Most B2B marketers have lukewarm feelings about metaverse's marketing abilities

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 06, 2022, 3:42 PM GMT+0

They are far more optimistic about content marketing as a marketing tactic.

TopRank Marketing conducted polls simultaneously on Twitter and LinkedIn. Content marketing emerged as a hot favourite for B2B marketers across the platforms. While 47% of LinkedIn respondents said they were the most optimistic about content marketing this year, the number on Twitter stood at 42.9%.

Influencer marketing (29%) follows content marketing on LinkedIn, whereas values-driven marketing (28.6%) came second on Twitter. As for alternative B2B social media platforms, 49% of LinkedIn respondents opted for TikTok, while Twitter respondents pointed to Discord.

The polls also noted how for 32% of LinkedIn respondents, the metaverse played no role in B2B marketing efforts in 2022. About 29% of them did note a growing role for the virtual world this year. On the other side, respondents on Twitter seemed more optimistic about the metaverse.

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