France has 60.92 million Internet users, or 93% of its population: today, businesses cannot ignore this data and deliberately do without a digital communication strategy. To achieve their goals, they benefit from a whole range ofdigital communication tools in order to pilot and manage all their actions. Discover what are these essential tools to gain efficiency and relevance.
Digital communication tools: what are they?
Digital communication refers both to the digitization of information media in a digital ecosystem, but also to all communication strategies applied to the digital field. In this second definition, digital communication is therefore understood as an objective to be achieved by implementing a certain number of actions, using tools and via supports. They are involved in the creation, planning, distribution and even analysis of its communications. Ensuring speed, efficiency and precision, the digital communication tools are beneficial internally for operational considerations, but also for the company's image and for its external customers.
The various digital communication tools
Among all digital communication tools available, there are external tools and tools dedicated to internal management and automation.
External digital communication tools
Les digital communication tools external ones are intended to maximize its digital marketing or direct marketing actions, in order to increase its visibility and manage its interactions with its audience.
Social media
Social media have become essential channels to be exploited in any digital strategy. In just a few years, they went from platforms for exchanging and publishing basic content to environments dedicated to live video and commerce. Facebook, Instagram, LinkedIn, TikTok or even Twitter, each social network is an independent media with its audience, its codes and its mode of operation.
Animating, managing and optimizing its social networks represents many challenges, but also opportunities: in addition to being visible to an exponential number of people, a company can get closer to its target and learn to always get to know them better.
To develop a solid Social Media Optimization strategy and simplify the daily management of your social networks, tools such as Hootsuite make it possible to identify the best times to publish, to centrally manage all your publications and interactions on your various social networks and to analyze the performance of your Social Media campaigns using numerous metrics.
Emailing
Email marketing or the newsletter are digital communication tools which have become almost banal, but are in fact extremely effective. There is no better way to interact with your target thanks to communications that arrive directly in their inbox. In addition to remaining very economical, profitable and easy to deploy, they allow you to address your list of prospects and customers in a personalized way to generate more sales and create a solid relationship.
Without the use of a dedicated tool, sending a marketing email and managing your contact list are tedious. To simplify this operation, many tools such as MailChimp, Mailjet or Sendinblue have been created in order to carry out, program, manage and analyze the performance of its emailing campaigns in a more or less advanced way.
SEO and SEA
These are two SEO strategies on search engines — natural referencing (SEO) and paid referencing (SEA) — allowing you to increase the visibility of your website tenfold.
SEO consists of creating qualitative and optimized editorial content using relevant keywords, in order to bring the site to the top of the search results. Producing content is a time-consuming task that requires technical skills. It relies on tools such as Google Keyword Planner or Ubersuggest to determine which keywords are the most relevant, SEMrush to track its positioning on Google or YourTextGuru to write optimized texts.
SEA, for its part, works in the same way as display advertising. The company pays for a sponsored ad, which will appear at the top of the search results page for the keyword they wanted to be on.
Digital signage
Digital signage is one of digital communication tools which consists in broadcasting multimedia content — videos, texts, photos, etc. — on digital screens. It allows information to be transmitted in real time and remotely on its fleet of screens internally, at points of sale or in public spaces. With this innovative tool, companies stand out and strengthen their brand image: the attractive power of screens arouses the interest of the target, to gain engagement and visibility.
The Cenareo solution dedicated to dynamic corporate signage is an essential partner for deploying communication that is always contextualized, adapted to its audience and having an impact. With its ergonomic CMS platform that is accessible from any device, communication teams manage an unlimited number of content. Using Cenareo performance indicators, it is possible to evaluate your campaigns to gain relevance and effectiveness, in order to optimize the impact of your communication on screens.
Internal digital communication tools
Les digital communication tools internal ones make it possible to better manage the actions of its strategy, thanks to the simplification or automation of digital marketing procedures.
The CRM
CRM (Customer Relationship Management) tools allow you to manage all your customer relationships from a single platform. These softwares centralize all the data relating to its prospects and customers, but also the key performance indicators of its digital communication strategies.
CRM is the real dashboard of a company: it centralizes all of its customer knowledge, to increase its sales, but also to increase its productivity through automation. Among the most famous tools, we find HubSpot, Salesforce or even Zendesk.
Editorial management tools
To manage your editorial strategy and content publication effectively, editorial planning is one of digital communication tools unavoidable. In addition to helping to anticipate the highlights and off-peak periods of the year by providing an overall vision of its communications, it helps to organize itself on a daily basis and to remain consistent with its editorial line. Its form can be more or less elaborate: a simple Excel document can be quite suitable, while some will prefer to use tools that offer advanced options and an interface adapted to collaboration and project management. Among the available offerings, Asana and Trello stand out for their ease of use and their functionalities dedicated to teamwork.
Performance analysis and monitoring tools
Marketing or communication teams are required to carry out a constant analysis of their digital communication actions. It not only makes it possible to assess the effectiveness of its measurements, but also to detect potential changes to be made using statistics.
To estimate the impact of its publications on its website, digital communication tools like Google Analytics offer the possibility of measuring your audience and studying the path of visitors. In addition, the tools mentioned above all offer advanced functionalities in order to analyze and monitor performance through numerical reports.
Internal communication solutions
Internally, companies have developed the digital workplace or digital work environment, accessible to all employees from any device wherever they are. It brings together all the necessary tools so that each employee can carry out their work remotely or on site. To meet the challenges of the hybridization of working methods, the use of digital communication tools internal is a solution guaranteeing inclusive and democratic access to information.
The Cenareo internal communication solution maintains the link between teams, promotes cohesion and ensures the transmission of relevant communications to everyone. Adapted to all screens, one to many and one to one, this innovative internal communication software consolidates the commitment and increases the productivity of employees tenfold.
Thanks to unified and impactful communication with Cenareo solutions, keep your customers and teams informed. Easily create and broadcast your internal or external communication campaigns, to improve the employee experience or your visibility. Invite them to a new communication experience, for a digital inclusion total that multiplies the engagement of its audience.
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