NONE: Re: ONLINE-ADS>> Mass Medium? Targeting?
Re: ONLINE-ADS>> Mass Medium? Targeting?
Stephen E. Feswick (fez_at_bc.sympatico.ca)
Wed, 01 Jul 1998 10:34:45 -0700
<Brad Byrd of NewGate Internet wrote that his firm has consistently
experienced a "fib rate" over 60% when seeking user registration data.>
Why do people feel compelled to "fib" when entering data on web based
forms? I believe it stems from an inherent distrust of the person(s)
requesting the data in the first place. Using an analogy from my "dating"
days, there are things you can request on a fifth date you may get slapped
for on a first date. Many online marketers seem to think that visitors to
their site will provide personal information about themselves without first
establishing any kind of value proposition. There is no way I'm going to
give up valuable personal information that I now deem as "currency"
without getting something of equal or greater value in return. Now,
there's a challenge. As a marketer how can I determine what is valuable to
the visitor? Ask me! And rather than going for the whole enchilada on my
first visit, take some time to get to know me better. Let's date for a
while and I may reward you. After a few visits I may find that we're
incompatible and leave. On the other hand, I may want to get married. Yes
online marketing is immediate, interactive and compelling but it does not
have to be "wham bam, thank you ma'am".
Stephen Edward Feswick
Relationship Marketing Specialist
Vancouver, BC Canada
Email: fez_at_bc.sympatico.ca
Phone: 604-277-7563
"THE LAND OF OPPORTUNITY EXISTS BETWEEN YOUR EARS"
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