Analytics Business Marketing

How Emerge Digital is leveraging AI to multiply impact

The year is 2035 (only 12 years away). Chicago – A city where tall skyscrapers loom over the skyline, like the Sears Tower.

Artificial Intelligence runs the world, and robots are the main workhorses. Mechanization and automation rule.

However, the robots must follow 3 cardinal rules at all times:

  1. The inaction of a robot can never cause a human to suffer harm.
  2. Robots must obey orders from humans, except where they conflict with the First Law.
  3. As long as such protection doesn’t violate the First or Second Law, robotic existence must be protected/preserved at all costs.

Thankfully, this is not happening right now, and probably won’t ever. It is merely a synopsis of the 2004 smash hit Hollywood movie “iRobot”, starring Will Smith.

Our current world dynamic is far much simpler when it comes to Artificial Intelligence.

We live in a fast-paced digital age, especially in Dubai, where businesses are always looking for new ways to stay relevant and competitive.  

One of the most powerful technologies that have emerged in recent years is Artificial Intelligence (AI). AI has transformed the way businesses operate and interact with their customers, and it is rapidly becoming a crucial component of digital marketing strategies.

Businesses may leverage AI to improve their digital strategies by utilizing data-driven insights and automating a variety of previously time-consuming operations. 

Businesses have started leveraging the capabilities of AI to achieve higher levels of customization, optimization, and efficiency in marketing. However, despite evident advantages, many leaders across the globe are yet to fully realize the potential of AI-led marketing.

For example, Google has spent almost 25 years creating useful tools that individuals utilize on a regular basis, such as Search, Maps, Gmail, and Google Workspace’s Docs. The use of AI has been revolutionary in the development of these products that have become important in people’s daily lives.Google Workspace has just announced it will be enabling its users to utilize generative AI for improved creation, connection, and collaboration. This is the reason why Google is introducing novel generative AI features to a selected group of testers on an ongoing basis before releasing them to the general public.

Google to roll out generative AI into Workspace apps

As an illustration, Google Workspace is integrating generative AI in Docs and Gmail to assist individuals in initiating their writing process. Regardless of whether one is a busy HR specialist who needs to draft tailored job descriptions or a parent writing an invitation for a pirate-themed birthday party, Google Workspace will aid in saving time and effort by generating the first version.

Generative AI in Docs helping to write a job description

This article will examine the advantages of AI-led marketing and will highlight the main methods by which Emerge Digital is applying AI to our clients digital strategies.

1. Robust Customer Segmentation

One of the most significant benefits of AI in digital marketing is the ability to segment customers effectively. Customer segmentation is the process of breaking a client base into groups based on traits they have in common, such as interests, preferences, and behaviors. Many client data points can be analyzed by AI algorithms to find patterns that would be difficult or impossible to find by hand.

With AI-powered customer segmentation, businesses can tailor their marketing messages and promotions to specific customer groups, increasing the likelihood of conversion. 

For instance, a clothing shop might employ AI algorithms to divide its clientele into groups based on factors like geography, age, gender, and past purchases. With information about each client segment’s likes and preferences, they could then give each group specific promos.

By using AI technologies, Emerge Digital has helped brands find new incremental customer segments based on their consented, first-party data. Using AI you can find new valuable customers by learning from existing ones.

(Google Internal Data, September 2019-July 2020)

With fully automated campaigns such as Performance Max, or by using audience expansion in your Display, Discovery, and Video campaigns, you can extend your customer base and find new audiences.

Using optimized targeting with Discovery ads, advertisers are able to generate 52% more conversions at a comparable cost-per-acquisition (CPA) to the audience they initially selected.

2. Personalized and Customized Marketing

Identifying the right audience is meaningless if a brand cannot engage them with meaningful advertising. Emerge Digital is well positioned to assist in this regard as well.

Getting the most out of AI-powered features requires you to provide as many creative assets as possible. A wide range of assets is beneficial to AI when it comes to finding the most relevant and effective combinations.

AI can assist marketers in providing clients with this type of tailored experience.

Additionally, AI may offer personalized recommendations and communications that appeal to each particular client by evaluating customer data. Thus, resulting in more engagement, loyalty, and increased sales.

For instance, AI can analyze customer behavior, such as their browsing and purchasing history, and recommend products or services that are relevant to their interests. 

It can also personalize the content shown to customers based on their location, age, and other demographic data. By using AI, marketers can provide a more personalized experience that is more likely to convert customers.

3. Chatbots

Chatbots are another application of AI in digital marketing. They can provide instant support and assistance to customers, improving their experience and increasing satisfaction. Chatbots can also help automate customer service, freeing up time for marketers to focus on other tasks.

For example, a chatbot can assist customers with their queries, such as product information or returns. By using AI, chatbots can understand natural language and provide accurate and helpful responses. This can help improve customer satisfaction and reduce the workload of customer service teams.

4. Automation, Machine Learning & Predictive Analytics

More than 70% of consumers make purchases online now than they did pre-COVID and utilize 500 or more digital touch points prior to purchasing. Advertisers have witnessed the complexity of consumer journeys over the past two years. There is no doubt that this complex journey will remain beyond the pandemic, and in order to effectively engage customers at scale, automation will be required. 

Advertising will continue to become more digital and machine learning will assist in automating previously manual activities such as creatives, bidding, audiences, budget allocation, attribution, and many others. The digital analytics strategy you develop will serve as the basis of your strategy.

Doug Rozen – CEO at Dentsu Media Americas stated, “A lot of organizations think automation leads to savings, but the goal of automation is to release the human from the robot and create capacity for thought”.

