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Eye Tracking 101: How Your Eyes Move on a Website

Eye Tracking 101: How Your Eyes Move on a Website | Fundamentals of Marketing | Scoop.it

Engage website visitors better by designing your site to match how people's eyes move on the page. Here are some surprising eye tracking stats to help.

 

Putting together a great looking website is a great start, but it is just a start.

 

True web design requires you to venture beyond the aesthetic and into the worlds of User Experience and Conversion Rate Optimization.

Knowing how the viewers of your site really see it can help to shine light on new and/or missed opportunities within your current design. It may also bring out the need for new elements or changes.

 

While there are plenty of options for improving CRO, eye tracking analysis provides some of the most useful information for optimizing your biggest digital marketing asset, your website.

 

A good design will catch people’s eye, but a great design will keep people on your site and get them engaged with your content. And while you shouldn’tunderestimate the power of good copy, your design is what people notice first.

 

We teamed up with our friends over at Single Grain to put together the infographic below in hopes that it will help everyone get a better, basic understanding of what eye tracking is and what it can do.


Via Russ Merz, Ph.D.
Gonzalo Moreno's insight:

One of my students' favorite topics... XD

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Gaël Berthier ArdècheTourisme's curator insight, February 19, 1:36 AM
Optimiser l'experience utilisateur et le ROI grâce au eye-tracking
Steve Baker's curator insight, February 19, 4:37 AM

Designing clean, effective websites that work and deliver clients 

Mike Milazzo's curator insight, February 21, 7:09 AM

When we get past all the ads.

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Rescooped by Gonzalo Moreno from Public Relations & Social Media Insight
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Marketing Automation is Only The Beginning: How Algorithms and Artificial Intelligence Will Disrupt Marketing Forever

Marketing Automation is Only The Beginning: How Algorithms and Artificial Intelligence Will Disrupt Marketing Forever | Fundamentals of Marketing | Scoop.it

...Marketing automation platforms save time, improve efficiency, increase productivity, and help manage big data. They give companies unprecedented abilities to understand buyers, identify opportunities, track campaign performance, and link marketing activities to business outcomes.

 

But they do not provide insight into the billions of bits of data being created as consumers move from screen to screen and interact online and offline with brands. According to IBM, 90 percent of all data in the world is less than two years old. Humans are not programmed to keep up. And yet, turning data into intelligence, intelligence into strategy, and strategy into action remains largely human powered. 

 

What inevitably comes next are marketing intelligence engines that process data and recommend actions to improve performance based on probabilities of success. Think about it. Are we really that far off from an automated marketing strategy in which the marketer's primary role is to curate and enhance algorithm-based recommendations rather than to devise them?...


Via Jeff Domansky
Gonzalo Moreno's insight:

Thank god humans will keep behaving stupid, eventually!
Thus, only other stupid humans (AKA Marketers) will be able to predict and turn that into actions and strategies!

 

...I don't see marketers' future as sad and boring as accountants'!
:-P

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Jeff Domansky's curator insight, August 19, 6:45 AM

Paul Roetzer looks at marketing automation, how it gives us the ability to maximize the ROI of marketing campaigns and personalize the customer experience. Stay tuned he says. This is only the beginning.


Thoughtful reading about the disruption coming soon in marketing. 9/10

Ben Ricchio's curator insight, August 20, 6:00 AM

Interesting to consider we've only scratched the surface of digital marketing...

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The Science and Psychology of Twitter: Why We Follow, Favorite and Share – 3cseo

The Science and Psychology of Twitter: Why We Follow, Favorite and Share – 3cseo | Fundamentals of Marketing | Scoop.it

When I choose someone new to follow, when I compose a new tweet, when I share and favorite an update, I seldom think about the why. My following sessions would probably seem haphazard to an outsider, and my favoriting technique comes and goes from one strategy to another.

 

Even so, the way I use Twitter is far less random than I thought. There is science and psychology behind the way we all tweet.

