MarTech Asia 2020: Jaspreet Bindra outlines the tenets of digital transformation for marketers – ET BrandEquity

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Digital transformation is a top priority for companies across sectors as industries are disrupted every 5 to 7 years. Business models change, customer needs change. Digital is not only about building apps and websites, but involves the entire company: the business model, customer experience, funding, governance, skills, culture and everything in between.In his keynote session, Jaspreet Bindra, founder of Digital Matters and co-founder of UNQBE, demystifies the fundamentals of digital transformation with respect to marketers. He opines that digital transformation is the same as business transformation, backing this thought with real-life examples.MarTech Asia 2020: Goodbye third party cookies, welcome third party auditorsThe difference between digital transformation and digitisation must be clear. Digitisation is linear, inside-out, predictable and about efficiency. Digital transformation is outside-in, non-linear, and comes from the other end – the customer. It includes the changes made to accommodate the changing needs of the customer using tools. “It’s leaps of faith, much like marketing, which is why marketing sits in the middle of digital transformation,” he says.The most basic and important of Bindra’s ‘ten commandments of digital transformation’ is what he calls ‘the holy trinity’ business model which he attributes to Brahma the creator, customer experience which …

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