Challenges with Communicating Digitally
Communication digitally can cause positive or negative repercussions. Some key challenges that people face when communicating digitally are the lack of body language, tone/clarity, context, and touch. "When we communicate face-to-face we have many built in ways to understand each other. We hear, see, and feel each other which helps us shape our communication, empathize with each other's needs, and find common ground," (Béjar, 2019). Without being able to see one's facial expression/body language, hear the tone/clarity in their voice, and feel someone else's touch it is hard to tell what context a person is trying to communicate by and makes it harder for one to understand what is trying to be said.
Opportunities with Communicating Digitally
Even though digitally communicating can hold a lot of challenges, there are also a lot of opportunities that go along with it. From a marketing standpoint, they can use native advertising, (which is driving customers to a website by embedding a sponsored link within a news feed), retargeting ads (which are “sticky ads” that follow users around as they visit other sites), customer relationship management automation (which allows users to build drip-style email marketing campaigns based on user triggers), big data (enables marketers to collect vast amounts of data about their audiences so they can predict what they might do next), and carefully craft a messaging strategy that addresses all stakeholders according to their specific needs, (American University, 2020). This being said digitally communicating can be very beneficial for PR specialists and digital marketers since it is easier to grab multiple consumer's attention quicker than face-to-face communication.
It also makes sure someone sees what is trying to be communicated and makes sure that you'll see it through native advertising and retargeting ads. Digital communication can also benefit things such as time. "Digital communication gives facilities like video conferencing which saves a lot of time, money, and effort. ... The digital communication is fast, easier, and cheaper," (Polytechnic Hub, 2017). Communicating digitally will always have its opportunities and challenges. It is up to the person communicating to make sure that they are communicating as clearly and concisely as possible.
Works Cited
American University. (2020, February 23). 5 Ways Technology Has Changed the Communication Field. American University Online. https://programs.online.american.edu/msc/masters-strategic-communication/resources/5-ways-technology-has-changed-the-communication-field
Béjar, A. (2019, October 26). Challenges and opportunities in online communication. Medium. https://medium.com/@arturobejar/challenges-and-opportunties-long-ea3d272c758e.
Polytechnic Hub. (2017, April 27). What are advantages and disadvantages of digital communication? Polytechnic Hub. https://www.polytechnichub.com/advantages-disadvantages-digital-communication/
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