Digital transformation is more about people than tools,听say听marketing experts听
For companies to digitally transform,听people听will need to be upskilled and reskilled to embrace new tools with the goal of听improving听the customer experience,听according to panelists at听a marketing summit on Wednesday.听听
Edwin听R.听Bautista,听President and听Chief听Executive听Officer听of UnionBank, said that 鈥渄igitize or perish鈥 became the guiding words that pushed banks and other companies towards a more digital future,听heightened听by the coronavirus听(COVID-19)听pandemic.听听
鈥淲e realized that you need people transformation. People need to be there to make use of the tools that you have already invested in,鈥 he explained. 鈥淭he end product of transformation was to provide a superior customer experience, a lower cost to serve, and a faster rate of innovation. But without people working on it, nothing will happen.鈥澨听
UnionBank was named a digital banking trailblazer in 2020 for its long-term projects ranging from digital assets like blockchain to artificial intelligence.听
However, Mr. Bautista warned: 鈥淭he fundamental rule of marketing is that you鈥檙e doing it for the customer and not just for the sake of innovation or winning an award.鈥澨听
On the other end of the spectrum is the phrase 鈥渨e鈥檝e always done it that way,鈥 which had prevented executives and companies from digitizing earlier and kept them lagging behind,听said Francis Kong, author, business consultant, and motivational speaker.听听听
Digital skills听that听those听people are now scrambling to accumulate听include digital fluency, digital literacy, collaboration, software use, and even literacy in data science. The pandemic听demanded everyone catch up in all aspects, the panelists said.听听
One听鈥渢ech-up鈥 advocacy听that aims to influence change through innovation听is听the multisectoral听Digital听Pilipinas, convened by Amor L.听Maclang, the听co-founder of听GeiserMaclang听Marketing Communications, Inc.听听
鈥淭echnology has forced all of us to think and act differently, not just from a business model perspective but more importantly how we approach engagements of our various communities 鈥 also known as marketing,鈥 she said.听听
In November, Digital Pilipinas will launch an accreditation and education program on blockchain, making the Philippines the first country aside from Singapore to do so.听The movement,听partly听funded by the Department of Trade and Industry, has also been helping micro, small, and medium enterprises (MSMEs) migrate to e-commerce.听听
Another example of the future of digital transformation is the intersection of cryptocurrency, e-sports, and gaming,听namely听the听play-to-earn听economy听that鈥檚听predicated on technology, Ms.听Maclang听added.听听
Agnes Padilla, Coins.ph听marketing head,听posited that ease of use听for first time听users should be听front of mind,听to ensure financial inclusion for a wider segment of society.听听听
鈥淸Marketing] is听not just talking听about听consumers,鈥 she explained. 鈥淚t鈥檚 building an ecosystem, so that鈥檚 talking听to听consumers and potential collaborators and building a community. In the end,听the real goal is to answer听consumer needs.鈥澨
Coins.ph听does this by testing out or pioneering new products听in听a market that鈥檚 already 鈥測oung, tech-savvy, and tech-hungry,鈥澨齭he added.听听
In addition to meeting consumer needs, another goal should be to prepare听people, communities, customers, and organizations for the future, according to Abid Zaidi, Microsoft听Philippines鈥櫶齝hief operating officer.听听
He cited听their听partnership with Grab, which brings digital literacy to their drivers and riders: 鈥淭his is what鈥檚 needed 鈥 understanding what gaps still exist, understanding those sections of society, and taking the right level of content and coaching to them.鈥
