Founder and CEO of Veza Digital, a white-label marketing agency. Passionate about growing B2B agency brands.
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From pets to tech, there are many industries marketing agencies can target—pitching their unique specialties, such as brand design, copywriting, PPC campaign creation and SEO optimization—to nurture and generate more leads for clients. Marketing agencies might even decide to niche their business, only offering their services to clients in a few select industries (or just one).
As the founder and CEO of a full-service, white label digital marketing agency that provides backend infrastructure to growing marketing agencies, I keep a pulse on up-and-coming industries.
In particular, I’ve seen four generate a lot of deal flow for our agency partners, and I recommend that all marketing agencies consider servicing.
Micro-Mobility
With the world becoming more eco-conscious, more people will want to reduce their emissions on the road with inexpensive, lightweight transportation. That’s where players in the micro-mobility space, like SARIT and Dott, step in.
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The micro-mobility industry took a hit due to widespread lockdowns in the early stage of the Covid-19 pandemic but is currently resurging, making it the perfect time for marketing agencies to start seeking these clients.
Lime, for example, launched its mopeds in Washington, D.C., and New York City kicked off an e-scooter pilot project. This flourishing of activity is in line with McKinsey’s analysis that post-pandemic, people will be attracted to the fact that these modes of transportation offer “fewer points of contact” and better “ease of maintaining physical distancing.”
Vertical Farming
An important innovation in farming is indoor farming, which gives farmers more control over growing conditions. A subset of indoor farming, vertical farming, has produce grow high instead of wide, saving farmers ground space.
Some of the most well-known vertical farming companies include AeroFarms, Bowery Farming and Plenty. Marketing agencies who act fast and nab vertical farming companies as clients will get their share of an expanding market. According to a report by Emergen Research, the global vertical farming market is expected to climb to $11.71 billion by 2027 (at a CAGR of 20.1%).
Eco-Real Estate Development
Another rising green industry? Eco-real estate development. From Toronto to New York City, real estate developers are turning to environmentally-friendly, sustainable designs—and buyers are interested.
In March 2020, the National Association of Realtors surveyed its members. Of those who responded, 70% said “energy efficiency promotion in listings was very or somewhat useful,” 61% said “clients were at least somewhat interested in sustainability” and 40% said “properties with solar panels increased the perceived property value.” In addition to reaching out to real estate development companies building eco-friendly properties, marketing agencies should consider reaching out to the industries that help service these efforts, such as solar panel and green energy companies.
Decentralized Finance
Unlike the other three, the fourth up-and-coming industry that presents a tremendous opportunity for marketing agencies isn’t connected to eco-friendliness. However, it does touch on another shifting mindset we’re starting to see globally. People are attracted to decentralized finance; they don’t want to place their finances in the control of traditional institutions like banks.
Consider this: Ether, the cryptocurrency of the Ethereum blockchain, reached a high of $2,800 the last week of April 2021. And venture capital firms are paying attention to the decentralized finance industry. In April 2021, decentralized finance startup MOUND raised $1.6 million in seed funding. That same month, Injective Protocol raised $10 million to create a decentralized competitor to Robinhood. As decentralized finance becomes increasingly popular, companies in this space will be looking to ramp up their marketing efforts, presenting a prime opportunity for marketing agencies.
Getting Started
Marketing agencies interested in gaining clients from these four up-and-coming industries should approach them like they would approach clients in any other sector: developing an understanding of those markets and determining how to provide value.
When it comes to showing these potential clients relevant work samples, marketing agencies should remember that these are, after, relatively new industries. A prospective client wouldn’t expect to see a decade’s worth of work samples in micro-mobility or decentralized finance. Instead, marketing agencies should show these prospective clients previous work in a similar field. For instance, a marketing agency trying to land an e-scooter company as a client could present work examples created for a car manufacturing client.
By getting their foot in these industries, marketing agencies can position themselves for significant financial gains moving forward—and be at the forefront of changes to the way we live.
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Author: Stefan Katanic, Forbes Councils Member
