MAM
GUEST COLUMN: Five ways how a digital advertising agency can help grow your business
Mumbai: Amid the accelerating digitisation due to the pandemic, businesses are exploring the digital world. Companies are increasingly investing in digital strategies to stay relevant amid the competition. Although there is no dearth of online resources to help grow your digital presence, companies often lack the in-house expertise and resources to implement a robust digital advertising strategy. The digital landscape for a company can’t be short-term, or with temporary goals. Digital presence needs a robust thought process that should be backed by the business processes of the company. Digital advertising agencies play an instrumental role in assist in creating effective roadmaps. Performance-backed campaigns, and effectively utilise existing time and resources to maximise return on investment in marketing campaigns.
Here are five ways a digital advertising agency can help grow a business
Ideate and develop a 360-degree digital roadmap: Helmed by seasoned marketers, digital advertising agencies help you ideate and plan a digital strategy to achieve your business goals. The brand and the agency work collaboratively to devise a plan with the right milestones for achieving marketing goals. These strategies may be short-term or long-term, depending upon the objective. The digital strategy is further broken down into actionable KPIs to be achieved within a predefined timeline.
Craft fresh and engaging content: Content is the heart of digital advertising. Fresh and compelling content helps achieve your desired action- generate leads, boost sales, acquire new customers, etc., for your brand. Content is also the key to building long-term relationships with customers. Agency professionals are thoroughly abreast of the latest content marketing trends, which gives them an obvious advantage in content development and curation. They are experts in planning content according to the channel requirements and campaign goals while reinforcing the key messaging of the brand.
Grow online presence: Like Taj Mahal wasn’t built in a day, the digital presence of a brand or company can’t be created overnight. A sturdy online presence is vital to enable users to find you easily. A combination of SEO, SEM and social media marketing strategies helps boost your digital presence and build a strong recall about your brand. With the availability of an experienced team with specialized people in a particular area of digital strategy, a digital agency is an asset to your business.
Monitor campaign analytics: Big data is playing a pervasive role in measuring campaign outcomes against the objectives set during the planning stage. It allows the real-time modification of the running campaign to achieve desired results. If the campaign has already concluded, its insights serve as learning to plan the upcoming campaigns better and execute them well. Agencies have the latest tools and technologies at their disposal that automate day-today-operations, streamline campaign and account management, and draw actionable insights. This makes agencies a one-stop solution for tasks such as social listening, competitive benchmarking, keyword research, etc.
Manage your marketing budget effectively: Digital agencies help develop a realistic budgeting plan with a prudent allocation among various channels such as SEO, social media, SEM. This minimizes the wastage of time and resources while helping you fast-track your marketing strategy.
Today, an agency is an extension of the brand. Outsourcing digital marketing to the right agency can open a plethora of growth opportunities, facilitate knowledge-sharing and technical know-how and strengthen ideation for your brand. With the help of suitable tools, knowledge and resources, a digital agency can help propel your business onto a higher growth trajectory. Choose an agency partner who is equipped to align with your organisational goals the challenge for companies today is to access the digital partner with a balanced outlook with all the above-mentioned points.
(About Author: Khushboo Sharma is the founder of Zero Gravity Communications)
MAM
Kerala election ads surged in 2026, with print nearly tripling and TV up 52 per cent
Political parties spent bigger and smarter this cycle, concentrating their firepower in the final weeks before polling day
KERALA: Kerala’s politicians discovered something in 2026 that seasoned marketers have known for years: timing is everything, and when in doubt, spend more. Political advertising during the Kerala Assembly Elections 2026 surged sharply across traditional media compared to the 2021 cycle, with print and television leading the charge, according to the latest analysis by TAM AdEx.
Print was the standout performer, expanding nearly 2.7 times compared to 2021, a striking jump that underlines its continued grip on targeted political communication in a state with some of India’s highest newspaper readership. Television was not far behind, with ad insertions rising 52 per cent, reflecting the enduring appeal of mass-reach platforms for shaping voter sentiment at scale. Radio held steady, mirroring television trends and reinforcing its role as a reliable supporting medium.
The pattern of spending was as revealing as the volumes. More than 85 per cent of all political ad insertions were recorded in the weeks immediately before polling, a concentration that points to a deliberate, last-mile strategy. Ad volumes peaked during weeks four and five in both the 2021 and 2026 cycles, suggesting that parties have settled on a consistent playbook of high-frequency messaging in the home stretch.
The contrast between media types was equally instructive. Print advertising maintained a relatively even spread across the campaign period, serving as a vehicle for sustained, detailed communication. Television and radio, by contrast, displayed sharp spikes in the closing weeks, deployed as blunt instruments for high-impact bursts at the precise moment voters are making up their minds.
What the 2026 cycle signals most clearly is a shift toward more structured, data-driven media planning. The increase in overall volumes, combined with sharper peaks in campaign intensity, suggests that political advertisers are beginning to think less like propagandists and more like performance marketers, balancing broad reach with targeted engagement and watching the returns closely.
Kerala’s election advertising has, in short, grown up. The question for the next cycle is whether digital finally gate-crashes a party that print and television have so far kept firmly to themselves.
