Digital transformation in communication: new tools and professional challenges

Abstract

This scientific essay examines the digital transformation and its impact on the reconfiguration of professional competencies in the field of communication. The incorporation of emerging technologies has substantially modified the requirements of the sector, where it is no longer enough to be a good speaker or copywriter. Today, communicators must deftly handle digital platforms, analytical tools and automation processes that allow them to personalize messages and segment audiences with precision. The objective of this study is to reflect on the impact of the actions that are executed from social networks and data analysis systems as fundamental components for the adequacy of content. In conclusion, continuous adaptation to these digital resources is essential to meet the challenges of a dynamic media environment, where real-time interaction and constant evaluation of results are essential pillars for success in the profession.