awareness. However, it requires an investment in production and faces challenges in standing out in a crowded landscape.