Confused About What Digital Communications Really Is? We Have The Answer

The challenge of effectively managing all this technology is daunting.

By Chrissy Clary

There are now well over 7,000 marketing software providers worldwide, with offerings ranging from major platforms for CRM, content management, and marketing automation to specialized solutions for social media management, content marketing, and customer-facing apps. Relationships with agencies and service providers now include technical interfaces for the exchange and integration of code and data. And bespoke software projects to develop unique customer experiences and new sources of advantage are proliferating under marketing’s umbrella.

What is digital communications? defines Digital Communications as the “electronic transmission of information that has been encoded digitally (as for storage and processing by computers)”

So simple, yet so vague.

I have been fascinated by the collision of communications and technology for most of my career. Intrigued by the potential, but even more by the problems and the difficulties faced by those practicing digital communications.

Those of us who have been working in this space have seen the lines between marketing and IT get really blurry. The article The Rise of the Chief Marketing Technologist, published in the Harvard Business Review, discussed the amalgamation of Technology into the Marketing vertical and the effects it is having on budgets and executive titles.

This business once felt like the Wild West. We were all prospectors jumping in to find out if we could strike gold or forge a new path. All of that work and innovation created a sprawling landscape of advocates, practitioners and experts all with the same problem of figuring out how to best share messages via the network.  

The definition from leaves me wanting more acknowledgment for the communication practitioner working in a digital medium. So I am going to leverage a little creative license and write a new definition: Digital Communication is the sharing of information from one group or person to another using a digital network. gets it right on the technology front, but it leaves out the human needed to draft and edit the copy, the designer who designs the interface, the customer service person fielding complaints on Twitter, and a slew of other people who go to work every day with a singular purpose: To share information.

It is not just about the transmission of data packets via the network we call the World Wide Web, although notably a vital part, it is also about the content in those packets and the work it takes to create it. We are concerned with providing clarity, problem-solving and simplification for the digital communicator, our clients, and colleagues.


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