Social media and social networking have become even more essential elements of the broader marketing and communications mix this year, settling the question of whether they were merely capricious trends or fundamental and revolutionary shifts in the way that we engage, communicate and do business.
We are living in a world where consumer behaviour and activity have changed enormously in a very short time, where peer advocacy and user-generated content increasingly rival corporate advertising, and where communication can be achieved instantly. Considering this, it is no surprise that businesses are beginning to invest seriously in the places where their products and services are discussed the most.
However, it’s becoming very clear that this is an entirely new way of connecting with audiences, with its own set of considerations that relate to engagement and influence. The creative industries have always embraced innovation, encouraged change and challenged convention, so are more likely than other sectors to be moving at a similar pace to the technological advances driving these changes. Their challenge is to advise clients, who may not be as naturally inclined as others towards digital and social media, on how to make the best of the opportunities on offer.
Many established decision-makers are still trying to make sense of the digital world, the speed at which innovations are taking place and how to manage the wider business implications. Meanwhile, the so-called ‘Generation Y’ is highly mobile, technically astute and perfectly in sync with these burgeoning digital environments; quick to spot the opportunities and turn them to their advantage. This generation gap could fast become a cultural dichotomy, which is why it has become so essential for social media to be properly integrated into strong marketing and communications strategies.
Those artlessly invading and attempting to harness and commoditise these spaces have swiftly discovered that such a strategy doesn’t work. They are turning to the people who understand that this new-born digital knowledge needs to be blended with more traditional communication and creative skills to enable them to engage more successfully online. Digital design consultancies and digital marketing groups are working very hard to galvanise these skills through educating and informing their more senior specialists in the ways of digital and developing their ‘digital natives’ into more rounded creatives.
Sydney, April 4, 2011: Become, one of Australia’s fastest growing creative recruitment agencies, today announces the launch of their Melbourne office.
After 4 successful years in Sydney, Become will be opening it’s second Australian office to add to the offices in London and Manchester in the UK and continue driving their position as global player in the design and advertising industry
According to Melbourne Manager, Adele Leah, this is an exciting time for the business and proves they have come along way since our pioneering beginnings in Sydney in 2007.
We’re really excited to be expanding and are looking forward to the challenge Adele said, ‘We feel Melbourne is a booming creative hub, you only need to look at the recent awards to see how much influence the city’s agencies have within Australia and further abroad.’
After last years re-brand, the company has increased focus on digital media, not only through their website, but also through social media outlets like Twitter and Linked In.