Marketing Interactive – Over the past two decades, digital agencies have played a vital role in offering clients solutions in terms of user experience, acquisition target tracking, social, mobile and data gathering.
However, the lines between different types of marketing have begun to blur since the rapid evolution of internet-linked technologies such as generative AI, leaving pure-play digital agencies with the reality of digital sameness and commoditisation, according to one prediction for 2024 from Forrester Research.
Given the shortening of life span of marketing trends as we enter the new digital age, we might see the emergence of agency strengths and specialisms that we’re not used to seeing, such as AI Personality Designers or VR Experience Designers, according to Penelope Siraj, principal consultant at R3.
In this aspect, digitally native agencies have an advantage over the other agencies, as they have a fundamental understanding of the digital landscape, tools, and processes, and what needs to be done with the applied use of new tech across functions, Siraj added.
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