{"id":17466,"date":"2020-12-16T09:44:43","date_gmt":"2020-12-16T09:44:43","guid":{"rendered":"https:\/\/www.open-up.ch\/digital-overtransformation-in-corporate-communications\/"},"modified":"2025-09-18T21:37:56","modified_gmt":"2025-09-18T21:37:56","slug":"digital-overtransformation-in-corporate-communications","status":"publish","type":"post","link":"https:\/\/www.open-up.ch\/en\/digital-overtransformation-in-corporate-communications\/","title":{"rendered":"Digital overtransformation in corporate communications"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"17466\" class=\"elementor elementor-17466 elementor-17318\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-0fc1cba left right elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"0fc1cba\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-6c33fa1\" data-id=\"6c33fa1\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-f759a7e elementor-widget elementor-widget-image\" data-id=\"f759a7e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1091\" height=\"709\" src=\"https:\/\/www.open-up.ch\/wp-content\/uploads\/2020\/12\/bild-informationsueberflutung-lm-website.jpg\" class=\"attachment-full size-full wp-image-17351\" alt=\"\" srcset=\"https:\/\/www.open-up.ch\/wp-content\/uploads\/2020\/12\/bild-informationsueberflutung-lm-website.jpg 1091w, https:\/\/www.open-up.ch\/wp-content\/uploads\/2020\/12\/bild-informationsueberflutung-lm-website-300x195.jpg 300w, https:\/\/www.open-up.ch\/wp-content\/uploads\/2020\/12\/bild-informationsueberflutung-lm-website-1024x665.jpg 1024w, https:\/\/www.open-up.ch\/wp-content\/uploads\/2020\/12\/bild-informationsueberflutung-lm-website-768x499.jpg 768w\" sizes=\"(max-width: 1091px) 100vw, 1091px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-6b46a43 elementor-section-full_width left right headf elementor-section-height-default elementor-section-height-default\" data-id=\"6b46a43\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-e3748fa\" data-id=\"e3748fa\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-aa8a5e4 elementor-widget elementor-widget-text-editor\" data-id=\"aa8a5e4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>16.12.2020 |<\/p>\n<h2><strong>Digital overtransformation in corporate communications<\/strong><\/h2>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-18c8e70 elementor-section-full_width left right elementor-section-height-default elementor-section-height-default\" data-id=\"18c8e70\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-0bb7fc7\" data-id=\"0bb7fc7\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-3e0e51c elementor-widget elementor-widget-text-editor\" data-id=\"3e0e51c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>In recent years we\u2019ve kicked off articles for many customers in a whole range of industries with sentences like \u201cDigital transformation is changing the Swiss market more and more rapidly&#8230;,\u201d or words to that effect. What companies should be aware of when it comes to communicating about digital transformation.<\/strong><\/p>\n<p>How should we be communicating on matters related to digital transformation? Marketing and communications departments all over Switzerland are asking themselves this question. For a while the answer was the more the better. It was the done thing to regularly use this topic to show how innovative and forward-looking you were. The problem is, inflationary use of the term has reduced it to an empty phrase. These days digital transformation can mean just about anything from disposing of your fax machine to using smart contracts on a blockchain.<\/p>\n<p>So it\u2019s simply no longer credible when companies ascribe every new development to digital transformation and pepper everything they say with buzzwords from the world of technology. Organisations that want to position themselves credibly with respect to digital transformation should take note of a few important points.<\/p>\n<p><strong>Be clear about what you\u2019re talking about<br \/>\n<\/strong>These days it\u2019s possible to communicate many different things under the guise of digital transformation. But if you want to do so credibly, you should make sure that the answer to at least one of the following questions is Yes:<\/p>\n<ul>\n<li>Can we use this announcement to position ourselves as a digital pioneer in our industry?<\/li>\n<li>Are we talking completely new technologies or a new way of using technology?<\/li>\n<li>Are we using technologies that haven\u2019t previously been used in our industry?<\/li>\n<li>Will the use of these new technologies have a significant impact on our customers, investors or partners?<\/li>\n<\/ul>\n<p><strong>Make sure it adds value<br \/>\n<\/strong>If a topic meets the requirements described above and is to be communicated, the communications have to be crafted appropriately. Many companies tend to first focus on technical details such as a description of the product. But most of the audience is actually much more interested in the direct value a new development adds. To build communications on this basis, it\u2019s worth thinking in terms of Simon Sinek\u2019s Golden Circle and focusing on the Why.<\/p>\n<p><strong>Keep it clear and understandable<br \/>\n<\/strong>The language used in communications has also changed in the wake of digital transformation. Not only has it become more technical, but it also contains many more anglicisms and buzzwords. However, it\u2019s still more important to make sure that messages get through and are understood than making them sound \u201cexpert\u201d and modern. So when communicating, you should keep your language as plain and simple as possible<strong>.