NEW YORK (TheStreet) -- Demand for strategic advertising and marketing is poised for significant growth in the next couple of years. Businesses with large marketing budgets are looking for better ways to reach their target audience, especially in a world where consumers prefer personalized content on all their devices.

Although Accenture (ACN) - Get Report is known primarily for its global IT consulting expertise, the company sees significant growth opportunities in marketing. Through various acquisitions aimed at growing those capabilities, Accenture is willing to pay top dollar for higher sales and profits. The only question is, will these moves pay off for shareholders?

Analysts at Forrester Research predict that the market for digital marketing will grow to over $43 billion in the next two years, up from around $22 billion in 2013. The demand will be driven by businesses seeking better returns on their marketing investments and strategies to retain customers.

Accenture will be help companies create stickiness factor with brand loyalty programs that keep consumers from defecting to competing brands on price.  

Separately, in the next four years, $103 billion will be spent on search marketing, display advertising, social media marketing and email marketing, Forrester predicts. That total will be more than the industry will spend on broadcast and cable television advertising combined, says the firm.

Combined with the $22 billion projected market for digital marketing, that's a total of a $125 billion that's projected to be spent by businesses in the next four years on marketing. Accenture's annual revenue is $30 billion. And with the market projected to grow to $125 billion over the next four years, it means there's roughly 80% addressable market for Accenture to pursue or grow into.

Competitors like IBM  (IBM) - Get Report, Oracle  (ORCL) - Get Report and Cognizant  (CTSH) - Get Report are looking at the same data and are not sitting idle. With so many large, well-heeled suitors vying for a piece of the digital marketing pie, acquisition targets in the arena are commanding a premium.

Accordingly, Accenture, which reports fiscal second-quarter results Thursday, has gone on a shopping spree to position itself to benefit from that market surge.

On Dec. 2, Accenture announced the acquisition Reactive Media, an Australia-based company that focuses on ways to offer customers differentiated experiences delivering digital channels, apps, e-commerce web sites and various forms of social capabilities.

For Accenture, which provides consulting, technology and outsourcing services in more than 120 countries, this acquisition addresses the need of customers demanding content on all of their devices.

Last month, Accenture went shopping again, this time picking off Agilex Technologies, a privately-held company that specializes in not only digital solutions and IT services, but it comes with the benefit of having the U.S. government as one of its biggest customers. The deal is an opportunity to strengthen Accenture's relationship with the government, which includes a recently signed $563 million contract with HealthCare.gov.

Last but not least, the company earlier this month completed its acquisition of Brazilian analytics software provider Gaspo, giving Accenture added advanced analytics capacities.

In short, while these deals don't guarantee that Accenture will emerge the winner in the marketing race, it does, however, better position the company to use its marketing capacities to compete for a larger pie.

Even if Accenture were to win just 5% of the $125 billion projected market, it would still grow sales by 20% in the next four years. That's not bad for a company projected to grow full-year 2015 revenue by just 2%.

This article is commentary by an independent contributor. At the time of publication, the author held no positions in the stocks mentioned.