Application Development Specialist

Price or Differentiation

Thursday, October 15, 2009 by Jasdeep Jaitla

With new businesses and new business models popping up on the Internet like a bag of microwave popcorn, differentiation is far more transitory these days than it once used to be.

Let's take this summary of the 21st Century Corporation from Business Week in August, 28, 2000*, over 9 years ago:

1. Everything gets cheaper faster. The Internet commoditizes every new service or product idea so rapidly by providing the ability to not just compare one or two sources, but 100 or 1,000 sources, that price reduction has accelerated almost out of control.

2. Cutting costs is the answer. With significant downward pressure of margins it is imperative to reduce expenses to maintain profitability.

3. Innovation builds profits. Since you cannot raise prices, and must consistently reduce prices, innovation is required accompanied with rapid expertise development and ingenuity. This advantage is temporary, so innovation must be constant, reflexive and accelerate (rather than coast forward) to address #1 above.

Adaptability

That article was almost a decade ago, and is still relevant, if not even more significant now than it was then. It was published prior to the dot com crash. Unlike 100 years ago as the Industrial Revolution and the Carnegie's, Rockefellers' and Fords' were taking assembly line production to it's maximum potential, we clearly know it's weaknesses and limitations. One of the most significant limitations is adaptability. Workers specialize so much on their individual task that they cannot readily adapt to other tasks or provide generalization or see the whole picture.

The transition from the assembly line mentality of large deparments and silo style development is a slow one. Integrating departments and collaborating by increasing communication between sales, project managers, creative development, application development, product managers, production and delivery is not as simple as it may sound. Your value chain may involve a very large set of people and keep communication clear requires expertise and training.

New Models for Development

In application software development and internet software development, the models over the last 20 years have evolved considerably. Agile methodologies are gaining traction as a way to create adaptable solutions and modular approaches. This keeps the customer focus as well as the requirements together, and allows flexibility with solution delivery as the landscape changes. Social Media strategy is a fabulous example of this, requirements change so quickly that modular frameworks are developed so that new quick features can be added onto the framework rapidly to meet social change and social needs and Facebook is a fantastic example of this type of structure and development.

Clearly, to stay on top and to consistently provide value, you must value education exponentially, foster creative thinking, be vigilant with the technological landscape, and be able to generate ideas and critical thinking. In Interactive Media Agencies such as Definition6, we constantly strive towards an integrative approach, with all skillsets and all mindsets sharing information and cross-pollinating ideas. We dedicate ourselves to innovation through cross-department research and landscape analysis. Our Innovation Team is specifically dedicated to meeting the demands of the 21st Century business.

* "Twenty-First Century Corporation," Business Week, August 28, 2000, p. 278.

Innovation and Cost Drivers

Wednesday, October 14, 2009 by Jasdeep Jaitla

Intuition can guide you to the place of innovation, and analysis guides you to the method of innovation.

Driving down costs is the goal of every business in every industry. Identifying and nailing down Cost Drivers in a Interactive Media Agency is one of the most challenging aspects of Innovation due to the service model and diversity of projects. The more diverse the services and the more capabilities an organization has, the harder the cost drivers are to innovate. This is the challenge.

Create Measurability

In order to analyze data, you need to collect data. The first step is to establish a normalized set of information, and discover commonalities that you measure over time. It's difficult in service business models to identify measurable practices since commonality between projects may not exist. In contrast, it is much easier to find measurable actvities within consistent services. For example, in the realm of public service such as law enforcement, response times can be measured which can lead to innovation in terms of communication technologies, route mapping, and routine patrolling route generation to optimize the response times and measure improvements. In the same light, commonality and metrics need to be put in place so that you can innovate. Without this baseline set of metrics, most improvements are subjective and can be hit and miss.

Measurability and Interactive Marketing

Interactive marketing strategies and improved search engine optimization follow the same metaphorical principle. Because optimization is always a moving target, you have to establish a control on your marketing practices and only change a few independent variables at a time, such as keyword density, or keyword targeting in ads, in order to see their effect. In the case of organic search results, the effect of changes may take weeks or even months before they actually show results. To top it off, search algorithms and prioritization change "without notice." To discover these changes requires a scientific mindset for the search engine optimization consultants.

