Lesson 4: Digital communication

Digital communication has transformed the way we relate to each other, allowing us to communicate in real time with people all over the world.

But what exactly does “digital communication” mean?

By digital communication we mean the set of all visual, audio, textual activities, etc., which are used in online communication processes. So what is posted online, on social networks, via e-mail and blogs can be classified as digital communication.

The strength of digital communication lies in accessibility. Any entrepreneur, freelancer, brand, can take advantage of the benefits by communicating information about their business on the web. It has many advantages over traditional communication, for example:

  • allows you to communicate with people around the world in real time, regardless of distance,
  • it is cheaper than traditional communication like international phone calls or sending letters,
  • allows you to access a vast amount of information and share your knowledge with a large online community.

Digital communication has infinite diffusion possibilities, as it changes with the change of the platform that conveys your message. It is possible to reach a much larger audience using different channels. Social media, in particular, have a profound influence on the popularity and reputation of a brand, therefore it is essential to create specific and adequately studied communication. In fact, it is possible to produce a digital communication that is open to all, or one that is targeted, based on the needs of the company.

In order for a brand to have online visibility, the digital communication strategies adopted must be effective. For this reason, many aspects need to be considered. First of all, you need to have a clear idea of:

  • Who are the competitors,
  • how does the company position itself in the market, and
  • what is the public: how active your users are?, what attracts them?, and what can increase their loyalty?

It is necessary to set goals for your online communication. If you aim for an increase in the public, for brand awareness, for an increase in interactions with a site or a product.

Having established this, the reference target must be decided, the message to be communicated and the ways in which to do it, therefore the tools. Once the campaign has been deployed, you need to evaluate its impact.

To evaluate the results and the success of an online communication, some specific parameters must be observed:

the number of times a post, ad, photo has been viewed by your target audience;

when the user performs an action in relation to our content, such as liking a post or subscribing to the newsletter;

i.e. the traffic generated by users through searches on search engines and which refers to one’s own site or blog;

it is the optimization of a content following certain parameters in order to appear as high as possible on a SERP, to obtain greater visibility;

all the data, Google’s analystics, insights from Facebook, Instagram etc, which help in understanding whether what is communicated has successfully reached the public.

The European Commission support for the production of this publication does not constitute an endorsement of the contents which reflects the views only of the authors, and the National Agency and Commission cannot be held responsible for any use which may be made of the information contained therein.