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The Rise of Virtual Influencers: Unveiling Their Impact on Social Media Marketing

The Rise of Virtual Influencers

In recent years, virtual influencers have emerged as a groundbreaking social media marketing trend, revolutionising how brands engage with their audiences. In this blog post, we’ll explore the rise of virtual influencers, their impact on social media marketing strategies, and how brands can leverage this innovative trend to drive success in the digital landscape.

Understanding Virtual Influencers: What Are They?

Virtual influencers are computer-generated characters designed to emulate real-life influencers on social media platforms. Leveraging advanced CGI technology, these digital avatars possess distinct personalities, lifestyles, and aesthetics, making them highly relatable and engaging to their followers.

The Impact of Virtual Influencers on Social Media Marketing

The rise of virtual influencers has reshaped the landscape of social media marketing in several key ways:

 virtual influencers

1. Authentic Engagement: Despite their virtual nature, these influencers offer authentic engagement with their followers. Their carefully crafted personas and captivating content foster meaningful connections, driving increased brand awareness and loyalty.

2. Creative Opportunities: Virtual influencers provide brands with unparalleled creative freedom. From imaginative storytelling to innovative brand collaborations, these characters offer endless possibilities for creative expression, helping brands stand out in a crowded digital space.

3. Targeted Reach: Virtual influencers enable brands to reach highly targeted audiences precisely. By tailoring their content and messaging to specific demographics, brands can effectively engage niche markets and drive conversions with greater efficiency.

4. Cost-Effectiveness: Compared to traditional influencer marketing campaigns, collaborating with virtual influencers offers a cost-effective solution for brands. Once created, these digital personalities require minimal maintenance and can be leveraged for multiple campaigns, maximising ROI.

Unlocking the Potential of Virtual Influencers for Your Brand

To capitalise on the potential of virtual influencers, brands can implement the following strategies:

1. Strategic Partnerships: Collaborate with virtual influencers whose personas align with your brand values and target audience demographics. By forging authentic partnerships, brands can amplify their message and drive engagement among followers.

2. Immersive Experiences: Create immersive storytelling experiences that resonate with your audience’s interests and aspirations. Whether through interactive campaigns or virtual events, leverage the unique capabilities of virtual influencers to captivate and inspire your audience.

3. Data-Driven Optimisation: Utilise data analytics tools to track engagement metrics, sentiment analysis, and audience demographics. By analysing these insights, brands can refine their virtual influencer strategies, optimise campaign performance, and achieve tangible results.

In conclusion, the rise of virtual influencers represents a paradigm shift in social media marketing, offering brands unprecedented opportunities for creativity, engagement, and targeted reach. By embracing this innovative trend and incorporating virtual influencers into their marketing strategies, brands can elevate their presence in the digital landscape and drive meaningful connections with their audiences.

Ready to harness the power of virtual influencers for your brand? Contact us today to learn more about our cutting-edge social media marketing solutions tailored to your unique needs and objectives. Let’s unlock the potential of virtual influencers together and take your brand to new heights in the digital realm!

How to develop a content strategy in 9 steps?

content strategy

Crafting an effective content strategy is crucial for online success. Here’s a refined nine-step process to guide you:

Set Clear Goals

1.    Set Clear Goals: Define specific objectives for your content strategy, such as increasing brand visibility, attracting potential customers, or boosting sales. Clear goals will shape your content direction.

Know Your Audienc

2.    Know Your Audience: Conduct thorough research to understand your audience’s needs, preferences, and pain points. This ensures your content resonates with them effectively.

Conduct-a-Content-Audit

3.    Conduct a Content Audit: Evaluate your existing content to identify strengths and areas for improvement. This assessment helps reveal content gaps and opportunities for enhancement.

Establish Content Pillars

4.    Establish Content Pillars: Choose overarching topics or themes aligned with audience interests and business objectives. These pillars form the foundation of your content strategy.

Develop a Content Calendar

5.    Develop a Content Calendar: Organize your content creation schedule to maintain consistency and manage deadlines effectively.

Create Compelling Content

6.    Create Compelling Content: Produce high-quality, engaging content in various formats such as blogs, videos, infographics, and social media posts. This caters to diverse audience preferences.

Optimize for SEO

7.    Optimize for SEO: Integrate relevant keywords and optimize your content for search engines to enhance organic visibility and drive website traffic.

 Implement a Promotion Strategy

8.    Implement a Promotion Strategy: Reach your target audience through strategic use of social media, email marketing, influencer partnerships, and guest contributions.

Analyze and Adapt

9.    Analyze and Adapt: Regularly monitor the performance of your content strategy using analytics tools. This data-driven approach allows you to refine your strategy based on audience feedback and market trends.

Remember, developing a content strategy is an iterative process requiring ongoing evaluation and adjustment. Ready to elevate your brand’s online presence? Contact us today!

Brand Positioning Through Shared Values (Part2) 

After we shared a journey around the core concepts of value-added marketing, we now invite you to embark on a free journey of liberal marketing train of thought, which will definitely change the way you think about marketing your business. Choose Your Value Approach When it comes to your product/service/membership, or whatever type of services you offer to your target audience, there are two certain facts: Other companies that offer the same product as yours do exist in the market. The differences between your product and theirs are subtle and narrow. Now that we can acknowledge these two simple facts, we can understand that positioning is probably the most important aspect of marketing. When similar products/services exist in the same market, the target audience tends to choose between them based mainly on the following metrics: Brand Price Quality Ease Availability Surely, we can not claim that this generalization encompasses all markets and all sectors worldwide, or that all customers would order them the same. However, these are the main focus points you need to use as a reference if you want to initiate your value-added marketing strategy. Let’s quickly visit them one by one: Brand This is the easiest to grasp, as it is exactly the goal of value-added marketing, is to build a trustworthy, well-positioned brand name in the market sector that your services belong to. But the question is how, and this is the question that we are trying to contribute to answering in this article. Let’s go ahead. Price We understand that pricing depends on various defining factors to reach, but it is definitely one of the top factors that can make your brand, product, or service stand out from the competing crowd. However, great attention needs to be paid to balance it with an acceptable quality, as the clients would expect a good deal without the quality being undermined. So, if you find any possibility to lower your prices/fees to a level that beats your competitors, or provide your clients with discounts, offers, bundles, or even freebies, do not miss the chance. Quality Here comes the core aspect, because quality here represents roughly 75% of value. You need to highlight those features of quality that your product guarantees, if not surpass your competitors with. Value-marketing your product/service through this lens can’t be just an overall display, it needs to be dissected into a feature-oriented marketing campaign that gives the utmost focus on the best features of the service you offer to the target audience. A good example would be if your company offers a Software As A Service (SAAS) online application, instead of just showcasing the features that might be shared with other SAAS providers in the same niche, direct your focus and budget towards those features that your competitors do not possess, or offer more users ‘s access in one subscription, etc. Sometimes the value lies in uniqueness, and that in itself is a quality, hence, a VALUE. Ease All customers, with no exception, are looking for ease that is attached to the process of attaining the service you provide and purchasing the product you offer them from the very first steps of applying for, purchasing or hiring your services to the end of the business transaction. This aspect needs to be handled carefully by your company before the marketing strategy is even born. Because in order for your business to find the ease features to highlight, you need to make them real first. Once you do that, direct your focus and budget towards these very aspects that assure your potential clients that they will attain “EASE” in every step of their clientele with your business. A good example would be what Amazon is focusing on lately aside from the seasonal sales offers and the usual advertising, they have an ad that has been running in the last couple of months where the model in the Ad says clearly: “Free, Easy Returns”. An ease factor that the clients might complain takes a lot of time with e-commerce brands. Availability Why do you think some supermarkets and pharmacies offer 24/7 services? Why would a health e-commerce app and website like iHerb, provide a “Notify me” option under the “Out of stock” announcement for a product? Why do e-commerce websites clearly announce that they deliver to all Emirates in the UAE? Why would Emirates Health Services avail multiple channels to book medical appointments or any other services? We have chosen to simplify the previously mentioned aspects to the maximum but feel free to explore other approaches, such as the 4 P’s or the 4 A’s approaches, to see what works best for your business. They are simply taking care of the availability factor. But this aspect extends to more than working hours, stock availability, delivery destinations, or booking methods. What does “Value” really stand for? But the value realm within the marketing empire expands further, and now let’s figure out what is hidden behind the term value. Basically, we have 4 types of value: Functional Value: Directly represents the value the customer would get when using the product or service you provide. This aspect exceeds the world of marketing to the actual quality of your services or products, and also the function your business performs to serve the needs of the client’s business. Emotional Value: Refers to those good vibes and the feel-good experience your client will have when/after acquiring what you offer. Remember that this aspect applies to what your brand represents, the convenience of the purchasing process, all the way to how easy it makes your client’s life to acquire your product/service. Economic Value: This value indicates the cost/benefit balance any customer would calculate by weighing the cost/price to purchase your product or service, the gains it would give him or his business, and the cost it would save him when he acquires them. Social Value: This covers the social effect your product/service would have on the quality and ease of interactions between people and businesses. Sometimes, it also expands to how much your product would boost the social status of the client. Positioning Through Shared Values Have you noticed already that in the traditional product-focused marketing approach, all businesses would highlight their product/service features. But the nuanced difference is that in value-based marketing, you will expand your methods and enhance your brand positioning by aligning your values with the customers’ values, to get closer to the clients’ needs on multiple levels. So, try your best to intertwine your company values with not only the needs but the values of the clients. Once you create this healthy kernel of shared values and connectivity between both brand and customers values, just sit back and watch the huge difference this would make for your business.

