Futuretech x Cavai Middle East & Africa: A New Dawn of Conversational Advertising
Tech-enabled digital and advertising solution company, FutureTech has joined forces with the global expert in conversational ads, Cavai, and here’s what they have in store for the Middle East & Africa.
As a next-generation tech solution provider, Futuretech has broadened its horizons across digital advertising by partnering with the organizational technology business specialized in conversational ads, Cavai. Conversational advertising refers to the use of automated, natural language conversations between brands and consumers to drive awareness, purchase, intent, and conversion.
Communicate sat down with the CEO at Futuretech, Boye Balogun, to discover what this partnership means for both the organizations and the brands that they work for. Balogun also touches base on the various approaches that the partnership will be adopting to target a wider audience.
Micro-consumer journeys
In a digitally saturated world of google ads and chatbots, one-on-one conversational efforts are slowly paving the future for more actionable and personalized advertisements. “Conversational ads enable consumers to actively participate in the purchase as opposed to just viewing the advertising destination,” Boye explains how the collaboration with Cavai will enable Futuretech to understand its existing audience base across multiple regions and curate localized consumer journeys.
Personalization for multicultural regions
Cavai specializes craft conversational and interactive journeys for all your advertising activities. With Cavai Cloud, personalization and creativity are at the core. Cavai claims that its solutions work without cookies while offering insights into the targeted audiences. “Through this partnership, we want to be able to create personalized conversational journeys for our consumers. Personalized insights will help us recognize differences across different regions, even the multicultural ones, like the GCC. This way we will be able to talk to people in a language that they enjoy and target them by specific categories such as occupation, age, and obviously interests. I would say this way we’ll be able to build an emotional connection between the brand and consumer, which could lead to a long-term commitment,” says Balogun.
Using the latest technology and mid funnel advertising
Mid funnel advertising is a strategy that aligns with mid stage of the consumer/buyer’s journey, i.e. consideration. The buyer’s journey and the marketing funnel are essentially one and the same. Both the journey and the funnel have three main stages to illustrate different needs and requirements, depending on where the buyer is at that specific point in time.
Investment in the expensive, high-frequency upper-funnel hits eyeballs for awareness and helps marketing and advertising agents spend better quality time with users enabling discovery and education, in the mid-funnel and this is where minds are changed. “Not only is this approach more sustainable but it can be held onto for the long term,” says Balogun.
“I think what Futuretech and Cavai do is kind of already challenging the industry. Futuretech is a tech platform that has an existing consumer base in various markets such as the UAE, KSA, Nigeria, and the rest of South Africa. The partnership with Cavai will help us efficiently reach these audiences with their creative approach towards conversational advertising amalgamated with our rich media platforms,” concludes Balogun.
