Characteristics of Digital Communication That Have Created New Forms of Business
Do you know what are the characteristics of digital communication and why are they so important? As the world continues to move towards digitization, communication channels and social platforms have adapted so that organizations improve the experience of their customers and bet on new ways of doing business.
In fact, digital communication has been the catalyst for many companies to finally begin to leave their traditional methodology to add innovation within their corporate strategies. With more people and companies moving online, what can organizations do to prepare for what's ahead? Digital communication is the answer.
Therefore, in this note we will tell you the main characteristics of digital communication and how to get the most out of them. In addition, you will learn about the various types of digital communication that will change your business vision. Let's go there!
1. It is immediate
Living in such a fast-paced world, we receive endless data simultaneously every day. And that is precisely one of the great characteristics of digital communication, which allows us to collect information immediately and without having to wait for the next day to have content in our hands.
2. It's multimedia
Although traditional media, such as the press, radio and television, are the main communication channels to reach a mass community, with the emergence of digital communication we can access valuable content in real time through multiple channels. online. This characteristic of digital communication brings together different media that are in tune in one place.
3. Allows interactivity
Another characteristic of digital communication is user participation. Easy accessibility to online media allows customers to interact with your brand through social networks, forums, web pages, etc.
4. Updates in real time
If before a writing or spelling error in a printed newspaper could generate a different interpretation by readers, thanks to this feature of digital communication you can edit any content in real time and update it with new valuable data.
Therefore, be very careful when publishing content on your communication channels, because just as you can update them immediately, you can also receive criticism from users if your information is not supported by reliable sources.
5. It is multidirectional
This characteristic of digital communication proposes that the sender can be the receiver at the same time and vice versa. The passive receiver was left behind! With multidirectional communication, the user becomes an active agent who not only participates in the messages, but also generates them through the various platforms.
6. Expand your audience
The digital age has changed the way we communicate on a personal and professional level. It is no longer just written or physical, but a mixture of images, texts, audio, video and face-to-face communication.
One of the characteristics of digital media on a social level is that digital devices and tools greatly expand our opportunities to exchange ideas with many people. However, it is key to consider that digital communication can carry a higher risk of misunderstandings than traditional communication, except when using videoconferencing.
When we interact face-to-face, we unconsciously observe the signals of the other person's gestures, eye contact, and facial expressions to maximize the effectiveness of our understanding.
There are several characteristics of digital communication that are specific. The main one is that you can choose when and with whom you want to communicate (immediacy), even if the person is in another part of the world.
For example, you can send a message to a friend in Korea at 10 in the morning in your country when it is 1 in the morning there. That friend can check email or a social network after waking up and can reply to you later that day or whenever they decide.
7. It is a showcase for personal branding
With the arrival of digital technology, it has become necessary to recover the concept of "person" and the way in which contacts are produced today. This characteristic of digital communication has triggered the creation of a kind of "showcase of ourselves" through social networks. Consequently, although we can influence our appearance in the eyes of others, it is up to us to apply our social brand.
8. Dematerialize interpersonal relationships
The digital means of communication, through which messages can be transmitted, has certainly reduced direct human interaction in favor of a "dematerialization of the relationship." In other words, although we are now dealing with a certain degree of difficulty in establishing a relationship of trust, at the same time it has facilitated the knowledge of new brands and new people.
9. Produce content
In the midst of the possibility of interactivity that we mentioned in the previous section, another of the characteristics of digital communication at a social level is the introduction of communication platforms that allow the transmission of messages that are in turn received passively.
In other words, although anyone can communicate something to the world with any type of information medium, it is also possible to do the same by sharing digital content produced by third parties. It is a new form of digital communication that does not imply the direct creation of the message, but the simple fact of sharing the message of others.
10. Verbal communication predominates
The fifth impact of the characteristics of digital communication at the social level is that verbal communication predominates over non-verbal communication and that contacts are usually brief, rather than longer and meaningful.
Digital communication in a device is usually limited to the display and speakers of the device, giving you limited information to make a correct interpretation. Often times, you have to encode and decode texts, abbreviations or emojis.
