Web Watch: Anxiety-Free Interaction

ADAA’s next step probably will be to plug in or build an ASP that allows for greater interactivity. For instance, the feature that allows you to register for its conference currently takes you to the hotel’s Web site. A back-end tool such as Convio would allow visitors to register and pay for events online, and would sync this data with other offline databases (such as Raiser’s Edge). It also could provide a layered solution that would allow ADAA to offer content uniquely tailored and accessible to target audiences (for example, special access to publications for members only). It also could be used to require someone who’s downloading that neat advertising packet to supply his or her name, title and e-mail address first, which would help ADAA keep track of its would-be sponsors.