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Industry Landscape
The digital marketing and sales enablement industry is highly dynamic, driven by increasing digitalization and the need for businesses to establish a strong online presence. SMBs are increasingly outsourcing these functions due to a lack of internal expertise. The industry is characterized by intense competition, rapid technological advancements (e.g., AI in marketing), and a growing emphasis on data-driven strategies and measurable ROI.
Total Assets Under Management (AUM)
Digital Marketing Services Market Size in United States
~300 Billion USD (2023)
(15-20% CAGR)
- Growing adoption of digital platforms.
- Increased spending on online advertising.
- Demand for data-driven strategies.
Total Addressable Market
300 billion USD
Market Growth Stage
Pace of Market Growth
Emerging Technologies
Generative AI for Content
Generative AI, especially large language models (LLMs), can automate and personalize content creation for marketing campaigns, from ad copy to blog posts and email sequences.
Predictive Analytics & AI-driven Sales Forecasting
Utilizing AI and machine learning to analyze vast datasets to predict consumer behavior, sales trends, and lead quality, optimizing marketing and sales strategies.
Hyper-Personalization at Scale
Leveraging AI and data to deliver highly individualized marketing messages and sales experiences to customers across multiple touchpoints in real-time.
Impactful Policy Frameworks
California Privacy Rights Act (CPRA) 2023
The CPRA (effective January 1, 2023) expands upon the CCPA, granting consumers more control over their personal data, including the right to correct inaccurate data and opt-out of data sharing for cross-context behavioral advertising.
Aequitas must ensure its data collection, processing, and advertising practices comply with CPRA to avoid fines and maintain client trust, particularly when targeting California consumers.
Federal Trade Commission (FTC) Endorsement Guides Update 2023
The FTC updated its Endorsement Guides in June 2023, clarifying disclosure requirements for endorsements and testimonials in advertising, especially concerning social media influencers and reviews.
Aequitas needs to advise clients on strict adherence to disclosure rules for any influencer marketing or testimonial campaigns to prevent misleading consumers and incurring FTC penalties.
State-level Data Breach Notification Laws
Many U.S. states continue to update and enforce their specific data breach notification laws, requiring businesses to promptly inform affected individuals and sometimes state attorneys general in the event of a security incident involving personal data.
Aequitas and its clients must have robust data security measures and incident response plans in place to comply with varying state notification requirements, protecting both consumer data and business reputation.
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