Re: ONLINE-ADS>> Web Publishing vs content creation

Cliff Allen (cwa_at_allen.com)
Mon, 08 Dec 1997 19:53:47 -0500

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At 08:56 AM 12/9/97 +1100, Peter Bull wrote:

>The fact is that without the active cooperation of visitors, it is very
>difficult to come to any reliable useful conclusions about their identity
>and location. And even when demographic information is voluntarily
>proffered, it is still highly questionable, as Ray has demonstrated by
>posing as a visitor from Hong Kong.

One of the problems of relying on demographic data -- even if it is 100%
correct -- is that it doesn't take into consideration the current needs,
wants, and desires of the prospect.

I'm sure many of us have had a salesperson walk up to us and ask, "Are you
in the market for...." In other words, the salesperson engages in a
one-to-one dialog to learn about the prospect's current situation in order
to tailor the sales presentation.

Web sites can do this even more effectively than salespeople can. The
trick is to convince the prospect that after they provide accurate
information about their needs and desires we will, in turn, provide
personalized information that will help them save time, make a better
decision, etc. Once we get that data, we can deliver targeted ads to them
all day long -- until they make a purchase and are not "in the market" for
the product any longer.

Cliff

Cliff Allen cliff_at_allen.com GuestTrack --
GuestTrack, Inc. 919/859-3073 Web Site Personalization
Raleigh, NC http://www.GuestTrack.com and Tracking Software

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