After we shared a journey around the core concepts of value-added marketing, we now invite you to embark on a free journey of liberal marketing train of thought, which will definitely change the way you think about marketing your business. 

Choose Your Value Approach 

When it comes to your product/service/membership, or whatever type of services you offer to your target audience, there are two certain facts: 

  1. Other companies that offer the same product as yours do exist in the market. 
  2. The differences between your product and theirs are subtle and narrow. 

Now that we can acknowledge these two simple facts, we can understand that positioning is probably the most important aspect of marketing. 

When similar products/services exist in the same market, the target audience tends to choose between them based mainly on the following metrics: 

  1. Brand 
  2. Price 
  3. Quality 
  4. Ease 
  5. Availability 

Surely, we can not claim that this generalization encompasses all markets and all sectors worldwide, or that all customers would order them the same. However, these are the main focus points you need to use as a reference if you want to initiate your value-added marketing strategy

Let’s quickly visit them one by one: 

Brand 
This is the easiest to grasp, as it is exactly the goal of value-added marketing, is to build a trustworthy, well-positioned brand name in the market sector that your services belong to. But the question is how, and this is the question that we are trying to contribute to answering in this article. Let’s go ahead. 

Price 
We understand that pricing depends on various defining factors to reach, but it is definitely one of the top factors that can make your brand, product, or service stand out from the competing crowd. 

However, great attention needs to be paid to balance it with an acceptable quality, as the clients would expect a good deal without the quality being undermined. 

So, if you find any possibility to lower your prices/fees to a level that beats your competitors, or provide your clients with discounts, offers, bundles, or even freebies, do not miss the chance. 

Quality 
Here comes the core aspect, because quality here represents roughly 75% of value. You need to highlight those features of quality that your product guarantees, if not surpass your competitors with. 

Value-marketing your product/service through this lens can’t be just an overall display, it needs to be dissected into a feature-oriented marketing campaign that gives the utmost focus on the best features of the service you offer to the target audience. 

A good example would be if your company offers a Software As A Service (SAAS) online application, instead of just showcasing the features that might be shared with other SAAS providers in the same niche, direct your focus and budget towards those features that your competitors do not possess, or offer more users ‘s access in one subscription, etc.  

Sometimes the value lies in uniqueness, and that in itself is a quality, hence, a VALUE. 

Ease 
All customers, with no exception, are looking for ease that is attached to the process of attaining the service you provide and purchasing the product you offer them from the very first steps of applying for, purchasing or hiring your services to the end of the business transaction. 

This aspect needs to be handled carefully by your company before the marketing strategy is even born. Because in order for your business to find the ease features to highlight, you need to make them real first. Once you do that, direct your focus and budget towards these very aspects that assure your potential clients that they will attain “EASE” in every step of their clientele with your business. 

A good example would be what Amazon is focusing on lately aside from the seasonal sales offers and the usual advertising, they have an ad that has been running in the last couple of months where the model in the Ad says clearly: “Free, Easy Returns”. An ease factor that the clients might complain takes a lot of time with e-commerce brands. 

Availability 
Why do you think some supermarkets and pharmacies offer 24/7 services? Why would a health e-commerce app and website like iHerb, provide a “Notify me” option under the “Out of stock” announcement for a product? Why do e-commerce websites clearly announce that they deliver to all Emirates in the UAE? Why would Emirates Health Services avail multiple channels to book medical appointments or any other services? 

We have chosen to simplify the previously mentioned aspects to the maximum but feel free to explore other approaches, such as the 4 P’s or the 4 A’s approaches, to see what works best for your business. 

They are simply taking care of the availability factor. But this aspect extends to more than working hours, stock availability, delivery destinations, or booking methods. 

What does “Value” really stand for? 

But the value realm within the marketing empire expands further, and now let’s figure out what is hidden behind the term value. Basically, we have 4 types of value: 

Functional Value: 
Directly represents the value the customer would get when using the product or service you provide. This aspect exceeds the world of marketing to the actual quality of your services or products, and also the function your business performs to serve the needs of the client’s business. 

Emotional Value: 
Refers to those good vibes and the feel-good experience your client will have when/after acquiring what you offer. Remember that this aspect applies to what your brand represents, the convenience of the purchasing process, all the way to how easy it makes your client’s life to acquire your product/service. 

Economic Value: 
This value indicates the cost/benefit balance any customer would calculate by weighing the cost/price to purchase your product or service, the gains it would give him or his business, and the cost it would save him when he acquires them. 

Social Value: 
This covers the social effect your product/service would have on the quality and ease of interactions between people and businesses. Sometimes, it also expands to how much your product would boost the social status of the client. 

Positioning Through Shared Values 

Have you noticed already that in the traditional product-focused marketing approach, all businesses would highlight their product/service features. But the nuanced difference is that in value-based marketing, you will expand your methods and enhance your brand positioning by aligning your values with the customers’ values, to get closer to the clients’ needs on multiple levels. 

So, try your best to intertwine your company values with not only the needs but the values of the clients. Once you create this healthy kernel of shared values and connectivity between both brand and customers values, just sit back and watch the huge difference this would make for your business. 

Why Value-Added Marketing Is the Future? 

Why Value-Added Marketing Is the Future

Following global marketing trends is a stringent task all by itself, not to mention choosing which marketing wave to ride, which often proves even more baffling. 

This is where the role of marketing and advertising expertise comes in to assist a brand in finding its path through this complex web of intricacies that comprises the competitive marketing world we live in today. 

In this piece, we will accompany you on a unique trip towards an aspect of marketing that might initially sound singular and unvisited. Still, once we dive into it, we’ll discover that it might cover a vast area on the world marketing map. 

Why changing the term “Organic” helps? 

Switching the terminology might seem superficial and basic, until you figure out it isn’t! 

Everybody in the marketing realm knows the meaning of Organic marketing and Paid Marketing. But the experts in this field might advise you to change our understanding of what the term “Organic” means. Starting by changing the term into “Value-Added Marketing”. 

If you look deeper into this valuable advice, you will understand that it is actually an advice that wants to shift our thinking from “Linear” to “Circular”, which is proving to be a global megatrend that exceeds the boundaries of the marketing world, into the world of sales, economy and even environmental worlds. 

Beyond Cost Efficiency 

The first benefit that comes to mind when the term “Organic” is mentioned is certainly cost efficiency. However, the benefits of value-added marketing reach beyond this financial gain. 

As we discuss this critical concept further, you’ll understand the virtuous cycle it creates, as a circular organic visibility generator, which means the more organic (AKA: Value-Based/Value-Added) traffic your brand will achieve, the more potential that this traffic itself will create even more traffic on its own. 

Visitors/followers that get attracted to your brand based on value instead of targeting will surely enhance the level of Audience engagement, retention, social media presence and conversion rates. This approach turns your visitors into leads that feed your sales/reach cycles. 

Most importantly, value-added marketing, which relies on the quality of services and content that relays your services to audiences and highlights the unique features of your services/products or brand name, is the key to building better brand authority, positioning and trust. A combination that represents the elixir of life for any brand across all sectors. 

