Guest Blog: 4 ways online communication has evolved due to the pandemic

Thanks to Startups.co.uk, the UK’s leading independent online resource for anyone starting or growing a business, for this guest blog breaking down the ways in which online communication has been shaped by the pandemic. You can check out their blog on the benefits of a live chat for ecommerce here.

Covid-19 has forced businesses and professionals in all industries to shift how they communicate. In fact, 97% of enterprise decision-makers report that the pandemic has accelerated digital communication transformation, according to a global survey by Twilio. 

With the reduction of face-to-face meetings and in-person sales opportunities, most organisations have had to rethink their communication processes and channels. And this change will only intensify this year. 

So it’s crucial that you take note of specific online communication trends that can help keep your teams and customers engaged post covid. 

If you’re looking to reach your employees and business prospects in new and innovative ways, we’re going to walk you through four key ways digital communication is evolving due to the pandemic. Let’s begin. 

It’s no surprise that technology has been an essential factor in keeping companies operating throughout the pandemic. From cloud telephony and video conferencing to instant messaging and social media, it has accelerated the adoption of new ways to communicate. In this new, evolving paradigm, here are the significant developments in the field of online communication. 

Perhaps, the biggest challenge posed by the pandemic is psychological. Research shows that the less physical contact we have with other people, the less we trust them. This makes it difficult for the people representing a business to communicate with their audiences in a positive way. In addition, it doesn’t help that the pandemic was accompanied by a surge in digital scams. 

Also, the increased use of digital communication channels during multiple lockdowns has led to issues like channel fog and fatigue. So most people are often overwhelmed and uncertain about which communication channels are safe, secure, and best suited for their purpose. 

The result? A negative impact on business productivity and sales opportunities.

The good news is that businesses are now beginning to understand and implement the right approach to solve these problems. And that approach is to utilise their audiences’ preferred communication channels.  

Image Source: ExpertMarket

For example, your customers may want a live chat option on your website instead of a phone number to call. Similarly, if your workforce has a lot of frontline workers, they may not have email IDs but they’re more likely to have mobile phones. 

If you want to strengthen relationships and build trust, you can’t force your employees and customers to use only the communication channels that you decide for them. You need to reach and respond to employees and customers wherever they are.

A study by Key Point Intelligence has found that businesses that overlook customers’ communication preferences see a significant increase in attrition and drop in loyalty. 

Of course, you have limited resources, and you can’t be everywhere. So you’ll need to prioritise. But by using an ideal mix that includes important channels like SMS, phone systems, and emails, you can break the wheel of channel fog and digital fatigue. And you can generate sales opportunities at multiple touch points.

The number of social media users in the UK continues to grow each year. And this trend has continued despite the pandemic. The UK is on its way to reaching about 51 million social media users by 2025, which equates to a market penetration rate of 73.5%.

Image Source: Statista

Needless to say, social media is holding its position as an integral part of online communication. Businesses are increasingly using social media to engage with consumers and internal teams. 

They either use platforms like Facebook and Instagram, or use other B2B software that comes with social-media-style features such as newsfeeds with likes and comments. Using such tools, they manage conversations and respond directly to their customers’ views, queries, and needs.Another related trend is using social media for advertising. Social media helps brands target their audience based on specific interests and characteristics. And to promote their products and services in a personalised manner. 

Look all around you, and the widespread adoption of smartphones is self-evident, especially after covid. Both small and large companies are using these devices and technologies like VoIP to manage communication with consumers. 

The VoIP market share in the UK, for instance, is estimated to increase by USD 4.83 billion in 2026, with a growth rate of 9.08%.