Digital World Increasingly 'Brutal', Professor Reveals Business Can No Longer Just Reach Audiences

In the midst of an increasingly crowded digital space and competition for consumer attention, the greatest challenge for businesses today is no longer simply reaching audiences. Professor of Digital Marketing at Binus University, Retno Dewanti, revealed that businesses must build engagement capable of generating value and sustainable growth. During her professorial inauguration in Jakarta, Retno, who focuses on developing a sustainable and impactful digital marketing ecosystem for both business and society, delivered a scientific oration titled ‘From Interaction to Conversion: Building a Sustainable Digital Marketing Ecosystem’. She highlighted how technological developments have shifted the marketing paradigm from message delivery to customer-centric experience. She explained that success in digital marketing is no longer measured solely by impressions or followers, but by the ability to build relevant, personal, and meaningful relationships with consumers. In an increasingly competitive digital ecosystem, user engagement, content relevance, response speed, and interactivity are the main factors determining business success. Through an integrated digital marketing framework, she emphasised the customer journey starting from building awareness (reach), encouraging interaction (act), generating conversion (convert), to fostering long-term loyalty (engage). She asserted that this approach enables organisations to manage customer relationships more strategically and sustainably. She also highlighted the vast opportunities of Indonesia’s digital economy, supported by high internet penetration, social media usage, and rapid platform growth. However, she cautioned about the need for readiness to face challenges such as data security, digital fraud, algorithm changes, and the necessity to continuously adapt to technologies including artificial intelligence (AI). Retno stressed that digital marketing plays a strategic role in driving the growth of MSMEs, expanding market access, strengthening the competitiveness of the creative industry, and supporting national economic growth. According to her, the appropriate use of digital technology can be a catalyst for innovation, job creation, and strengthening Indonesia’s economic resilience in the future. BINUS University Rector Dr. Nelly stated that the professorial inauguration reflects the university’s commitment to presenting an excellent academic ecosystem relevant to societal needs, and that such contributions strengthen BINUS University’s role in developing impactful digital marketing knowledge for business, society, and national development.