Digital communication is a strategic discipline consisting of equal parts business understanding, user understanding, media insight, spot-on writing and, not least, technical and analytic ingenuity. The ability to produce online content that meets the demands of the internet is the difference between success and failure and is therefore a competitive parameter.

Anyone who’s invested in banner ads and received a click-through rate of less than 1 per mille knows this all too well. Online store managers are particularly aware of this: by constantly measuring user behavior on their sites, they experience that even microscopic changes in their message can result in huge breakthroughs in sales.

Effective digital communication is equivalent to user-oriented, interactive communication. It is the ability to create reactions from the recipient in the here and now. Designing effective click streams that result in the desired actions requires a deep understanding of the user. It also requires a sublime understanding of digital media and the situations in which users may find themselves.

It’s about the ability to create communication for people and search engines in the same writing process. Writing for search engines, which determines the key words that make the most sense for users, has united the art and science of communication.