Communication in the digital age has brought new parameters to which companies need to adapt to remain competitive in the market.
In the old day, everything was easier when the communication strategy seemed to work for one audience. The actions were defined based on professional experience, simple market research, and also intuition.
Today, the market is increasingly competitive and accelerated. There’s no room to miss anymore. And gradually, it was noticed that the target audience of communication strategies is, in fact, much more heterogeneous than previously thought.
In this context, knowing how to categorize customers and guide strategic actions effectively and competitively involves the use of sophisticated technologies developed from artificial intelligence and data analysis!
Transformations of communication strategy in the digital age
Currently, the interaction channels, which are the points of contact between the public and the brand, are based on the behavior of users to guide communication strategies. This behavior can be translated into properly documented records: the data.
In a scenario where both internal data produced by companies and external data are so large, companies need to use these valuable assets to guide their strategy. Whether to define the language used in messages or interactions with the audience.
Brand performance can also be measured. The results of your investments are proven from metrics analysis and performance indicators. To do this, it is possible to map the reputation of the brand, whether in social networks or in traditional media, such as the press. After all, good performance is related to customer satisfaction and, consequently, to the brand’s public reputation.
All these factors show that communication in the digital age has become data-dependent to achieve its goals. In times of digital transformation, therefore, the only way to stay aligned with the multiple trends of our era is to work with data intelligence technologies. But how do we get to this scenario?
From mass communication to analytical communication strategy
The first natural consequence of digital globalization was the segmentation of audiences. Then came the emergence of thousands of new channels. With this, the business communication strategy had to develop new skills, mainly to deal with this explosive combination of audiences and channels.
But how to perform this communication with quality in front of so many new profiles, interests, languages, and media?
The fact is that there is no way to talk about an efficient and effective communication strategy without talking about data management and analysis.
The data-driven communication strategy
Modern communication can no longer be based on “machismo”. Their strategies should be guided by solid arguments and guided real data, collected from the largest and most varied number of sources.
Therefore, communication should work with information that:
- translate the opinion of the public;
- measure the impact of news on the brand’s reputation;
- the main vehicles and journalists influencing a product; and
- the information generated performance indicators (KPIs).
But that’s not all. The business communication strategy should also follow traditional, social, online, offline media and be able to work with all available information.
The good news is that even though we’re talking about a gigantic universe of data, we’re also talking about the new technologies available in digital age communication.
5 advantages of using data in digital communication strategies
Data indicate where, how, when, why, who, and how much. Just have them gathered on a single basis and structured with intelligence.
Of course, it is also highly recommended that the maintenance of a database be constant. Preferably in real-time, because they generate benefits for the business as a whole.
Finally, let’s look at the top 5 advantages of data-based communication for the company.
1. Improves communication ROI and impacts business
Every entrepreneur wants to increase their ROI (return of investment) indicators. The better the data management, the more chances the communication strategy will have to develop successful campaigns and bring feedback to your area.
What sense to follow numbers of mentions in the media, the impact of publications or the media where such publications came out, if the return of these actions is not known?
2. Shows the effectiveness of the communication strategy
The number of mentions in the media doesn’t say everything. For example, it’s important to know how many of these mentions are actually promoting your product or brand.
- And as for the scope of your publications, do you know if he has responded positively to your communication efforts?
- And has this reached had a positive, neutral or negative impact on your company?
- Are you investing in the media that will promote your brand in the best way?
- Do you know which media has generated the most impressions for your brand in recent months?
There are many questions that can be answered to prove a truly effective communication strategy.
3. Increases the internal projection of the communication area
Knowing how much each action contributes to the brand’s reputation is essential to be able to develop more assertive strategies, improve its results and ensure internally the recognition of the value that communication adds to the business.
Is your communication strategy already data-driven? The moment is increasingly propitious.
4. Improves the power of anticipation and predictive capacity of enterprises
Data analysis with artificial intelligence technology allows the software to learn how to bring expected responses to specific situations based on patterns and data combination.
It is from this analysis that the predictive capacity of the tool arises. It is through it that the company can anticipate problems and can predict the effectiveness of insights and solutions generated by data analysis.
Thus, the company gains autonomy to perform actions and make decisions based on effective and predictive guidelines. It is of fundamental importance to acquire this technological support for the brand to have the ability to predict crises and make the best decisions before them, whether related to communication or another strategic area.
Also Read: 3 Benefits of Using Data in Digital Age
5. Substantially improves profits and financial health
The ability to perform actions influenced by the predictive and automated capacity of intelligent software has a direct positive impact on the company’s financial health.
It saves on several fronts, such as:
- in anticipation of problems;
- increasing the effectiveness of the decisions taken;
- in the speed of processes, because artificial intelligence manages data more effectively than human intelligence;
- and customer acquisition cost (CCS) because data-driven actions improve retention indicators.
Reputation management from well-made communication strategies, with the right interactions and at the right timing, directly resonates with the best experience of the public with the brand. Data is the bridge that connects the company’s communication actions with the demands of the public.
The use of data is essential as a support for communication strategies in the data age. In this content, we listed 5 reasons that underlie the importance of data science in this context:
- Improves communication ROI and impacts the business;
- Shows the effectiveness of the communication strategy;
- Increases the internal projection of the communication area;
- Improves the power of anticipation and predictive capacity of companies;
- Substantially improves profits and financial health.