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NONE: ONLINE-ADS>> Eliciting Registration
ONLINE-ADS>> Eliciting Registration
Robert Santos (rsantos_at_cnation.com)
Fri, 27 Feb 1998 10:23:23 -0800
Are there any interesting developments out there in eliciting "deep"
visitor registration? My client is dead-set on using the market research
potentials of the Web the deepen its customer database. Thus, I'm
interested in hearing about any strategies designed to maximize personal
user input. Where is the innovation in this area? It seems like getting
users to register is still simply a matter of asking them to fill out a
limited, one-time-only form in return for some kind of upgrade in content
(i.e., greater searchability on AdAge.com, downloading the game for You
Don't Know Jack, etc.). Are there registration models out there which seek
*ongoing* user input, or input phased across a sequence of navigational
actions or repeat visits? 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?
Another angle on this question is, have more intrusive methods of
user registration been tried and shelved already as unpopular with surfers?
Because it seems to me that users might have a pretty low tolerance
threshold for sites that create an atmoshphere of constant interrogation.
Any thoughts on this particular issue? If the Web is to become the
wellspring of intimate user relations some marketers hope it will, users
will have to become fairly generous with the goodies. What are some of the
factors that will affect this issue? Do we all have to wait around to see
if the Open Profiling Standard will settle the question?
________________________
Robert Santos
CyberNation LLC
rsantos_at_cnation.com
http://www.cnation.com
213.464.1835
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