Publisher's Synopsis
In a rapidly changing world, digitization and digitalization offer us numerous new opportunities for global communication. In this context, new communication media, media convergence, and the increasing importance of smartphones have radically changed the behavior of people, especially so-called digital natives and digital residents. The emergence and, above all, the use of social media therefore means that communication between companies and customers must change in order to remain successful in the future. The traditional communication mix needs to be optimized by new ways of addressing customers. In the following, the author examines the opportunities offered by digital communication for this purpose. The aim is to counter the increasing communication power of consumers with effective digital media in order to create positive and mutually beneficial communication.
