Internet and Corporate Communication - Research Paper Example

The Effect Internet Use in Corporate Communication affiliation Internet and Corporate Communication Introduction There have been tremendous changes in communication channels in the wake of the advent of the internet platform. Today, corporate communication has been characterized by rapid reforms that are geared towards enhancing competitive advantages and creating convenience. As part of an effective corporate strategic plan, communication is given an uttermost priority, and shift towards internet has transformed corporate communication significantly. As the customers and business stakeholders advance, internet has now become the answer to the dynamic consumer and stakeholder needs. Besides, there has been a shift from the traditional communication channels to the use of internet services leading to an incredible impact. Certainly, information technology has transformed corporate operation in many ways; communication has been the greatest area of corporate evolution. Initially, corporate bodies used written communication as the sole communication tool either internally or external. Over the last two decades, the advent of social media and organizational internet use has posed significant reforms in the marketing, product promotion, and internal communication1. The creation business technology department in many organizations is an example of structural adjustment that has been introduced by adoption of internet connection. In addition, it has led to the creation of an exclusive online business leading to the emergence of e-commerce, a concept that has been integrated into modern businesses. Notably, majority of the companies including Star buck, Caterpillar Inc., Deere and many others have created an automated platform where consumers can make orders and receive deliveries within the shortest time possible2. Communication experts see the advent of the internet in communication as a recipe or business growth since it discourages the long and traditional communication channels. Effective communication involves receiving sending of information and receiving feedback; the internet platform provides an excellent medium that allows a direct link with the business operations. Today, a consumer can make orders or inquiries from the comfort of their rooms and receive feedback almost immediately. However, corporate communication through internet has created business platforms that do not allow personal interaction. It has introduced use of personal computers, cash register systems, server storage, and point-of-sale technological avenues. Following increasing competition in the business operations, some of the businesses have incorporated internet into departmental operations, and communication has been improved incredibly. In corporate operations, communication is the primary tool of operations3. Notably, the use of automated software has led to improving in documentation and interoperability has improved communication and feedback system. Problem Statement Majority of corporate institutions and business entities have adopted use of internet in communication. Certainly, there has been a greater achievement in financial report analysis, coordination of activities and technological creativity. However, there are few studies that on the impact of this new trend on the organization and corporate culture. In addition, the benefits versus the cost of the infrastructural and administrative adjustment have not been fully explored. In recognizing the tremendous steps that have been achieved since the advent of this mode of communication, it is vital to focus on the transformation and adjustment with the corporate world that have been occasioned by this development. In addition, the impact on the employees and management is scarcely known. Many people believe that internet communication in business and institution provides an important developmental milestone. However, they remain unaware of the actual benefits and costs incurred by these corporate bodies. Research Questions 1 .What are the effects of the adopting internet communication platform into organizational structures and operation? 2. What are the infrastructural adjustments that have been introduced by the internet communications? 3. What is the difference in development progress that has been made by those organizations that have adopted internet communication? 4. What are challenges experienced when an organization shifts from traditional channels to the use of internet service There are certainly a number of adjustment within the organization that should be undertaken to encourage internet communication interoperability. The most crucial financial reporting systems are some of the few sensitive areas that have been reluctant to adopt internet use. Notably, the internet platform offers a virtual data storage space whose privacy and security remains a major area of concern. While it has the advantage of promoting quick financial reporting channel, the confidentiality of the financial documents remains at stake. Objectives of the Research Broad objective To measure the impact of the internet use in the corporate communication plan on the corporate bodies operations and goals. Specific Objectives 1.To determine the impact of adopting internet use in communication on the performance of the corporate bodies. 2. To identify changes that have been caused by internet communication on the corporate culture. 3. To assess policy adjustment on the corporate functions in the wake of internet-dependent communication. 