Information will always remain an important factor of the successful functioning of the enterprise. No wonder that it is said that modern society is informational, because today information is almost crucial power in the struggle of economic operators for the recognition and economic outcome.
However, it is important to understand that the information itself is no guarantee of success. An important factor in the information support of the enterprise is not only the correctness of its collection and processing, but also the sender, recipient, method, speed, quality, and time of transfer, according to the above-described information transmission. Therefore, a key element in the information system of a modern enterprise should be considered a business communication.
Business communications of subject of economic activities are of great importance for the implementation of the strategic and tactical goals of the company. It especially actualizes in the international aspect of the activity and under the influence of the rapid development of IT technologies. However, the target audience in the case of international business communications have blurred boundaries, respectively, so, it is getting harder to convey the desired messages based on changes in product or pricing, the emergence of a new loyalty program, increase the life-warranty services, search for business partners, e.g., dealers, etc.). Therefore there is a need to develop models of the international business communications in the information management system of the enterprise with indication of possible relationships and constraints that exist and may arise under the influence of certain factors.
Many modern enterprises and organizations, especially those that are engaged in international activities are characterized by a large number of employees, and, accordingly, a complex management structure. Communications are very important for the management and control of human resources. The study showed that employees spend about 75% of their time on various forms of communication. Therefore, the cliché “time is money” is justified. Great attention to communication is also due to their considerable cost, since good communications are very expensive, and inefficient ones are even more expensive. However communications are characterized not only by monetary, but also non-monetary costs. In addition to large cash losses, bad communication is the cause of negative emotions, misunderstandings, mistakes and violations of workflow, duration consequences of which are more difficult to evaluate and to prevent. But effective communication must be configured not only within the organization. For the success and growth of the organization it is necessary to establish communication with the external environment of the organization.
One of the most developed directions of adjustment of business communications using the Internet there are webinars, or online seminars. Currently webinars are considered the cheapest and the easiest way to increase sales. It is possible to determine webinar as a technology that gives you the opportunity to recreate the conditions of collaborative forms of learning, for example lectures, seminars, laboratory and even practical lessons and the like for the impossibility of carrying out them in real time. Webinar participants can physically be in different places, and their interaction is provided by the use of audio – and video-sharing data and collaboration with various objects.
Webinars can be successfully applied to almost any industry. Judicious use of webinars in marketing will:
- to increase the target audience of the enterprise;
- to make the company closer to the customers and give it the opportunity to influence their decisions related to the purchase of goods or services;
- to increase sales among existing audience;
- start producing a new product or service, or bring an existing product into a new market;
- to make the company to take a position that is ahead of its competitors for many steps, reducing differences in their size, resources and the like.
Strategies for holding webinars and increase of the number of registrants may be used for many purposes: meetings with customers, conducting classes (group and individual), demonstrations of products, conducting sales, etc. One of the many positive aspects of webinars is the ability to record and continue online-marketing (mailing, website, e-marketing) on this basis. Accordingly it is possible to use the potential of such opportunities for months or even years after the actual webinar.
To get positive results after the webinar, the enterprise should first of all define the purpose of such an event. According to the purpose of holding, the webinars are divided into two separate groups:
- those whose purpose is the sale;
- those whose purpose is training.
It is very important to clearly define the priorities during the preparation of the event and not to deviate from the set course. Generally there are 4 main types of educational webinars:
- Lecture – a one-sided view of learning, that is, the instructor provides the information and the audience perceives it. In order to get the maximum effect you can create audio and video copies of lectures for subsequent sale;
- Seminars – bilateral training. It includes the questions, responses and discussion, that is, work in the form of a dialogue. For maximum results, you should prepare a backup plan-synopsis, in case if questions regarding certain important information will not be set.
- Interactive webinars, which can be called a consultation. It is widely used interactive features seminars that are focused with discussions. Unfortunately, mostly
- Conducting these webinars is not accompanied with a successful result, so it is better to use employees within the organization for online meetings;
- Webinars – workshops. During such events they demonstrate tools or technologies. It is considered to be a variation of lectures, but the most effective ones are interspersed with elements of the seminar.
