In the world of business, communication is an essential talent that can help you to interact with customers, to keep the market up to date, to develop your brand identity and to win a deal. It’s not only about saying the right thing at the right time, but it’s also about understanding how you should bring a message to the different audience groups inside and outside of your company, and how this message impacts on your growth. However, it appears that the digital revolution has had significant impacts on the social perception of communication. Customers don’t buy a product anymore just because they are told to. Using digital technology has enabled customers to research brand, to compare experiences, and to develop a sense of cynicism about company communication. As a business, you need to ask yourself whether your communication strategy is effective with your market audiences. Is business communication still an effective and successful selling tool or should you look out for new alternatives?

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