Mass media is undergoing a significant transformation, driven by advancements in digital technology and changing consumer behavior. This was the central theme of the national seminar titled “Strategic Marketing Communication in the Era of Digital Transformation” organized by the Communication Studies and Master’s Program in Communication Studies of the Faculty of Social and Political Sciences (FISIP) at Universitas Muhammadiyah Jakarta (UMJ), 7 January 2025.
During the seminar, Burhan Abe, a media and public relations consultant, highlighted that mass media must not only adapt to technological advancements but also understand the increasingly digital-savvy consumer behavior. “This transformation is not just a challenge but also a tremendous opportunity to reach a broader audience,” stated Abe.
Media Transformation and Its Implications
The seminar, attended by 220 participants both offline and online, featured several other speakers who shared profound insights:
- Muhammad Sobirin (Director of BSI Maslahat) discussed the importance of sustainability-based marketing strategies in the digital era.
- Muhammad Arifin Purwakananta (Deputy at BAZNAS RI) emphasized the role of social organizations in leveraging technology for more effective communication campaigns.
- Wairis Soleh (Group Head Creative at BERAKAR) delved into the creative challenges posed by rapid digitalization.
The session was moderated by Agus Hermanto, M.Ikom, a lecturer at UMJ, ensuring that the discussions remained interactive and provided practical insights for real-world applications.
The Dynamics of Digital Consumers
The speakers agreed that shifting consumer behavior is a key factor in designing marketing communication strategies. Today’s consumers tend to seek information through various digital platforms such as social media, websites, and specialized applications. Consequently, an integrated marketing approach has become essential.
“Relying solely on conventional media is no longer sufficient. Companies need to combine digital elements to create relevant and personalized experiences for consumers,” remarked Wairis Soleh.