The cost drivers in Search Engine Marketing involve keyword market prices. Camping a commonly used keyword for PPC can cost you a fortune. Using longtail strategies and finding ways to effectively identify your product, service or company is the innovation point, and only good analysis and keyword research will get you there. Consistency is the rule of the game to establish and maintain hold of brand loyalty, market share, market segment, and also online in terms of keyword ownership, and search engine rankings.

Internet Application Development

With Internet Services, the identification of cost drivers needs to be built into the process by abstracting out parts of the process that show commonality and measurability. This should be the starting gate through which your innovation charges. Like online marketing, application development is a moving target. New technologies explode onto the marketplace on a regular basis, tempting you to change how you do business. Again by using a scientific approach, by controlling your process and making sure you change a few things at a time, you can drive changes from the right point of view rather than hype, and effectively make improvements on your cost drivers.

E-Commerce for Hispanics: Right and Wrong

Wednesday, August 12, 2009 by Lance King

I read an article on MediaPost that showed how 2 major retailers, The Home Depot and Best Buy, targeted the U.S. Hispanic community. One company failed while the other is gaining more sales. What is interesting to me is that it appears that they both took the same approach, got back the same unexpected results, and then went in two different directions.

Both companies created a "U.S. Spanish" website. Their target was U.S. Spanish speaking consumers. What they discovered was that they were getting a lot of non-U.S. Spanish speaking visitors to their websites. These visitors wanted to buy online just like U.S. consumers. In many cases, the non-U.S. consumers were either visiting relatives or friends in the U.S. or were Mexicans crossing the border to shop. The prices in the U.S. were cheaper than in their country and so they wanted to get their items in the U.S. and then bring them back home. So what is the problem with that?

For Home Depot, the problem is that they did not take the foreign credit cards on the U.S. Spanish site. Best Buy on the other hand embraced the additional and unexpected consumers and did allow the foreign credit cards. Best Buy is finding that, even though they don't ship overseas, people will order online and ship to friends or family where they will pick up the items later. They also have found that U.S. Hispanics are using the website to print out information before they go to the stores to purchase the items. In many cases it is easier for them to understand the information in Spanish.

One of the more interesting sides to this story is that The Home Depot has stores in Mexico, they have a Mexican website (in Spanish, of course), they have an English Canadian website and they have a French Canadian website. So they are marketing to everone across North America except the the growing number of Spanish speaking Hispanics in the U.S. and those Spanish speaking visitors who wish to purchase in the U.S.

Not knowing the full details of the costs involved, it would be interesting to see the cost for Home Depot to maintain the U.S. Spanish site and the revenue the site could bring in (if they allowed foreign credit cards) and the revenue brought in by those in the U.S. who used the site to gain more information about products they wanted. It seems to me that 4 months of running the U.S. Spanish site is not enough time to determine its impact and that if Best Buy can make it work for them, The Home Depot should be able to make it work, too. Besides, if a French Canadian site can work for Canada, why can't a Spanish U.S. site work here? I wonder if Home Depot is looking for a way to recreate the U.S. Spanish site in a way that will embrace those consumers that liked having the site available.

Are you looking to build a website to market your products or services to the fast growing U.S. Hispanic community? Definition 6 is an Atlanta interactive marketing agency that can help you. Besides doing website development and web application development, we can manage your Search Engine Optimization, your Search Engine Marketing and your email marketing campaigns while providing web analytics that ties everything together. As we gather more and more valuable information about your consumers, we can tweak all methods of marketing to maximize your dollars. Contact us and let's get a plan in place for you.

Making transactions memorable, in a good way

Wednesday, August 5, 2009 by Lynn Moss

In a recent Sales Caffeine email newsletter from Jeffrey Gitomer, there is an article by Michelle Joyce on Making Transactions Memorable. She had a pleasant experience at the McDonald’s drive thru in Huntersville, North Carolina, and summarized what made the transaction memorable.

These three simple steps can be considered website redesign tips to improve user experience at your eCommerce websites and in all your interactive marketing efforts.

1. Start with a smile and engage your prospect in a friendly manner.  Would you do business with someone you didn’t like?  Well, neither would your prospect.  This guy made me like him – immediately.  When he made that connection, the transaction became enjoyable and personal.  It was all about me, not just my order.

2. Offer alternative solutions. People want choices.   Don't assume that your customer is aware of them. Uncover their needs and help them make a choice. McDonald's already mastered the upsell technique with their famous line, “Do you want fries with that?” What kind of additional features and services can you upsell?  What kind of additional revenue are you leaving on the table at every sale?

