Digital Communications

Four things you need to know

When it comes to marketing and communications, the internet has changed everything. Where it once made sense to focus on media relations and advertising to get your message across in print, on television, and on radio, digital channels have surpassed traditional media in most businesses' marketing plans.

Today, people are online. They use Google and social media to search for products and services without ever having to interact with traditional media sources. And word-of-mouth matters more than ever before. According to Nielsen, 83 percent of people trust recommendations from friends and family, while 65 percent trust consumer opinions posted online.

All this means that digital strategy can no longer be an afterthought. Instead, it should play a vital role in any marketing and communications plan, including a website, blog, Facebook, Twitter, Instagram, Snapchat, YouTube and more.

Regardless of the platform, here are four things to remember about communicating online:

1. Digital communication is immediate

One of the main things that stand out due to social media is the urgency around communication,” says Alison Adair, who teaches Social Media Strategy at Western Continuing Studies. People are constantly connected and expect an immediate and direct response.

Automated chatbots may be able to handle increasingly sophisticated interactions. Still, marketing and communications professionals must ensure customer inquiries are answered professionally and on time.

2. Digital communication is public

In the past, an unhappy client might grumble to a few close friends and family. They will likely hop online and share their displeasure with a worldwide audience. “Now everyone has a platform, and that shift has changed everything,” Adair notes. “Organizations need to put a real emphasis on customer service in digital spaces.”

Digital channels are for more than just pushing out content. They are designed for two-way conversations, to be social. Use them to enhance the overall customer experience by making interactions with your brand more enjoyable and memorable. A positive experience increases customer satisfaction and the likelihood of repeat business and customer loyalty.

On the other hand, the power of digital communication also means that loyal customers can become your greatest asset. Hence, influencer marketing and social selling are on the rise.

3. Digital communication is personal

With the ability to track every click, organizations can now direct their messages to a targeted audience. Marketing has become a personalized experience, and consumers are coming to expect customized digital communication.

If you look at advertising research, people generally don’t like ads – except when they relate to a personal interest or an immediate need.

4. Digital communication tells a story

We are all exposed to thousands of messages each day. People are constantly scrolling. The question is, how do you get them to stop? How do you create something remarkable that will capture their interest momentarily?

The answer is storytelling. And digital media offers a powerful opportunity for marketing and communications professionals to tell stories authentically.

Introduction to Digital Storytelling shows you how to conduct interviews, create compelling visuals, and structure a narrative to engage a targeted audience.

Digital storytelling allows us to create compelling narratives that resonate with our audience. Using visuals, multimedia elements, and emotionally driven messages, you can capture your audience's attention and keep them engaged with your brand.