IA and Marketing Sneezers (was Re: [Sigia-l] Site registration

[Skot Nelson]

On Aug-25-2005, at 8:28 PM, Eric Scheid quotes He-Who-Shall-Not-Be- 
Named:

>> The register-or-get-lost policy
>> is not marketing-savvy, it doesn't invite

this is true only if you position it as "register or gets lost" (note  
the Soprano's flavoured typo there). If this is the case, indeed you  
need compelling content and, probably, a well established brand.

I fail to understand people who won't register for the New York  
Times. All that good content (especially those Jayson Blair  
articles :D) for the simple exchange of some information. I'm onside.

>> it doesn't allow for kicking the
>> tires, it doesn't create potential relationships, et

For lesser established sites, a "register and get MORE content" is  
probably a better strategy. Also good for many established sites too.  
This gives me a chance to nose around, check it out and decide if the  
higher value content is worth trading my info for.

I'm taking bets on when Slate Magazine, now that it's not a M-soft  
product, starts asking for registration. I give it 4 more months. I  
just hope they don't go the Salon route - I don't even read that  
thing any more, although that's mostly because it's content was more  
lurid than compelling in the first place.

I'm continually impressed by sites that don't ask me to register and  
continue to provide substantial free content - Fast Company is one.  
I'm also continually amazed that they're in business.

>> c. Neither is it
>> mandatory for targeted marketing.

Wow. I'm intrigued to understand how marketing departments are  
supposed to target an audience without gathering information.

Certainly direct marketing information can be purchased, but this is  
a dubious practice - even more so online.