Key Competencies of Digital Agencies!


We don’t have a choice on whether we do Social Media, the question is that how well we do it – Erik Qualman, Author, Socialnomics.

Digital marketing is widely regarded as a huge and an ever evolving arena, which will continue to expand rapidly in the coming years. Brands and companies are now leaving behind the traditional marketing techniques to switch to digital platforms. In simple words, if brands fail to plan out a digital strategy, they find themselves at a high risk of getting left behind. Various digital marketing agencies have a team of in-house experts that can help you formulate your digital marketing strategy to attain your business goals. These digital mavens have an expertise to create number of digital channels that can use content driven methodologies to engage existing customers on online platforms. Apart from interacting with the existing customers, they can also help you target potential customers for your brand. Digital marketing provides an option of allowing customers to be selective about the brands they want to use and want to be associated with. Companies need to formulate their strategy pertaining to the existing trends in the digital market as new trends evolve in this field with each passing day. The key to success lies in considering the various key elements while formulating a digital engagement strategy. These elements are mainly divided into 3 verticals; Location, Influence and Brand Association.

Location Evaluation

The premier digital agencies make it a point to evaluate the location of the potential customers and to which community they belong. Ethnic marketing is getting bigger and bigger with each passing day. Brands and companies must focus on their ethnic values, geographies and preferences about a certain brand and what motivates them to buy a certain product. Brands also need to focus on their behavioral traits to narrow down on a target audience. A well-versed advertising agency can help you achieve this.

Tapping Influence

The second step adopted by a number of agencies, while planning a digital marketing strategy is tapping influence. Digital advertising mavens evaluate the reach of the brand conversation and the authority of the content which can help influence the customers. Close on the heels of tapping the influence, is the process of gauging the volume and estimating the amount of buzz to be generated for a certain campaign. This can be attained via paying acute attention to the sentiments of the prospect customers and the target audience, if it is positive, negative or neutral.

Brand Association

The final step is to focus on brand association. Once they have finalized the target audience various digital marketing experts & agencies target the audience who are inquisitive and looking for information related to the brand. Their competency lies in successful bifurcation of the potential customers as brand advocates or brand opponents. Brand manipulation plays a big part in a brand’s success, the digital agencies have a knack of understanding the brand association that can work in favor for different companies.

Core services provided by the digital agencies include Social Media Marketing, Search Engine Optimization, Pay per Click, Online Reputation Management, Research and Analytics, Search Engine Marketing and much more.


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“Thinking Aloud” reflects the emerging trends and varied outlook of the rapidly evolving internet and communication sector. An IAMAI publication, this is a part of the market education initiative of the association.

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