Advancement of Digital Media in Business

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Introduction
Digital media platforms are gaining traction throughout the globe. The advancement of digital
media in the workplace is occurring at a mammoth pace. This advancement has helped
organizations in enabling effective communications among internal and external stakeholders of
the business (Markovitch & Willmott, 2014). Digital marketing in business serves various
purposes including improving employee communication, enhancing customer management
efficacy and enabling a competent feedback mechanism (Cameron & Bazelon, 2011). There are
sundry tools available in the market that are being used by organizations. This report highlights
upon the importance of digital media in business, its challenges and recommendations to
overcome the same.
Digital tools
Source 1: Pinterest
Slack is a unique tool which is used by various organizations. The tool is being used with the
intention of ensuring transparent communication in the workplace. It is a cloud based tool which
keeps information secure. It was founded by Stewart Butterfield in 2013. The term SLACK is an
acronym for ‘Searchable Log for All Conversation and Knowledge’. The tool has various
features like chat rooms, searchable files and conversations as well as the ability to integrate
services such as Google drive, Trello, DropBox, and Zapier.
Salesforce is a leading software which is being used by organization in order to maintain the data
of their existing and potential customers. The tool can be customized for different organizations
based upon the nature of the business. Salesforce allows organizations to keep a track about
various details about their existing customers including their conversations with the company

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employees and the emails sent by them. This tool is operative in maintaining customer
relationships and eradicating communication discrepancies between the organization and its
clients.
Usage of digital media tools
There are various advantages of the advancement of digital media in business.
Digitalization of the workplace has increased overall efficiency of the organization and reduced
redundant information from the system. Various advantages of this advancement are as below:
Digitalization has enabled organizations to build and maintain effective relationships with
their stakeholders outside the business (Gulati & Soni, 2015). Digital tools like Salesforce allow
employees to keep a track about various customer details. This also assists new employees of the
firm in garnering information about a client before starting a conversation with them. Potential
customers can be targeted effectively by using Salesforce (Damant et. al., 2016). The sales team
can also follow up with clients in an efficient manner by setting notifications and reminders
about client conversations. This overall helps the organization in delivering competent service to
clients and in turn deepens the overall relationship between the client and the organization
(Bourne, 2016).
These tools can be used to instil transparency of internal communication among
employees (De & Van, 2015). The scope of miscommunication and redundant communication