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Welcome to

Dear Reader,

If it was the steam engine in the 19th century that changed the world and triggered the transi-
tion to an industrial society, it is now the digital networking that marks the beginning of similarly
profound changes in the economy and society. Entire industries and their business models
could become obsolete almost overnight, swept away by the disruptive power of digital trans-
formation. The next few years will show who will belong to the winners in this race of innovative
change and who will lose out.
Fact is that companies have to reinvent themselves, give up cherished habits and ways of
thinking to adapt to the pressure of the new. Each and every business has to put to test its
business model, its way of communicating with customers, its market understanding and work-
flows. This applies to all areas of the company, from sales and marketing to procurement, man-
ufacturing and logistics, to human resource departments. Nothing and nobody will escape the
digital transformation, let alone digital marketing.
Therefore, evolve your network capabilities continuously, cooperate actively, intelligently and
flexibly in order to stay competitive. Success in the future still depends more on how quickly
and sustainably new innovations get integrated, how you understand the potential of digitiza-
tion, interpret it for your business, and use it in practice.

In fact, a paradigmatic change of life-, buying, and working styles is evident, as bold new pro-
viders drive the market forward in breathtaking speed with their cheeky new ideas. Fresh
startups and newcomers seem to make everything get old a bit faster, just like every day gets a
little more digital and complex, as well as social. The best tip I can give is to always keep in
mind that "the only constant is change".
Yours sincerely,

Daniela La Marca
Editor-in-Chief, Asian eMarketing

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2 Asian eMarketing - February 2016 Digital Transformation