B2B Marketing News: B2B Marketers Eye Metaverse, LinkedIn’s New Carousel Posts, Multicultural Marketer Engagement, & Podcasts Rise Again

The Metaverse Is No Game for B2B Marketers
72 percent of global business executives have said that they expect the metaverse to eventually effect their organization in a positive way, with some 41 percent expecting it to have a breakthrough or transformational impact in the future, according to newly-release survey data of interest to B2B marketers. Association of National Advertisers (ANA)

[bctt tweet=”“As the audience in the metaverse grows, it will amplify its overall utility. Building a business in the metaverse becomes more meaningful with millions of people in it.” — Sam Huber @SamHuber” username=”toprank”]

The B2B Trade Show Market Looks Like It’ll Need At Least Another 5 Years to Reach Pre-Pandemic Levels
Even with a robust 54.7 percent B2B trade show market growth and accompanying value expected to hit $10.2 billion in 2022, a full recovery to pre-pandemic levels isn’t set to occur until after 2026, while the business information market segment is poised to expand beyond pre-pandemic levels in 2022, reaching over $66.1 billion, according to recently-released U.S. B2B forecast data. MarketingCharts

WFA Finds Most Advertisers Satisfied With Agency Rosters, Fewer Plan Changes
69 percent of global marketers have recently made changes to their agency roster or plan to do so, even as 75 percent of advertisers have noted that they were at least satisfied with their present agency roster arrangements, up from 2018 figures — two of several findings of interest to digital marketers contained in newly-released World Federation of Advertisers report data. MediaPost

LinkedIn Launches Native Carousel Posting Option
Microsoft-owned LinkedIn has rolled out an expanded test of its swipeable photo and video carousel post feature — part of the professional platform’s efforts to share information in more visual formats — with a full roll-out to creators expected this fall, LinkedIn (client) recently announced. Social Media Today

Where multicultural marketers can best engage audiences
When it comes to media spending, multicultural groups have continued to be under-represented, despite 42 percent of U.S. multicultural adults reporting that they are spending significantly more time online compared to a year ago — well above the 27 percent of other demographics, with social media and podcasts two of the top format opportunities for marketers looking to reach multicultural audiences, according to newly-released survey data. SmarkBrief

Podcast Consumption Rebounds After Q1 Dip Among Young Listeners
The number of U.S. daily podcast listeners climbed to 29 percent during the second quarter of 2022, rebounding from a drop of 22 percent during the first quarter of the year, while 86 percent of marketers have said that they find podcasts to be an effective channel, according to recently-published survey findings . MediaPost

Google says the cookie is here to stay until 2024
Search giant Google has pushed out its depreciation of third-party web browser tracking cookies until the …read more

Source:: Top Rank Blog