Awk is sold on pattern matching, and there are earlier technologies that do pattern-matching - ML, SNOBOL.
But awk's historic significance is something else: it was the embryonic scripting language. You could use it in an imperative manner, and in 1977 that showed a new path to interacting with a unix system. It allowed you to combine arithmetic, string manipulation, and limited forms of structured data processing in a single process without using a compiler.
Two language schools grew from imperative awk. (1) The scripting language that expose convenient access to filesystem and OS syscalls like perl/pike/python/ruby; (2) The tool control languages like tcl/lua/io.
It may also have influenced shell programming. Note that awk was released before the Bourne shell.