The Impact Of Digitalization On Business Communication

The advent of the Internet and the business digitalization produced in recent years has meant a rethinking of the marketing strategies and particularly of the business communication strategies. Business communication has undergone major changes both in terms of means, but especially on the content. Thus, if until now the target customers of a company were limited geographically, nowadays, it must take into consideration a “global customer”, arising in a multicultural environment. Also, more than ever, the core of business communication must be the analysis of the potential clients’ needs in order to provide them with useful information. In this context, the online media (social networking, email marketing, webinars etc.) represent the "New World" for corporate communication. Therefore, the success of business communication depends essentially on how the company manages to turn digitization into a competitive advantage.