'Firm dies when focus shifts from consumer to competitor'
Gaston Legorburu, Chief Creative Officer of the global servicing firm, Sapient, spoke about how interactivity can boost a plethora of businesses. Excerpts:
What is the philosophy at Sapient?
Simply put, we believe that a two-way conversation between our clients and their customers holds immense value. Most companies perish because their focus shifts from consumers to competitors. Our philosophy is to help clients who need to keep in touch with their end consumers, with the help of tools such as Internet, on-ground activities and mobile phones. This business, which contributes nearly 50 per cent of Sapient’s global revenues, is called Sapient Interactive.
Does Sapient Interactive have a global footprint?
So far, the services were available in North America and Europe. However, we’re looking to expand especially in the APAC region. In India, Sapient’s consulting and IT servicing arm— 4,000 employee strong—have been very active for the last 10 years, albeit servicing global clients. We have begun hiring and intend to begin full-fledged “interactive” operations for Indian clients before year-end.
How conducive is the Indian market for interactive marketing?
Even if Internet penetration in India is termed “low” by global standards, it amounts to a highly valued number. Current figures show that Internet penetration is 40-50 million, whereas mobile users amount to 400 million. This makes Sapient Interactive very optimistic about working in India.