4. To identify challenges facing corporate bodies that have adopted internet-dependent communication channels and impact on their performance. Literature Review The internet communication is a system of worldwide communication channel that has been integrated with the corporate world. It has transformed communication in government, academia, industry, commerce and other spheres of life. Since 1994, the internet communication was been used by government laboratories and today; it has expanded to the corporate world with immense output. Within the few years of incorporation into the corporate world, internet has consolidated itself as a powerful tool that has facilitated globalization. The corporate operations and the performance have been majorly communication and interconnectivity across the nations and beyond the seas. According to 2008 Caterpillar Inc. corporate report, it identified 12.6% increase in sales through social media marketing4. According to New Zealand commence statistics, there was a marked increase in net profits to the companies that did adopt internet-based marketing strategy. The strategy does not require sales person presence; it takes a willingness of the consumer to make inquiries and receive findings. The main burden of marketers is to create a visually attractive pictures and displays that would provoke interest of consumers. Many people tend to overlook marketing as an independent entity from communication; it is a tool that facilitates marketing. Use of Internet in Communication By 2012, it was noted that 2.4 billion were internet-linked across the world; this is a significant corporate internet and communication development5. While the other channel of distribution struggles to reach a few people in the market, a new brand marketed through the internet can reach overwhelming potential buyers. E-mail is a critical component on internet communication, of this able to link private communication between two people and allows sharing of corporate information. By 2009, 67% of corporate bodies in India had adopted e-mail and teleconferencing meetings in line with the organizations strategy of integrating technology6. Internet telephony is a new communication, transformation that continues to transform corporate communication channel. It uses internet protocol systems that underline all the internet communication. It was developed in 1990s together with walkie-talkie an internet-enable creation that facilitates verbal communication7. In addition, the advent of teleconferencing has changed the mode of holding corporate meetings and conferences. It is now possible, to conduct meeting online without the physical presence. The use of mass communication platforms such as newspaper advertisements has been revamped with online social media marketing. Advantages of internet Communication Notably, internet growth was driven by commercial and technological enthusiasm that today allows for diverse application in the corporate world. During late 1990s, it was highlighted that there was 100% rise on internet use8. There are three key areas of advantages that internet confers in corporate communication that informed its adoption. Firstly, ability to link people from the offices through interoperability software. Secondly, the speed and a high volume information sharing that has since become a fundamental part of organizational citizenship behavior. Thirdly, it served to remove the communication bottlenecks and enhanced corporate engagement with the client. In addition, it was estimated that the number of online inquiries made on corporate activities increased by 51% as compared to telephone, and other inquiry methods combined9. Internet communication has changed significantly because of two key reasons, firstly, is the creation of social sites. Apart from the individual use, these platforms have created an immense product promotion and marketing avenues. According to the Starbuck marketing office, Facebook only generated 12.4% increase in fast food sales in 2008. Notably, the enthusiasm of customers can be seen through interactive forces with the sites created by the marketing agencies, and this has a significant growth in sales volume. With very low investment base, individual businesses have been able to grow their production due to the vibrant online markets. In addition, the internet allows for globalization of businesses and the multinational companies such as Starbucks recorded a uniform increase in sales volume across its stores. In addition, in 2012 the companies that used online communication strategy improved its sales by 31% within the United Kingdom, while it recorded 27% market share among the U.S food and soft industries. Additionally, the use of internet in e-commerce has increased international market for China and Japan local products worldwide. Today, China is a force to reckon in electronics while Japanese vehicle industry has improved its global share by 3.1% according to the 2006 Japanese corporate report10. The use of internet in business and corporate function is a recent phenomenon that has informed business enterprises undertake the monumental shifts from the traditional channels. The most notable changes on communication have been seen in marketing, customer services, procurement, and logistics departments. Any external communication that leads to a meaningful transaction has been facilitated by internet-enable communication. However, internet use is not an end-all solution to the corporate communication; it simply offers more convenient and cheaper approach to communication. Effects of the Corporate Internet Use Many corporate bodies in traditional business are unable to auction their products directly to the other businesses or consumers. In many instances, they require long and elaborate channels of distribution that are lengthy, time-consuming and very expensive. In the wake of internet use in distribution, the customers can now place their orders directly to the business that in turn respond by delivering goods or services to the consumer. Internet, therefore, has introduced drastic changes in chains of distribution thus allowing the consumer to engage directly with the manufacturer or an agent of a particular product. Secondly, internet has created an excellent customer service platform through creation of corporate websites that allows or direct customers inquiries. As a new development, through creation of