 

Researchers have discovered trends in the way that we perform every major action on Twitter—favoriting, updating, sharing, and following. And there's even an interesting bit of psychology behind what makes Twitter so attractive in the first place. Here's a look at the psychology of Twitter: what makes us follow, favorite, share and keep coming back for more....


Via Jeff Domansky
Gonzalo Moreno's insight:

Eternas preguntas del marketing y todas las ciencias humanas: por qué "megusta" en FB,  por qué "seguir" en Twitter, por qué "conectar" en LinkedIn... ¿¡Por qué "comprar" en el supermercado!?

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rodrick rajive lal's curator insight, July 7, 9:55 PM

This is so informative and so helpful! It is an exhaustive study on my we are addicted to micro-social networking sights, and the writer has explained this through his understanding of Psychology. Intermittent conditioning is the term used to explain why we keep returning to the site. A single re-tweet, or a single favorite would be enough to keep us visiting the site from time to time! The researcher has also narrowed down some of the possible factors that might contribute to one's popularity on a social networking site. The findings of this research have implications for not just Twitter, but also Facebook, and Blog spot.  Being a regular writer on Blog spot, I was able to gain important ideas about how to make my posts more visible, and to be able to get more hits. I am sure that all bloggers and  tweeters will gain a lot after reading this!

Stephen Dale's curator insight, July 8, 2:24 AM

From the article:

What spurs us to follow someone on Twitter? Researchers at Georgia Tech and Michigan combined to study the factors involved in following.

 

The factors they came up with boiled down to three categories: social behaviors, message content, and social network structure. Here are the individual factors for each, starting with social behaviors:

Tweet volumeBurstiness – tweets per hourInteractions – replies, mentions, and favoritesBroadcast communication – the ratio of tweets with no @-mentionTrustworthiness of the profile – How well is the bio filled out? Is there a URL in the profile? Is there a location listed?

 

The individual factors for message content:

Positive/negative sentimentInformational content – ratio of tweets containing either a URL, RT, MT, HT, or “via”Meformer content – ratio of tweets containing self-referencing pronouns like “I,” “me,” “we,” and “us”Topic focusRetweets – how often your content gets retweetedHashtag usageTReDIX – Tweet Reading Difficulty Index (based on the frequency of real English words longer than 6 letters)

 

The individual factors in social network structure:

Reciprocity – The number of people you follow who also follow youAttention-status ratio – Total followers compared to total followingNetwork overlap – How similar are the people you follow to those a follower follows

 

Does any of this resonate with how you choose who to follow?

 

#socmed

pink HA media's curator insight, July 8, 4:07 AM

Tweet shrink

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The Shocking Truth: Customers Don't Want to Engage With Your Company

The Shocking Truth: Customers Don't Want to Engage With Your Company | Fundamentals of Marketing | Scoop.it

The conversation around brand loyalty has been on a steady decline since the advent of social media.

 

Ever since the term "engagement" snuck into the picture, marketers have been blowing smoke about how important it is to regularlzy engage with customers, touting the untold benefits of regular contact.The problem is that this belief couldn't be further from the truth. Most consumers do not care about how much you engage with them--and I have the data to prove it.

 

But there is a "secret sauce" that is guaranteed to increase brand loyalty, and it's closely tied to how you position yourself among the competition, not how many interactions you force on prospective customers.....


Via Jeff Domansky
Gonzalo Moreno's insight:

Loyalty is not just about FREQUENCY, but also BRANDING and BRAND VALUES

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Jeff Domansky's curator insight, June 3, 11:04 PM

When it comes to brand loyalty, values are worth more than engagement.

Laura Kelly's curator insight, June 3, 11:25 PM

Hello friends...!!!
            
