Today, business communication has shifted from the traditional one that involved physical contact with the clients to one that embraces virtual connection. The development of digital media is among the primary factors that have influenced the change in business communication. Unlike in the past where businesses relied on referral clients, today the clients make their buying decisions based on the information they gather from digital sources (Steyn et al., 2010). Information in the digital media may be in the form of videos, graphics, and texts that are transmitted over the internet. The influence of digital media on ecommerce is great as the messages influence the demand of a product. Attracting and maintaining a large market share in the modern world requires companies to embrace digital media in their activities such as market research and product promotion. Before the advancement of technology, companies, as well as individuals, still communicated, but the trading was different from the way it is presently. This study highlights the way digital media has changed ecommerce by discussing the historical and global perspective of the media in the United States, Canada and Australia.
The extent to which a company generates income from large sales volumes today is greatly influenced by the effectiveness of the digital media used in business communication. Social media is among the most common mode of communication used in the communication and it has proved effective because clients rely on the platform for their buying decisions. Digital media has made it easy for companies trading in ecommerce to communicate the value of their products effectively to the target audience, thus increasing the sales volume. The media has also influenced the perception of consumers on a company or its products because the role of customer service is effectively conducted through the internet.
Before the development of digital media in the United States, businesses mostly relied on the print media to reach the target market. Some of the print media used to communicate to the clients across the country included business magazines, newspapers and direct mails. The other mediums that were popular in the country included televisions and billboards. In the 1900s, the most popular medium of communication used in trade was radios. Later in the mid-1900s, the use of televisions intensified (Amblee & Bui, 2011). Magazines such as Strategy magazine were also popular in business communication as they provided contacts that the clients could use to comment, complain or compliment a company’s products. The marketing magazine in Australia was among the most popular mediums that businesses used to communicate with the clients (Scupola, 2009). In the three countries, marketing research was mainly conducted through physical collection of data in the field.
Due to the advanced technology, digital media has transformed trade in the three nations. In the United States, digital media has led to evolution of new products such as social games that include online gambling and eSports. Canada is also a market leader in video games that have been enhanced by the development of digital media. Digital media in Canada has led to establishment of companies such as Canadian Digital Media Network that provides marketing, financial and legal assistance to companies involved in ecommerce. In Australia, digital media has influenced consumer decisions according to a study conducted by Amblee & Bui (2011), who cite that 59% of the residents use access information of products through their smart phones and computers.
Based on the findings on the situation before and after digital marketing in the three countries, it is evident that the medium has great influence on ecommerce. The most significant influence is the evolution of innovative products such as online games such as gambling. The other influence is consumer choice, making it necessary for companies to embrace the digital media in their activities.
Amblee, N., & Bui, T. (2011). Harnessing the influence of social proof in online shopping: The effect of electronic word of mouth on sales of digital microproducts. International Journal of Electronic Commerce, 16(2), 91-114.
Scupola, A. (2009). SMEs’e-commerce adoption: perspectives from Denmark and Australia. Journal of Enterprise Information Management,22(1/2), 152-166.
Steyn, P., Salehi-Sangari, E., Pitt, L., Parent, M., & Berthon, P. (2010). The Social Media Release as a public relations tool: Intentions to use among B2B bloggers. Public Relations Review, 36(1), 87-89.