Watch: Turning digital platforms into sales engines
At the AIBC Eurasia Summit in Dubai last year, industry experts convened to discuss how businesses can transform digital platforms into powerful sales engines. The panel featured Conor O’Donovan, Africa Partner at Tekkorp Capital, as moderator, alongside Ben Cove, CMO at Logifuture, and Vladimir Klepikov, Industry Manager at Google.
The discussion covered key strategies such as understanding customer profiles, leveraging AI for personalisation, and using social media for retargeting to optimise sales performance.
Understanding customer profiles
Vladimir Klepikov highlighted the importance of gaining a deep understanding of customer behaviours and preferences, stating that this knowledge allows businesses to create personalised experiences that connect with customers and ultimately drive conversions. He stressed the significance of leveraging data-driven insights to develop marketing strategies focused on the customer.
Leveraging AI for personalisation
Ben Cove emphasised the increasing impact of AI on digital marketing strategies. He explained that AI allows businesses to analyse large volumes of data, predict customer needs, and deliver personalised content at the optimal time. This AI-driven automation is becoming crucial in enhancing customer journeys and boosting conversion rates.
Utilising social media for retargeting
Ben Cove highlighted that social media continues to be a vital tool for customer engagement and sales. He noted that platforms like Facebook and Instagram provide advanced retargeting tools, enabling businesses to reconnect with users who have already shown interest, thus improving conversion rates. As a result, more businesses are investing in social commerce and performance-driven advertising to optimise their digital presence.
Strengths of platforms like Google and Meta
Vladimir Klepikov discussed the significant advantages of major digital platforms, highlighting how Google’s search capabilities provide businesses with unmatched access to user intent data, enabling more precise targeting and decision-making. In contrast, Meta’s social platforms offer in-depth insights into user interests and behaviours, allowing brands to better understand their audiences and personalise content effectively. By recognising and leveraging the strengths of these platforms, businesses can refine their digital strategies to enhance engagement, optimise targeting, and ultimately achieve more impactful results. Understanding how to harness these capabilities is crucial for staying ahead in an increasingly competitive digital landscape.
The future of digital marketing
The panellists discussed the future of digital marketing, predicting significant changes over the next five years. Ben Cove highlighted that AI and machine learning would play an even greater role, offering more precise targeting and personalisation. Vladimir Klepikov emphasised that privacy and data security concerns would become more critical, urging marketers to adopt transparent and ethical data practices. As data protection regulations evolve, brands will need to strike a balance between personalisation and maintaining consumer trust.
Key takeaways
The AIBC Eurasia Summit underscored the necessity for businesses to adapt to the evolving digital landscape. Embracing AI-driven personalisation, social commerce, and omnichannel strategies will be key to converting digital engagement into measurable sales success.
