Digital communication: impact and advantages for companies

[shammis606]

Digital transformation has been a key element for companies in recent years. Those that have been able to see the value of implementing tools such as digital communication , Big Data and Artificial Intelligence have managed to overcome the changes and challenges brought about by crises such as COVID-19 or economic scenarios that test the ability of companies to survive in the global market.

The study “Voice and attitudes of SMEs towards technology” , carried out by the how does botim work? multinational technology company Microsoft Corporation in 2022, revealed that companies that have initiated and developed their digital transformation have registered positive growth in the last two years. It also projects that these companies are four times more likely to be successful in the future.

The impact of digital communication and technological tools on companies has been evident not only in aspects such as business reputation and recognition, but also in financial areas. The use of technology in digital marketing and communication strategies allows companies and brands to obtain up to 8.8% more revenue and has recorded an improvement in profitability of up to 31%.

These results have given a priority position, in terms of investment, to the areas related to the implementation and use of technology in advertising , marketing and digital communication , so much so that studies such as the one carried out by Microsoft Corporation, state that by 2023 more than two thirds of small and medium-sized enterprises (SMEs) will increase their budget by 31% to improve sales and marketing, 31% to customer retention and 33% to operational efficiency.

Nowadays, digital communication in companies has gained great relevance and has become a topic of interest not only for marketing and communications experts, but also for business administration professionals, executives and managers. Therefore, in this article we will tell you what it is about and what its impact and importance is in companies.

What is digital communication?
The basic and most popular concept of digital communication refers to the exchange of information and knowledge produced through the use of digital tools and/or channels.

However, digital communication goes far beyond the simple exchange of messages. For companies, this concept turns out to be an extremely useful and transcendental tool in building their recognition, reputation and positioning on the Internet.

With the arrival of digital communication , the roles of the sender and receiver in communication systems have changed. The dynamics of unidirectional communication have been left behind, being replaced by bidirectional interactions. In other words, companies and media are no longer the only ones in charge of sending information, but the receiver is transformed, becoming both sender and receiver, giving way to feedback and direct communication with companies, expressing their opinion on brands, products or services.