<br \/>\n<\/strong><\/p>\n<p><strong>Focus on your strengths<br \/>\n<\/strong>Many companies rarely, if ever, have an announcement to make that ticks all the above boxes. That\u2019s no big deal. Digital transformation is an all-encompassing development, and a lot of the news around this topic has more to do with appearance than reality. Not every company has to position itself as a digital pioneer; those that do so without meeting the requirements we\u2019ve been talking about are putting their reputation and the trust of their customers in jeopardy. It\u2019s best to focus on your company\u2019s strengths and communicate them credibly and authentically.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-e990640 elementor-section-full_width left right elementor-section-height-default elementor-section-height-default\" data-id=\"e990640\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-66753d0\" data-id=\"66753d0\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-02b174c elementor-widget elementor-widget-image\" data-id=\"02b174c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.open-up.ch\/team\/lukas-mettler\/\" target=\"_blank\">\n\t\t\t\t\t\t\t<img decoding=\"async\" width=\"150\" height=\"150\" src=\"https:\/\/www.open-up.ch\/wp-content\/uploads\/2019\/09\/Portrait_Lukas-150x150.jpg\" class=\"attachment-thumbnail size-thumbnail wp-image-7622\" alt=\"\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-c712e0c\" data-id=\"c712e0c\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-1111383 elementor-widget elementor-widget-text-editor\" data-id=\"1111383\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>Author<br \/>\n<\/strong>Lukas Mettler advises companies to take a critical look at the way they communicate about their own digital transformation.<strong><br \/>\n<\/strong><\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-7ab85f2 elementor-section-full_width left right elementor-section-height-default elementor-section-height-default\" data-id=\"7ab85f2\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-42b636e\" data-id=\"42b636e\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-f1fb519 elementor-widget elementor-widget-ee-breadcrumbs\" data-id=\"f1fb519\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"ee-breadcrumbs.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<ul class=\"ee-breadcrumbs\" itemscope=\"\" itemtype=\"http:\/\/schema.org\/BreadcrumbList\"><\/ul>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-bd68e6d elementor-section-stretched elementor-section-full_width linkcolorblue elementor-section-height-default elementor-section-height-default\" data-id=\"bd68e6d\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;stretch_section&quot;:&quot;section-stretched&quot;,&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-c60ff27\" data-id=\"c60ff27\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-1e58eec elementor-widget elementor-widget-spacer\" data-id=\"1e58eec\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>In recent years we\u2019ve kicked off articles for many customers in a whole range of industries with sentences like \u201cDigital transformation is changing the Swiss market more and more rapidly&#8230;,\u201d or words to that effect. What companies should be aware of when it comes to communicating about digital transformation.<\/p>\n","protected":false},"author":10,"featured_media":17321,"comment_status":"closed","ping_status":"open","sticky":false,"template":"elementor_header_footer","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[100],"tags":[],"class_list":["post-17466","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-views"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Digital overtransformation in corporate communications - open up<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.open-up.ch\/digitale-uebertransformation-in-der-unternehmenskommunikation\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Digital overtransformation in corporate communications - open up\" \/>\n<meta property=\"og:description\" content=\"In recent years we\u2019ve kicked off articles for many customers in a whole range of industries with sentences like \u201cDigital transformation is changing the Swiss market more and more rapidly...,\u201d or words to that effect. What companies should be aware of when it comes to communicating about digital transformation.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.open-up.ch\/digitale-uebertransformation-in-der-unternehmenskommunikation\/\" \/>\n<meta property=\"og:site_name\" content=\"open up\" \/>\n<meta property=\"article:published_time\" content=\"2020-12-16T09:44:43+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-09-18T21:37:56+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.open-up.ch\/wp-content\/uploads\/2020\/12\/bild-informationsueberflutung-lm-201214.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1091\" \/>\n\t<meta property=\"og:image:height\" content=\"961\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"open up redaktor\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"open up redaktor\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Digital overtransformation in corporate communications - open up","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.open-up.ch\/digitale-uebertransformation-in-der-unternehmenskommunikation\/","og_locale":"en_US","og_type":"article","og_title":"Digital overtransformation in corporate communications - open up","og_description":"In recent years we\u2019ve kicked off articles for many customers in a whole range of industries with sentences like \u201cDigital transformation is changing the Swiss market more and more rapidly...,\u201d or words to that effect. 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