Re:ONLINE-ADS>> Eliciting Registration

Nari Kannan (nkannan_at_mci2000.com)
Wed, 04 Mar 1998 10:45:33 -0800

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"Deep" registration models will only be successful if all these
conditions are met:

a. The user is fully cognizant of what is being asked of him/her.
Surreptitious models will work for sometime but users will eventually
figure it out and ask to be removed from any kind of future
solicitation.

b. Users need to get something in return for parting with information.
This needs to be substantial and enough of a motivator. I can think of
Money as being the best motivator. The best way to do this are
electronic coupons!. Other motivators used currently such as "play a
free game", "extra pages in your report" and "being able to see web
pages that are hidden to others" may work only for some users. Money is
the best motivator and the Web needs to figure out some good way of
delivering it.

c. Users need to have an iron-clad guarantee that the information
collected will not be sold to others, their privacy protected and the
information will be used by the company receiving it for on-going
mutually beneficial purposes. This may mean that they would get
electronic coupons by email on an on-going basis.

Just my 2 cents!

Nari Kannan
Zelos Technologies, Inc.
5236 Pinon Valley Road
Colorado Springs, CO 80919.
nkannan_at_mci2000.com

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