Companies must be willing to engage with youngsters and possibly let their brand image slip in order to be successful in the youth market, says an expert
Companies must not be afraid to let their brand image slip when chasing lead generation in the youth market, an industry expert suggested.
Jonathan Attwood, founder and chief executive officer at SwapitShop, commented that young people are "incredibly bright", so the only way of understanding what they like is to ask them and then take note of their responses.
He remarked that there is also a ruthless streak to youngsters, which means that if a company does not give them the right reason to do something, they will not do it.
"You've got to really understand them. If you try and be cool with them, it's probably too late. Don't be afraid to let your brand go," said Mr Attwood.
Recent research by Nielsen Online indicated that young people between the ages of two and 11 accounted for 9.5 per cent of the online population in May 2009.
It also found that boys spent seven per cent more time on the web than girls.
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