Please Download this Awesome Android Game - Kids Garden Makeover From Play store..And Also Share with your friends..!! It's FREE for Limited Time..!!! Hurry!!!

https://play.google.com/store/apps/details?id=com.gameimax.kidsgardenmakeover

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Word-of-Mouth A Bigger Purchase Influence For Millennials Than Boomers, Who Rely More on Ads

Word-of-Mouth A Bigger Purchase Influence For Millennials Than Boomers, Who Rely More on Ads | Fundamentals of Marketing | Scoop.it

A recently-released study from Radius Global Marketing Research identifies some key similarities and differences in shopping habits, preferences, and influences among Millennials (18-32) and Baby Boomers (49-67). One of the key differences pertains the top sources of information that influence purchase decisions. Millennials appear to be more influenced by word-of-mouth than Baby Boomers, while the latter are more reliant on advertising than the younger generation.

 

The survey asked respondents which sources of information are influential to them across 4 product categories – apparel, packaged goods, financial products, and big-ticket purchases (such as travel and electronics). Word-of-mouth emerged as the leading purchase influencer (top-2 box score) in each category among Millennials, with search engines also among the top 3 for each category.


Via Russ Merz, Ph.D.
Gonzalo Moreno's insight:

When talking about Broadcasting and Narrowcasting...

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Russ Merz, Ph.D.'s curator insight, January 16, 4:07 PM

This recent study contains some surprising contrasts and #stats in #shopping behaviors across the two largest #demographic groups--Millenials and Baby Boomers..

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CEOs Don’t Trust Marketing – What’s The Solution?

CEOs Don’t Trust Marketing – What’s The Solution? | Fundamentals of Marketing | Scoop.it

Month after month there’s increasing data showing us that marketing people don’t plan or measure enough. Our own Smart Insights survey broadcast to 40,000 marketers saw 69% admitting that there is no digital marketing strategy in their current role. It’s the same story here where only 46% have a content marketing strategy and this in-depth McKinsey study.

 

It appears that we’re quick to dive into solutions, new techniques, tactics and channels – but we lack the over-arching strategic thinking necessary to optimize for success. The good news is, this is a choice, and we can make different choices.

 

CEOs don't trust marketing

Worse, a recent survey by Fournaise Group in London highlights that senior executives don’t believe the marketing function demonstrates objective commercial thinking, with 73% of CEOs stating “marketers lack business credibility and the ability to generate sufficient growth”. 80% of CEOs simply don’t trust marketers at all, while 91% do trust CIOs and CFOs. Ouch. Though is it a surprise if the marketing function is, in some volume, admitting it lacks the necessary plans and strategy?...


Via Jeff Domansky
Gonzalo Moreno's insight:

triste, pero TAN cierto...

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Jeff Domansky's curator insight, February 6, 10:25 PM

Long a critique of PR, marketers also have failed to inspire confidence in the C-suite. KISSmetrics offers some valuable advice and some great tips for those who want to learn more about acting strategically. Recommended reading. 9/10

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Tesco: “Ama cada bocado” | We love advertising

Tesco: “Ama cada bocado” | We love advertising | Fundamentals of Marketing | Scoop.it
Tesco es un anunciante que tradicionalmente ha desarrollado buena publicidad. Si a eso le sumamos que su última campaña la han desarrollado con Wieden & Kennedy Londres, tenemos una combinación que asegura ...
Gonzalo Moreno's insight:

Retail

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Inside A Large Social Media Ad Campaign

Inside A Large Social Media Ad Campaign | Fundamentals of Marketing | Scoop.it

This infographic presents the entire life-cycle of a large social advertising campaign for summertime sweets, a make-believe ice cream brand.

 

Many large consumer marketers now are spending (easily) millions of dollars annually to promote their brands on Facebook, Twitter and other social media platforms.

 

What does a large advertising campaign look like? To illustrate, the team at SocialCode created an infographic that presents the entire life-cycle of a large social advertising campaign for summertime sweets, a make-believe ice cream brand....


