How is a lack of a communication strategy detrimental to business development?

Angela L.

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How is a lack of a communication strategy detrimental to business development?

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Themes

Communication strategy, business development, consumer society, social networks, Apple, Casino, competitive environment, trends, well-being of employees, customer relationship, banner ads, corporate culture, marketing, online events

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Abstract

Communication occupies an increasingly important place in the business world, and for good reason, it has evolved a lot in the space of a few years. Whether internal or external, it is necessary for the development of groups, regardless of their sector of activity. The society in which companies operate is certainly a consumer society, but in many ways, it is also a communication society, where the youngest spend their time communicating via their smartphone and, more particularly through the internet and social networks.

These developments have led companies to adapt, initially to appeal to consumers, but also to counter increasingly fierce competition, which continues to intensify, in step with demand. Demand is also changing a lot. Trends are changing, needs and expectations are different, and communication remains the only way to develop a reliable and relevant long-term marketing strategy today.

Internal communication at the service of management
1. Definitions
2. Internal communication functions: objectives and challenges
3. Towards a more communicative company
4. Internal communication techniques
External communication, or the construction of the company's image
1. Communicate, a vital gesture for companies
2. How to build a communication plan in 2021?
3. External communication techniques
Communication in the field - 2 examples
1. Casino
2. Apple

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Extract

[...] The group uses photos and videos, believing this to be more effective than just words. Like its Apple Stores, the site is very clean and simple, but at the same time luxurious and convincing with very short shock sentences. The group most often chooses to go through Twitter Ads for the very first broadcasts of its publications. The tweets are thus made public but are, however, not present on the online profile. The group really wants to keep the mystery alive until the event itself. Personalization is also very important in this communication. [...]

[...] Consumers are spoiled for choice, and electronic commerce takes an important place in their habits, hence the need to have partnerships with sites like Cdiscount, which not only allow diversification of activities but also, " expand a customer base. Finally, after-sales service is also a major element of external communication since it is directly in contact with customers; This is also the case with customer service. Advisors and other staff are regularly updated on trends and are trained to deal with customer dissatisfaction. Thanks to good internal and external communication, the Casino group is now one of the favorite stores of the French. B. [...]

[...] This communication is generally implemented by human resources. It certainly promotes exchanges but also motivates employees and involves them even more in the life of companies. In a world where competition is increasingly fierce, it is necessary to consider communication as a key factor for success and not as a constraint. Internal communication takes into account all-new modes of communication and is closely linked to digital marketing, as well as the development of professional social networks, which are more and more numerous Management Management is considered to be the art of leading and organizing the tasks of a team in a given company. [...]

[...] Initially, internal communication aims to inform employees of all changes that occur at one time or another in the company. Today, the world of work is changing rapidly, and these changes can, therefore, be relatively significant, hence the need to inform employees so that they feel reassured, on the one hand, and that they can be fully involved in the life of the company, on the other hand. This involvement will allow greater motivation, which will guarantee the long-term success of the company at all levels. [...]

[...] External communication is vital because it fully participates in the economic and social positioning of the company. Performance can only improve. If this communication is fundamental for the brand image, the fact remains that this image remains more and more based on the purchasing experience and innovations. Internal communication makes it possible to make new products known to consumers. Good external communication starts with internal communication. Communication today is an integral part of business strategy, and therefore cannot be ignored. [...]

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