Most clients who come to Anmol Dhalla are a bit perplexed. “The businesses I work with are excellent marketers,” he says, “and they have a long list of clients to prove it. However, what they are having trouble with is connecting with Generation Z. This is important because these younger people are the ones who will dominate the market in years to come, yet what they want and why is misunderstood. I help companies create marketing plans that will resonate with this generation and lead to the retention of their own clients.”
Anmol is the founder and CEO of Genzup, a firm that connects the business world with Generation Z. “They require a completely different approach,” he says. “They were raised on the Internet and social media, so how they process information and what they respond to are completely different from other generations. The marketing approaches used in the past, while effective, do not work with this younger generation.”
One of the reasons that Genzup has been so successful is because of its leader. Anmol is only nineteen years old, and he uses his age and his extensive marketing experience to his clients’ advantage. “We focus on marketing, brand development, and innovation strategies,” he says. “The main priority is agility. The Internet is a flood of information that changes by the second, so it’s crucial that our clients be able to use that to their advantage so that they can capture the attention of Generation Z.”
Anmol began his business career when he was only in the fifth grade. “That might be putting it a little strong,” he says, laughing a little, “but it’s basically true. I decided I was going to be a freelance website designer, and while my mom was calling me to dinner, I created my first website. I can’t say that it was all the great, honestly. While it didn’t lead to fame and fortune, I still used it to my advantage. I studied why it didn’t work, learned from that, and incorporated those lessons into everything I did from there.”
After this, Anmol created his own web radio business and a successful clothing line. “As you can probably guess, things didn’t go smoothly. I failed again and again. I didn’t let that stop me, though. It’s absolutely true that if you want to succeed, you have to first fail.”
Anmol’s path to Genzup began in grade seven. In 2013, he created his own web design agency, known then as 1A4D Studios, and over time it evolved into Genzup. “It’s an organization of the future,” Anmol says. “The Gen Z generation is crucial to the success of businesses and organizations, yet so many people do not understand how they think or what they want. That is what makes my company so different from others: we get that generation and can connect our clients to them.”
Companies are taking notice of Genzup and are reaching out to the firm more and more. “We have already worked with Microsoft, Century 21, and Ryerson University,” Anmol states. “They value the unique service we provide and the results.”
Marketing is a big part of what Genzup does. “We focus on content marketing, branding, grassroots marketing, and data and analytics. That’s just a sample of what we do. Gen Z is intelligent, but, let’s admit it, has a somewhat short attention span because of the realities of the digital age. That’s why we show our clients how to create materials that can grab a viewer’s attention on social media. That’s becoming increasingly important because of how competitive online marketing is.”
Genzup also specializes in information technology, including web development, web hosting, digital commerce, customer relationship management, and content management systems. “Every good marketing plan will be backed up by a system that supports it and logs the campaign’s resulting data, so this part of what Genzup offers is extremely helpful,” Anmol believes.
One service that clients especially like is their ability to learn more about innovation and strategy. Genzup teaches how to conduct competitive analysis, position a company strategically, and research customers to gain more insights about them. “Anything a client needs to know or do in order to reach the younger generation more effectively, we can help them with.”
That help has led to strong results for Genzup’s clients. “My clients are connecting with an important part of the population,” Anmol says. “They are creating campaigns that are simple, cost effective, and agile.”
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