The Anti-Funnel Theory 

This shift can be made very lucid once we remind all marketers, salespersons and advertisers that the shift from the “Funnel” to the “Flywheel” falls under the antithesis approach we are highlighting today. 

We believe it’s about time Russell Brunson rethinks even the name of his “Click Funnels” website. We suggest that he changes the domain to “Click Flywheels” to be ready for a funnel-free future. 

The marketing world has been gradually abandoning the one-direction funnel where the customers lie at the BOFU, AKA: the bottom of the funnel, to make the target action/decision. Towards a flywheel where the customer moves from the bottom to the center, becoming a part of the sales, marketing and services cycle. 

In the funnel approach, the customer opens the door, makes a purchase, and then leaves from the exit door. On the other hand, the flywheel takes the customer in a continuous Ferris wheel, into a virtuous cycle of repeat sales, retention, and word-of-mouth, and recurrent visits and actions. 

In this modern business model, a conversion turns into engagement, lead generation turns into recurring client magnets, and the customer turns into an unpaid marketer for your business or, more correctly, a marketer who pays you! 

This is why we advise our clients to switch to the flywheel mentality by activating and leveraging tools such as newsletters, referral programs, freebies & samples, easier checkouts and payment methods and elevating inbound marketing slightly above outbound marketing. 

Aside from this shift from the paid to the organic, from the linear to the circular, from the funnel to the flywheel, and from non-value advertising to value-based activities, you ought to turn your customer service into customer engagement, turn a purchase into an experience. 

After adopting this fresh business model while devising your marketing strategy, you can sit back and reap the profits of this necessary shit. 

The Anti-Targeting Appeal 

Would you like being targeted? 

The irritant of being targeted is real, and ignoring it does not benefit any business. Online advertisers need to understand that the existence of advertisements on its own, which interrupt a video play, or a homepage loading or even intersects an article in the form of a banner or a popup, is in fact, a nuisance for the online browsers. 

This is why any business looking to advertise its products/services online needs to be extra careful about the concept of targeting. Accurate audience targeting is vital, as the interested audiences will be less irritated by the appearance of ads that are in the circle of their interests 

You need to define your target audience rigorously and understand the difference between different marketing goals. Are you looking for reach, branding, positioning, traffic, leads or conversions? 

Which would lead you to dividing and allocating your advertising budget in an accurate cost-effective manner. 

Searching for Clients vs The Searching Client 

Every business has the right to look for clients, but if you asked any business owner what makes you happier, a client who found your business online, maybe through word-of-mouth, or a client you have been targeting? The answer will mostly be the first option. 

Receiving online footfall – or should we call it clickfall – tells the business owner that they must have been doing something right and more satisfactory, that they don’t need to allocate more advertising expenses. 

Through SEO techniques and meticulous keyword planning, complemented by Google PPC campaigns, you can reach those clients who are already interested and searching for the products/services your company avails, which increases the conversion rate significantly. 

All-in-all, keep this golden rule alive in your temporal lobe: A searching client beats a targeted client any day of the advertising week. 

The Instinctive Side of Marketing 

A slight dip into the psychological side of marketing would tell you important information about those innate human instincts of seeking pleasure, desire, navigation, or curiosity. 

None of the positive human instincts mentioned above would relate to being targeted, are they? 

The instincts related to the human being targeted are all reflexive and negative, such as fear, avoidance, self-defence, self-preservation or territoriality. 

The instinctive side to which you ought to link your ads is definitely the positive one. When you strategize, design and write your advertisements, always keep in mind to satisfy the navigational seeking instinct, alluring and quenching curiosity, and pleasuring the desires and needs of the clients. 

On the targeting side, you might inadvertently provoke negative reflexive instincts in the client’s mind, such as fear of spending, avoiding being targeted for more spending, or getting territorial against the invasive nature of your ads, etc. 

This side of marketing is largely avoided by most advertisers and businesses. Sometimes, the only things on the marketer’s mind are FOMO or fear of missing out, designing a visually pleasing ad or using attractive words to get the attention or entice action from the client, which are also essential. However, be advised that they don’t stand alone. 

Remember, dealing with a client online is a world apart from handling a client or a prospect face-to-face. Unless animals develop online browsing traits or aliens begin to seek earthly products and services, the client is and will always be a human being. Disregarding the basic instincts of this human being remains a grave mistake of many businesses around the world.! 

See you in part 2 of the Value-Added Marketing series. 

COP28: The Road to the Future through UAE 

In the previous two parts of Nfinity8’s  COP28 series, we have highlighted the global institutions and foundational agreements upon which the core of global climate action is based on. As well as showcasing the importance of climate knowledge starting from the individual, local and regional levels to the global level. 

Now, as the UAE moves closer to embracing the momentous COP28 by the end of November 2023, few things are more important than to know where we stand today, the undeniable efforts exerted by the UAE leading into the global climate event, and eventually trying to envision the road to the future of our planet through the UAE lens. Let’s continue our climate knowledge journey together. 

The UAE as a Regional Collaboration Centre (RCCs) 

The workforce that the secretariat of the UNFCCC relies on are not distant individuals who dedicate their careers and lives to climate action separately. They actually conglomerate their efforts into organized groups starting from the local level, and the joint efforts of such groups helps find their regional and continental momentum when they collaborate together, under the supervision of the UNFCCC at the top. 

This is why it is essential to understand the concept of RCCs (AKA: Regional Collaboration Centres), as the UAE represents one of these crucial collaboration centres across the MENA and South Asia regions. 

RCCs were instituted to encourage more well-off countries to financially support the underdeveloped and least-developed countries of the world, through investments in the sustainability projects listed under their NDCs, to reward their efforts in reducing greenhouse gas emissions, and to expand the benefits of what is termed Clean Development Mechanism (CDM). Which is an UN-run carbon offset programme that allows and encourages countries to fund GHG emissions’ reduction initiatives in other countries, to meet emissions targets on the global level. 

On the 20th of October 2019, the regional collaboration centre for the entire MENA and South Asia regions has been established in the great emirate of Dubai, to institutionalize the collaboration between the UNFCCC and the World Green Economy Organization (WGEO), and to advance the Paris Agreement objectives in these regions and beyond. 

Patricia Espinosa, the then-Executive secretary of the UNFCC commented on this milestone at the time, saying: “I am delighted to celebrate the opening of RCC Dubai. Regional collaboration is a key to informing, activating and catalysing action on climate change”. Adding that: “This collaboration will be instrumental in enhancing the scale of climate action in the region in an efficient, impactful and collaborative manner.” 

This step confirmed the pivotal role that the UAE plays in filling the knowledge gaps in climate change on the fronts of adaptation, strategizing, access to climate finance, and leveraging the energy of women and youth to introduce fresh methods and innovative initiatives to address climate change. 

The UAE continues to play a vital role on the regional and international levels through its CDM approach, which helps channel resources to the countries that need it the most, facilitating the implementation of their NDCs and NAPs, so they can meet the objectives of the 2030 Sustainable Development Goals Agenda. 

COP27 > 28: Where We Stand Today? 

It is not an exaggeration to say that the world is going through a critical decade when it comes to conquering climate change. And to know where we are heading, we must always know where we stand. This is why it’s enlightening to highlight the five main takeaways from COP27, which was held in November 2022 in Sharm Al Sheikh, Egypt. 

The UAE government’s course of action attests that we have closely looked into these takeaways to contribute to overcoming the challenges and achieving the required goals. On the fronts of holding businesses and institutions to account, transparency of reporting, accountability of companies in the public, private and services sectors, and adopting a zero-tolerance approach for greenwashing. Most importantly, registering climate pledges through both the CSR UAE Fund, that we have discussed in a previous article, and on the UN’s Global Climate Action Portal

On another front, the UAE is committed to the global effort of establishing a dedicated fund for loss and damage for vulnerable countries that have suffered from climate change-induced disasters. Through its CDM commitment as an RCC, the UAE is proving its significance in mobilizing financial support for developing countries to bolster their NDCs regarding mitigation, adaptation and acquiring the most advanced climate technologies. 

