| No registration: When awareness and brand building are paramount, marketers want to maximize the number of viewers and therefore do not want to impose any limitations on the ability to view. In this case, date, time and duration along with information on the sources leading viewers to a program can be captured and analyzed. Segment timing data is another way to learn what content is most appealing to viewers, with or without registration barriers.
Optional registration: To maximize "eyeballs" and at the same time give viewers the ability to receive additional information, an optional registration form can be introduced at any point during a program. An incentive to complete the optional registration form, such as a white paper or other deliverable, will increase response. In this case, viewers would have the option to watch the program in its entirety without supplying any registration information.
Up-front registration: Traditional, up-front registration can be used when the program has high-value content and lead generation is the primary goal. Viewers must complete the registration form before viewing any part of the program.
Delayed registration: In this scenario, the viewer is given a taste of the program, which may include an introduction by a high-profile speaker, but then must complete the registration request to continue. Typically, a delayed registration form will be presented within the first few minutes of the program. A powerful introduction and high-value content offer is key.
Polling: Poll questions can be delivered at any point in the program, directly through the player window. The poll typically includes a question directly related to the content. Cumulative results are then displayed to the viewer, which also further encourages participation and response. This is an unobtrusive way to collect viewer data throughout the program. Data collected in this manner is stored in the viewer's record and can also be used to pre-qualify sales leads.
Q&A: This feature enables viewers to ask a question, which is stored in a web response management system and automatically sent to the presenters via e-mail. The presenters can then respond and continue the dialogue with a known entity rather than an anonymous caller.
Exit survey: An exit survey is used to collect information at the close of the program to solicit feedback on program content, request additional demographics, or determine follow-up actions and deliverables.
To learn more about optimizing web data capture, download our white paper, "Online Data Collection." |
