Atlanta-based PARADIGM Direct
Marketing said that it will gather consumer data for two of MapQuest’s Web sites,
MoveQuest and TravelPlan USA.
MoveQuest, a relocation
site, and TravelPlan USA, a travel itinerary planner, help consumers plan
their moves and vacations by putting personalized information at their
fingertips. Financial details of the deal were not disclosed.
PARADIGM’s technology “offers a ‘win-win’ for both MapQuest users and
advertisers,” said Jeannette McClennan, vice president of marketing and sales
for MapQuest Publishing Group. “Users get to opt-in to receive special offers
that will benefit them while traveling or relocating, and marketers have an
opportunity to present these packages to a very relevant and interested group
of consumers.”
As individuals visit MoveQuest or TravelPlan USA, they will see a link
offering the option to complete a short questionnaire consisting of move- or
travel-related questions. The questions are designed specifically with the
marketers of move- or travel-related products and services in mind, and
providers of these products and services can sponsor or ask customized
questions.
Within the questionnaires, visitors are offered a list of categories from
which they can request additional information, either via direct mail or e-
mail. Companies that provide these products and services can take advantage
of this lead generation tool by contracting with PARADIGM’S Target One to
provide relevant product information and special promotions to consumers
who request information.
Individuals are not required to fill out any information to access MoveQuest
or TravelPlan USA, and they are informed that their answers will be used for
marketing purposes. Visitors are given the option of participating in direct
marketing campaigns.