Regarding the nature-based climate solutions, the Mangrove Breakthrough – an integral part of COP27’s Adaptation Agenda- has been officially adopted by the UAE government. This was clearly conveyed by HE Mariam Almheiri, the UAE’s Minister of Climate Change and Environment, who stated:  

 “The Mangrove Breakthrough represents a significant stride towards reducing carbon emissions and preserving our planet’s natural treasures. The UAE recognises the paramount importance of mangroves in combating climate change and supporting our coastal communities, and we look forward to helping drive real on-the-ground change. I invite nations around the globe to support this unique initiative.” 

Ultimately, COP28 in the UAE, represents the perfect opportunity to pivot from climate pledges to implementation, using all possible approaches, so we can collectively reach the defined goal of limiting global warming to ~1.5 °C. 

The UAE’s Undeniable Climate Leadership 

As the United Arab Emirates leads the regional Race to Zero, we continue to enhance our economy in line with the vision of our wise leadership to adopt policies that foster sustainable practices in various sectors, especially in transport, manufacturing and agriculture. As well as adopting green infrastructure urban planning to perfect our union’s sustainable socio-economic development. 

These policies and initiatives were pinpointed during the “Road to COP28: Driving Collective Action in the UAE” event earlier this year, hosted by HE Razan Al Mubarak, UN Climate Change High-Level Champion for COP28. And as we create our sustainable future, the thriving business community across all sectors and company sizes are abiding by their commitments to net-zero emissions and exploiting every new inch that climate action opens on the path towards green transition. 

The fact that the UAE will establish the first-ever Education Pavilion in the history of COPs showcases the country’s efforts in leading regional and international efforts to include green education in the educational systems, as we focus on designing a new pathway to greener schools. We believe that education holds a unique position where it can build eco-conscious curriculums and schools, while taking the training of educators to the next level so they can play their role in instilling climate knowledge in the minds of learners of all ages, to prepare them from an early age for building sustainable green communities. 

Dubai is on its path to actualize the shift to implementation that was pushed to the top of the priorities list in Sharm Al Sheikh, through the non-stop efforts of the COP28 Presidency under the leadership of HE Dr. Sultan Ahmed Al Jaber, President-Designate for COP28, UAE. HE Dr. Al Jaber also spoke during the New York Climate Week earlier this year about the undeniable correlation between climate change and health, highlighting the lack of focus on this crucial aspect, which he plans to change during COP28, stating: “Our goal is to build resilient, equitable health systems capable of withstanding the impact of climate change.” 

Last September, HE Hamid Al Zaabi, Director General of the UAE’s Executive Office of Anti-Money Laundering and Counter-Terrorism Financing, clearly expressed that the UAE views poaching, illegal wildlife trade and trafficking as an imminent threat and a form of climate terrorism. Highlighting another front where the UAE leads the global crackdown on financial crimes funding wildlife trafficking, and worsening the biodiversity crisis. 

While the Sharjah Research, Technology, and Innovation Park (SRTIP) continues to be an active player in its mission of supporting and funding environment-friendly innovations, in fields like green transportation, sustainable infrastructure, solar power, green hydrogen energy and more.  

Earlier this year, the Sharjah Advanced Industry Accelerator (SAIA), has received more than 3500 submissions to its global innovative competition, the majority of which were centered around sustainability projects, energy technologies, transport logistics, environmental analysis, water technologies and beyond. 

Meanwhile in Abu Dhabi, Masdar, who has played a vital role in the country’s clean energy agenda since establishing the Abdu Dhabi Sustainability Week in 2008, continues to push forward to maintain the local, regional and global climate action momentum. 

Masdar, on its part, will host Youth 4 Sustainability forum during COP28. The company has been increasingly investing in renewable energy projects across more than 40 countries worldwide on its quest to achieve 100 gigawatts of power from renewables and to produce 1 million tonnes of green hydrogen per year by 2030. 

While the Abu Dhabi Sustainability Week organization prepares a series of structured collaborative activities to be run through the “ADSW Partnership Fund” planned to be held in the Green Zone at Dubai EXPO City during COP28. Simultaneously, keeping the focus on bolstering the role of women and young girls in climate change through its WiSER Initiative

Worth noting also, is the establishment of “Surpluss”, the Online sustainability exchange, which has been officially designated as an Accelerator by the UN-backed Race to Zero. A global campaign that catalyzes climate action for non-state actors to take rigorous and immediate action to cut global emissions in half by 2030. 

We have only highlighted some of many examples of the continuous efforts the UAE is dedicating to saving the future of our planet and our offspring. 

A New Climate Financial Infrastructure 

Did you know the world needs over $2.4 Trillion yearly to meet the climate challenge? And that less than 5% of this amount gets mobilized by donor countries annually?! 

This major challenge will be addressed at COP28 this year, as the world will try through the UAE to rebuild the confidence in the climate financial infrastructure. The stakes are high, and the risks are usually unpredictable, sudden and disastrous for people’s lives, especially in developing countries. 

At COP28, the UAE is committed to bringing this challenge to center-stage so we can implement the much-needed reforms to the current financial system, direct sufficient investments to new zero-carbon energy resources, agriculture, manufacturing and transportation systems, and increase the resilience of the Global South to climate change-induced natural disasters such as heatwaves, floods, droughts, famines, or storms. 

The world needs a significant economic transformation in the caliber of the industrial revolution, and COP28 holds great importance as it would start building on the momentum of on-going initiatives, such as the French Summit for a New Global Financing Pact, the Africa Climate Summit and the Barbados Bridgetown Initiative, to deliver tangible outcomes and solutions that could save the world. 

Nfinity8 will continue to play its role of boosting climate knowledge as part of the UAE society and the global community’s journey towards a better, cleaner and greener future for all humankind. 

COP28: Fostering Climate Knowledge 

COP28: Fostering Climate Knowledge 

As we approach COP28, we believe that augmenting Climate Knowledge is of prime importance to get everyone involved in shaping a cleaner future for the UAE and all humankind. Let’s launch into a trip to the climate space together. 

The Essential UNFCCC Secretariat 

The UNFCCC secretariat (UN Climate Change) is a United Nations entity formed in 1992 in Rio De Janeiro, as the main framework for international cooperation in combating climate change. A global assembly that amalgamates all worldwide responses and actions into a global synergy of climate action. 

For the last 30 years, UNFCCC has been a beehive of climate works that kept on increasing its institutional maturity and complexity until it reached an undeniable level of established architecture and hierarchy. It gained the international confidence it now enjoys as the main framework that aligns all global efforts towards achieving the common climate objectives. 

Its comprehensive strive to support the Kyoto Protocol and the Paris Agreement has augmented the scope of climate action into the concepts of increasing resilience and assistance climate programs directed to developing countries. Providing the basis on which all involved parties would play their parts in the global climate action strategy. 

What is the Global Stocktake (GST)? 

GST, Global Stocktake is a crucial mechanism through which the world aims to ensure the accelerated advancement of collective global climate actions to achieve our common goals. 

The primary role of the Global Stocktake is to measure the progress of climate action beyond the national level, as it evaluates the progression the entire world collectively made to achieve the climate goals set and ratified in the Paris Agreement, as well as detecting the gaps which would need to be bridged. 

GST assesses global climate action based on the following main aspects: 

1-     Mitigation 
To evaluate the global efforts of greenhouse gas emissions reduction to keep the global temperature rise below 2°C, or in an ideal world below 1.5°C

2-     Adaptation 
To measure each country’s progress to enhance its resilience and reduce vulnerability to adverse climate impacts. 

3-     Implementation 
To assess means of implementation and the alignment of financial flows, technology transfer and capacity building to climate-resilient development and supporting developing nations to achieve emissions reduction objectives and NDCs. 

But this mechanism exceeds the role of assessment, towards the bigger role of providing all concerned parties with the guiding foundation which leads governments and non-state actors towards boosting their climate action plans and Nationally Determined Contributions (NDC), and enhancing international cooperation between all NDCs. 

GST is designed to be conducted quinquennially, which means that every five years all signatory countries of the Paris Agreement, need to be informed about their updated NDCs to ensure that the steps each party takes, is an ambitious and effective contribution in the global drive towards conquering climate change. The stocktake will also establish the basis that enables all signatory countries to update and enhance their NDCs due to be done by 2025. 

This is the direction that each country’s efforts in the world need to be directed towards contributing with the most transformative plans of action across all fields and sectors of their national economies. And now, we will move on to highlighting the two main categories of climate action plans that the UNFCCC framework adopts. 

