Digital communication: what it is, how to do it professionally [mini guide]

Digital communication: what is it and why is it important? The definition of digital communication can be understood as the totality of all content production and dissemination activities (text, images, video, etc.) through the use of digital technologies such as PCs, tablets, satellites, and smartphones.

Digital communication is the only form of communication that allows targeted personalization. A precise message for a precise target in an environment where the relationship is networked: one talks to many and many talks to each other, thus allowing maximum interactivity.

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Public relations change, marketing becomes conversational and the relationship is on the web: this is the first of the benefits of digital communication. Social media talk and the popularity and reputation of a brand, product, or person are determined by users sharing their content, leaving comments, and generating links.

Let’s see how the content has changed compared to before:

  • access to multimedia: different communication languages such as written texts, images, films, and audio can be used simultaneously, even combining them.
  • timing and tools: content is ‘consumed’ by the user at the time he or she deems most appropriate with the technological support he or she has available at the time (PC, tablet, smartphone).

digital communication in business

Digital marketing and communication, therefore, must be thought through strategically:

  • across all other forms of communication.
  • considering the users you want to attract.
  • choosing social media that, by their characteristics, enable them to attract those users.

Digital media can offer many opportunities and in order not to make a mistake, one has to think carefully about how to use all channels efficiently. Web, app, and mobile in combination with the company website, e-commerce, Facebook, Twitter, LinkedIn, YouTube, and Instagram: a good communication plan cannot leave anything out.


A digital communication plan must take certain aspects into account:

  • the scenario: what is the context in which one operates and how is the company positioned in relation to its competitors,
  • listening to the network: finding out what users already know, whether they are informed, what opinions they have, what characteristics these users have,
  • objectives: what is expected to be achieved with online communication. Increasing the number of fans, increasing brand awareness, disseminating information about a product/service, a site, creating engagement, and increasing web reputation, are all valid options.
  • the target audience: who are the users you want to get in touch with? They are defined by age, gender, geographical origin, interests, and lifestyle.
  • the message: what you want to communicate and how to do it. Different messages for different targets can co-exist.
  • the tools: each tool is suitable for conveying a different message.
  • monitoring results: today we have all the tools to understand whether our digital communication is successful. And everything that is useful to determine whether and how to intervene to improve, and what to do to ride the wave of success. Studying users’ responses to the stimuli provided, for example, can give us an insight into the willingness towards a brand/product. It can give us indications about increasing or decreasing posts on a certain social, whether the user reached is the target user, and much more.

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The ultimate goal of digital communication, as well as its main feature, is to stimulate interaction between users, be it the sharing of content or its enrichment.

Users express their points of view, life, and/or consumption experiences thus contributing in the first person.

Let’s take a closer look at what the digital communication tools are.


The corporate site will be used to inform and contain links to social media. It will have to be aesthetically pleasing, easily navigable and, of course, integrated with tools to monitor and learn about its users such as Google Analytics.


Each social network has its own peculiarities. You will favor Pinterest and Instagram if you want to focus on storytelling and images (and let’s not forget the value of hashtags), and Linkedin if you have professional objectives, especially in the B2B sphere.

Twitter is great for sharing short messages, providing information or customer care, YouTube of course for sharing videos or creating your own channel. Facebook is the most heterogeneous social, useful for keeping in touch with your users through your company page and related posts.

You are also offered the possibility of advertising apps on Facebook. All socials, regardless of their peculiarities require participation, transparency, and sociability. There is only one golden rule: do not open a channel unless you are able to manage it, ‘feed’ it, and update it regularly with original and interesting content.



Communities in general are aggregates of users who, in a shared virtual space, create a dense network of relationships. The purpose of virtual communities is to satisfy diverse needs that may be relational and or commercial in nature. Opinions can be expressed in chat rooms, forums, blogs, and social media.


Direct mail marketing is excellent for organizing a sequence of effective professional communications with communicative and optimized templates for each platform.


In this case, the site will set up a form for the collection of contacts, such as newsletter subscriptions, service bookings, information requests, or the purchase of a product.

Banners or pop-ups on the home page may also be used for the collection of leads, naturally for a limited period of time. Landing pages can be specially created, compatible with various devices, containing a clear call-to-action (CTA Marketing) that induces the user to take the action we want him to take to achieve our business goals.


Digital communication also means SEO, content curation, and digital PR among other things.

Let us see them in detail.

  • SEO (Search Engine Optimization)

It is the set of activities to increase qualified traffic to our site or blog. Our site may be beautiful and full of interesting content, but if the search engines cannot find us, we have no one to communicate with. Digital communication is also

  • Content curation

Creating original, relevant, and new content is not always so easy. However, there are content aggregators that come to our aid.

This does not mean copying, but trying to draw inspiration from them to create added value, choosing to communicate only the information we consider most interesting to our users and communicating it in different forms (text articles, images, videos. Content that is engaging and of quality for our audience will prompt the latter to share it with other users, expanding the reach of our communication.

Finally, let us share not only our own content but also the content of others without fear, in doing so we will widen the circle of users and benefit from it in the future.

  • Digital PR

Online PR invites participation and offers experiences from which users are enriched in terms of content and information. Who is digital pr? Bloggers, influencers, and online contributors. Contacting and engaging them can boost our online communication.



In the field of online communication, there are several people who find employment as freelancers, employees of communication agencies, or company employees. These are:

  • Digital Marketing Manager: this figure is in charge of defining marketing strategies through digital channels. He/she is able to propose new strategies both offline and online, taking into account the communication, marketing, and commercial aspects of the company.
  • Social Media Manager: is responsible for the company’s social media communication.
  • Social Media specialist: this is the person who interacts with the company’s audience on a daily basis and fosters communication between the company and its target market.
  • Digital PR specialist: this is the figure who monitors, manages, and tries to improve a company’s online reputation, brand awareness, and the perception of the public and influencers.
  • SEO Specialist is a person who tries to optimize a site’s pages on search engines in a ‘natural’ way. Analyzing various factors including keywords, text, tags, titles, images, URLs, site maps, and many more.
  • SEM specialist is one who generates qualified traffic to a site or for a specific activity through off-site actions such as ad campaigns, newsletters, etc.
  • The E-commerce Project Manager is the person in charge of planning, implementing, and managing an online sales project. This figure may be internal or external to the company.

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To become an expert in digital communication, one needs comprehensive and in-depth preparation. Digital Coach offers various training courses to meet this need.

From the web marketing course to the digital communication course or the complete course in digital communication and digital marketing. You will learn in live streaming or on-demand from home, the rules of communication to set up a web presence, optimize your digital activity, and how to take the most effective actions online.

The topics are covered in a professional and up-to-date manner and relate to web marketing, SEO and SEM, website optimization and positioning, social media analysis, e-mail marketing, mobile marketing, and digital marketing communication strategies and tools used.

If you want to improve your digital communication, contact an expert. It will help you choose the training course that best suits your needs




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