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The New Era of Engagement
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There is a gap between what audiences expect from digital experiences and what sales and marketing teams deliver. This is the gap that must be bridged. And, while sales and marketing frequently discuss digital fatigue, it appears they are the ones who are fatigued — not audiences. Organisations must re-energise and reinvigorate their digital engagement initiatives to fulfill audience expectations and deliver more results.
While a return to physical events is welcome, most audience members surveyed preferred virtual delivery formats and were more engaged in digital experiences over the past six months. Consequently, companies will have to balance their events portfolio to match audience expectations.
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