 THE IMPACT OF DIGITALIZATION ON BUSINESS COMMUNICATIONLoredana Patrutiu-Baltes
SEA - Practical Application of Science, 2016, issue 11, 319-325 Abstract: 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. Keywords: Digitization; Digital marketing tools; Business communication; Multicultural environment (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:cmj:seapas:y:2016:i:11:p:319-325 Access Statistics for this article SEA - Practical Application of Science is currently edited by Romanian Foundation for Business Intelligence More articles in SEA - Practical Application of Science from Romanian Foundation for Business Intelligence, Editorial Department |
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