NONE: Re: ONLINE-ADS>> Eliciting Registration
Re: ONLINE-ADS>> Eliciting Registration
Dylan&Zorina Alliata (dallia_at_ibm.net)
Tue, 03 Mar 1998 16:39:29 -0500
> Are there any interesting developments out there in eliciting "deep"
> visitor registration?... I'm
> interested in hearing about any strategies designed to maximize personal
> user input. Where is the innovation in this area?
Buyers Choice a division of Polk is doing some innovative
work in this area. They get people to register through click
through ads where the consumer is rewarded with free air
miles, heavily discounted subscriptions and other offers to
fill out a pretty complete demographics and interest
questionaire. They then use BackWeb to broadcast precisely
targeted offers based on the consumer's preferences. A nice
feature of their service is the strict confidentiality, the
advertiser does not know who they are sending the offers to,
and the names are never sold. With the Backweb push feature
they have a very precise control on the productivity of an
offer.
> How about more "surreptitious" models, where
> users answer questions that seem to be part of a site's interactive content
> (like a haiku generator), but are really providing storable data which is
> valuable for marketing purposes?
On the question of "surreptitious" data I think this type
of approach may be a violation of the new FCC regulations on
privacy disclosure being displayed within one click of the
homepage. An alternate model which might appeal to consumers
is pretty old fashion. It's called Give and you shall
receive. Make good offers, load the site with content, and
ask people to fill out a survey for more info. As a consumer
I know this model appeals to me.
Dylan Alliata
dallia_at_ibm.net
P.S. My only connection to Buyer's Choice is as a subscriber.
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