Summary
Chapter 1: New technologies impose new relationships
Chapter 2: Technologies and digital transformation in communication
Chapter 3: How to communicate with new tools and means
Introduction
Society’s way of thinking, communicating, and interacting has changed. The emergence of new technologies, stemming from the evolution of mobile devices, has largely influenced this change. Consequently, this process has also affected the way companies communicate.
In this case, new technologies have emerged to assist any organization through more transparent and noise-free internal and external communication. However, it is necessary to keep pace with the rhythm they impose.
It is important to be mindful of using the most appropriate mechanism for your company based on your audience, since new technologies also influence relationships with them.
Chapter 1: New technologies impose new relationships
The changes that new technologies bring to the work routine continue to grow. The trend is for communication methods to become even more varied.
Information has broken through geographical barriers and now reaches anywhere in the world. This digital expansion is also causing sociocultural impacts. Organizations seek to keep pace with technology and evolve in this environment, adapting technically in every possible way. In this context, revolutions emerge in internal communication processes and the relationship between companies and employees.
Dialogue between them is very frequent, sometimes even outside working hours. Facilitated by mobile device connectivity, work activities begin to interfere with professionals’ daily lives.
For this reason, it is essential that organizations pay attention to how their target audience is reacting to transition periods. Whether by changing the work and hiring model (such as adopting home office models) due to the possibilities brought by new technologies, or by shifting the consumer profile, which seeks agility in consumption (such as omnichannel alternatives) and multiple ways to contact the company.
Returning to the relationship between company and employee, nowadays, having a mobile device with internet access is all it takes to communicate at any time. This facilitates work.
As for the customer, the need to be always available has forced companies to readjust their schedules and channels. People do not want to wait a whole day for an answer regarding an issue with a purchased product or service. They desire a quick solution!
Read also: Corporate communication: how to increase company results and sales
Interactivity
According to IBGE, in 2010, 67.9 million people over the age of 10 used the web for various purposes. This represents an increase of 32 million new users.
Data like this reinforces the importance of new technologies for interacting with the public. Now is the time to explore how they benefit your business on a daily basis, even if it requires rethinking certain factors to do so.
Information obtained through interactivity with communication channels is rich in useful insights to help you deliver what your audience needs, whether through internal communication strategies or a major campaign to attract more customers.
With an automated platform, you can create timely and relevant content, taking into account customer or employee history and behavior. A good database can direct the best ways for this to happen.
Chapter 2: Technologies and digital transformation in communication
New technologies are impacting both the Marketing and Human Resources (HR) departments of companies. The growth of New Information and Communication Technologies (ICTs) has enabled a broader dissemination of information.
It is up to companies to reflect on how they are preparing to communicate this new reality to their employees.
Research points to some trends that are changing corporate communication:
- 79% of users prefer watching a video about a specific product rather than reading text;
- 75% of over 200 executives state that Artificial Intelligence (AI) will be actively used in their businesses within the next 3 years;
- 51% of consumers claim that companies should be available on chat 24 hours a day, 7 days a week.
However, which technologies should you keep an eye on? According to Gartner, it is important to pay attention to these solutions:
Mobile
The estimate is that the number of devices per person, including smart TVs and wearables, will exceed 6 by 2020.
A study pointed out that 45% of online retail transactions in Brazil in 2016 involved two or more devices from the first site visit to the final purchase.
Therefore, being multiplatform allows for a better user experience. Communication needs to be adapted to ensure online relationships, regardless of the resource used.
Think about how internal or external campaigns are being displayed. Do images adapt easily to a smartphone, for example? If the answer is negative, it is time to invest in these solutions.
Attribution models
They help map and analyze contact points along the customer’s purchasing journey that contribute most to conversion. Attribution models allow URLs to be configured and distributed across each channel used by the company. By crossing conversion data, it identifies where customers clicked the most and which mediums actually drove sales.
In Marketing, attribution tools allow brands to verify the effectiveness of their media investment and, consequently, adjust their strategies during campaigns.
As for the company-employee relationship, they can help identify points with which employees interact during Endomarketing actions.
Predictive Analytics/Big Data
Anticipates future behaviors and estimates unknown results. However, to help your business, a data culture must be implemented in the workplace. Decisions must be made based on data, which requires everything to be recorded.
One solution is the use of centralized platforms for information collection—from both customers and employees—across all available company channels. This way, all knowledge can be leveraged for future events.
Artificial Intelligence
This capability is set to revolutionize business in the coming years. Through its use, strategies are adopted with greater speed and reliability, enabling experiences such as conversational interactions, real-time personalization, omnichannel operations, and content generation. Process automation, both internal and external, facilitates communication between the company and the public.
Cross-Device Identification (XDID)
A person may use multiple devices to communicate. Therefore, being present on most of them is a challenge for companies. However, it is necessary to identify which devices your target audience accesses most and invest in accessibility across those mediums to ensure the user experience is as smooth and complete as possible.
Customer Data Platforms (CDPs)
CDPs collect and unify data from various sources into a single profile, create and manage segments, and feed those segments into execution tools. They can transform how your company delivers relevant experiences across available channels.
Evaluate your existing technology—you might find your solution already has CDP capabilities. Thus, the better you know your audience, the easier communication with them becomes.
Chatbots
Chatbots are one of the key bets for Digital Transformation in companies. Generally speaking, chat robots allow people and companies to converse dynamically and even personally via messaging apps. They offer agility in information delivery, customer service, and loyalty across various channels and services. Additionally, they automate part of customer service, reducing costs associated with call centers and other tools or processes.
Chapter 3: How to communicate with new tools and means
Although new technologies are available to facilitate daily business processes, it is necessary to maintain sensitivity and consider people’s needs above all else.
For communication to make sense, it must tell a story and be tailored to the audience. Technology is precisely an enabler for this to happen. It is not just about offering new features, but about knowing how people prefer to interact.
It is essential to engage the audience using videos, texts, short messages, or even emojis, keeping a specific technology in mind.
In a factory, for example, digital boards are excellent options for disseminating messages quickly and exclusively.
When interacting with audiences outside the company, it is also necessary to think of the best solution. In high-traffic areas or waiting lines—such as shopping malls and banks—multimedia technologies are recommended to capture attention.
Digital storefronts, for instance, are a powerful tool among new technologies to win over customers attractively, much like indoor TV for employees and suppliers. Visual stimuli have long been used to persuade, communicate, and inform the public.
Conclusion
New technologies are here to facilitate the communication process. The speed at which knowledge reaches the target audience is extremely relevant. Nowadays, people are used to knowing everything in real-time, from data to news. Therefore, the ideal approach is to blend various media according to business objectives.
In commercial establishments or companies with branch offices, indoor TV programming can broadcast core content, making communication smoother and more dynamic.
Considering internal communication in large enterprises, a digital board can help transmit content quickly, unifying Endomarketing and HR information while helping reduce paper usage.
Regardless of your need, utilize a well-structured communication plan. This is undoubtedly the best way to achieve goals while mitigating any negative impacts on your business.
A communication plan is a powerful ally for management, team strengthening, and achieving objectives tied to communication success, impacting increased sales and, consequently, organizational profits.
The main tip is to study your plan in detail and monitor it closely, ensuring the best performance and flow of your communication.
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