The RealAge of marketing

Share this article:
I always knew that those Facebook quizzes were gathering data, but today's New York Times hones in on the data details of one in particular -- the RealAge quiz. Sure, I'll admit it, I've taken it -- in fact, my RealAge is at least 10 years less than I really am...thank goodness! But the quizzes are also a way for pharma companies to gather data about potential customers in a way that would be nearly impossible without these online options. The companies pay RealAge to compile the test results and send them marketing e-mails, all with sophisticated segmentation and targeting.

The truth is, though, that consumers generally have no idea that their data is being collected when they take these short, fun quizzes -- so there's no doubt that some would likely be peeved if they found out. Certainly pharma companies always have a hard time communicating with their audiences online -- at our recent Caples Jam, I chatted with a few pharma agency folks to wrestled with the notion of pharma entering the social media space. It's hard to say whether the vast majority of consumers would consider the benefits of these online/social media quizzes worth the trade-off.
Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Direct Line Blog

Sign up to our newsletters

Latest Jobs:


Company of the Week


Founded in September 2009, Stirista is an integrated marketing agency that specializes in micro-targeting via traditional and digital channels. Our mission is to help companies, non-profits, and universities alike find new prospects and better understand their existing contacts. We are on the preferred vendor list for a handful of Fortune 500 companies with three of the ten largest companies in the world turning to us for marketing insights. To put it simply, we're young (at least at heart), ambitious, and sometimes impulsive-but always hungry for new ideas.

Featured Listings

Stirista

Stirista

Founded in September 2009, Stirista is an integrated marketing agency that specializes in ...