By: Jay Whiteside
The tobacco, gaming and alcohol businesses face the challenge to ensure their marketing content is willingly received by persons of a certain age. This isn’t just a compliance or privacy issue; it’s an ethical one.
Recent efforts in healthcare to support chronic illness involve patient self-management support. Marketing these highly personalized – and confidential – services requires assurance too that the messages are acceptable and suitable for the person receiving them.
In this way, tobacco, gaming, alcohol and confidential services must exert extraordinary care to direct age-appropriate messaging to their select audience targets. Marketing en masse is simply not an option.
Accordingly, social media – for all its ubiquity – is typically not considered as an element in the marketing mix for these marketers. And where direct marketing, and one-to-one relationships are critical to tobacco especially, the potential in social media has been largely unexplored by tobacco, gaming and alcohol until recently.
We have often encountered CMO’s who say “we don’t use social media because we don’t have a way to protect our content from minors”.
Yet, there is a way to use Twitter effectively for these businesses. This is important insofar as Twitter data show how brand followers on Twitter significantly outperform non-followers and non-Twitter users. The medium is ideal for marketers looking to refresh their promotional efforts above and beyond traditional direct marketing platforms.
The recent popularity of Age-Gating Twitter users provides marketers with an opportunity to pre-qualify followers for targeted messages.
Evidence shows too that the Age-Gate, rather than act as an obstacle for consumer engagement, actually authenticates the experience, and acts as an enabler for further interaction…Age-Gated consumers are five times more likely to fill out a form, enter a contest, or respond to an invitation than the general Twitter population.
In this way, the Age-Gate becomes a springboard for additional marketing opportunity rather than just an age-compliance checkpoint.
We are impressed by this sudden interest in Age-Gate, and the extent it reflects a coming-of- age in social media for marketers who previously only saw risk.
More brands trust KPDi more often to deliver the exceptional value of one-to-one messaging to select consumer audiences; over 40 liquor brands for 14 different markets in six languages – and 700,000+ successful Age-Gates.
See Also: "Pivotal Social"