When it comes to Eye Tracking, there isn’t much that we don’t know. Which is why Marketing Week approached Red C’s Client Services Director, Rosemary Walton, to help out on an article about this fascinating subject. here’s what Rosemary had to say on the subject:

For Rosemary Walton, Client Services Director at agency Red C Marketing, fast eye tracking means clients can make changes to campaigns in real-time. In a world where people Twitter their thoughts to the world, brands expect to be able to find out insights immediately and communicate them back to base. Real-time analysis is vital.

The best results are where clients can view live where the respondents look,” she reveals. “We have literally had clients on the phone to their creative departments. Obviously you can provide a mass of data later on but you can see the patterns immediately.”

The future of eye tracking, according to Walton, will be developing an understanding of how people view marketing materials online. She says that direct marketers are moving away from simply monitoring physical content such as catalogues, where eye tracking is well established, into the online environment.

The skill, however, she says is for brands to marry their understanding of how offline direct mail and online messages work in similar and different ways for consumers. While lots of web analytics firms have moved into online eye tracking, she argues that understanding both media is very important for a well-integrated marketing mix.

Google already uses eye tracking data whenever it redesigns its pages, in an attempt to maximise both consumer use and marketing opportunities. Its heatmap data, showing where people look on a page of search results, reveals that most of the activity is concentrated on the first two links.

Tags: Catalogues, Client Services Director, Creative Departments, Design Agency Manchester, Direct Response Agency Manchester, Effective Direct Mail, Eye Tracking, Full Service Advertising Agency, Google, Manchester Advertising Agency, Marketing Effectiveness, Marketing Week, Multimedia Marketing Agency, Rosemary Walton, Web Sites

This entry was posted on Monday, August 24th, 2009 at 3:28 pm and is filed under News. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.