When images are shared, only visual messages are sent and received. Only video chats and video conferences allow you to interpret gestures, body language and tone of voice, similar to a face-to-face conversation. But limits still exist, as you are removed from actual human contact.
11. Publish content
Digital communication messages can be copied, altered, or even republished. Every message you write, every friend you add, and every comment or image you share is encoded in digital data and stored on the server of whatever service you use, such as Facebook.
This is a great challenge for all digital communicators who are online, since we must be aware that, once uploaded to the Internet, the data can be recovered or copied from anywhere. It is a characteristic of digital communication to be able to publish texts, images or videos that are not totally under our control.
12. Allows contact with social groups of similar interests
The seventh characteristic of digital communication at the social level is that you can be in contact with people who have similar interests and that you would never know otherwise. It is a way of socializing and meeting new ideas at the same time. For example, you may decide to join a social media group that focuses on martial art.
Once you have registered in the group, you will be able to post comments, images and videos on the subject. You will soon see that people from all over the world are members of that same group. Even when people use different languages, you can click on the built-in translation software to understand the words of a classmate.
Why is digital communication so important?
The modern world is consumed by digital communication. Without her, life would not be nearly the same. Think of the past when we wrote to each other through a letter and then sent it by post. Now, we simply communicate with our family or friends remotely with just a few simple taps on our phones. Although you may not have realized it, digital communication is part of our day to day.
Of course, digital communication involves not only having a conversation with someone, but also delivering a message. As we mentioned before, websites or social networks are a form of communication because they provide information in real time and allow feedback between the sender and the receiver. The world revolves around digital communication!
Now you know why it is so important to know more about the characteristics of digital communication. But first, let's see what is the importance of digital communication and what are its advantages.
Benefits of digital communication
- Digital communication is a great ally to win over more potential customers. Platforms like Instagram, Twitter, Facebook, and LinkedIn allow companies to reach audiences that were once out of reach due to geographic limitations. This has created a new world of digital marketing; Today, blogs, podcasts, videos and other channels are rapidly expanding as the best digital communication tools to be able to access customizable content whenever and wherever we want.
- Digital communication provides a seamless experience for customers as they can interact with your brand thanks to social media, artificial intelligence, chatbots and other technologies, leading to effective digital communication.
- Digital communication generates better employee participation. Yes, digital communication not only aims to reinforce interaction with customers, but also to generate an emotional connection with employees. This can be possible, for example, via the intranet and even social networks. Remember that workers are the face of your company. Don't neglect them!
What are the types of digital communication?
Good! After knowing what the characteristics of digital communication are, we cannot miss the types of digital communication that will help you transform the customer experience with your brand.
Some of the types of digital communication are:
Video marketing has been shown not only to build brand awareness, but to be extremely effective in driving traffic and conversions as well. One of the characteristics of digital communication is interactivity, so with a dynamic video you can achieve it.
2. Social networks
Most consumers who have had a positive experience with a brand on social media undoubtedly recommend it to their friends and family. If you are looking to retain your customers, social networks are an ideal way to communicate with them. Do you see why it is so important to know about the characteristics of digital communication? It makes life easier!
This is the most widely used medium for providing information on various topics. Including the creation of a blog within your digital communication strategy will allow you to get closer to your audience and see you as an authority in the market.
Remember that one of the characteristics of digital communication is to always keep your channels updated. Therefore, it is important to feed your blog with new content. In this way, you increase the visibility of your brand and gain the trust of your customers.
It is one of the types of digital communication that has achieved an incredible height thanks to the appearance of podcasts, the latter being a great company for many people while they carry out other activities. And brands know this very well, which is why more and more are investing advertising in them.
If you want to reach your customers and easily arouse their emotions, then it is crucial that you include audio formats within your digital communication plan. By the way, please play our Crehana Podcasts after reading this note. We are sure that they will become your favorites.
5. Email marketing
Email marketing is a digital communication channel that allows your message to be delivered in a personalized way to your customers. This type of digital communication is widely used because it has a low cost and is directed directly to an audience that has already shown interest in your business.
Taking into account the characteristics of digital communication, you can use email marketing to talk about your brand, send promotions, give notices or offer rich content to your client. We recommend you read this Email Marketing Guide to publicize your products and connect with your audience according to your business plan.