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

Posted on Jul 29th, 2022
Written by Lane Ellis
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  • B2B Marketing News: B2B Marketers Eye Metaverse, LinkedIn’s New Carousel Posts, Multicultural Marketer Engagement, & Podcasts Rise Again
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    2022 July 29 Digital Commerce 360 Chart

    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)

    “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 Click To Tweet

    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

    2022 July 29 Statistics Image

    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 second half of 2024, further extending a previous delay, as the firm continues to evaluate and test its Privacy Sandbox and other replacement technologies, Google recently announced. The Drum

    Amazon Business debuts first major campaign in grab at office supplies category
    Amazon Business has expanded its move into the B2B landscape with the rollout of new campaigns centered around consolidating business supply purchases, as the organization seeks to grow its offerings to the businesses it serves, including some 80 Fortune 100 companies, Amazon recently announced. Marketing Dive

    Google Launches Ad-Creation Tools, Resets Improvements For Gmail, Calendar
    Google has rolled out expanded advertiser collaboration features, including video creation within its popular Google Ads offering — featuring a new Asset Library with voice-over capabilities — along with upgrades to email and calendar tools, Google announced recently. MediaPost

    B2B marketplaces enter the digital commerce mainstream
    B2B marketplace sales climbed by 131 percent during 2021 to reach $56.5 billion, and are expected to keep pace and hit $130 billion in 2022 — two of several statistics of interest to B2B marketers contained in newly-released report analysis. Digital Commerce 360


    2022 July 22 Marketoonist Comic Image

    A lighthearted look at “How Same-Day Delivery Works” by Marketoonist Tom Fishburne — Marketoonist

    ‘Anti-Instagram’ App BeReal Soars to Top of Apple Charts — PetaPixel


    • TopRank Marketing — B2B Influencer Marketing Guidelines For Thought Leadership — Forbes
    • TopRank Marketing — 20 Key Insights from TopRank’s 2022 B2B Influencer Marketing Report [Infographic] — Social Media Today
    • Lane R. Ellis — Jargon, post-sale content, and a study on Millennial decision makers — Cronycle
    • TopRank Marketing — 86% of B2B marketers are successfully working with influencers—here’s what they’re doing — Agility PR Solutions
    • TopRank Marketing — 20 Key Insights from the 2022 B2B Influencer Marketing Report — Red Website Design

    Have you run across your own favorite B2B marketing news this week? If so, please don’t hesitate to let us know in the comments below.

    Thank you for taking the time to join us for this week’s TopRank Marketing B2B marketing news, and we hope that you will return next Friday for another selection of the most up-to-date and pertinent B2B and digital marketing industry news. In the meantime, you can follow us on our LinkedIn page, or at @toprank on Twitter for even more timely daily news.