It's an honor for me to be one of the keynote speakers at Digital Transformation Seminar which held in Widyatama University Bandung on Thursday, October 26th , 2023. It is one of International Community Service Programs (Training & Counselling) presented by Magister Management, Faculty of Economics and Business, Widyatama University.
This seminar entitled “Digital Transformation Strategy Competencies Development to Create Sustainable Business for MSMEs in Bandung City”, the participants were business owners (SMSE) and students of Universiti Teknologi MARA (UiTM) Malaysia.
|Students of Marketing Class & Puan Jamizan bt.Jalaluddin @Mohd Rashid (Graphic.Hons ATD,MA AD UK Senior Graphic Lecturer, CCA) |
Universiti Teknologi MARA, Malaysia
I explained about digital transformation that related to technology, its use for business, and how it is applied in digital marketing. Let's get to know what is digital transformation? Derived from the word "transformation", it means there is a transition and change from the old to the new or better one. "Digital" relates or utilizes devices constructed or working by the methods or principles of electronics (digital devices/technology/computerized).
“Digital transformation can be defined as the integration of digital technology into all aspects and operations of an organization, which in turn leads to infrastructure changes in how an organization operates and delivers value to its customers.” (McGrath & Maiye, 2010)
According to Rippa and Secundo (2018), digital technology is divided into 3 parts, namely; Digital Artifact, Digital Platform, and Digital Infrastructure.
- Digital Artifact
Digital components, applications, or media content that are part of a new product or service and offer functionality & value to end-users.
- Digital Platform
Based on software created with a code base and developed from a system that provides core functionality consisting of modules that make the device operate.
- Digital Infrastructure
Digital technology tools and systems that offer communication, collaboration, and/or computing capabilities.
Philip Kotler and Hermawan Kartajaya (2017)
“Digital marketing is the application of digital technology to connect, interact and communicate with customers to meet their needs and desires.”
Dave Chaffey and P.R. Smith (2017)
“Digital marketing is the application of digital technology and digital media to create, promote and distribute products and services that provide added value.”
So, is digital marketing & digital technology same? No, it's not. Digital marketing (campaigns) can take place through digital technology (devices). Digital technology supports digital marketing.
In business, digitalization and marketing are two things that we cannot separate, especially in this era of technological progress. Before entering into social media marketing strategies, of course we have to understand several elements that exist in marketing.
I hope that with this digital transformation seminar, MSMEs can maximize digital technology both for marketing and for improving their business so they can be competitive and sustainable.