Ad agencies make good barometers for the economy. We grow when brands do, and we grow in the direction the industry is moving. So it’s a telling sign that Balcom has hired 10 new B’s in the last few months, with five more openings to fill to meet demand – including significant growth in digital.

Where do we see digital marketing going? What should you, as a brand, be focusing on? Here’s what we recommend.

1. Mobile Design and Progressive Web Apps. The shift from desktop computers to mobile devices like phones and tablets continues. That means you should be strategizing and designing for mobile first. And with new technology like progressive web apps – which live in your web browser but act like downloadable apps – you can keep more of your audience connected to your brand.
2. Online Video Advertising. While traditional TV media slots are still a strong way to reach certain audiences – particularly during live programming like sports – the landscape is rapidly shifting toward digital streaming and sites like YouTube, where brands can leverage precise targeting and metrics. To reach your audience now, you’d better promote video content across multiple platforms.
3. Pay-to-Play Social Media. Thanks to algorithm changes from platforms like Facebook, it’s nearly impossible to reach your social media fans organically. Only a handful of people may see your posts if you don’t put ad dollars behind them. We recommend producing just a few, high-quality, highly interactive posts per month – and putting ad dollars behind all of them.
4. Rich Media. How many ads do you ignore every day? Cutting through the clutter requires interactivity, storytelling and more. Rich media makes that possible with interactive digital banner ads, almost like microsites reaching customers wherever they are on the internet.
5. Internet of Things. Whether we’re voicing a medical question to Google or pressing an Amazon button to reorder laundry detergent, our physical lives are becoming more and more digital. Which means companies who want to stay competitive must be the answers on Google, must be the products delivered to your doorstep – that means content marketing, search ads and streamlined ecommerce.