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Evolution of business communication

11/15/2021   •   Agency news
Evolution of business communication
In business communication, evolution is an on-going process, although it has become significantly more visible and more intense in the last two decades, especially last year, when importance and changes in communication, both internal and external, became evident after the COVID-19 pandemic had caught us all completely off guard. 

Last year most certainly taught us to be prepared for the unexpected from now on, and our reactions will be much faster and it will be much easier and simpler for us to find a balance both in communication and all other aspects in both our private and professional lives. 

Efficient communication, in line with strategic needs and targets of companies and brands is the most important factor of commercial sustainability and growth. That is why we who work in the communication sector, always say that the strategy is the foundation and that development of digital technologies has become a helping tool to pinpoint our target groups more easily, ways to reach them and convey our messages in new and innovative ways and achieve more valuable results. 

During the greatest part of the 20th century, companies and brands used traditional media such as newspapers, magazines and radio and TV stations to communicate with consumers and general public. These communication methods were efficient in the efforts to reach the widest public but also relatively expensive and not accurately directed at certain groups of customers. 

In the 21st century, digital communication technologies have created completely new ways of communication with target publics. In the new era of the Internet, smartphones and social networks, brands and companies, as well as individuals can very easily interact with their target public. Technologies and channels of communication I have previously mentioned alone will not be enough to preserve their customers and we have to go back where we started, relying on strategically adjusted communication, responding to specific needs of your target public. 

One of the key factors to evaluate a business success, which depends on successful communication affected by these changes, is the user experience. The user experience is a single element of key importance to differentiate brands. Poor communication greatly contributes to poor user experience. Loyalty customers used to have for a company or a brand today disappears with a single poor user experience. 

In order for a company to provide the best user experience, the company must, first of all, rely on a satisfying professional communication both towards employees and customers. Internal communication has evolved owing to the pandemic and messages are no longer conveyed only from the management to employees. They have become a two-way street, and include messages conveyed from the employees to the management as well, which helps empower the employees who act as the best ambassadors of a brand or a company they work for. 

During the pandemic, many companies have realized the importance of communication, both external and internal, and accelerated their digital transformation in order to blend in their current environment. Mobile phone has become the main tool of communication with both internal and external publics. Communication adjusted to mobile phones is the main tool to establish ties with customers. I believe that in 2022, there will be an increased number of companies using mobile phone technology to distribute their messages to consumers. 

The chatbot technology which relies on artificial intelligence (AI) is one of the technologically most advanced trends in business communication to be expected to gain even more impact in 2022. The chatbot technology gives an opportunity to companies to increase the efficiency and effectiveness of their communication with consumers exponentially. Among other things, chatbots can respond to many enquires in real time, and even take over entries before they are even filed. 

Relevant business communication trends depend on the market, the industry and the strategic position. But the fact is that the evolution of communication is heading towards artificial intelligence with an impact in almost every industry. 


Author: Milena Avramović Bjelica, Co-Founder and Executive Director of Chapter 4 PR agency 

The text was written for Diplomacy & Commerce