What Technologies Should Digital Marketing Agencies Include In Their Strategy?

Rithesh R Jan 27, 2023

The dawn of the 21st century has brought seismic changes in both our personal as well as professional lives. Especially ever since digitalisation gained traction in the country, various enterprises across sectors are leveraging the potential of new-age technologies to ease their work. In this context, digital marketing is no exception. As there is no denying the fact that digital marketing strategies are core to many businesses in their growth trajectory.

According to Statista, India's digital marketing industry is poised to grow at a CAGR of 32.1 per cent between 2023 and 2028. The report further highlighted that the growing population's preference for digital media platforms is the primary driver. This, in turn, led digital marketing agencies to harness the power of technology such as AI, AR, VR, the metaverse, and data analytics, among others, to enhance their overall marketing strategy, including consumer interaction, involvement, and implementation methods. Thus, in order to establish their existence in the competitive era, agencies working in the industry must use cutting-edge technology in their strategy.

Key Strategies that Agencies should consider

In today's present scenario, digital marketing agencies need to be ahead of the curve. Apart from technologies, there are other crucial methods that agencies can consider adding to their entire approach to capture the attention of Generation Z and millennial consumers, as they account for 52 per cent of the country's entire population.

Create Engaging and Authentic Content: The marketing adage "content is king" has been around since the digital age. In fact, the rise of digitalisation has not only altered customers' content consumption habits but also carved a niche for captivating, authentic, and to-the-point content for the target demographic, whether it is for gen-z or millennials. Consumers today are more informed than ever before and can spot fake or generic content from a mile away. As a result, to stay abreast in the market and get a competitive edge, agencies must focus on creating unique, personalised, and relatable content that effectively appeals to their target audience.

Focus on Generation Z: Generation Z, or the internet generation, is becoming an important target group for digital marketers. This generation is highly connected and technologically sophisticated and is increasingly shaping digital trends. And in order to market effectively to Generation Z, digital marketing agencies must first grasp their distinct interests and behaviors. For instance, this generation is skeptical of traditional advertising and is more likely to be affected by influencers and social media. As a result, brands need to effectively utilise technology to appeal to Generation Z.

Consider the Millennial Parent: Millennial parents have become the new vital consumers in the marketing world. As a result, to impact purchasing decisions, digital marketing agencies must create new approaches to target this segment. Millennial parents are tech-savvy since they are constantly on a rat race and have less time for traditional marketing tactics. This group is also more likely to use digital devices to study products and make purchases. As a result, agencies should focus on creating relevant, convenient content tailored to millennial parents' tight schedules.

Technological Advancements: The Growth Recipe for Digital Marketing Agencies

The digital landscape is constantly evolving. Thus, incorporating new-age technologies into digital marketing tactics will not only attract the targeted demographic but will also become a growth recipe for the future. So, let's delve deeper into the new-age technology that digital marketing agencies should include in their strategies.

Embrace the Metaverse: The advent of digitsation paved the way for the virtual world. In this context, the metaverse concept is becoming increasingly crucial in the digital landscape. With the introduction of new-age platforms and the growing popularity of virtual reality gaming, many individuals are spending time in virtual worlds. As a result, digital marketing agencies must learn to navigate and communicate with consumers in the metaverse in order to remain relevant. This could include constructing virtual storefronts, holding virtual events, or providing branded virtual experiences.

Leverage AR and VR: As AR and VR technology advances, they are becoming increasingly valuable technologies for digital marketers. Brands can now use these technologies to create immersive and engaging experiences that take customers to another realm. For instance, retailers can use AR to allow customers to virtually try on clothes, while real estate agencies can use VR to provide virtual tours of properties to possible purchasers.

Utilisation of Data and Analytics: There is no denying the fact that to be in a win-win position, every firm needs to include cutting-edge technology. And to effectively target as well as engage with consumers digital marketing agencies needs to be alert and have access to reliable and actionable data. Data about customer demographics, behavior, and preferences, as well as information on how consumers interact with the agency's content, could be included. As a result of leveraging data and analytics, agencies can make more informed decisions about their marketing strategies.

Way Forward!

Digital marketing is ultimately about the target audience and how your business connects with them. And as we are on the continuous pathway of evolution, taking into account the aforementioned technologies will undoubtedly assist your digital marketing again to expand in tandem with your target demographic. Thus, digital marketing agencies should include technological advancement in their strategies to thrive and strive in the competitive era.