Aleph is a global ecosystem of advertising experts that enables the growth of digital marketing in emerging markets. Through its brand Mediam by Aleph, it specifically empowers advertisers as the official reseller of Google Ads in select regions, including Morocco and Iraq.
Mediam by Aleph provides advertisers with dedicated local support and expertise, helping them leverage Google's advertising solutions to reach their target audience, grow their businesses, and optimize their ad campaigns across Google's vast network.
By implementing Google’s AI products into everyday tasks at Aleph and Mediam, the company is already leveraging the opportunity that these new, groundbreaking solutions offer. Building with AI now paves the way forward, into a AI powered future where employees profit from the vast knowledge accumulated in Google’s AI products.
Google's AI for Marketing Engine is a framework designed to help marketers leverage AI across three key areas: measurement and insights, media and personalization, and creative and content. We’ve created a quick summary of the article for you:
Google emphasizes starting with building a strong data foundation, primarily using first-party data, enabling AI to uncover insights, identify valuable audiences, and enhance customer lifetime value measurement. The old mantra rings true, that your output is only as good as the data you put in, so make sure to carefully set up this step.
Using existing data sets, such as surveys, customer reviews, transaction, and loyalty-program data and letting AI analyze these can transform measurement of historical trends to become outcome-based marketing approaches. If you need help with this, the Mediam Group was founded to support advertisers with dedicated and experienced local teams in LATAM to optimize their Google Ads accounts & campaigns across all platforms. Mediam Group has now grown to be a part of the Aleph Group as Aleph’s dedicated Google representation arm focused in APAC and now MENA.
“For instance, metrics like predictive lifetime value are incredibly beneficial for planning and testing. They can help you predict repeat shoppers or those likely to refer friends, so you can focus on those customers to increase brand and sales lift.” - AI for marketing: from hype to how, by Marie Gulin-Merle, Alison Wagonfeld/June 2024
The next step is to focus on media and personalization. AI-powered tools enable marketers to move from predictive analytics to generative AI, delivering personalized ads to the right people at the right time. By using Google’s latest Gemini models, an entire ecosystem of products, platforms, and APIs, including tools such as Demand Gen and Performance Max, have been developed to help with this. By adopting a test, learn, and scale approach and comparing AI-powered campaigns against manual ones quick progress can be made.
"Google's AI solutions aren't just a tool, they empower marketers to unlock insights, personalize experiences, and predict trends, ultimately transforming the way we connect with audiences and thereby revolutionizing the industry." said Matthieu Brunier, Global Partner Director of The Mediam Group by Aleph.
Finally, AI transforms creative and content development by enabling rapid asset creation and optimization at scale. AI can format, resize, and even generate entirely new ads, significantly improving efficiency and reducing time to market - enhancing marketers capabilities, not replacing them.
In conclusion, according to the papers’ authors, to ensure successful AI adoption, it is necessary to focus on three crucial areas: building relationships with key stakeholders across the organization, measuring progress by tracking revenue growth or cost savings, and implementing responsible AI practices to protect data and intellectual property.