Jack Morton says (and I totally agree):

“Podcasts offer a unique channel that acknowledges this unprecedented level of consumer control. Consumers actively seek out brand messages they want to view or hear, and access them whenever and wherever they like.

In an on-demand world, this kind of contact will only become more common. Forward-thinking marketers will dedicate time, strategy and resources to making the most of this potent new opportunity to connect with key audiences.”

For further reading in the article use this link