The field of marketing may illustrate the benefits of cloud computing more than any other area of business. Marketing professionals must relentlessly review data to confirm how well their message is received by their target group. Understanding the success of a marketing campaign allows a company to keep building upon a success, or pivot if the message is powerless. Customer engagement is a connection, through various mediums of communication, between a company and a consumer. As organizations move away from traditional forms of media, such as television advertisements, marketers are looking for new ways to connect with specific audience. Trade shows are large physical events typically cantered around a specific industry or product. In the case of Genesys, the marketing team will attend trade shows based around unified communications or contact center technology. Digital marketing represents a space growing at an exponential pace in applicability and competitiveness.