60% of Marketers Admit They Still Don’t Fully Understand the Metaverse

The metaverse, which is the digital space where users can connect in a virtual environment, is continuing to grow in prominence across several industries. Now, new research indicates that more marketers are looking to determine how the metaverse fits into their strategies.

Unsupervised recently shared the results of its survey that asked 802 marketers their current views on the metaverse, and 60% admitted that they don’t fully understand it. That being said, the majority of respondents (55%) said they still believe that the metaverse will ultimately have a positive impact on marketing.

At some point in 2022, about 27% of marketers claimed that they intend to join like-minded virtual worlds in the metaverse. Additionally, 26% plan on providing internal education in the metaverse.

“As the VR and AR landscapes continue to grow, marketers who don’t find ways to adapt could miss out on potential opportunities,” stated the researchers behind the survey.

Finding Success Through B2B Marketing Events

Although marketers are beginning to explore virtual spaces, previous research suggests that they are still looking to find success through in-person events as well.

The Center for Exhibition Industry Research (CEIR) published the statistics it had gathered on B2B events in the fourth quarter of 2021, and data indicated that the B2B exhibition rate fell to 12.5%. This is compared to 20.6% in the third quarter, and 91.3% in the first quarter of 2021. At the height of the pandemic, the event cancellation rate was 100% in the second quarter of 2020.

“Rising vaccination rates and continued robust economic activities bode well for the B2B exhibition industry,” said CEIR economist Dr. Allen Shaw, chief economist for Global Economic Consulting Associates, Inc. “The B2B exhibition cancellation rate should decline further.”

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