The Future of Communication in Digital Transformation

Together with the digital transformation, which has accelerated during the global pandemic, our daily actions, and ways of communicating in our lives have changed. Communication continues to be carried out through digital environments and applications on a mass scale as well as on a personal level, and business forms continue to be carried out through online opportunities. Research indicates that this will increase in the near future. In this sense, organizations that can adapt to innovations will navigate the sea of digital transformation with the sail of innovative communication approaches and the power of data.

Many organizations have realized the necessity of working with new ways of working (online or hybrid / hybrid, that is, both online and physically at work), instantly organized their infrastructure and switched to the new system with remote working and are aware that the workplace will never be like before the pandemic. Digital solutions have paved the way for a new communication and collaboration. Companies are now conducting business processes remotely through online meetings and data exchanges. But this has also brought along some requirements and regulations. The decrease in face-to-face communication and its continuation through digital applications, and the decrease in the human factor in business forms show that communication in business processes has reached and will continue to reach different dimensions.

Through digital transformation, organizations are carrying out activities that can be automated through various systems and solutions, and thanks to these digital business models, organizations are now using data at every stage of the process of delivering their products and services. Audience interactions can be analyzed and processed to provide a long-term, sustainable communication infrastructure between businesses, customers and partners. In other words, data now serves as the basic building block in the strategic structuring of the entire communication approach carried out with both collaborating organizations and customers. Enterprises that fail to recognize this and renew themselves according to this approach or integrate it into digital transformation will eventually experience falling behind in the game or withdrawing from the field. Communication, one of the most basic elements of commerce, can now be designed and maintained in accordance with the strategic evaluation of data traffic. Considering that in business life, the development of a business should be evaluated within a process and beyond that, it should be constantly renewed in parallel with developments in the long term for its sustainability, organizations that will renew and improve their communication efforts at this point should know how to compile, store, and evaluate their data and be aware of the importance of getting professional support to achieve this.

The way companies strategically manage data for innovative, sustainable and enduring communication approaches, and how they integrate their operations into digital transformation will be the most important determinant of their near-future longevity. Organizations will focus on adopting a hybrid approach to digital and face-to-face communication and building on this in the long term.

Within the framework of sustainable communication policies, organizations will reinforce their potential to use the power of data with expert support to build customer loyalty, attract potential customers and thus manage their portfolios systematically. At this point, organizations that regularly communicate with customers will rise.  In other words, the way to boost sales charts will be through customer engagement and the strategic use of new software and digital hardware. This situation will follow a similar course in communication with other organizations. Organizations that want to reinforce cooperation will develop new efforts to maintain a warm, human dialogue with the decrease in face-to-face communication.

In order to prevent possible communication crises, the systems that are prepared by human effort and therefore have a high margin of error will be completely replaced by EDI and new solutions to be developed in parallel with EDI.  Reducing the human factor will, on the one hand, reduce the margin of error and strengthen the environment of trust between organizations, and on the other hand, it will provide the necessary infrastructure to systematically offer the warmth of human-generated communication. Thus, the role of data management will grow in preventing potential crises or eliminating them with strategic communication skills.