3. End the transaction with something memorable. When is the last time that a fast food worker told you to “drive safely”?  Usually, it is the perfunctory "thank you” and “have a nice day”; but this guy made me feel like he was genuinely concerned about my personal safety.  What are you saying to your customers that make them remember you personally?

Michelle ends by saying:  The reality is that people are still buying products and services in this economy. The only question is "Will they buy them from you?"

Definition 6 is an interactive marketing agency that can help you make a connection to your users, whether customers or prospective ones. We are experts in website development and custom application development.  Even though we are an Atlanta Ad Agency, we have clients across the US that we help differentiate themselves from their competition.

TwitterINGO: When a Social Media Game Provides Real Value

Monday, August 3, 2009 by Paul Hernacki

Last week Interactive Marketing Agency Definition 6 launched TwitterINGO, an online game of sorts that leverages Twitter. I won’t go into all the details of how it works in this post, but essentially it’s a free downloadable desktop widget you run in the background while working (or at least trying to work… the game is a bit addictive to watch) as the game is played each Tuesday at 3PM EST. The tweets of all the people you follow stream down the left hand side while you get a 5x5 game board of keywords. When someone you follow posts a tweet containing a term you have on your board the square will highlight and fill in with that person’s tweet.

I am a bit biased of course in thinking the game is cool, I helped create TwitterINGO. The idea came from watching multiple columns of twitstreams in Tweetdeck and thinking how it almost felt like modern-day BINGO card. After a couple of brainstorming sessions we arrived at the current design. It has several premises.

1. If you use Twitter to really, effectively follow the pulse of news and information that you care about you typically have to follow a fairly large number of people (typically at least in the hundreds and often in excess of that) and learn how to organize those people into groups in addition to creating effective searches for subjects.

2. Finding the right people to follow who discuss the subjects of interest to you beyond your immediate circle of friends and colleagues takes some time and can be a bit of an art form as you sort through the clutter

3. One of the real powers of social media is in how we help each other to find great people, pearls of wisdom, diamonds in the rough, etc.

4. It can be really hard to identify the holes in your Following (you often don’t realize that you aren’t following certain subjects that interest you as well as you could be).

With this in mind we created TwitterINGO. With over 100 keywords “baked in” to the cards (all of them relating to popular and highly relevant subjects in the areas of interactive marketing, technology, media and advertising, application development, and social media), plus 20 current “terms of the week” on trending subjects sent out at the beginning of each weekly game, your card populates with a randomized selection of 24 of those terms, the middle square is free of course. Then you can simply sit back, have some fun and see what happens.

If you follow only a handful of people you will invariably become quickly disappointed as you realize none or few of your squares are populating. This can be a quick hint that you aren’t yet following the global conversations on tech and interactive or current events very well. On the other hand, if you follow a few hundred people who do talk about these subjects you’ll likely have a very different experience. I found myself fascinated watching my squares fill in (and unfortunately being less productive than I should be). It was amazing to see who I follow that randomly starting giving me the keywords I needed as I sought to get a row, column or diagonal completed to win. Every 5-10 minutes I’d get a square. First I got my “SharePoint” square filled by SharePoint Samurai @Gannotti. Then my “Brand” square filled by a post from @TobyDiva. Then Sun Microsystem’s Social Media guru @Sumaya posted a tweet with the term “open source”. I was off to a great start and saw another 4-5 squares fill in. And I came close to winning. But as I looked at what terms I needed to win (without cheating), I stared at the empty square with the word “Linux” in it. Why was nobody that I follow mentioning the word Linux? Hmmmm… there it was. A hole in how and who I Follow. I realized that I follow a lot of people on a lot of subjects but perhaps only a few that talk about Linux. To quickly rectify this I searched on the term Linux on Twitter and looked to see who the major contributors were and began following them. It was too late for me to win TwitterINGO this week, but it helped me do a better job of following that rather important part of the global technology conversation. The same can be said of many other terms I saw on my card that sat empty, I set out to see who was talking about the terms and found some really great people to start following.

While the game itself was rather fun, the real value was in seeing how it could help me. Plus I could then go look at the Leaderboard to see who the major Tweet Contributors were and who won and who they are following. The game is helping me to be a better user of social media to benefit my professional and personal interests and awareness. And I found a few extremely interesting people who played the game and won, people I’d never met before but that I certainly follow now. That's a game worth playing.

