What is digital communication?

DIGITAL. Behind this invasive neologism lies first and foremost the digitization of information media. Yet the most important thing is probably not there... But rather in the change of strategy that this dematerialization implies. A closer look at digital communication. Digital communication is above all the digitization of information media. But beyond that, it is also considering corporate communication as an entire ecosystem, an environment that encompasses and acts in all dimensions of the Digital. Digital communication initially applied to the web, social media, and mobile devices. It is now opening up to new channels and technological trends: virtual reality, chatbots and voicebots, connected speakers, big data, and blockchain...

Channels are the media. Communication devices have mainly become screens... Smartphones, PCs, tablets. Individual, touch-sensitive screens. Digital communication marks the disappearance of physical media and passes through information channels:

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• Réseaux sociaux (Facebook, Instagram, LinkedIn)


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• Blog et marketing de contenu


• Newsletter et email marketing


• Applications mobiles


• Objets connectés et solutions digitales innovantes

Liquid information: flows replace media

Thus, here are 3 practices that change with digital communication.
Digitalization means the disappearance of fixed media (posters, brochures, newspapers, etc.) in favor of flow-based communication, which is evolutionary, less structured, and closer to conversation and exchange than to brand discourse.
Information used to be in a "solid" state, attached to a medium that was transmittable and exchangeable. With digital communication, information becomes "liquid," passing from one device to another, from one consumer to the next, without the medium being retransmitted.
Information spreads like a fluid, independent of the medium, which in the truest sense becomes a "channel" in the digital age. Compatible and connected channels, where information passes from one to another.

Community management and content production

The changes concern not only the use of these channels but also the activities and role of communication departments.
Two major changes: community management and content production, from which the new trend in digital communication, Ambassador programs, emerges.

Community management

Managing the company's various social spaces (Facebook, Twitter, LinkedIn, etc.) has become one of the main challenges of digital communication. This is the central role of the community manager (or digital communication officer).
The goal? Brand sociability. Listening to conversations about the brand, responding to comments, maintaining customer relationships, and developing a community are now at the forefront.

Brand content development

Communication has always aimed to produce content, but social networks fuel internet users' appetite...
So you have to feed the networks with fresh and personalized content.
Some examples of content for digital communication:

Storytelling: the story that creates myth, emotion, or amusement

Expertise content: becoming the guide of your sector

Playful content: games, virality, and interaction

Varied formats: video, live, photo, technical post, slideshare, white paper, webinar, TV, series, clip...

Communication or Marketing?

Communication and Marketing are close, to the point that communication is often understood as a part or a continuation of Marketing. While Marketing focuses on the offer, products, and customer experience, communication focuses on the image of the company and the brand, and exchanges with the company's audiences. Operational Marketing will be in charge of "promotional" actions, while Communication will have an "institutional" (Corporate) aim.
The Marketing department will take charge of display (web banners), affiliation, SEO (search engine optimization), SEA (search engine advertising), emailing, or advertising on social networks... while Communication will focus on community management and content production, as seen above.

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