Being AuthenticIs Important DigitalIsTheStandardWayOfLife

Decades of experience at the regional level, coupled with cooperation with clients from all industries, has provided agency Direct Media with a secure start. The transparency of the processes behind the methodology that forms the basis of the strategy this agency creates is the foundation upon which it establishes successful communication establish things in this way, it becomes clear that modern communications are fluid and that we cannot place them in limited frames.

Direct Media’s Aleksandra Sekulić reveals how the speed of change in the communications sphere dictates the speed of the agencies that deal with that change, emphasising that only well-prepared professionals will be able to recognise those changes before they become mainstream.

As excellent connoisseurs of the local market, but also global trends, Direct Media has spent the past two decades creating campaigns tailored to each individual client. Does the credit for that belong to your holistic, comprehensive approach to every project?

Observing the bigger picture, not only the media picture, but also the economic-political one, while following trends and harmonising with them, are all part of a holistic approach, which is indeed important, but not the only step. Starting after everything else is the “if” process, in which the potentials are tested, and the direction in which we develop the client’s strategic communication approach only becomes clearly defined when we reach the bigger picture and that “if” becomes “is”. The team of dedicated professionals, and the partnership we build with all our clients, definitely contribute to this.

Modern communications with a realistic understanding of the effectiveness of both offline and online advertising are Direct Media’s strategic direction. How difficult is it to strike a balance and find the right measure in that?

It is first and foremost necessary to precisely define offline and online media. Television is no longer merely a medium for the placement of various programmes, but rather also platforms.

You are the first agency to have conducted research for Generation Z and Millennials. To what extent did that ease the creating of campaigns for clients and the designing of messages that more quickly and easily reach target groups?

At Fusion Communications they believe that agencies have to evolve, listen, learn and adapt to the needs of their clients. The main difference is that this is now on a high-speed train, as opposed to the slow track of just a decade ago

Traditional media companies have adapted to new digital technologies, so companies and brands will utilise all of these possibilities in order to optimise their communication and campaigns. This has brought us podcasting, influencers and so many different forms of social media, followed by different formats on each one...

Mobile phones have become devices through which TV content is fully available, for example via the EON platform. Radio has adapted to the digital environment, while outdoor advertising is being rapidly digitalised. These changes primarily relate to ATL media. Not to disregard the fact that BTL activities have moved into the digital sphere over the last three years and that retail is a special medium, with ever more channels to present communication that supports not only sales, but also brand image. When we

It was more than ten years ago that we posed ourselves the question of whether we are ready for the coming generation. This prompted us to developed a series of in-house tools that enable us to monitor generational trends across various industries. It was shown that Generation Z expects a brand to have a purpose, for them to share similar values with the brand and to jointly make a difference when it comes to the value system. Transparency and authenticity are essential for a brand to gain their trust. Sharing opinions, comments and reviews are part of their personal engagement with a brand that they feel close to. The lack of attention, on the other hand, has led to a transformation in communication, to – cut the story short and be done with it. And, finally, it is no longer demographics that define the target group, but rather the communities of interest to which they belong. There is a really thin line between likes/slaps (the real thing) and cringe.

We are currently preparing new research that will relate to the so-called “tribal” differences that exist within the scope of generational groups. Striving for authenticity dominates not only among Gen-Z, but also in the generation that comes after them (Gen Alpha). We’ll see where this research will take us.

In order to meet the needs of your clients, you deal with strategies, planning, trends, platforms, and the creation and disseminating of messages. Are those needs and expectations of clients changing and, if so, to what extent?

The market is ever-changing, creating a fast-paced environment in which every link in the chain has to be alert and ready to respond to new demands. The borders of communications services have become blurred and with new trends and market demands come new needs. The pandemic and all other situations around the world had a huge impact - not only on the way we communicate, but also on the way audiences receive our message. This requires agencies to evolve, listen, learn and adapt to the needs of clients, as we always have. The main difference is that this is now on a high-speed train, as opposed to the slow track of just a decade ago.

The previous three years, since the outbreak of the pandemic, have been marked by the intense growth of the digital sphere. Will that trend be maintained throughout 2023 or will brands and companies slowly begin returning to traditional media?

Brands and companies have never abandoned traditional media, and I truly believe that this won’t change in the foreseeable future either

Absolutely! I think we can stop referring to digital as something new, as it is now the standard way of life. And this applies not only in the aspect of communications, media and marketing, but also in business and utility for everyday life. However, brands and companies have never abandoned traditional media, and I truly believe that this won’t change in the foreseeable future either. Along with all this, we have gained additional outlets to differentiate our message and even more precisely target our audience. We see media taking on different forms – so now we have podcasting as a media outlet, influencers, so many different forms of social media, followed by different formats on each one... Traditional media companies have adapted to new digital technologies, so companies and brands will utilise all of these possibilities in order to optimise their communication and campaigns.

Technology has, among other things, provided you with numerous tools, additional channels, two-way communication, and the faster and easier sending of messages that now precisely target the intended recipients... But what has it taken away from you? What has been made more difficult?

I suppose that, just as everything has its positive and negative sides, so does the surge in the use of technology. I could talk more about the positive side, including the vast possibilities we have received, new knowledge and so on. However, I would point out two difficulties that have come from this: a lack of empathy and a lack of face-to-face communication, on one side, and a short attention span on the other. The overwhelming abundance of messages and content have made it challenging to get your message heard and make it stick. The fast pace is a difficulty to which we not only have to adapt the pace of our work, but also the way we communicate our messages.