The Impact and Integration of NDCs and NAPs 

NDCs 

NDC stands for Nationally Determined Contributions, which is the required internal plan of each country that covers all the climate efforts across the sectors of the country’s economy in a comprehensive country plan that gets periodically updated, which eventually acts as a clear benchmark to assess and report the country’s progress. 

Each NDC has to use the most advanced technologies to achieve its climate commitments, define what assistance the country might need to execute the plan and continue to move forward by making each NDC more ambitious than the previously decided one. 

Finally, all the countries’ NDCs will be assembled as a global report of mitigation policies, programmes and actions. In the UNFCCC secretariat’s “NDC Synthesis Report”. 

The Global Stocktake system creates the groundwork for countries to update and improve their NDCs, which 

It is a system of commitments, checks and balances designed to push the boundaries of each country and boost the collaboration and integration of all the global efforts to warrant the best results and elevate our common ambitions to take every measure necessary to conquer the climate change crisis. 

But for these objectives to be reached, all concerned parties need to be as transparent as possible. And HE Dr Sultan Bi Ahmed Al Jaber put it best earlier this year when he announced: “We must be brutally honest about the gaps that need to be filled, the root causes and how we got to this place here today,” 

NAPs 

The UNFCCC was very keen on ensuring that whatever plans have been put in the developing countries’ NDCs, are receiving adequate support to make it easier for developing countries to adapt their planning with their set NDC and with the efforts of other developing and developed countries. 

This is where the importance of National Adaptation Plans (NAP) concept came into the picture since COP16, which was held in Cancun, Mexico. It clearly defines the needs of the Least Developing Countries (LDCs) and ensures that their medium to long-term adaptation needs are fulfilled, with the proper strategies. 

It is a process that helps countries look into their current and future climate risks and footprints and detect their gaps and vulnerabilities to eventually adapt these into their climate strategies. 

And the UNFCCC Secretariat has put in place the UN4NAPs initiative, which acts as an open channel for all countries to request data, technical information and support from other countries and grants them access to all the global climate expertise on climate action. 

These complementary and comprehensive efforts and all the attached local, regional and global initiatives and programs act in unison to advance the climate knowledge base, encourages the local and indigenous communities to take an essential part in their countries’ NDPs and NAPs, which leads to increasing the countries’ resilience by avoiding the loss and damage that might be caused by the adverse effects of climate change on both land and sea so that we can leave a safer and more sustainable future for our youth. 

Youth crucial role in shaping the planet’s future 

The future is for our youth, which is why the young men and women in this generation must be a part of the climate decision-making, as they are the ones who will shape that cleaner, greener and better future we all hope and work for. 

In light of this, our wise government has chosen 100 youth delegates from around the world to actively participate in efforts to protect our planet’s future on the personal, organizational, local and global levels. 

This inspiring decision is designed to enkindle engagement and a sense of responsibility regarding climate-conscious actions, for the youth to be a part of devised climate strategies and to acclimate their careers and lifestyles to the needs of the global movement towards a sustainable life on Earth. 

Even on a personal level, actions like opting to use public transportation or switching to electric vehicles instead of fuel-reliant private vehicles, supporting eco-friendly producers and reducing their carbon footprint and waste, going paperless and even vegan diets and improved cooking equipment are profoundly effective personal actions, if they are collectively adopted by enthusiastic young individuals. 

As we approach the launch of COP28 in the great Emirate of Dubai, various companies in the UAE are launching initiatives to engage the youth in projects and workshops to develop their knowledge and awareness and practical skills in sustainability, renewable energy, climate advocacy and all green practices. 

The most prominent example of this youth-engaging approach in the Youth 4 Sustainability (Y4S) initiative, developed by Abu Dhabi’s Future Energy Company (Masdar). Through this, the company invests in enabling young people and developing their skills to lead the future of sustainability. 

Last April, ten young climate activists from six different nationalities, alongside delegates from the United Arab Emirates, officially met at the Dubai Youth Hub as a significant manifestation of youth involvement in COP28, and in the climate action space in general. 

These brilliant young delegates got engaged in extensive discussions on encouraging youth to be involved in the climate conversation, planning their roadmap of collaboration as they move towards COP28, and the 18th UN Climate Change Conference of Youth (COY18) through initiatives such as the Youth Climate Champion, and institutes like the Arab Youth Center and the Federal Youth Authority. 

The UAE’s Ministry of Culture and Youth launched the first UAE Youth Climate Delegates Program in March 2023. A program which aims to act as a hub for youth voices in climate action, to increase their awareness and leverage their energy to empower them to get more involved in leading the way towards achieving a better future for themselves and the world. 

The UAE is actively involved in this youth empowerment model as part of its commitments towards climate action through the energy of youth. 

COP28 inspires the youth in our society and business world to get more involved in combating climate change, and it will indeed represent a significant step forward on our path towards making our planet a sustainable habitat. 

See you in Part 3 as we continue at Nfinity8, to empower the public with the essential climate knowledge. 

Nfinity8: Let’s talk COP28 

The 28th Conference of the Parties (COP28) will be hosted at EXPO City in the emirate of Dubai, United Arab Emirates, from the 30th of November till the 12th of December, 2023. Our enlightened leaders acknowledge the significance of climate action by hosting COP28 and leading the headway towards a better future for Earth through integrated strategies and objectives in the public, private and services business sectors. 

Why is this important? 

Why is this important?

Everyone must be involved in grasping what this crucial climate conference is all about, and more importantly for each individual within the UAE and the entire world, to contribute to the collective efforts to make COP28 a success, get in the act of meeting our government’s Net Zero 2050 climate strategy objective, and lend a hand to maintaining a habitable planet for all humanity. 

Climate change is arguably the most pressing issue of our time. For our planet to survive and remain habitable, all possible global efforts must be collectively exerted to reach the stage where we can confidently announce that humanity has a sustainable future. 

But what is COP anyway? 

But what is COP anyway? 

COP is a global decision-making climate change convention where all assembling parties submit their climate statistics, policies and actions to collectively take the necessary informed decisions, leading to assured implementation of these decisions agreed upon during the convention.  

COP is the supreme body that ensures that all the in-country policies and the cross-border administrative and institutional agreements are successfully executed and provided with the necessary scientific, legal, legislative and financial tools for implementation. 

Since the 1st conference (COP1) was initiated in Berlin, Germany in 1995, the agenda and framework have been vigorously deliberated between opposing interests among 117 country representatives and 53 observer states. Nevertheless, we have successfully carved a road to the future through the rocky mountains of conflicting interests, aiming to find common ground that prioritizes humankind’s collective interest: Survival. 

A closer look into COP28 

A closer look into COP28

This year, the decisive COP28 embraced by the UAE, is not a one-session convention of signatory parties that would share some rhetorical speeches of hope. It is a two-week rich assembly of worldwide environmental conversations and efforts that will lead to genuine decisions of tangible policies and a course of action. 

Dubai Expo City – the city built specially to host EXPO 2020 – is the ideal venue for COP28, as both global events share the prime goal of connecting minds from all across the globe to devise innovative, actionable and collective strategies, which enable us to achieve sustainability and build a better future for all Earthlings. 

And this is what every session in COP28 is set to accomplish. The CMA5 session will represent the continuation of the meetings between the nations that ratified the Paris Agreement. At the same time, the CMP18 session would represent the 18th time that the parties who have signed the Kyoto Protocol have met to deliberate and discuss future climate policies worldwide. 

Another crucial session would be the SBSTA59, the Subsidiary Body for Scientific and Technological Advice meeting, designed to ensure all the hi-tech tools are up for grabs to all nations on their path towards achieving carbon neutrality

The SBI59 (Subsidiary Body of Implementation) is going to be the 59th meeting under the supervision of the United Nations Framework Convention on Climate Change (UNFCCC) to make sure that the policies agreed upon are being executed adequately and on time to meet our shared global objectives. 

The world is taking serious actions this year in Dubai, because we can no longer procrastinate such serious global issues. 

The UAE Net Zero 2050 Strategy 

3D Digital dashboard of CO2 level gauge percentage drop down to 0. Net Zero Emissions by 2050 policy animation concept illustration, green renewable energy technology for clean future environment

In 2021, the United Arab Emirates was to first Gulf country to unveil its decisive strategic initiative Net Zero 2050. A pathway backed by 600 billion Dirhams, that are committed to investments in renewable energy major projects, aiming to reach the zero emissions objectives within the next three decades. 

