The different developments and technological innovations have not only generated changes in the ways of being, thinking and relating to others, but also in the way companies communicate with their audiences and persuade them.
What used to be resolved with a call to say “it takes me a while”, today is resolved with a short and quick message via WhatsApp or, it is no longer “I want to work in your company” but “I want you to be in my company ” thanks to the approximation that Linkedin has of a person’s professional profile.
These are just two specific cases of how technology impacts day-to-day communication, breaks down geographical barriers and offers different possibilities in terms of personal and corporate communications, for networking, advertising and educational purposes, among many others.
Email, without a doubt, is one of the most powerful communication tools and this was demonstrated in the 2019 report presented by the Socialbakers digital knowledge platform, which shows that every sixty seconds 188 million messages are sent by email . , a fact that will grow more and more, since it is not only the emails sent from one person to another but all those that companies send to be in contact with their audiences, which is what is known today as email marketing or permission marketing , messages that add to this figure and demonstrate the importance of developing mailing strategies .
Changes in the way information is stored
Just as email marketing is becoming more relevant , there are other aspects that have also changed in organizations. One of these is the way of storing information, which went from being in large physical folders in an exclusive room to being in a clip or a tap in the cloud, regardless of place or time.
According to Sister María Castaño, an expert in digital transformation and Technology leader in Postobón, today the greatest asset of companies is information, for this reason, “the way of issuing it, receiving it, consulting it, storing it, keeping it, securing it, has changed, share it and rule it ”.
Although sharing information is now much easier, if proper precautions and controls are not taken, this plus point can pose risks for companies. To avoid this, it is essential to have the information centralized and to define clear procedures and protocols that guarantee the proper use of the stored data.
Technology and collaborators
Beyond the changes in the ways of doing things, technology has also had an impact on the behavior of employees.
For Andrés Rozo, a psychologist who is an expert in organizational culture, although this favors business development and enables the sustainability of companies over time, the inclusion of robots and the automation of different processes “creates a scenario that can generate anxiety and threat to employees.” professionals or that represents ambitious challenges for them, since no profession is spared from this reinvention: it is a change that compromises openness, the responsibility of constantly being informed and opening up to new functions, some more strategic that each time add more value to the core of every business ”.
On the other hand, Rozo points out that technology also generates variations in empathy between work teams, for example, the fact of looking less into each other’s eyes, having more contact with the cell phone than with people, creates distances and so that this does not become a problem, companies must permeate among their collaborators a culture of assertive, direct, clear communication and work to strengthen relationships.
It is important to take into account the different generations that are part of organizations today, because in the case of millennials, they see technology as an ally and the centennials, who come after them, cannot imagine life without technology, therefore, it is key that, in addition to promoting the search for trends, co-creation and standardization of knowledge among its employees, fostering spaces for socialization and connection with what is fundamental.
