digital. Behind this new omnipresent word, there is first of all the digitization of information media. However, the essential thing perhaps does not exist… but in the strategic changes implied by this dematerialization. Focus on digital communication.
Therefore, digital communication or digital communication was first applied to the Internet, social media and mobile devices. It is now opening up to new channels and technological trends: virtual reality, chatbots and voice robots, connected speakers, big data and blockchain, etc.
The channels are the supports
Communication terminals have primarily become screens…smartphones, personal computers and tablets. Personal and touch screen. Digital communication marks the disappearance of media and is transmitted through information channels:
- Social networks
- Website
- Blog
- Newsletter
- Mobile app
- Connected objects
Liquid information: flows replace media
Here are 3 practices that have changed with digital communication. Digitalization is the removal of fixed media (posters, brochures, newspapers, etc.), the support of mobile communication, continuous development, less structured, and closer to dialogue and communication than Mark’s words. Information used to be “solid”, attached to a transferable and exchangeable medium. Thanks to digital communication, information becomes “fluid”, that is to say passing from one device to another, and from one consumer to another, without the need to retransmit the media. As a media-independent medium, information has become a real “channel” in the digital age. Compatible and connected channels, information flows from one channel to another.
Communication or Marketing?
Communication is closely related to marketing, so communication is usually understood as a part or continuation of marketing. When marketing is only about quotes, products and customer experience, communication is dedicated to communicating the company’s image and brand and communicating with the public within the company. When communication has an “institutional” (company) vocation, operational marketing will take care of “promotional” actions. The marketing department will be responsible for display (web banners), affiliation, natural references (SEO), paid references (SEA), emails or advertisements on social networks… content, as indicated above .
