One way communication occurs when someone talks more than they listen. Although a simplistic view, when someone continues to put out a message and fails to verify if anyone truly understands it, they are creating one-way communication. Politicians are masters at this. They continue to talk even if no one is listening.

I read a quote recently that sums up the concept, "The greatest problem with communication is the illusion that it has been accomplished."
-William H. Whyte
Mr. Whyte was a Journalist and Urbanist, well known for his belief that people want to go to places where other people are.

Businesses communicate through the use of advertising and social media. When we advertise or post on social media, we believe we have reached our audience. We realize the power of broadcasting, magazines, newspapers, and social media, and we assume our message is delivered.
Only those who agree with our message or want to hear it are affected by the communication.

The importance of listening to people we want to communicate with is demonstrated perfectly by politicians. Advertising is wasted if delivered without an audience. In other words, if our potential customers aren't interested in widgets, advertising widgets won't help us sell more. Advertising may nudge us to buy things we don't need, but it will not prompt us to buy things we don't want.

Our advertising does not have to be one-way communication. We can listen to or ask our potential customers what they want and determine where to focus our communication. Two-way communication helps develop long term relationships necessary to retain repeat customers.