Analysis: It's not digital transformation. It's business transformation, say top marketers

Digital transformation - as challenging as it is to get started and carry on with the journey, companies are beginning to accept the fact that it is a crucial path forward that would help them futureproof amidst the pandemic. McDonald's Malaysia's digital director Muhamad Zaid Hasman told Marketing that companies can only achieve their targeted business outcomes when they reconcile the fact that the core of digital transformation is in fact, a business transformation. He added that marketers need to rally all teams within the organisation to be on board the business transformation plan. Zaid is also of the view that digital transformation is about placing the business front and centre and allowing technology to enable this transformation. To jump-start its digital transformation journey in Malaysia, McDonald's introduced a modernised and digitalised customer experience in its restaurants, also known as experience of the future.