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In two decades of guiding B2B enterprises through digitaltrends and transformations, I’ve witnessed seismic shifts in consumer behavior. None of them quite compare to what we’re seeing with GenZ. Thats double the speed of previous generations. They expect two-way dialogue and genuine engagement.
By comparison, B2C companies spend a proportionally larger amount of their budgets on advertising (22%) and people (20%). Overall, it appears that the survey respondents are optimistic about the direction their organisations are heading now that their strategies have shifted to more digitally-focused channels. Customer experience.
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