Advertisers expect the marketing providers/agencies they work with to be experts on the latest technology developments and industry trends. While small agencies serving SMBs are focused on digital fundamentals (i.e., SEO, websites, Facebook, etc.), mid-sized and larger agencies are turning increasingly to new and emerging technologies.

According to a study of mid-sized to large agencies, 61% said emerging tech (VR, chatbots, AI, IoT, etc.) is the top projected revenue growth area. Following that were customer insights (60%), content development (59%), digital experiences (57%) and digital products (55%). A parallel survey of brand marketers showed budgets in alignment with those priorities: digital experiences, customer insights, content development and digital products.

What emerges, then, is a gap between smaller agencies serving SMBs with “bread and butter” marketing services and larger agencies and brands looking to novel tools and technologies for growth.