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What is digital communication?
DIGITAL. Behind this intrusive neologism hides first and foremost the digitization of information media.
Yet the main thing is probably not there… But rather in the change of strategy that this dematerialization implies. Focus on digital communication.
Digital communication is above all the digitization of information media.
But beyond that, it also means considering corporate communication as an entire ecosystem, an environment that encompasses and acts in all dimensions of Digital.
Digital communication, or digital communication, was therefore first applied to the web, social media and mobile devices.
It is now opening up to new channels and technological trends: virtual reality, chatbot and voicebot, connected speakers, big data and blockchain...
The channels are the supports
Communication terminals have mainly become screens… Smartphones, PCs, tablets. Individual and touch screens.
Digital communication marks the disappearance of media and goes through information channels:
- Réseaux sociaux
- Site web
- Blog
- Newsletter
- Application mobile
- Objets connectés
Liquid Information: Flows Replace Media
Here are 3 practices that are changing with digital communication.
Digitization is the erasure of fixed media (posters, brochures, newspapers, etc.) in favor of a flow of communication, evolving, less structured, closer to conversation and exchange than to the discourse of Mark.
Information used to have the state of being "solid", attached to a medium that was transmissible, exchangeable. With digital communication, information becomes "liquid", it is information that passes from one device to another, from one consumer to the next, without the medium being retransmitted.
Information flows as a medium-independent fluid that becomes, in the truest sense, a "channel" in the digital age. Compatible and connected channels, where information flows from one to the other.
Animation of communities and production of content
The changes relate not only to the use of these channels, but also to the activities and role of the communication services.
Two major changes: the animation of communities and the production of content from which stems the new trend of digital communication, the Ambassador programs.
Community management
Animating the company's various social spaces (Facebook, Twitter, Linkedin, etc.) has become one of the main challenges of digital communication. This is the central role of the community manager (or digital communication manager).
The goal? The sociability of the brand. Listening to brand conversations, reacting to feedback, nurturing customer relationships, and building a community now come to the fore.
Brand content development
Communication has always been intended to produce content, but social networks are fueling the greed of Internet users...
It is therefore necessary to feed the networks with renewed and personalized content.
Some examples of content for digital communication:
Story telling: the story that creates myth, emotion or fun
Content of expertise: becoming the guide in your sector
Game content: games, virality and interaction
Various formats: video, live, photo, technical note, slides share, white paper, webinar, TV, series, clip...
Communications or Marketing?
Communication and Marketing are close, to the point that communication is often understood as a part or a continuation of Marketing. When Marketing focuses on the offer, the products and the customer experience; communication is dedicated to the image of the company and the brand, to exchanges with the public of the company. Operational Marketing will be in charge of "promotional" actions when the Communication has an "institutional" (Corporate) aim.
The Marketing department will take over the display (web banners), affiliation, natural referencing (SEO), paid referencing (SEA), emailing or advertising on social networks,... when the Communication will focus on the animation of communities and the production of content, as seen above.
Do you also need more visibility on the web? Check out our digital marketing offers.
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