Metaverse and AR: Forces Shaping B2B Marketing


Meta, Facebook’s parent company, has agreed to pay $90 million to settle a lawsuit accusing the social network of tracking users online after they logged out. – Copyright AFP/Dossier Daniel SLIM

Sprout Social researched and produced a report – the ‘Index 2022‘ report. The report juxtaposes data between marketers and consumers around expectations of emerging platforms and technologies like the metaverseAR/VR and TikTok, which social platforms are used the most, the importance of taking a stand on social issues, and much more.

The report identifies some important trends for the field of business marketing. For example, 67% of marketers plan to invest at least a quarter of their budget in metaverse tactics over the next 12 months.

As for where that money will end up, the analysis indicates that Facebook remains the top platform. This is where marketers are focusing because it’s what most consumers plan to use most often in the next twelve months (at 71%). Next come YouTube (51%), Instagram (49%) and TikTok (38%).

Consequently, marketers’ plans are similar with Facebook (65%), Instagram (59%), TikTok (39%) and YouTube (35%) leading the way for campaign activity.

Interestingly, there is a priority gap between consumers and marketers, especially with YouTube. This variation indicates that brands should take a closer look at the content and formats that consumers prefer to interact with.

Marketers will also focus on more work topics in their attempts to attract consumers, especially those from distinct demographics. Here, the survey reveals that 71% of consumers think it’s important for brands to take a stand on sensitive issues. These patterns are higher among the artificial divisions of consumers placed into Gen Z (73%) and Millennials (77%), based on their age.

Looking at in key trends report for Digital diary is Sprout’s chief marketing officer, Jamie Gilpin. The expert considers what really emerges from this year’s report.

Gilpin identified an important point in the report, noting, “While social trends have had their ups and downs over the past nine years that Sprout Social has released its annual index, what really stands out in this year’s report is the excessive interest and investment in new technologies like the metaverse and AR/VR.

This development brings some value to the investment that Meta (Facebook’s parent company) is investing in the metaverse.

This type of activity shapes the commercial world. Gilpin points out here: “What I find most exciting about this discovery is that it shows how marketers are currently preparing their teams for the surge in interest that we expect in the next year or so. of them.”

This is something where Gilpin thinks specialist roles can lead to change, as she concludes, “We as marketers really have an opportunity to lead the way and show consumers what’s possible.” .


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