PLUS Communications

As the world reeled with the loss of physical events, Pico, a global brand activation company, have had a digital leg-up. 'We were already a digital company pre-COVID,' says Gregory Crandall, Senior Vice President of Pico’s Global Activation Team. 'What the pandemic did was to push demand for digital experiences into hyperdrive' Greg explains.

Virtual events have swiftly become the norm; but while organizers have grown to appreciate their many advantages, keeping audiences engaged remains a challenge. In many cases, audiences have simply become fatigued by online events that seem too long, too predictable, and lacking personalisation. The result is too high a proportion of audience members zoning out; or even worse, logging off.

With consumer behaviours now radically changing and brand loyalties very much in question, marketing professionals are straining to spot new long-term trends amid the chaos.