Agency owners, ignore these trends and risk falling behind.
Dav Nash
7 min read
When it comes to the variety of trends a digital agency needs to be aware of, it can be almost too much to deal with. From consumer behaviours to technology, it’s all evolving at breakneck speed. But staying ahead of the curve isn’t optional, but essential.
It’s vital that digital agency owners understand not just the latest innovations but recognise the bigger picture and adopt tools, tactics, and techniques that are shaping the future. So let’s break it down.
When it comes to following trends, a digital agency needs to be aware of what is hot, but also what could be hot:
Artificial intelligence has gone from Skynet to “sky’s the limit.” From predictive analytics to AI chatbots, it’s become easier to deliver hyper-personalised experiences.
Tools like ChatGPT or Jasper help agencies generate tailored ad copy, and automation can take this a step further by streamlining repetitive tasks. Agencies not leveraging these tools can risk falling behind competitors.
Today’s consumers crave experiences, not just information. Interactive storytelling is being brought kicking and screaming into the present by AR and VR.
Consider a furniture brand that allows users to visualise how a bed fits into their bedroom via AR, or a real estate agency offering VR tours of properties means everybody saves time and effort.
Technology doesn’t just engage, but creates memorable experiences that drive conversions. Hal from 2001: A Space Odyssey this is not!
I’m sure by now, if you had a penny for every time you heard about sustainability, you’d have 93p! Consumers aren’t asking what a product does anymore, they’re asking how it’s made, where it comes from, and if it aligns with their core values.
Sustainability is not an option anymore, it’s a competitive advantage. Look at Lush and their “Naked” campaign – they promoted packaging-free products to reduce waste. The campaign was backed by strong visuals, transparent messaging, and a clear call to action. As a result, brand loyalty from eco-conscious consumers shot up.
Don’t turn up to the opening of an envelope, but if you have to do this, you need to be consistent and cohesive.
A unified customer experience across all channels, from Instagram to in-person, makes all the difference. This is why aligning your messaging across platforms through tools like Hootsuite and Buffer are worth their weight in gold.
When it comes to any form of trends, a digital agency needs to remember that we are fickle individuals. You need to look to what will be hot.
Nobody has a real working crystal ball with AI capabilities, but you can certainly take advantage of the following:
Large language models like Bard and GPT have reshaped how people consume content. Do you even do a Google search anymore, bro? You may very well be asking Perplexity for the answers.
Agencies should focus on adapting content strategies to include conversational, value-driven content. This means FAQs, structured lists, and content that’s optimised for AI’s algorithms. If you create content that’s easy for AI tools to digest, you can improve a brand’s visibility.
It’s not just about placing your content on social media, but recognising that algorith ms have changed since the heady days of 2007 when we all engaged in Facebook poke wars. b
When you understand how algorithms prioritise content and leverage them to maximise your reach, you’ll see the difference.
And don’t forget social commerce. Users now expect to shop directly from their favourite platforms without visiting a website. A digital agency can help clients optimise these social profiles by incorporating shoppable posts and quicker purchasing processes than self-serve checkouts at 10 pm on a Friday night!
It’s not a trend, it’s a movement.
When we’re talking about the key trends digital agencies need to be aware of, we need to look at what’s going to stand the test of time.
Agencies need to guide clients in crafting messaging that resonates with the ethically conscious, which may include transparent sourcing practices, employee welfare initiatives, or community partnerships.
Data is a gold mine when it comes to insights, but many agencies merely scratch the surface.
Integrating analytics into every aspect of decision-making can transform a brand’s inherent understanding of itself. Of course, you start with the basics, from website performance to ad metrics and customer feedback. The key is to then dive deeper with predictive analytics to help forecast trends and customer behaviours.
Why exactly does Dave from Dorking look at the same pair of designer shoes on a Saturday night at 11:30 pm? Apart from the fact he may have had a few, understanding what people are doing and when and harnessing these insights can deliver campaigns more impactful than a Christopher Nolan plot twist.
If you want to be aware of the trends, a digital marketing agency needs to know how to utilise all this information:
As nice as it is for ChatGPT to create your shopping list, AI is a creative powerhouse that many are not using the right way.
You can use machine learning to create dynamic ad copy, personalised landing pages, and even predict the best time to launch a campaign. AI? Oh, aye!
Micro-influencers (between 1,000 and 100,000 followers) and nano-influencers (less than 1,000) are often overlooked in favour of the big names.
However, these smaller creators typically have higher engagement rates and, whisper it, more authentic relationships with their audiences.
An agency can tap into these niches to deliver highly targeted campaigns.
This is a powerful tool every agency should consider. MMM, not to be confused with MMA, is a statistical analysis technique used to evaluate and optimise the impact of various marketing activities.
Key aspects tend to include comprehensive analysis, budget optimisation, ROI measurement, and forecasting. By using tools to analyse historical performance data, you can predict which channels are delivering the best ROI.
The beauty of MMM lies in its precision. There’s no need to rely on gut feelings anymore. Something may feel right, but we’ve all made those mistakes.
Instead of taking a blind stab at the right trends, a digital agency can make informed, data-backed decisions.
We hear so much about video and its impact, but with podcasting growing in popularity and the rise of voice-activated devices like Alexa, audio marketing is a gold mine for agencies. Podcasts offer a unique opportunity to connect with listeners in an intimate and engaging way.
Whether it’s sponsoring episodes, creating branded podcasts, or collaborating with podcast hosts, an agency could help clients reach listeners already invested in the topic.
What’s more, consumers increasingly rely on voice search. Agencies need to ensure the client’s content is optimised for these queries.
Optimising for those natural language search queries like “What’s the best digital agency near me?” can help you cover those bases (or basses).
When it comes to trends, a digital marketing agency needs to look at what will work, but also what has worked.
Quality trumps quantity. You might know the drill by now, but if not, let’s cover it quickly. In-depth evergreen content that addresses audience pain points is the one true way.
Stop being generic. Focus on comprehensive guides, industry reports, or interactive tools because this doesn’t just position your client as thought leaders in their field but is very handy for the next point too.
Search engine optimisation is no longer limited to Google.
With social media, e-commerce, and AI becoming search engines in their own right, you need to diversify your strategies for meeting audiences where they are and speaking their language.
You’re not just meant to be there, but you’re meant to be there! Be actively involved in conversations that matter to your audience. Responding to those comments, engaging in trending discussions, and sharing valuable, timely content means you’re not sticking around like a bad smell, but positioning yourself as approachable and trustworthy.
Focus on that community too, but don’t just stick to social media. Hit the forums, Reddit threads, or even industry-specific groups. These offer countless opportunities to share your expertise and answer questions, establishing authority.
An agency can help clients identify these opportunities to ensure they’re making meaningful connections and contributions.
However, the success lies in the personalisation and relevance. Forget your generic one-size-fits-all emails. Agencies need to design campaigns that are hyper-targeted, leveraging customer data to send tailored messages based on purchasing behaviours and preferences.
Look at the abandoned cart emails; a great way to gently nudge your potential buyer. Remember, segmentation is the key to ensuring the right content reaches the right audience at the right time. Right?
While we’re on the topic, interactive email features are also on the rise. Make emails more engaging to improve click-through rates through polls, videos, and clickable carousels.
When we’re talking about key trends, digital agency owners need to have their ear to the ground but also have a wetted finger in the air in case the wind changes. It’s not easy, but you can absolutely stay ahead.
