Innovative Approaches to Elevate Digital Marketing

A decade ago, digital marketing was reserved for large corporations with deep pockets. But with
the advancement in technology, anyone with a smartphone can become a content creator,
engage with their audience, and run their own ad campaigns. Let’s face it: social media
marketing alone doesn’t cut it anymore.
So, how can you stand out in this ever-evolving space? Especially when every business owner
seems inclined to cut costs by hiring an in-house digital marketing specialist instead of
partnering with an agency.
It’s simple: innovate! To elevate your digital marketing agency, you must embrace a mindset of
constant improvement and adaptability. Here are six tips on how to do that;

1 – Make Use of Data
To come up with effective marketing campaigns for your clients in this new era, you need more
than just your past experience. You must now adopt data-driven strategies!
Every interaction a customer has with your brand generates valuable information, including
website visits, social media engagement, email open rates, and much more. You can, therefore,
collect this data using advanced analytics tools and platforms like Google Analytics, CRM
platforms, and even local marketing automation software and analyze it to gain insights into
your audience’s behavior and preferences. For instance, what types of content resonate best
with your audience? Which content has the highest conversion rates? And who exactly is your
ideal audience?

2 – Take Advantage of AI and Machine Learning
Are you still doing things the old way or have you incorporated Artificial Intelligence (AI) and
Machine Learning (ML) into your workflow? These technologies are revolutionizing the industry
by taking over routine tasks, customizing campaigns, and even predicting upcoming market
Instead of burdening your team with an extensive roster of customer service representatives,
why don’t you make use of chatbots to engage website visitors and provide quick answers to
commonly asked questions around the clock?
Content creation is another area where AI excels. These algorithms can swiftly generate high-
quality, engaging content from blog posts, social media updates, and product descriptions.

Did you know that machine learning algorithms can also predict trends? They analyze historical data to identify potential leads and fine-tune ad targeting, optimizing campaigns for improved conversions.

3 – Rethink Influencer Marketing

Influencer marketing has evolved; it’s no longer just about partnering with mega-influencers with
massive followings. Nano and micro-influencers have proven to be more impactful despite their
smaller reach.

Instead of splurging on a big-budget celebrity endorsement, why don’t you consider working
with a podcaster who makes comprehensive tech product reviews? This podcaster may have a
smaller following, but their audience consists of tech enthusiasts who trust their opinions.
Therefore, this results in more authentic endorsements and increased conversion rates for your
client’s software or products.

You also need to think beyond influencers. Collaborate with industry experts, thought leaders, and even your own employees. Their genuine insights and passion for the brand can resonate strongly with your client’s audience.

Finally, look beyond likes and shares! You can use unique affiliate links to measure how many leads, conversions, or sales were generated through the influencer’s efforts.

4 – Explore Immersive Content Experiences

Are you still posting still images and long-form content on social media? It’s time for a fresh perspective on content marketing! While traditional methods certainly have their value, there are exciting new trends shaping how audiences interact with content. Have you heard about Augmented Reality (AR) and Virtual Reality (VR)?

Augmented Reality is an interactive experience that allows your customers to visualize your products in their own space before making a purchase. Imagine them trying on a pair of sunglasses or placing furniture in their living room virtually to see how it would look.

Virtual Reality, on the other hand, transports your audience to entirely different environments and experiences. For example, if you’re promoting a new property for your real estate client, you can give customers a virtual tour of the property, allowing them to walk through each room and get a feel for the space without having to travel to the site. With VR, your audience are not just spectators; they’re active participants. They can explore, interact, and feel like they’re a part of the story you’re telling. This level of engagement creates a deep and lasting connection with your brand.

5 – Optimize Voice Search

Did you know that as of 2023, over 125.2 million people use voice search? With voice-activated devices like smartphones and smart speakers becoming increasingly common, optimizing for voice search is no longer a choice; it’s a necessity. 

So, what are some of the steps to take to ensure that your clients’ content remains easily discoverable?

  • Optimize your content for natural language queries. 
  • Incorporate structured data and schema markup to provide additional context to search engines.
  • Create content that offers concise answers to specific questions since many voice searches are looking for direct responses. 

6- Champion Accessibility and Inclusivity

In the digital realm, everyone should have equal access and opportunities. Therefore, accessibility and inclusivity should be the guiding principles in your agency’s digital marketing strategies.

First, ensure that your clients’ websites and content adhere to web accessibility standards like the Web Content Accessibility Guidelines (WCAG). This means making web content clear, user-friendly, and understandable for all, including those with disabilities.

Secondly, all images and videos should feature descriptive alt text or captions.

Your website should also offer a seamless user experience; adopt a responsive web design to ensure smooth functionality across various devices and screen sizes.

It’s important to note that inclusivity extends beyond design; it also applies to the content you create. Be mindful of language and cultural sensitivity, steer clear of stereotypes, and utilize language that celebrates diversity. 


Digital marketing is evolving rapidly, and what once seemed like a daunting task, reserved exclusively for agencies a decade ago, has now become accessible to any smartphone user. Therefore, your agency’s success hinges on its ability to adapt, innovate, and provide exceptional value to clients. Ask yourself, what can you do that sets you apart in a landscape where every business owner can easily post and run ads? 


Alvaro Lizaraso