The way products and services are marketed has been changing for decades – there’s no doubt of that. But more recently, a stronger shift can be observed, one that is leaving the so-called ‘traditional’ agencies behind while favoring those agencies that have been preparing themselves for a whole new generation of consumers.
The younger generations (including, of course, Millennials) represent a whole different game when it comes to marketing. For example, people under 35 don’t think of concepts like ‘property’ and ‘ownership’ the same way their antecessors did. This explains why subscription-based models are so successful – owning a particular music record isn’t relevant anymore; having access to all the music in the world from the comfort of your mobile phone is.
Adaptation: the easy way, or the highway
The shifting marketing reality is driving many business owners crazy. How to effectively reach the young adult population? An Australian agency seems to have figured out some crucial parts of the problem.
Impressive is a digital agency focused on three things: measurable results, high social media performance, and great customer service. As one of their clients recently said: “They didn’t make me feel like a fool”. Which is great, given that digital strategies can, at times, be hard to grasp.
On top of leading their clients’ digital transformations with sensitivity and expertise, Impressive has been focusing on one particular business area: social media. You might think this is an obvious choice for an agency, but in their case social media is THE focus. The logic behind this move is not at all complicated: if you don’t have an outstanding social media presence, well good night and good luck. Social media networks are where most people spend the majority of the time, and each one is different (you can’t possibly expect to meet the same kind of people in LinkedIn than, let’s say, Reddit).
Understanding how the information loops work in the different social media networks is key to setting up a business where it matters the most. Up until recently you would have had a hard time finding an agency that thought of social media as the most powerful communication entity ever. Yes, everyone offered you a social media presence – but few thought of it as the central aspect of a brand’s marketing efforts.
Impressive is leading that change in perception. Perhaps they noticed what many of us are noticing: that social media has taken over the place that once websites had. For the record, websites are still very, very important; it is just that people now spend their time somewhere else.
For Australian businesses, an agency like Impressive is nothing but good news. They know how to listen, and will offer solutions that are exactly what companies need these days. Hopefully, they will become a role model for other agencies – the day that happens, marketing will just be better for everyone, everywhere.