Via Jeff Domansky
Gonzalo Moreno's insight:

El briefing de toda la vida... Pero en "modelno"
XD

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Jeff Domansky's curator insight, July 24, 9:56 PM

Inside look at a big advertising campaign and all of its social media components.

Brendon Macdonald's curator insight, July 25, 1:24 AM

Great example of a facebook ads campaign

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Mobile Ad Spending To Blow Past Newspapers, Magazines, Radio This Year

Mobile Ad Spending To Blow Past Newspapers, Magazines, Radio This Year | Fundamentals of Marketing | Scoop.it

Revenues from ads running on smartphones and tablets will outstrip those from newspaper, magazine and radio ads for the first time in the U.S. this year, according to a new reportfrom eMarketer.

 

Mobile ad revenues will jump 83%, to $17.7 billion. That represents almost 10% of all ad spending, as people quickly spend more and more time peering at the smartphones and kicking back with their tablets–a total of two hours and 51 minutes a day, up 32 minutes from just a year ago. Mobile ad spend will trail only that of television commercials, of course, and desktop and laptop ads...


Via Jeff Domansky
Gonzalo Moreno's insight:

No hay vuelta atrás. La TV es la nueva radio...

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Jeff Domansky's curator insight, July 2, 8:11 AM

Deep impact for marketing and an irreversible trend for the future.

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what do logos say about business (infographic)

what do logos say about business (infographic) | Fundamentals of Marketing | Scoop.it
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Rescooped by Gonzalo Moreno from Consumer Behavior in Digital Environments
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Eye Tracking 101: How Your Eyes Move on a Website

Eye Tracking 101: How Your Eyes Move on a Website | Fundamentals of Marketing | Scoop.it

Engage website visitors better by designing your site to match how people's eyes move on the page. Here are some surprising eye tracking stats to help.

 

Putting together a great looking website is a great start, but it is just a start.

 

True web design requires you to venture beyond the aesthetic and into the worlds of User Experience and Conversion Rate Optimization.

Knowing how the viewers of your site really see it can help to shine light on new and/or missed opportunities within your current design. It may also bring out the need for new elements or changes.

 

While there are plenty of options for improving CRO, eye tracking analysis provides some of the most useful information for optimizing your biggest digital marketing asset, your website.

 

A good design will catch people’s eye, but a great design will keep people on your site and get them engaged with your content. And while you shouldn’tunderestimate the power of good copy, your design is what people notice first.

 

We teamed up with our friends over at Single Grain to put together the infographic below in hopes that it will help everyone get a better, basic understanding of what eye tracking is and what it can do.


Via Russ Merz, Ph.D.
Gonzalo Moreno's insight:

One of my students' favorite topics... XD

more...
Gaël Berthier ArdècheTourisme's curator insight, February 19, 1:36 AM
Optimiser l'experience utilisateur et le ROI grâce au eye-tracking
Steve Baker's curator insight, February 19, 4:37 AM

Designing clean, effective websites that work and deliver clients 

Mike Milazzo's curator insight, February 21, 7:09 AM

When we get past all the ads.

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Hazte extranjero, la nueva campaña de Navidad de Campofrío - YouTube

http://www.rtvcyl.es/Noticias.aspx | Ya es un clásíco de las navidades. Si el año pasado sonreiamos con el chorizo que Chus Lampreave enviaba a Mooddys, este...
Gonzalo Moreno's insight:

Campofrío empieza a convertir sus Nacionalismos Navideños en un clásico. De verdad me pregunto qué efecto tiene esta campaña en regiones como Cataluña o el País Vasco.

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Adivina la Marca – Logo Mania en tu Android | Apps y Juegos Android

Adivina la Marca – Logo Mania en tu Android | Apps y Juegos Android | Fundamentals of Marketing | Scoop.it
En el artículo de hoy presentaremos un divertido juego conocido como Adivina la Marca - Logo Mania en el que tendremos que adivinar las marcas de los iconos.
Gonzalo Moreno's insight:

logos famosos

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