In addition to training webinars, they allocate sales webinars. In this case, the sales presentation is based on the benefits of products or services and on clear accents, why the buyer should buy them. To achieve a significant effect of attention, you need to provide two factors that relate to buyers. The first one is entertainment – the presentation should be easy and fast, the second one is interest. The object and other components of the presentation should focus on one of the motives of the buyer; otherwise the potential customer will be lost.
Another direction of adjustment of business communications is direct marketing. In order to establish partnerships with their customers, businesses often use direct marketing. In recent years the frequency of using this tool of business communications is growing rapidly from year to year.
Direct marketing is communications with selected according to a certain principle customers or potential customers of the enterprise, which includes dialogue, receiving a communication and perhaps making a purchase. Direct marketing is not an easy method of promoting products, but among the important advantages of its company, it is a direct contact with customers.
The main tools used in direct marketing are:
- direct mail (via electronic and traditional mail);
- television marketing of direct response (advertising of direct response and channels of buying goods at home);
- marketing through catalogs;
The growing popularity of direct marketing in recent decades is due to a number of its advantages. First of all, direct marketing allows companies to communicate with their customers and potential customers who are farther away, without significant additional costs. In addition, direct marketing helps to focus attention on certain selected target audience, to communicate and obtain feedback quickly, it is also convenient for customers, and gives you the opportunity to make purchases at home or elsewhere.
The use of direct marketing also involves certain difficulties and disadvantages. The most significant of these is the over-saturation of information flows of various forms of advertising that involuntarily repels the attention of potential buyers. Another disadvantage is that some forms of direct marketing (e.g. mailing), provide the expenditure of significant resources in the case of interaction with large audiences, although companies that use direct marketing, reduce the cost of advertising over time.
Mailing lists significantly prevail over other direct marketing tools. Also there is a significant issue with databases of email addresses because of the difficulties of their formation and the updates do not give the necessary attention and legal databases are practically nonexistent. Another and perhaps the biggest problem is the lack of specialists in the relatively new forms of business communications.
Another tool of business communication that involves the use of the Internet is e-marketing (email marketing). It is a mistake to consider e-marketing spam, since the latter is directed to Internet users who have not shown interest in the company or its products. In contrast to spam, e-marketing lists are got by those who want to know more.
The benefits of e-marketing and other tools that are used via the Internet are: connection speed, overcoming geographical barriers, reduction of costs and saving of resources, efficiency. The main advantage of this type of marketing is the presence of target because buyers get information without imposing, on their own, and, in fact, the
information is about those products or services that interest them. The possibilities that are offered by the Internet for businesses in the modern world are not confined to external relations. The proliferation in recent years acquired such a means of internal communication like Intranet. Intranet is an internal website that is available only to employees of the enterprise that provides a range of opportunities, allows you to spread news and messages, conduct online trainings, to organize events, work on projects, blogging and much more.
Advantages of using the Internet is the speed of information dissemination, the reduction of distances, the ability to everyone to express their opinions, to be heard and the like, are typical means of communication using the network. The rapid growth in the number of companies that use an intranet or simple sites raises the question about the security of information. The feature of the use of the Internet is that information is stored not only on personal computers of the sender and recipient, but in the network servers that are often not only internal, but on the servers of companies that technically support the implementation of an internal company network. This aspect requires additional financial and material costs, complicates the construction and the use of corporate networks.
So, to summarize, we can formulate the functions of business communication at the micro level:
- informative (transfer message);
- interactive (the interaction of the subjects of business communication, communication, understanding, mutual influence);
- perceptual (perception of the subjects of the communications each other, learning, adaptation);
- connecting (information flows are united in one system of the different parts of the company);
- expressive (it serves to express the content of communication with emotion, intonation, stylistics, non-verbal forms of communication, etc.).