Adapting an old business model to a younger market

We’re now living in a world where the information we need is readily available at our fingertips. Sitting down at a desk at home to check your emails is outdated to say the least, with people opting for iPads, smartphones and tablets instead. The ease of having information on the go means the world is now a fast-paced, connected and rather scary place to live in. You can now sit at home in front of the television whilst you organise your banking, or even sort your car insurance on the daily commute. If you need to contact a business, ‘Google’ them and click ‘call’, and you’ll have customer service ready and waiting for you within seconds. Do you need something to eat tonight? There’s an app for that. What about customisable presents for a loved one? Click, click, click, and you’re there. It’s the thought that counts, right?

Having potential customers just a click away not only offers immense opportunity, but also incredible competition, so the key is to understand your target market and be available for when they want you. Time is precious for this younger generation of customers, but the good news is they’re ready. Personally, I can see my phone at all times… and that’s the same story for each and every one of my friends. At 25 I even feel a little behind - I don’t have Snapchat (yet)… and the only Instagram I have is for my dog. My Twitter feed is also lacking if I’m completely honest.

But my point is, I’m there – along with every other 20-something. What’s more, sponsored content is a very normal, and seeing as it’s tailored to my interests, very rarely do I find it irritating.

My younger siblings, well it’s difficult to get them to tear their eyes away from their portable screens, making this younger market oh-so-accessible. But here’s the trick. We’re internet sociable… we know the rules and have picked up on the different languages that each platform requires.

Let me explain - it’s not acceptable to post a photo of your three chins and cross-eyed expression to Twitter, but Snapchat? It’s an unspoken yes. Facebook has much more of a community spirit – let’s create an event, a group call or perhaps tag all your friends in a meme? And Twitter is so much more fast-paced. Each platform offers the user different things.

If you’re to compete in these worlds inhabited by millennials and Generation X, you’re going to need to speak the language. Authenticity and relevancy is key for these markets, and there’s no point posting something and being unable to follow up with a response. You need to be fast and attentive in order to respond adequately to the needs of the younger generation. You know you’ve made it when you’ve achieved brand loyalty. It means you’ve created an online presence that people relate to, that offers an identity, and that people respect.