Believe The Hype: Open Source Web CMS

Friday, July 10, 2009 by Mike Reese

If you were involved in a CMS (or WCM - Web Content Management) purchase decision 5 years ago, you likely heard about the "open source" phenomenon. And, you probably cringed at the thought of supporting your revenue-producing, lead-generation website with low cost alternative to the Interwoven and Vignette giants. Cringe no more, open source solutions not only provide very similar features, the good ones are now fully supported as well.

Here's a recent article written by JT Smith on Website Magazine. (Choosing An Open Source Web Content Management System) He successfully details the differences between closed and open source systems (without bashing the Big Guys). Ultimately, every company has their own decision to make, their own contstraints, processes and budget concerns. A WCMS solution has to adhere to these points, so open source may not be for everyone. But it's certainly worth taking a look at some of JT's points:

As your business grows, your needs will change. The open source model provides a mechanism for adapting to that change without relying on proprietary software to catch up to evolving trends and new technologies.

Budget...Budget. If budget is a concern, and likely it is these days, open source makes sense. Period. Save the budget for your other interactive marketing strategies.

Fully supported. Lack of support used to be a pitfall of open source solutions. That has changed. You'll find that well established, reputable solutions offer not only support, but also a vast community of developers and end users.

Somewhere in between. Open source CMS does not necesitate custom application development. Nor does it necesitate costly professional services contracts. It really falls in the middle. The benefit of open source becomes the ability to lean in either direction.

I love JT's quote: "Using closed source CMS can be likened to buying a new car with the hood welded shut, the wheels permanently attached, and your only maintenance option is a visit to the dealership."

Give open source a look. At Definition 6, we utilize one of the "good ones", Umbraco. We've been through several (> 20), successful implementations for a variety of clients. Including websites in the travel, telecommunications and online retail industries. I'm proud to say that we're also the first certified solutions developer in North America.

Combine Social Media with Traditional Tactics: Real Campaign Example

Thursday, July 9, 2009 by Cecilia Barella

As social media channels become more and more powerful they also seem to become more and more varied, it feels like every day we learn about a new cool tool, as an interactive marketer, it can be challenging to figure out which one is the best fit for which marketing strategy. I read an article in Marketing Sherpa on how to use social media in a more effective way. The article gives specific examples from IBM on how they have combined social media strategy with traditional tactics for application development, event promotion and demand generation. I have highlighted here one of them, where social media was used to promote SOA’s events and tools.

Social Media Marketing for Event Promotion and Lead Generation

IBM wanted to bring together the SOA community and generate leads for its SOA tools and solutions. So the Marketing team organized a road show that included 100 cities. To complement the traditional marketing methods of promotion for the event which included direct mail and one-to-one invitations, IBM used an animated 3D person on the SOA website, a Twitter campaign, blogs and a widget.

- 3D Animated Character

The animated 3D character was added to the SOA website, it walked with an invitation in its’ hand, when users clicked on the character or on the invitation they were taken to a registration page. Visits to the registration page increased by 600%.

- Twitter

Messages were sent on Twitter with a promo code, users that signed up with that promo code were allowed to talk directly with one of IBM’s CTO for 30minutes. Within 3 days, over 40 people registered in Amsterdam alone.

- Blogs

The marketing team blogged about the conference on multiple development oriented blogs. The buzz created around the event caused many developers to mention the conference in their own blogs, feeds, profiles… Customers even created Facebook and LinkedIn groups supporting the event. The buzz caused by the social media ‘add-ons’ increased their event registration by 10% at no cost to the company.

- Online Community

For connecting customers after the event the team used a third-party company to build an online community website called SOAsocial. They let the third-party host the community as the goal was to make it less company/IBM focused and let it grow on its own.

- Consumer generated content

They encouraged customers to take pictures at the events and post them on Flickr afterwards. This not only increased engagement through user-generated content, but it also helped the company save thousands of dollars on hiring a photographer.

- Widget

Since the attendees of the events were potential customers for the SOA tools. The marketing team built a widget that supplied the events’ presentations. The widget could be added to a blog, website or downloaded to a computer. The widget was driven by RSS feeds, so the company could push news and products demos to potential and existing customers. 67% of the conferences’ attendees downloaded the widget.

