Digital technology has transformed how the world operates; and the marketing function too has evolved in line with this global phenomenon. To this end, the Non-Executive Director and Vice Chair of the Chartered Institute of Marketing (CIM) UK spoke about how the global marketing landscape is driven by digital transformation today.

Dr. Ruchitha Perera affirmed that “digital transformation is the key,” noting that “digital channels have really transformed the way we interact with customers.”

“With advancements in technology and [the emergence of] tech driven organisations, consumers expect brands to anticipate their needs and customise the solutions we offer,” he explained.

Perera noted: “We have undergone a massive transformation in the e-commerce sector. The growth of internet penetration and increase in smartphone usage has driven online platforms and shopping needs.”

“Social media platforms such as Facebook, Instagram, LinkedIn and X play a significant role in the B2C space. Orga­nisations are increasingly investing time and effort to improve interaction and engagement [in these spaces],” he observed.

As for trends that prevail in the local marketing landscape, he cited the rise of influencer marketing and how it has transformed the way businesses communicate across sectors ranging from fashion and cosmetics, to fitness and food.

Other trends that are influencing marketing include the shift to sustainable products and practices.

“Everywhere, [marketing] experts talk about sustainability, and how ethical we could be in marketing our products and services to stakeholders,” he observed, adding that sustainability doesn’t merely encompass the environment but also social and governance-related elements.

Kantar’s Marketing Trends 2024 report highlights the power of AI, noting that 67 percent of marketers around the world feel positive about the possibilities of generative artificial intelligence (Gen AI).

Perera noted that technologies such as AI, virtual reality and augmented reality are gaining traction, due to their ability to predict customer needs, personalise them and offer immersive brand experiences.

“AI is the most exciting thing that has happened to organisations and marketing in the last few years,” he explained, elaborating on the potential for AI in terms of its power and capabilities when integrated into our day-to-day lives.

He added that “there is a misconception that AI integration is costly but prices are coming down,” pointing to the benefits of open-source AI and availability of free tools.

Perera also discussed the adoption of digital technologies by local companies in their marketing activities: “On a positive note, I think our companies have understood the concepts of digital marketing, digital optimisation and digital custom experience. We’ve done well.”

But “if we continue to use the same digital tools and techniques that we’ve used in the last 10 years, we’ll have a problem because our customers are changing at a rapid rate,” he warned.

“Younger people are becoming our consumers – the youth and adolescents,” he stated, pointing out that “their behaviour is absolutely phenomenal. So we have to look at new ways of using digital marketing.”

And he stressed the need to “move towards more in-depth applications of digital marketing,” and look at ways to embed Gen AI to explore options to predict behaviour and personalise experiences.

User generated content is another underused device in the marketing toolkit. “We’re seeing a shift from one-sided communications,” Perera noted.

He added that it’s important to generate feedback from customers and incorporate them into marketing communications, as “user generated content is quite trustworthy in the world today – and it helps us build credibility.”

“Marketers must look at moving forward from a historical and traditional digital point of view, to something brand-new and out of the box,” he declared.