Another benefit of AI-led marketing is Predictive Analytics. AI algorithms can analyze data to identify patterns and make predictions about customer behavior. This can help marketers anticipate customer needs, optimize campaigns, and make data-driven decisions.

For example, AI can analyze past customer behavior to predict which customers are most likely to make a purchase. This information can be used to target specific audiences with personalized ads or promotions. Predictive Analytics can also help marketers optimize ad spend by identifying which campaigns are most effective and allocating budget accordingly.

Examples of such applications presented in Cloud Next Tokyo 2019 included an end-to-end machine learning pipeline that automates the modeling of propensity/LTV and the activation of ads.* The solution to this problem solves a number of business challenges, including:

  • Providing clients with the ability to predict user propensity (churn, buy, sign-up, etc.) and Lifetime Value on a regular basis. Using these models, you can optimize your advertising campaigns.
  • Assist in the coordination of data science tasks (feature engineering, modeling, and ad activation) in an efficient and cost-effective manner.

*Detailed implementation steps are described in

5. Email Marketing

Email marketing could be completely changed by artificial intelligence (AI), which will give marketers cutting-edge technologies to tailor their communications and enhance the user experience. The capacity of AI to automate numerous processes, such as delivering personalized emails to specific consumers based on their interests, behavior, and preferences, is one of the technology’s most important benefits in email marketing. 

To find trends and estimate a customer’s likelihood of making a purchase, AI algorithms also can evaluate a tremendous quantity of data, including past purchase history, browsing habits, and email engagement metrics. 

AI algorithms can segment audiences into highly targeted groups, enabling businesses to deliver more relevant and personalized content to their subscribers. This not only increases engagement but also builds stronger relationships between businesses and their customers.

Furthermore, AI can also optimize email campaigns to maximize profitability. By analyzing open and click-through rates, AI algorithms can determine the best times to send emails, the most effective subject lines, and the content that resonates most with subscribers. This leads to higher conversion rates, increased revenue, and better ROI on email campaigns.

6. Increasing Return on Investment (ROI) by rethinking budget and bidding

Marketing teams now have access to actionable insights in real-time, which enable them to increase ROI across all their campaigns, from efficient targeting to top-of-the-range optimization. 

Targeting, creative generation, performance management, and optimization are the fundamentals of marketing campaigns. 

Understanding your customers is the starting point for any marketer. For effective ad reach, accurate targeting is crucial. By applying AI algorithms to expansion targeting, Ad Networks are reducing wasteful impressions and improving funnel quality, all of which reduce unit costs as a result. 

As a result, it is equally important to set the right bid, budget, and campaign structure in order to benefit from the maximum reach and lowest cost at any given time. Additionally, the right messaging will ensure maximum attention and recall, leading to a more effective funnel.

In order to achieve the best possible return on investment, it is important to select the correct targeting, the most appropriate bid and budget, as well as the correct messaging that corresponds to the targeted audience. By completing this step within a solid consumer research framework, the overall campaign performance will be improved. All this is now possible with AI-led marketing.

By using artificial intelligence (AI), Emerge Digital enables brands to optimize toward the customer lifetime value or profitability associated with every conversion. By helping brands gain a deeper understanding of their customers and using AI to combine that knowledge, agencies can begin to shift advertising dollars in real time to the most profitable demand pockets.

7. Developing Mobile Apps

Artificial intelligence (AI) may contribute significantly to the creation of mobile apps by offering a number of advantages, including improving user experience, automating tedious chores, and boosting productivity. 

For example, Emerge Digital’s partnership with Builder.Ai provides robust turn-key end-to-end customer solutions, where customers are able to effectively ‘order’ software on the world’s first-ever software-creation assembly line. “Natasha” is the AI used in this regard to build apps, using the power of AI to convert the ideas that non-technical business users have into tangible, actionable specifications. 

Using Natasha’s AI, you can dramatically reduce the time, effort, and energy spent developing software applications. This enables customers to stay within their budgets and timelines while achieving their goals. 

Moreover, machine learning can be used to optimize the performance of various apps and increase their functionality. Developers can make swift decisions regarding app updates and improvements with AI-based analytics solutions.

In conclusion, AI has brought numerous benefits to digital marketing, particularly in the areas of automation and machine learning. The impact of Artificial Intelligence on marketing is nothing short of revolutionary. AI-led marketing is transforming the way businesses engage with their customers, offering new levels of personalization, automation, and insights that were once thought impossible. 

From predictive analytics to chatbots and app development, AI is enabling businesses to anticipate and meet customer needs like never before. 

But the benefits of AI-led marketing go beyond just business efficiency and profitability. By delivering more relevant and engaging experiences, AI-led marketing is also fostering stronger relationships between businesses and their customers, and ultimately driving greater customer satisfaction and loyalty.

Thus, by automating repetitive tasks and gaining insights into customer behavior, marketers can now focus on more important tasks and make data-driven decisions. As AI continues to evolve and mature, we can only expect the benefits of AI-led marketing to grow even further. 

So, whether you’re a marketer, a business owner, or simply a consumer, it’s clear that AI is set to play a critical role in the future of marketing. It’s time to embrace this powerful technology and harness its fullest potential to revolutionize the way we do business. 

The world is ever-changing at a rapid pace and currently going through an evolutionary crossroads with the advent of Artificial Intelligence (AI). AI is transforming the way we live, work, and interact with each other. From self-driving cars to virtual assistants, AI is becoming increasingly integrated into our daily lives.

To learn more about how Emerge Digital can help your business with AI-led marketing and solutions.


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