Digital transformation at the service of internal communication

Exploratory study on the digital change strategy of Moroccan companies

Abstract

During this period of health crisis, company managers and employees alike were put to the test and became aware of the importance of communication and its role.

Indeed, they have been pushed to adapt their communication strategies to many challenges in order to cope with change and to seek a better synergy of the means of communication deployed in order to unify the message addressed.

It is in this sense that companies have felt the importance of the digital transformation that has become a major challenge for the success of their communication strategies.  We are therefore talking about social networks, mobile, NICT, data, hyper communication. All of this has been ingrained in the reality of employees and customers alike.

It is a new digital era that can be integrated into both external and internal communications.

This communication seeks to study how Moroccan companies have been able to adapt and manage change in order to facilitate the digital transformation through the methods and strategy of internal communication.