How has organizational communication been affected by this transformation? How has a company’s digital transformation evolved during and after the pandemic? In this webinar, held as part of the 2021 launch of the Master’s in Communication and Marketing Management at Universidad ORT Uruguay, Sabatini addressed these questions and spoke on three key themes: data, social distancing, and DEI (diversity, equity, and inclusion).
With the digital transformation, data—but above all, the intelligent analysis of that data—is becoming increasingly valuable.
“The COVID-19 crisis has a unique aspect,” Sabatini said. “Never before, due to the emergence of a virus, has technology placed so many opportunities within our reach. Technology can reduce the vulnerability our species is currently facing.” He noted that in Argentina, in April 2020, of all the people who made an online purchase, 26% indicated that it was the first electronic transaction of their lives.
The expert explained that by pre-producing content, analyzing real-time basketball statistics, and using artificial intelligence, Google Cloud generated an advertisement for the NCAA (National Collegiate Athletic Association) in just a few minutes.
He also discussed the image digitization project—involving more than five million files—that The New York Times carried out in partnership with Google Cloud. The technology made it possible to identify details and read the information on the backs of the photographs, providing journalists with a wealth of material to tell and “reinterpret the story.”
“It’s not the communication of the future—it’s the communication of the present,” Sabatini asserts. “It’s a prime example of how we can use data and information to create highly effective communications that generate engagement like never before.” That’s the result of combining information, technology, and creativity, led by “the mind of a communicator.”
“We must overcome our fear of knowledge from opposing perspectives” and learn to combine different fields of expertise, with data analysis as an indispensable element. At times like these, Sabatini says, it is essential to “create stories that resonate with people, stories that help maintain social or corporate cohesion around certain values.”
It is important to integrate data, its value, and analysis with creativity in order to develop a new communication model that is more efficient, easier to measure, and, above all, better suited to our target audience.
Florencia Sabatini serves as Google’s Communications Manager for the Southern Cone (Argentina, Chile, and Peru). Previously, she was Regional Communications Manager at Sónico (Argentina) and a professor at UADE and UNLaM; in 2018, she received the Platinum Konex Award for Institutional Communication.
She was named one of the 16 Women to Watch by AdLatina and Advertising Age that same year.
She is a visiting professor in the Master's Program in Communication and Marketing Management at Universidad ORT Uruguay.