One of the “key lesson learned” for Interactive Ad Agencies is that social media is a channel and not a strategy in itself, it is most effective when used to complement other marketing initiatives, including offline and traditional marketing.

Auto-Generated Emails Need Love Too

Friday, June 12, 2009 by Mike Reese

As an interactive marketing agency, we deal in both the email marketing and the application development arena. Most of the time these two items go hand-in-hand. A company builds or enhances their website while marketing that website through emails, offering special deals, newsletters, subscription services and a variety of other services and products to its users. The combination of these can show impactfull and bottom-line results. But what often gets lost is auto-generated emails from the website or application. Marketing departments tend to create silos of activities, there's email marketing, and then there's website creation and management. Time and money is spent on creating an effective email marketing program that supports online activities. Auto-generated email should fall into this category as well.

There are various reasons this important form of communication get overlooked, but why are they important in the first place:

Branding - Any email generated from your domain represents your brand. Guess what, users aren't always left with an impression of your brand based on their website visit, they're often left with a confirmation, newsletter or subscription email based on their website activities. Why let that confirmation email negatively impact how you're perceived? It's just as important as that promotion email you're gearing up to send them next week.

Call-to-action - Auto-generated emails are often utilized to seek verification or ask users to continue the process started at the website.

Communication - If a user feels strongly enough about your website or your company in general, they're going to seek more information and allow you to keep in touch with them through automated emails. Keep them enganged and thinking about your products or services.

So where do most companies fall short? The biggest thing that we see is that auto-generated emails simply are not given much thought during the website enhancement or build process. As an afterthought, it will never be an adequate means of communication or engagment with your customers. Spend some time with the design. You spent time reviewing comps and making adjustments for various ESP's for standard email marketing initiatives, do the same for your auto-generated emails. ExactTarget provides a great reference for do's and don'ts conerning email marketing. Spend some time and follow as many best practices as possible. Make your calls-to-action precise and easy to comprehend (even 2 months later). Represent your brand, make sure your emails maintain company branding standards.

People tend to hold onto emails. Why not? Storage capacity is longer an issue at most ESP or client programs. If they're going to hold onto something that represents your business, make it worthwhile for them when they open it again 2 months later. It is still a representation or your company and they can still act on something you wanted them to previously. Don't be afraid to give auto-generated emails some love.

Why target Hispanics with mobile ads?

Tuesday, May 5, 2009 by Lance King

Here is an article I found about targeting Hispanics with mobile ads and apps. Why you should target them specifically? Well, it turns out that many younger generation Hispanics in the US will get their first internet experience on their cell phone, not on a computer. And some recent surveys have shown that Hispanics are more likely to view mobile advertisements and respond to them than other groups. One company mentioned in the article is targeting Hispanics by offering English training on their cell phones in exchange for them watching a short 2 - 3 second advertisement. With the responses offered up by Hispanics, it can become quite easy to figure out what different demographics are doing and what they respond best to. Given that Hispanics will be in a better spending position once the recession settles, it seems like a great opportunity now to start planning your mobile campaigns that are directed toward Hispanics.

Definition 6 is an Interactive Marketing company in Atlanta that can help you with your mobile marketing strategies and help you tie them in with application development consulting, web 2.0 applications, email marketing and search engine optimization. Contact us and let us help you market to this growing community of consumers.

Hispanics beat out the deleveraged consumer

Friday, April 24, 2009 by Lance King

Lately I've been reading articles related to the Hispanic consumers. I think most of us have read or heard about how the Hispanic population is growing so much in the U.S. It seems to me companies that have products or services to sell should be paying more attention to this and shifting some (or a lot) of their marketing efforts toward the Hispanic consumer.

In an article on MediaPost by Jose Villa (http://www.mediapost.com/publications/index.cfm?fa=Articles.showArticle&art_aid=98883#comments), he talks about a very good reason to shift some focus to the Hispanic community. Put plainly, they may be in better shape after the recession than any other ethnic sector. In his article, he points out that unlike the previous recession, most consumers will not be able to go back to their old spending habits because they won't be able to get the same credit that they received before. And we all know how our society loved to spend money on credit. In the article, this is referred to as the "deleveraged consumer". The Hispanic community, on the other hand, typically stayed away from spending on credit. So when the economy recovers, they'll be more likely to continue their same spending habits they had before the recession while others will have to learn to cut back on their excessive spending. Their lack of debt means that "the Hispanic market represents a beacon of opportunity as a truly deleveraged consumer" according to Jose.

