Agility and AI: How digital marketing agencies are redefining brand building

The digital landscape is undergoing rapid transformation, forcing marketing agencies to continually adapt to evolving consumer behaviours and technological advancements. At the IDAC Summit 2024, hosted by exchange4media, industry leaders gathered to discuss how these changes are reshaping brand-building strategies.

On the panel were Pooja Asar from Tata Motors, Aniket Sonawane of Graves Digital, Akhil from Big Trunk Communications, Prashant Deorah, CEO of Puretech Digital and Nabeel Merchant, CEO of Howl Digital. The panellists shared insights into the seismic shifts defining the future of marketing.

Prashant Deorah of Puretech Digital offered a striking metaphor to capture the magnitude of these shifts. Likening the transformation to the Matrix movie, he emphasized how the real and virtual worlds are increasingly intertwined in brand-building efforts. "In the last two or three years, we've shifted from being service providers to strategic partners," he explained. "We're now involved in the CXO's office, responsible for delivering business KPIs."

This transition marks a fundamental change in agency roles, with increasing collaboration between agencies and clients to meet shared goals. Prashant stressed that the focus is no longer just about executing campaigns but crafting holistic strategies that enhance business performance. He also noted how traditional offerings like SEO have evolved into broader organic growth strategies encompassing search, content marketing, vernacular, and voice.

"Today, it’s about building an organic growth stack," Prashant said. "The lines between ad tech and mar tech are blurring as we work to drive both lead acquisition and long-term customer value."

The marketing ecosystem is changing at breakneck speed. Nabeel from Howl Digital reflected on this rapid shift, noting that quick-commerce, which wasn’t a buzzword just six months ago, now dominates media conversations. "The landscape is moving faster than ever," he remarked.

Aniket Sonane of Graves Digital echoed the need for agility in this new era. "Brands must be quick to adapt," he stressed. Using Zomato as an example, Aniket pointed out that brands want rapid success but may not be ready for the sustained investment it takes to reach such heights.

The discussion then turned toward the increasing role of AI and data-driven strategies. Akhil from Big Trunk Communications explained how real-time data analytics are now central to campaign management. "Every decision is data-driven, from performance metrics to creative optimization. AI helps us test and optimize videos in real-time for better engagement," he said.

Pooja from Tata Motors underscored this point, explaining how client expectations have evolved. "It’s no longer just about brand awareness. We expect agencies to be agile, consumer-centric partners who can adapt to fast-changing market conditions," she noted.

At Tata Motors, the brand collaborates closely with agencies through fortnightly reviews, continually adjusting strategies based on campaign performance. "It’s a dynamic process—agencies are not just service providers but growth partners," Pooja added.

A recurring theme throughout the panel was the evolution of agencies from mere vendors to strategic business partners. Prashant emphasized that agencies today are expected to be deeply integrated into the client’s core business operations, influencing business outcomes. "We’re not just executing campaigns—we’re in the CXO’s office, directly impacting KPIs," he remarked.

Nabeel from Howl Digital summed up the sentiment: "Digital transformation is not just about adopting new tools, it’s about a mindset shift. Agility and innovation are now the cornerstones of successful agency-client relationships."

Looking ahead, Prashant predicted that full-funnel marketing—integrating brand awareness, lead acquisition, and customer retention—would become more widespread, driven by emerging technologies like AI and blockchain. He noted that while full integration across the funnel is not yet fully-realized, and the industry is moving toward seamless collaboration between brand and performance marketing.

Pooja added that from a brand perspective, key focuses include clearly defining target audiences, hyper-personalization at scale, and agile media buying. "In the automotive sector, for example, we must attract interest in specific models while minimizing overlap between audiences," she explained. "Real-time insights into competition and campaign performance are essential to staying nimble and meeting business targets."

To wrap up the session, the panellists offered advice for young professionals entering the digital marketing space. Prashant emphasized the importance of building strong industry connections, while Aniket underscored the value of staying informed through continuous reading. "Being aware of market trends is crucial," Aniket noted.

Pooja encouraged young professionals to remain curious and agile, adding that experimentation—even with the risk of failure—will be key to success. Akhil assured new agency founders that despite technological advancements like AI, the agency model is here to stay. "AI can enhance efficiency, but it won’t replace the need for human creativity and strategy," he concluded.