Hosting COP28 is another great leap which manifests the UAE’s environmental commitment and dedication of considerable resources to achieving the world’s shared objective of saving our perturbed habitat. 

Our country is in full accordance with the Paris Agreement, and we continue to prove our leadership’s capability of leading the way in developing visionary long-term strategies to curb greenhouse gases and cap the rise of global temperatures to 1.5 °C. 

This paramount strategy is a continuum to our country’s climate actions which started in 1989 when the UAE ratified the Vienna Convention and the Montreal Protocol to protect our planet’s Ozone layer. 

Since then, the UAE never missed a chance to be a part of the unified global efforts to protect the environment. In 1995, we joined the United Nations Framework Convention on Climate Change. One decade later, we ratified the Kyoto Protocol in 2005

In 2009, the UAE became the permanent host country of the International Renewable Energy Agency (IRENA). Soon after, we were there to join the Paris Agreement in 2015

Two years after we organized the Abu Dhabi Climate Meeting in 2019, we organized the UAE Regional Climate Dialogue, and participated in the requisite Leaders’ Summit on Climate in 2021. Announcing in the same year our bid to host COP28. 

And here we are in 2023, a few steps away from COP28, the most consequential global climate forum. 

Corporate Social Responsibility 

csr uae

Through the CSR UAE Fund, our wise leadership has set an official governance framework for Corporate Social Responsibility to guide and direct the business sector’s efforts towards achieving our national priorities. Our competent government has created a federal CSR portal, making registration compulsory for all registered commercial companies, foreign companies in the UAE, and companies directly or indirectly owned by the federal government. 

We are witnessing an era of elevated social and environmental responsibility of companies across the public, private and services sectors, motivating companies of all sizes to be responsibly conscious about the effects of their operations and business practices on the economy, society and most importantly, the environment. 

This is a guide to us all in the business world to fulfil our duty towards preserving our habitat, keeping in mind that even the small climate-conscious actions we do, make a difference in the bigger picture of the worldwide collective efforts. 

The CSR movement has impacted several aspects of businesses and corporations and how they carry out their business processes. 

We are observing the effects of the UAE CSR programmes and initiatives on various aspects of government and corporate businesses. As companies across the seven Emirates step forward to boost their lighting options, launch recycling initiatives, reduce their industrial waste, build effective transport systems, make their supply chains performance more eco-friendly, adopt Eco-conscious construction, minimize water consumption and invest more resources in renewable energy

Our role as a growth agency 

As a growth agency, we at Nfinity8 take pride in being the marketers, visualizers and conveyors of our clients’ messages as they showcase their environmental and natural resources conservation achievements. As we align our efforts with that facet of their brand identities, to highlight their efforts in reducing their Carbon Footprint and spread the inspiration of their social responsibility to wider audiences, as we move forward together towards building a greener future and endowing a sustainable blooming habitat to the succeeding generations. 

Our role as a growth agency

We had the honor to be a part of executing various marketing projects and event productions throughout our journey with clients who inspire us with their unrelenting CSR and give us a chance to participate in the integrated climate efforts within the UAE and beyond. 

And through our designs, writings, editing and productions, we are given a rare opportunity to participate in climate action beyond our team’s eco-friendly efforts. In projects and clients as crucial as Mubadala Energy, the Ministry of Energy & Infrastructure or the Ministry of Industry & Advanced Technology, on environmental projects such as Expo Water Week and ADIPEC

We choose the most environmentally-safe materials while creating the deliverables for our responsible clients. Not to forget our own Nfinity8 paperless approach in our offices, our reliance on motion-sensor smart lighting, and our adoption of bio-degradable office appliances, as we persist in doing our part in achieving the enlightened vision of the UAE leadership to meet the most ambitious sustainable development goals., together. 

Our confidence is robust that we are on the correct path and that we will witness a pivotal COP28 as our country leads the way towards brighter horizons for our offspring. 

Leveraging AI: Detecting Local User Intent with AI (3)

In the previous two parts of the Leveraging AI series, we have covered many unfrequented aspects of Artificial Intelligence’s role in marketing local businesses. Now, we wish to navigate with you to another location on the smart marketing map of the future. Let’s go ahead and showcase through examples, why you need to shift your focus towards: 

User Intent 

User Intent (AKA: Search Intent), is the metric that detects the intention an internet user holds when typing a search term in a search engine. And this ranking factor is steadily transcending the more familiar keyword metrics, such as Difficulty, Weight or Density. And if you are able to leverage AI capabilities to detect the search intent of the user, you will be able to tailor your content so that it appears on top of Search Engine Results Pages (SERP). 

Let’s directly start with examples: 

If an internet user types the term “Football Shoes” in Google’s search box, it is elementary for any algorithm to understand that they are interested in purchasing. 

But how about this search term: “Social Media in the UAE”? Sounds a bit vague, isn’t it? 

Ok, now let’s complicate it even more for clarification purposes. What about a user who uses this search term: “Competition Analysis in the UAE”. Now we reach a level where we do not know what the user is looking for. Is it insights, information, or a service? Is he looking for an agency to perform the mentioned task for him, or is he looking for general information regarding competition analysis, or an online SaaS which can analyze competition for his business, and if this is the case, what competition? On what level, local or international, etc? 

And it can get way more complex than that. This is where the importance of understanding user intent comes in. So, let’s delve into some details: 

What is User Intent anyway? 

User intent is simply the intention behind the search, which defines the goal of the internet user when entering a search term. The importance of user intent is a crucial aspect of optimizing content for search engines, and its dominance has been increasingly superseding the importance of mere keywords

Because it holds a higher efficiency and accuracy in revealing the user’s intention. You can consider it a close cousin of long-tail keywords

In short, User Intent can be one of the following four categories: 

  1. Informational:    The user is looking to get answers to his queries. 
  1. Navigational:      The user is trying to find a website or an online page. 
  1. Commercial:       The user is looking for information about a service, product or brand. 
  1. Transactional:     The user intends to make a purchasing decision. 

Artificial intelligence can be of considerable help in enabling businesses to detect what their prospective online clients are looking for in their searches. 

The supreme analytical capabilities of AI-empowered business intelligence can give any business that is smart enough to leverage AI technologies, a magnified depth of insights and digital audience measurement

Decreasing the amount of time and employees toil wasted on doing what AI can perform in minutes or even seconds, can be the X-Factor that your company has over the local competitors. 

Your company would miss out on great opportunities and prospects if you do not leverage the technological advancements made in Automated Data Analytics to benefit your business. And Nfinity8, as a growth agency, offers that cutting-edge solution through our AI patent GAMMA. 

Why not to obsess over website ranking? 

Knowing that around 75% of searchers do not even browse beyond the first page of Google search results, it is understandable why every online-bound business would seek to rank on the 1st SERP. 

But there are a couple of points worth noting here: 

  1. Anybody can use an intelligent keyword bidding strategy and bid higher on every keyword related to their business niche. No matter their content’s bad or good quality or the quality of their services/products, they will still rank higher. 
  1. Nobody could miss seeing the letters “Ad” beside the first results above the organic search results, which basically means the same: Anybody can pay to rank
  1. Ranking is a fundamental way people will reach your business online, but it does not guarantee that it will appear in front of the eyes of the correct audiences or the suitable search terms. 

A client who provides FinTech services might approach a marketing agency and ask to rank for the keyword “GITEX”, because they think it will help them appear on the top search results page during the period the global event is being held. Thinking that it would necessarily mean acquiring new clients and sales for their product. 

But an honest marketing agency needs to give this client the simple truths: 

  1. You can rank for a while before GITEX GLOBAL begins in Dubai. But, once the news and product advertisers start to join the competition, there is no way for that client’s website to rank, especially if the approach is only using the popular keyword for the sake of ranking. 
  1. The client needs to be informed that their website might rank for the keyword “GITEX”, but they need to understand that a user searching with the generic/popular keyword “GITEX” does not necessarily mean the user has a purchasing intent, aside from the fact that it is a highly competitive keyword that everyone would be reaching for in all cases. 

Do you see the point now? Ranking higher on the SERP does not mean you are closer to your target audience. Which means you need to rank smartly. 

Why shift focus from Keywords to Search Queries? 

