From Traditional Brands to Digital Platforms: How Technology Is Transforming Modern Businesses
Did you know that many of the rising professionals shaping the future of the digital economy are women coming from smaller markets and emerging tech ecosystems? Across Central and Eastern Europe and the Balkans, a new generation of women is building careers in technology, marketing, and digital product development, proving that the global tech industry is no longer limited to Silicon Valley or a few large Western European hubs.
Among them is Ena Radak, a recognised expert in product marketing and digital growth who has spent the past seven years building her career in the global technology industry. Known for her professional expertise in scaling digital products and developing marketing strategies for international markets, Radak focuses on understanding how applications grow from early development stages to large global user bases. Through her work in product marketing, she operates at the intersection of technology, user behaviour, and growth strategy, helping digital products successfully reach international markets.
Radak says one of the biggest shifts she has witnessed in her career is the rapid transformation of traditional businesses into digital companies.
“In the past, many well-known brands were built primarily around physical products, offline services, or traditional marketing channels. Today, we are seeing a completely different landscape. Many traditional companies are investing heavily in technology, mobile applications, advanced websites, and digital platforms to stay competitive,” she explains.
According to Radak, this transformation has opened entirely new opportunities for professionals who understand both marketing and technology.
“Many traditional brands realised that simply having a website is no longer enough. Customers today expect seamless digital experiences. They want intuitive mobile applications, fast websites, personalised services, and digital tools that make their lives easier. That shift created a huge demand for professionals who can connect technology with business strategy and user experience.”
Over the past few years, Radak has worked on large projects in which companies were building or scaling digital products for international markets. Through product marketing and growth strategies, she helped teams understand how digital platforms can grow from their first users to large global communities.
“In the digital economy, growth often depends on how well companies understand their users. Technology is important, but understanding how people behave and what they expect from a digital product is what really determines whether an application will succeed or not,” she says.
Radak explains that digital transformation is happening across almost every industry today. Retail brands are launching online platforms, travel companies are developing mobile apps for booking and customer experience, and financial institutions are investing heavily in digital banking tools and software systems.
“In many industries, we are now seeing traditional companies transform into technology-driven businesses. Even companies that were never considered tech companies before are now building digital products, internal platforms, and customer-focused applications.”
For Radak, this shift created a space where professionals from smaller markets can participate in global technology projects.
“The digital economy allows talented people to contribute to global products regardless of where they come from. You can work with international teams, build products used by people in many countries, and develop strategies that scale globally.”
She believes that roles such as product marketing, product management, user experience design, and growth strategy are becoming increasingly important as companies continue their digital transformation.
“These roles require a combination of analytical thinking, creativity, and understanding of human behaviour. Technology alone is not enough. The companies that succeed are those that understand how people interact with digital products and how technology can simplify everyday life.”
At the same time, Radak emphasises that the human aspect of technology will remain the most important factor in the success of digital products.
“In my experience, the most successful digital platforms are those that truly understand their users. Technology should always serve people. When companies combine innovation with a deep understanding of human behaviour, they create products that can grow globally.”
As more traditional brands continue to adopt digital platforms and build technology-driven strategies, professionals who understand both marketing and technology will play an increasingly important role in shaping the future of the digital economy.
And for many women entering the tech industry today, this transformation is opening doors that did not exist just a decade ago. The rise of digital platforms is not only transforming companies but also creating entirely new career paths for professionals who understand both technology and people. Discover more tips about how to get your business on the digital map here.
LinkedIn profile: https://www.linkedin.com/in/ena-radak/