automated response technology, businesses have significantly improved on the response rates and time to the consumers. Besides the creation of a faster customer service, the internet use has now improved the customers loyalty and, therefore, enhanced market competitive advantage to the businesses. In addition, corporate websites are now emerging marketing platform that allows for the creation of brands and displays of items especially electronics thus creating a branding avenue. In addition, Consumers are also able to follow up to date development within the organization. These internet-operated corporate websites allow for posting of latest news and brands available for the consumers. The creation of websites has generated a pipeline for channeling the products through customers orders and response system thus improving on the overall sales and ultimate profits. The internet presents a historical phenomenon in corporate communication by creating an integrated system that allows channels to have a single communication and interoperability thus linking one office to another. It has, therefore, limited movement from office to office. It now estimated that 73% of the corporate communication in China is done through internet connection11. Besides, the internet communication channel has additional features that encourages teleconferencing and has impersonal approach to communication. Computer-mediated communication has non-verbal approach thus suffers from an inability to have meaningful feedback. It, therefore, does not replace face-to-face communication channel. It lacks use of tone and facial expression cues that are critical in employer-employee communication. There are numerous studies going on the impact of these shortcomings to the overall corporate communication. However, the most prominent benefits of the internet communication are mainly simplification of communication and operations of a corporate body. Besides, it has lowered the cost of communication among the corporate organizations through limiting paper correspondents. The corporate finance is the biggest beneficiary reports and audit committees. It has simplified the complex manual report filing into an easy software automated report12. In addition, it has drastically reduced time of reporting the duration thus facilitating faster decision-making within the organization. Besides, there has been the creation of broader information source that has improved the overall knowledge and communication skills. Challenges of Internet Use in Corporate Communication Despite the increase in internet communication in the corporate world, there are a number of setbacks that has over the years bedeviled the progress. Firstly, not all potential customers are internet-connected; it forces organizations to have back up communication channels. By creation of additional backup channels, it increases the cost of communication to the companies. Besides, the initial infrastructural requirements are equally expensive to erect and maintain. In addition, it requires a vibrant and continued staff training that is costly and time-consuming to the corporate bodies. Discussion There is an increase use of internet communication in almost all corporate bodies across the globe. The use, however, very slightly depends on the size and infrastructural base. It has improved on several areas of corporate operations. Firstly, communication speed has been clearly improved, and the information sharing has been amazing. Besides, corporate silo culture has been broken, and the bureaucratic channels have been eliminated by this new platform. Notably, the financial reporting has been simplified, and the general meetings and interdepartmental communication have been revamped. Additionally, this mode of communication has recently introduced teleconferencing where managers can hold and attend international meeting through video link. As part of revolutionizing communication, internet has created social media platform that has increased sales through online marketing. In the wake of modern communication dispensation, over 67% of India corporate bodies have embarked on full digitalization13. As a positive move towards globalization, internet communication cannot be detached from the basic communication. However, this form of communication has detached the meaning of the message through making communication impersonal. In addition, it has eliminated the importance of facial and non-verbal cues that managers initially relied on in determining attitude and perception of a new idea. Recommendation The future of corporate communication relies on creating a two-way communication channel that allows discussion and interrogation of facts. Internet communication sadly lacks conviction to make reply. This platform should ensure that there are privacy and confidentiality of classified corporate reports. By creation of internet channels free of paparazzi, corporate data sharing will improve tremendously. The overall purpose of communication has significantly been kept on internet communication, it only need to responsibility and accountability from technology and communication experts. References Blatchford, John, and David Whitebread. Supporting ICT in the early years. Maidenhead: Open University Press, 2003. Bozinis, Athanasios I.. "International Economic Relations and Information Communication Technologies (ICT) Use: Economic Globalization via Economic Digitalization." American Journal of Applied Sciences 4, no. 4 (2007): 188-191. Gibson, Garry. "ICT a Catalyst for More Sustainable Development." Education Letter, April 27, 2011. Hercheui, Magda David. ICT critical infrastructures and society 10th IFIP TC 9 International Conference on Human Choice and Computers, HCC10 2012, Amsterdam, The Netherlands, September 27-28, 2012. Proceedings. Berlin: Springer, 2012. Liang, Quincy. "IDC Taiwan predicts Top-10 ICT developments for 2011.." Taiwan Economic News, May 3, 2011. Selwyn, Neil. 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