Page 17 - 57802 Summer 2020

The Divide

by Julian Rodriguez

Is it the conversation they have elders did drop their spears and

with you after they’ve made a learned how to use a musket.
purchase, is it being able to use Those that didn’t slowly and surely
the same expired flyer that has became less efficient hunters

been printed every year without and eventually stopped catching
change, or is it knowing that if prey all together. I’m speaking
they shopped there you would figuratively, of course.

give them a discount elsewhere?
Or... is it because your business The same thing is happening now
was the only one to return in the in business. You may have grown
search results, are you on the same consumers spend each day on up doing marketi ng a certain way
platform as them, was it because the internet according to Global learning what worked for your

you will give them a “shout-out” Web Index, it’s no surprise that customers, then as history has
on social media? businesses are struggling to build a taught us, nothing stays the same

meaningful connection with their and those that don’t change with
There are three distinct groups of customers. The noti ceable lack of the ti mes will get left behind. Every

entrepreneurs in the world today. skill and experti se among older 3-5 years, the way customers
Entrepreneurs who built their entrepreneurs in digital marketi ng, consume marketing changes,

business through interpersonal as well as a lack interpersonal and therefore, how and where

communication and building skills in emerging entrepreneurs, you interacted with them must
relationships. Entrepreneurs contributes to this growing be unique. If you conti nue to use

building their business through problem. Luckily, this can be easily the same methods, language, and
social proof and social currency. solved, with some ti me, eff ort, and platf orms you have always used,
And entrepreneurs who are determinati on. you will only attract the same

expanding their business by customer segments. Referring to
adapting to the changes in the way Let’s discuss how to bridge this the metaphor above, you will catch

consumers consume marketing gap by starti ng with the older more prey if you use bett er tools.

and leveraging the advancements entrepreneurs.
in technology. You must understand that as
Let’s take a walk down memory your business ages so do your
With 49% of the world population lane. Remember when you were customers, and when new

using social media, a 9.2% increase young, and you laughed at the customers replace your existi ng
from last year, and 6 hours and 43 elders for using spears to hunt customers, they tend to not use

minutes being the average time sabretooths while you were the same platf orms to consume
using muskets? Back then, some marketi ng as their predecessors.

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