Most businesses, especially on the local level, do not give the concept of Search Query its due emphasis. They keep their full focus on the semi-outdated focus “Keywords”.  

Understanding search query analysis is essential to detect user intent. Let’s use some examples for clarification. What can the search engine algorithm understand if a user types this search term: 

Video games fans”. 

It can be interpreted in multiple ways, as the user might be searching for international fan clubs of Video gamers online. Or maybe he wants to look for events that video game fans might gather to enjoy together locally. Or perhaps a behavioral analysis of the gamers’ experience and the effect of games on their behavior, or worse yet, the user might not have been able to express clearly what he’s searching for. Hence, the user intent is not so clear, is it? 

But if the same user doesn’t find what he is looking for upon the first trial, he will need to add more keywords to his search term, such as: 

  • Video games fan clubs in the UAE 
  • Video game fans behavioral analysis 
  • Video games fan gathering in Dubai 

This is why the users’ focus shifts towards long-tail keywords, and it is the same reason that every business needs to shift its focus from Keywords to Search Queries. Remember when we discussed the Q&A approach in the first part of the “Leveraging AI” series? 

Those longer search terms are more important for searchers to use and marketers to understand. And AI can significantly help in understanding the user intent more precisely. 

How can AI help detect User Intent more efficiently?

Keeping with the examples approach, let’s assume that a searcher types: “The best prices for sunglasses in Dubai” in Google’s search box. This would show more user intent, hence, more probability that this user is looking to purchase sunglasses online from a local provider. 

Another user who typed: “Ray-Ban Sunglasses” clearly shows more of a generic search than the previous user, and AI is becoming all the more capable of analyzing and detecting these subtle differences to provide your local business with the most precise keyword analytics and data analysis as well as audience data, which better identifies user intent, leading to higher conversion rates of turning users to clients, by converting interactions into transactions. 

These objectives can be achieved through various AI-smart applications of Machine Learning and Task-automation. These AI applications can be standalone tools that can be used locally like any other executable software with an interface. Or in the form of integrated apps, plugins or mere algorithms that can be attached to your marketing platform, Ad Buyer, DSP, CRM, Email-automation tools, or e-commerce platform. 

AI can be the decisive factor that enables your business to create smarter content, that answers users’ queries and targets the most precise target audiences with higher probabilities of benefiting your local or global enterprise. It can empower your media buyer and marketing platform with more intelligent advertising campaigns through Predictive Customer Analytics that achieves more lead generations, higher conversion rates, and much more. 

Nfinity8’s GAMMA AI Patent can provide all these capabilities through one tool and an ingenious algorithm. Paired with our human capital creativity, AI marketing can push your business ahead of the competitors’ pack in the increasingly competitive digital world of today and tomorrow. 

Follow Nfinity8’s blog to stay up-to-date with the latest and most advanced marketing trends. 

Leveraging AI: Smarter Local Ads that Overtake Competitors (2)

In Part One of the “Leveraging AI” article series, we have discussed some unvisited AI concepts and how to incorporate them into your local business web content optimization as part of the SEO strategy you must implement for your business. 

Moving ahead while maintaining the content course into the world of Advertisement Writing. You can find an infinite number of online resources that roam around the vicinity of types of Ads, Google Ads, effective CTAs and advertisement writing formats. 

But today, we would like to visit some of these aspects that are yet to be fully explored to their full potential, but their presence will undoubtedly be felt in the near future, if not nearer. 

So, let’s delve into our focal point of the day: 

Online Advertising & AI 

Let’s jump directly to the first question concerning the written side of ads: 

How can AI help improve your Ad Copies?

The most common term you will hear regarding Advertisement Writing is “Ad Copy”. Ad copies, by definition, are a form of short and catchy content, created to incite the reader to take the action he is called to do. That’s why It always contains an integral part named Call to Action (CTA). 

It is vital to understand that an Ad Copy would greatly vary, depending on the Ad type, be it social media advertising, Paid search advertising, Native advertising, or Display advertising.  

To take it to the basics, it depends if it is a text-only ad, video ad, animated banner, still image ad, outdoor banner, TV or Radio ad or any other variable. 

To achieve the targeted objective, the reader needs to be intrigued enough by the copy, most importantly, finds it matching to his/her need. 

Also, AI’s machine learning and natural language processing capabilities will bless your local business with the benefit of contextual ad placement, which means you can be guaranteed that your ads will be displayed on the correct web pages based on the context-targeting approach of these pages. This means it gets you closer to your target audiences, that are more likely to convert into clients. 

How to find the perfect AI/HI Balance? 

While it is vital to keep a human touch embedded into your creative content, especially for local businesses, AI can have more of a role in content creation when it comes to Ad copies. Let’s face it, while the quality and appeal of your ad copy retain their import, at the end of the day, what ads aim for is to lead to an action (Register, Purchase, Hiring, Booking, etc.) by the potential or existing clients. 

And here, AI can push ads performance beyond the human limit, avoid burning your Ad Spend to no result, and achieve the highest ROI possible for your online marketing budget through more intelligent A/B Testing and Feature Importance analysis. 

You can spend days and days monitoring your ads’ performances, exerting a lot of effort and consuming valuable time in trying to humanly assess which ad has the better performance. AI can be the factor that turns these days into minutes and give a higher tempo for your business advertising plan. 

An AI-empowered media buyer or online marketing platform can make your job easier and your investments more profitable every step of the way, from Autonomous Marketing & Ad Management to finding the most accurate demographics and interest-based segmentation and geographic locations of your target audiences in the local market, to producing more converting display ads by constantly alternating the products/services or the design of the ad’s creatives, and generating more effective ad copies. 

The steps we would recommend here are: 

1-     Define clear advertising goals for your local business and local target audience 
2-     Do not imitate your competitors in the ad ideas and ad copies 
3-     Choose the most suitable AI media buyer for your local business goals 
4-     Feed the AI tool with as many options and information that you think achieves your goals 
5-     Choose the most effective ad types that suit your local business needs 

How can AI help me build and manage my online advertising strategy? 

To perform the above steps with success, we would need to illuminate some points that can make your road to leveraging AI in local advertising less bumpy: 

Ad types 

A crucial aspect of an online advertising campaign is the phase during which any local business defines its marketing objectives and then chooses the ad types suitable to reach these objectives. 

And here, AI can be of significant help, not only when it comes to choosing the suitable ad types and marketing channels, but in allocating the budget according to what achieves the best results. However, an AI media buyer cannot make all the decisions on its own, so make sure to pick your ad types carefully from the usual suspects’ list: 

–         Search advertising 
–         Pay-per-click 
–         Pop-up ads 
–         Digital display Advertising 
–         Web banners 
–         Video advertising 
–         Social network advertising 

Then, after giving your AI-empowered marketing tool all the information it needs about your business, objectives, creatives and ad copies, you can rely on the AI powers to smartly boost the results of your advertising campaign, save your budget from needless Ad Spend, monitor your ads’ performances, and allocate spend intelligently. This perfectly leads us into the next focus point. 

Budget Allocation 

The human element here needs to precede Artificial intelligence, as you, the local business owner or marketing manager, are the most suitable candidates to define your objectives, facing the two classic options: 

–         Increasing sales 
–         Increasing brand awareness 

Then, the time comes for artificial intelligence to help you adjust your allocated online marketing budget, to achieve what it finds that your business now needs, based on its algorithmic data analysis. On the buyer side of the river, it can allocate your ads budget depending on what needs enhancements, whether it is improving conversion rate, boosting website traffic, or retargeting bouncing visitors. 

On the brand awareness side of the river, it can prioritize growing social media followers, increasing ad impressions, getting more shares, etc. 

These tasks can be time-consuming and exhausting for the HI (Human Intelligence). But isn’t this exactly why we have created AI? 

Audience targeting 

Targeting is undoubtedly an area where AI can be a defining factor in its success for obvious reasons, as artificial intelligence can beat the human brain’s processing speed and capacity any day. 

This is why leveraging an AI media buyer -AKA: Demand-Side Platform (DSP)- to perform the tedious tasks of analyzing and discovering interests, launching multiple audiences, detecting and covering blind spots in your local ad campaign, testing multiple bid approaches, and taking control over live ad monitoring and bid testing to achieve the highest conversion level. 

What can Nfinity8’s GAMMA offer your local business? 

