The Local Wisdom Research Group of the Faculty of Economics and Business (FEB), Universitas Sebelas Maret (UNS), held a Digital Marketing Transformation Webinar: Social Impact on Community and Research in the New Era, on Thursday, August 31, 2023.

The virtual event presented Dila Maghrifani, SE, B.Sc., M.Sc., an FEB UNS Lecturer who is also a Member of the Local Wisdom Research Group as a speaker.

At the beginning of her presentation, Dila invited Lecturers to always adapt to the technological advancements that are moving very fast.

“As digital marketing continues to evolve, so does our role as lecturers and researchers. We are the translators of this stream of technology, transforming it into enlightening knowledge and guiding our students’ path to a brighter future generation. The world is very dynamic, hence we need to decide whether we want to keep going as we usually do or to adapt to innovate and get more creative,” she said.

Dila said that in the current era, digital marketing has a tremendous social impact. The barrier between sellers and buyers is getting thinner. Digital marketing increasingly encourages impulsive behavior, such as someone wanting to buy just because they see a story from a colleague or friend, that is related to what they want, even though it is not their main desire.

Furthermore, it is said that several paradigm shifts in research and research in the digital era include increasingly rich and extensive data. This is one of the advantages because we get easier if we need a lot of data but it is also a challenge because the filtering is also increasingly challenging. We must filter which data are significant and relevant and which data are not.

In addition, research in the digital era has shifted in research methodology, focusing on innovation and creativity in solving problems, focusing on the successful use of technology and application of various context studies.

In this forum, Dila also opened a wide opportunity for webinar participants to discuss with each other.