NONE: Re: ONLINE-ADS>> Eliciting Registration
Re: ONLINE-ADS>> Eliciting Registration
Paul Baan (Paul.Baan_at_projektmedia.nl)
Wed, 04 Mar 1998 09:50:44 +0100
> 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?
At this moment new statistics-measuring methods are being developed which
run on
an individuals PC. These programs keep track of the sites a user visites, and
combines this information with de demographics of the user and sends these to a
server which generates the statistics for each site. The problem is to
encourage
users to have this little program installed. This problem could be solved
if for
instance browsers like Netscape's integrate this feature in their newest
versions. Netscape than becomes owner of a database with very rich information,
for which advertisers are probably more than willing to pay. There will have to
be sorted out some things concerning registration of personal information, but
this can probably be solved quite easily by offering the users of the extra
feature some extra services like auto-notification for new releases, or other
known methods tro encourage people to register.
At this moment however the only way to keep visitors updating their registered
information is by assuring them that the site their using is not going to offer
the best service available when lacking accurate information. No incentive
can do
the trick here. Sites that do have this advantage are the on line jobs
databases
with personal profile-features. Visitors can receive E-mailmessages with the
latest vacancies in their field of interest, if they keep updating their
personal
information on experience, education etc. If they wouldn't, the E-mailmessages
received would not be giving them what they want. Still, the only demographics
that you can obtain here are statistics that are essential to the subject
of the
sites, which is jobs. From an advertisers point of view this information can
still be very interesting, because they might want to actively approach
potential
employees themselves.
Paul Baan
Paul.Baan_at_projektmedia.nl
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