Title: UM: Turning every marketing campaign into a two-way conversation

URL: https://www.infobip.com/blog/um-turning-marketing-campaign-into-two-way-conversation

Brands today face a growing challenge; consumers increasingly ignore traditional advertising, making it harder to drive engagement and achieve measurable results. UM has addressed this by using conversational AI and WhatsApp to connect with audiences in a more personalized, human way.  

The agency provides full-funnel media services, helping brands drive growth through a unique marketing model focused on consideration - the key driver of sales.  

During Infobip Global Partner Days 2025, we spoke with James Dutton, Chief Product Officer at UM for the Middle East, North Africa, and Turkey region. Partnership with Infobip allows UM to diversify offerings and integrate innovative messaging and automation tools, giving brands a competitive edge. 

## How conversational AI is shaping modern advertising

As attention becomes harder to capture, agencies are rethinking how brands engage with consumers beyond one-way messaging. Through a conversational AI strategy, UM delivers benefits such as:

- **24/7 availability**, allowing customers to get support and information at any time
- **Personalized interactions**, tailored to individual needs and behaviors
- **Immediate responses**, reducing wait times and speeding up resolution
- **Automation of routine tasks**, such as FAQs, bookings, and status updates
- **Smarter use of live agents**, freeing them to focus on complex interactions
- **Actionable insights from conversations**, helping brands improve strategies and experiences

### Conversational messaging on WhatsApp: A more personal way to connect

WhatsApp is a familiar and widely used channel where consumers feel comfortable interacting with brands. It allows UM to deliver timely messages, answer questions, and guide customers through their journey in real time. By enabling two-way interactions that feel personal and human, brands can create engaging experiences that capture attention and build stronger connections with their audiences.

## Beyond clicks: Building real connections at every step

Audiences are constantly exposed to messages from countless brands across offline and digital channels. Simply reaching them is no longer enough; getting noticed is just the first step. The real challenge lies in turning visibility into engagement. 

UM approaches this with campaigns that guide consumers through each stage of the journey, from initial awareness to product discovery and consideration. By creating experiences that encourage active participation rather than passive viewing, brands can have stronger relationships, increase trust, and influence purchase decisions. 

Our platform helps UM manage these interactions and improve: 

- Lead qualification
- Product discovery
- Client engagement

## Optimizing campaigns with unified customer insights

By partnering with us, UM can use advanced messaging platforms like WhatsApp without the need for extensive in-house technical resources. But effective interactions don’t stop at messaging alone. To support these interactions across campaigns, a key element is our customer data platform (CDP), which simplifies the process of capturing and organizing customer data.  

Through centralized insights, the CDP enables UM to:

- Create highly personalized remarketing campaigns
- Reach the right audience with the right message at the right time
- Quickly implement data-driven strategies
- Boost client engagement
- Achieve measurable results across industries

“One of the really great things about the CDP is its simplicity. Many enterprise customer data solutions are complex, have long sales cycles, and can be difficult to implement. Infobip’s solution works straight out of the box,” says James Dutton. 

## Innovation never stops: Winning through partnership

With Infobip marking 20 years of innovation, businesses have access to powerful tools that transform how they go to market. Dutton explains that our platform enables companies to offer solutions that many competitors cannot, providing a clear advantage in winning new business and powering innovative media strategies.  

Through the combination of data-driven strategies, conversational AI, and personalized messaging, brands can connect more meaningfully with audiences, drive engagement, and ultimately grow sales. 

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