Rapid advancements in artificial intelligence (AI), short-form video, and business messaging are transforming how agencies operate, presenting both considerable opportunities and challenges for small business owners. The recent Meta Marketing Summit in India underscored the urgency for agencies to adapt to these changes in order to thrive.
Gaurav Jeet Singh, Director of Agency and VC Partnerships for Meta in India, emphasized the critical nature of this evolution. “The agency ecosystem, which is at the heart of India’s digital, brand, and advertising growth, is on the cusp of a massive shift. The evolving digital landscape powered by the growth of AI, short-form video formats such as Reels, and Business Messaging has meant that agencies of all sizes need to adopt new skills to grow,” he stated.
More than 350 senior agency representatives attended the summit held across Mumbai and Gurgaon, where experts discussed the future of agency operations. This gathering highlighted how agencies must become "future-ready" to tap into new business opportunities driven by emerging technologies.
One standout insight shared at the event was the accelerating adoption of AI tools. Many agencies are leveraging AI and Generative AI solutions to enhance precision in targeting audiences, accelerating creative testing processes, and scaling content production. Sokrati India has already seen significant results with their implementation of Advantage+ Shopping Campaigns (A+SC), which provided a considerable increase in ad spend and campaign effectiveness. Abhirup Datta, CEO of Sokrati and Performance Solutions, remarked, “AI and tools such as Advantage+ suite are not only transforming how agencies function but also accelerating growth and conversions for businesses of all sizes across India.”
The summit also illustrated the dominance of video content, particularly on platforms like Instagram, where India leads the world in creating Reels. This trend presents a vast opportunity for brands and agencies. With evolving consumer preferences, agencies are shifting from traditional roles as media or creative planners to comprehensive brand consultants. Aakriti Sharma, Client Lead at Wavemaker, noted a successful approach involving a mixed-creators strategy, stating, “We worked with India Gate Basmati Rice to deploy a mixed-creators strategy, partnering with 20+ regional creators and mega celebrities… The brand saw a 4.5 points increase in top-of-mind awareness vs 0.9 APAC benchmark.”
Consumer engagement metrics are critical in this fast-changing landscape. A case study presented by Sadhvi Dhawan, VP of Blink Digital, highlighted how agencies could leverage multilingual video assets to enhance reach and conversations dramatically. Dhawan described a successful Diwali campaign for Milton, which achieved a staggering 31 million incremental reach and a 110% lift in conversions, showcasing the tangible impact of embracing emerging formats and technology.
Business messaging is another crucial area transforming agency-client dynamics. As organizations increasingly leverage platforms like WhatsApp, businesses are finding effective ways to optimize lead generation and boost engagement levels. Iti Kaul, Head of Digital at OMD India, explained, “Business Messaging on Meta has proven beneficial in driving KPIs, including high-quality leads at efficient costs.” The application of messaging technology allows small businesses to connect more intimately with their customers, particularly in underrepresented markets.
In addition to these strategies, bespoke tech solutions are gaining traction. Partnerships between agencies and tech innovators facilitate tailored approaches to improve marketing performance. Anshuk Aggarwal, Co-Founder of AdYogi, detailed their collaboration with Meta to develop a product performance management platform. This platform aims to enhance e-commerce capabilities and optimize advertising budgets, resulting in meaningful savings for the businesses involved.
These advancements, while promising, require small business owners to recognize potential challenges as well. The rapid pace of technological change can be daunting, and the need for continuous skill development is paramount. Moreover, the need to pivot quickly can strain limited resources, underscoring the importance of strategic planning.
For small business owners, the insights from the Meta Marketing Summit present a clear call to action: embrace AI, leverage creative content, tap into messaging platforms, and stay informed about new tech innovations to sustain growth in this dynamic environment. By adapting to these trends, small businesses can not only survive but thrive in the evolving digital landscape.
For more insights and details about the summit, visit Meta’s official announcement.
Image Via BizSugar