I really like the idea of spending some marketing focus on the Hispanic community because I think there are a lot of potential buyers in that group that are untapped. The three top ideas I can think of would be:

1. update your websites to offer a spanish version. Although many of today's Hispanics that are online speak both English and Spanish, it is a welcoming gesture to let them choose their language of choice. But don't forget to update imagery and styles of the Spanish website and not just the text (Jose has another article that addresses that: http://www.mediapost.com/publications/index.cfm?fa=Articles.showArticle&art_aid=103345)

2. allow your users to decide which language to receive their emails in. You'll want to be sure you have proper tracking tools in place so that you can see how well your Spanish emails work and compare that to your English emails.

3. advertise in places where Hispanics spend more of their time. In a previous blog post I discuss what some of those websites are.

Definition 6 is an interactive marketing agency that can help you analyze and plan a course of action to market to this untapped group. As an application development company and online marketing company we can also implement your web applications and email marketing campaigns as well as provide analytics of both. So take advantage now and don't leave out this important ethnic group.

Process Driven Integration in Application Software Development

Sunday, November 16, 2008 by Gary Braswell

Frequently, in larger-scale Custom Application Development, a good architectural approach is to model the processes for the application using Business Process Modeling (BPEL). and Business Process Execution Lanaguage (BPEL).

BPEL actually stands for BPEL4WS (BPEL for Web Services)

Other Business Process technology includes:
Workflow&Rules Engines
* Business Rules can dictate flow of control
* Long running transactions - where completion can take days or weeks (think telephone company)

Business Activity Monitoring (BAM)
* Alerts and information for management dashboards
* Allows management by exception
* Frequently integrated with portals and BPM
* Still in the Early adoption stages

Collaboration Software
* Examples: Groupware Portals, Web 2.0 collaboration, B2B exchanges
MS Project (Enterprise) & PM Tools

There are also:
Process Driven Integration (PDI) Best Practices
* Make an organizational commitment to continuous process improvement
* It is a discipline and a journey, and the highest rewards require the highest investment.
* Measure Process Performance.
* Time / Cost, Profitability, Customer Satisfaction.
* Reward Process Improvement.
* Provide Real-time Dashboards
* Promote Reuse

Twitter Beats Facebook

Monday, October 20, 2008 by Michael Kogon

Gary Braswell, a Definition 6 Senior Architect, reported on an article he recently read on Clint Boulton's Google Watch blog...

Users are trending from Facebook to Twitter and this opens up an opportunity for Google Services.

Gary focused on a few eye opening points from the article:

1. If users are trending towards Twitter from Facebook/MySpace, this is a bad omen for social advertising.
2. Upcoming solutions may be best served by taking advantage of Google's OpenSocial Services.
3. If a killer app could be built using the Google services, it could very well be stickier than any social networking site in existence today.

Gary's closing thoughts were that as an interactive media agency we need to keep tracking industry trends in social media because users are incredibly fickle in this area. The application development community for Social Media and Social Networking technologies is in a state of perpetual innovation which must be tracked efficiently to maximize the business return. The full article can be viewed at: http://googlewatch.eweek.com/content/social_networks/can_google_capitalize_on_facebooks_fade.html

Interactive is the key

Tuesday, October 7, 2008 by Chris Thornton

I've been in the online marketing space for almost a decade now. I still remember the days of of brochure-ware and when the website was just an afterthought. Today, the web has become the hub for most marketing efforts. In the world of online marketing and website development, one area that marketers still fall short is embracing the real power of interactive...the constant exchange of value for action taken by the end user. This ebb and flow of reward for activity is where the real power of interactive marketing lies.

As an interactive media agency, it becomes critical to not only understand where the target is and how to find them, but to understand the context in which the message will be delivered. Only then can a real value exchange be created where the user is reward for taking the desired actions. Search Engine Optimization solutions are the simplest example of this...creating targeted landing pages designed to be more relevant to the end user based on the specific search made. Web Application Development also needs to take this into consideration...when asking a user to fill out a form of personal, specific information, that user should get a result that is personal and relevant to them. Each exchange of information should reward the user and open up the possibility of taking another action with even more reward.