How operators are missing opportunities to engage new demographics

Operators are missing out on important opportunities to engage the millennial customer on social channels, with affiliates and independent content creators taking advantage, according to marketing consultant and Ampersand member Catie di Stefano. Both land-based and online operators therefore need to be directly present in chats with this audience on platforms such as Reddit, Instagram and TikTok, says di Stefano, where they can educate on important issues such as RG, KYC and RTP but also learn directly from these customers about their wants and needs.

With voice-driven marketing the next big thing, these operators need to diversify away from more mature channels such as TV and affiliation, with these interactions also supporting the broader shift from acquisition to retention across the industry, argues the marketing expert who has earned the reputation of the voice of the millennial customer during recent Ampersand digital speakeasies.