We at NFINITY8, have an AI patent called GAMMA, through which we leverage the previously detailed AI capabilities above and beyond the human capacity, across our digital advertising campaigns & media buying processes, which enables us to reach the optimum ROI levels for our clients. 

We lead the region with this innovative AI digital marketing tool as we take analytics, forecasting and targeting to the next level, to give local and international brands the furthest reach, the best return on ad investment, and the best ad campaign results. 

Nfinity8’s GAMMA offers the most comprehensive digital media packages, and it is more than capable of aggregating enormous sums of targeted audience data from multiple online sources, which enables us after meticulous market research, to target and activate the most valuable audiences, clients and prospects who mesh perfectly with the online objectives of your local business. 

Synopsis: 

Don’t get your expectations so high, as it will take a long time for AI to create “original” catchy taglines and ad copies, or build and design an entire marketing campaign on its own, if at all it reaches that level. Because remember when we told you that any neural network needs to be fed a dataset of previously created “human-written” content, for any AI application to be able to read, tokenize, learn, understand, assess and then create, but will its creation ever be 100% as original as a “human” creative copy? 

We leave this answer for the future, but until we find it, Advertising remains a collaborative process between human creativity and data-driven AI technology. And that’s how we do it, fusing Nfinity8’s creative expertise with the power of AI-empowered GAMMA to provide our clients with the most effective marketing solutions and results to overtake their local competitors. 

See you in Part 3 of our “Leveraging AI” series. 

Leveraging AI: Going BERT to Win at Local SEO

Over the past decade, Artificial Intelligence (AI) has been gradually permeating our daily lives, becoming ever more invasive in its omnipresence, even if we don’t realize this fact. AI applications were incorporated into a variety of crucial industries, including finance, security, intelligence, navigation, healthcare and more. Our primary focus here is the integration and benefits of AI to the online presence of local businesses.

Let’s discover some nuances of this cutting-edge technology and determine the best ways to leverage AI to assist your local business in finding its online positioning to stay ahead of the pack in such a highly-competitive market.

Let’s begin with our first focus point:

Natural Language Processing

Natural Language Processing (NLP) is the most unvisited AI technology to date, while it is supposed to be understood by every business that has a web presence to benefit from the machine learning abilities and leverage and enhance their written content, whether it is web content, metadata, marketing copies, emailers, video scripts or even XML. 

While most marketers look at SEO as the end-all-be-all approach of any successful content optimization process and SEO strategy, Google et al. have taken steps towards relying on more artificially intelligent algorithms, Enter:(BERT). You need to familiarize yourself with that new subtle language processor for the sake of your local business. 

Without going too technical, the best way to picture BERT is to imagine the web of nerve tracts which connect the human brain to the central nervous system, this is exactly what a Neural Network is.

Basically, BERT is a digital web of nerve tracts capable of learning and reading content, through the Machine Learning technology. This algorithm goes back and forth countless times to keep reading and identifying letters, words, meanings, sentences and even references, simply by repeating and revisiting the corpus of textual data (Dataset) it was initially fed. 

Give it some learning time, and BERT will become able to not only read content, but to assess the quality of content on any website Google crawls to set its pages’ ranking on the SERP. 

As content creation is a key aspect of your local business web presence, branding, positioning and marketing strategy, let us introduce you to some uncharted territories on the map of content optimization for AI: 

What is Tokenization? 

Tokenization is a known data encryption mechanism that secures data by turning sensitive values and information into non-sensitive identifiers called “Tokens”. 

In the world of content and NLP, tokenization is used to identify words and even syllables, not to secure them, but to be able to understand them, and eventually evaluate the quality of the provided text. 

Keeping your copies as simple and direct as possible would be the best advice to offer while maintaining the essential SEO keywords in the most straightforward sentences. Approach your content writing, purposefully being informative and adding value with every sentence and paragraph. Give AI-smart BERT the key identifiers, not only to read your content, but to give the main nervous system of the web (aka: Google), a good ranking of your website or social media pages because of the content quality and value. 

To understand this approach further, we need to discuss Hops. 

Why Hops are important to know? 

No sentence written in any language can make sense without the adequate interdependency between its words, and “Hops” represent this interdependency. In BERT’s world, words are “tokenized”, and the mutual dependency between the tokens in any given sentence are identified as hops. 

And the algorithm identifies and counts these hops in both directions, not just forward. As BERT reads your text bidirectionally, not only as a Left-to-Right/Right-to-Left script as other language models do. 

By the way, BERT’s full name is: “Bidirectional Encoder Representations from Transformers”, got it? 

Now let’s hop to the next logical question. 

How to make content more accessible? 

When creating content for your local business, you ought to find the correct balance between creativity and simplicity. Keep the sentences/paragraphs as simple as possible, with the least hops possible. 

Here are some simplified examples to catch the idea of BERT-friendliness: 

1-     James Earl Carter Jr. (D) served as the 39th president of the United States. 

2-     James Earl Carter Jr. is a Democrat politician who previously served as the 39th US of A President. 

Explanation: 

This first sentence is more BERT-friendly, with a smaller number of hops. While the second sentence is not badly written, it did not offer anything new by adding the word “Politician”, and it needlessly increased the number of words/tokens, hence, interdependencies/hops to no benefit. 

Worth-noting as well, are the abbreviation “Jr.”  the identifier “(D)” for Democrat, and the initials “US.”, do not worry, BERT can contextually identify what you mean by these letters. But because creativity got an extra dose in the second sentence in “US of A”, this might confuse BERT, especially if you apply it to more localized copies, long-form content or more technical explanations. 

So, we recommend heightening the creativity level when it comes to slogans and text-on-visuals and Calls-to-action. However, when it comes to detailed information, service descriptions, niche-related copies, how to apply, offer details, etc., we advise you to infuse simplicity into your creative writing. 

Why use the Q&A Approach?

What each user is looking for while browsing the local market online is a service/product. And for this user to make an action of contact/purchase/booking, etc, logically, he needs to find clear answers to his queries. 

And this is exactly what every search engine ranks websites based upon, and here is where the importance of Q&A stands out. 

So, create content for your web and social pages that answers questions. This step is as important as keyword research which would require studying your local target audience, making a list of their top queries and long-tail keywords, and ensuring that your content answers them directly and clearly. 

As a matter of fact, this is why millions of businesses around the world make sure to include a “Frequently Asked Questions/FAQs section on their website. And include a question somewhere in their social media captions, E-mail subject lines or Google SERP Snippets

We certainly urge every local business, to make sure they know the top searched questions of their prospective clients and more importantly, answer them in a BERT-friendly manner. 

How to avoid spammy content? 

Spam usually relates to emailers, newsletters and email marketing campaigns, but it actually encompasses all types of web content. The ones who remember the conniving approaches of Keyword Stuffing, Black Hat SEO or Spamdexing would understand that content can be marked as spam outside of the E-mail world as well. 

This is why we prescribe giving up on keyword density within your content, you cannot trick BERT like that. Sometimes when you overreach with creativity, especially when using pop culture references, word blends or hyphenated compound words, the content might be BERT-unfriendly for three reasons:  

1-     Creativity may ambiguate information that need to be clear for the algorithm and the reader. 
2-     It may render your content spammy, and decrease its value compared to your local competitors. 
3-     It might make it hard for BERT to detect the sentiment of content. 

To summarize, we will help you answer the most critical question: 

How can your local business create AI-friendly content? 

If you ask people who are knowledgeable about this AI algorithm: Can I optimize content for BERT? Their initial answer might be No. However, this answer actually means that you cannot keep using the same outdated SEO techniques to satisfy BERT, because while it did not reach its full hi-tech potential yet, it is still way smarter than you think. 

BERT can evaluate the quality of your content inside and out, figure out the contextual relations between the words, classify it into a business niche, detect the locale, analyze the sentiment, and even check if it answers the reader’s questions adequately and clearly. More importantly, BERT reads your text bi-directionally, not only as a Left-to-Right/Right-to-Left script as other language models do. 

So, make sure while localizing your content to: 

–         Keep it simple and direct. 
–         Find the appropriate creativity/simplicity balance. 
–         Think like BERT, so fewer hops and less confusing tokens. 

Grasping the mechanisms of these disruptive AI technologies and algorithms and leveraging AI for the benefit of your local business, can be the ranking factor that gives your business the edge over local competitors. 

See you in Part 2 of our “Leveraging AI” series.