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Spanish to English: Interview to David Sable by Clarin (leading Argentine Newspaper
Source text - Spanish Press Interview to David Sable (this came out in Clarin (leading Argentine Newspaper
Translation - English BONAFIDE TRANSLATION
Interview to David Sable by Clarín (leading Argentine newspaper)
THE DIGITIAL REVOLUTION HAS YET NOT LANDED IN MARKETING AND ADVERTISING
Too many agencies choose evolution instead of revolution – dixit Sable from Wunderman
David Sable, Wunderman’s Vice Chairman and COO stated: that, at present, there are still too many agencies in the “Darwin” stage of becoming digital, mere evolution and not revolution.
The digital revolution is here to stay and it will be won by those of us who can first learn how to master the Primal Data Point (as he likes to call it): understand who the consumer is? And what he really needs? “Digital cannot exist without an accurate searching and a good interpretation of the data received” Sable, who visited Buenos Aires to speak at the AMDIA’s annual conference.
Being the cost per contact, much cheaper than traditional advertising, why don’t we then have more digital marketing?
One of the reasons is exactly that one: it’s too cheap, people tend to believe that if it’s cheap it’s not effective. Most people think that reaching consumers individually and directly, is something very expensive, thus digital marketing can only be considered as massive.
Why then not increase prices to increase value perception and revenue?
No, part of being digital is being less expensive. This is a dichotomy. You cannot charge more, as you cannot reflect in advance that the client will get more. Maybe one could charge a bit more if we use the cost per click or per sale, but let’s not forget that the digital revolution has only started.
Objective: Brands should be aware of our emotional needs, i.e. when we are hungry or when we are thirsty.
And what is the digital “revolution”?
It’s something different from evolution. I believe that most of the agencies are not in the Che Guevara stage but are in Darwin’s stage. Evolution is to develop a commercial spot and put it live in the web, that’s not being digital. Digital revolution is to think different, is creating an inter-action with consumers that in turn will change business. In the “old” times, focus was laid on USP (Unique Selling Proposition) i.e. a hamburger network would offer their hamburgers’ unique properties: more juice, more beef, etc. Focus was put on the product and not the consumer. That was the sixty’s advertising mantra. In the digital era the mantra has shifted to USP “Unique Single Person”. This means: search when your consumer is hungry and then offer him the hamburger the way he likes it. Moreover one should also know when he is hungry and when he is thirsty. Companies like Coke are already in that direction.
During many years advertising talked about “creating opportunities for consumption” and were often blamed for creating artificial needs, don’t you think that switching to What and When will be very difficult?
I understand digital revolution is based on The Primal Data Point. It means to identify consumers individually, to know them and to understand what and when they have needs or desires.
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Bachelor's degree - University of Cambridge
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Years of experience: 39. Registered at ProZ.com: Jul 2012.
WIth 30 years of corporate experience I have translated all types of documents. I'm an accurate and commited professional who enjoys her work and can easily manage tight schedules. Can translate from English to Spanish and from Spanish to English. Look forward to receiving your projects.
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Silvia Arcuzio
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