We are not here to pitch against 10 other SEO agencies - that game is over: FTA Global
Date: 17th July 2025, 10:00 AM
Location: Mumbai
The current marketing paradigm is changing rapidly as brands review how they partner with marketing agencies. In a recent interview with Manifest Media, Senthil Kumar Hariram, Founder and MD of FTA Global, discusses why the traditional model of competing among several agencies is no longer relevant, and how the concept of value is being redefined in contemporary marketing.
He suggested that the traditional methodology of adjacency-based competition is becoming less successful, if not ineffective. In the past, brands competed solely on price, deliverables, and basic SEO tactics; as a result, they did not create lasting impact through this traditional form of competition. Going forward, brands will focus more on companies that can develop strategic alignment, provide measurable results, and integrate seamlessly with the brand’s business objectives.
Senthil believes that today’s marketing will require a systems-based approach versus just being serviced. Consequently, marketers are moving away from vendor arrangements and developing strong partnerships in which agencies are responsible for delivering results and contributing to the brand's growth. This trend is being spurred by the growth of artificial intelligence and LLM-based discovery systems that provide visibility into the relevance, structure, and contextual alignment of content, rather than traditional optimisation methods.
He also highlighted the limitations of standardised SEO methods. Because platforms that promote content are focusing on quality, intent and credibility rather than just algorithm manipulation, there is no longer a viable option for building an optimised digital ecosystem that meets the criteria modern platforms use to recommend material.
He also stressed the importance of clear, reliable expectations in the marketing relationship. When activities are directly linked to business objectives, and outcomes are tracked, it is easier for agencies to deliver substantial results and ultimately form long-term clients.
This conversation is representative of a broader industry trend towards differentiation driven by strategy, integration, and performance. As the marketing environment evolves, companies that go beyond firms that rely on traditional agency practices and use AI and outcome-driving strategies will find themselves in a better position to create sustainable, scalable growth.
Read the full interview here: Link
