Scoring the consumer's digits online

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Marketers' biggest challenge is to lure customers to their sites, then get them to divulge all-important personal data like address, phone and income. "People aren't going to give something without the possibility of getting something in return," said Marlena Schwarz, director of client strategy, Sharpe Partners, New York, an independent interactive shop.

For that reason, sweepstakes and contests that require consumers to register for a chance to win are popular with marketers., an e-tailing Web site created by Interpublic Group of Cos.' R/GA, New York, has a "stay fit" sweepstakes with prizes including a personal trainer. offered registrants a chance to vie for a trip to a totally unspoiled destination in Hawaii. Other sites, like, created by Omnicom Group's Merkley Newman Harty Interactive, New York, for Pfizer's cholesterol lowering drug, allow visitors to access an online tool to track their progress in decreasing cholesterol levels.

Some marketers use information gleaned from Web sites to refine an overall marketing focus. SimplyOrange, for instance, learned that visitors to the site wanted nutrition information. Surmising that the new juice's users were health-conscious, the brand stuck to a fresh-and-natural online message from Sharpe Partners when launching outside the Northeast, its initial debut region.

Other marketers have devised highly specialized sites to appeal to particular consumer sectors., for example, offers training calculators to help visitors meet their goals.

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