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It's a two-way communication with the audience.
But real digital branding success stems from creating a two-way conversation with your audience.
By doing so, you'll in turn set yourself apart from competitors who aren't aware that fostering a two-way conversation with your audience will yield the most promising results.
Persuasion in important corporate decisions is rarely accomplished through a one-way lecture, usually it requires a two-way conversation that engages the audience and makes them feel committed.
The politics of "being right" must not therefore be transferred to your website; rather, the aim should be to start a two-way conversation with your target audience, not to tell them, "this is how it is".
But Twitter, Facebook, and Skype now enable a broadcaster's relationship with an audience to become a two-way street.
Technology has turned reporting into a two-way conversation between journalists and the their audiences.
Content marketing is not a direct sales tactic, but rather a two-way communication medium between a business and its target audience.
The interview is a two-way experience.
"It's all about public speaking as a two-way street where you're trying to answer the questions on the turf of your audience," she said.
Thermoelectricity is a two-way process.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com