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Wykorzystanie technologii eyetrackingu w procesach marketingowych
Adam Szalach
Аннотация
The purpose of this article is to indicate the possibility of using modern technologies as tools that can improve the quality and effectiveness of promotional activities. The expansion of the advertising market, with the ever-growing aggression of marketing
campaigns, in particular observed in digital media, largely contributes to the creation of information noise.
The use of modern technologies such as eyetracking, with the participation of computer science and neuroscience, can contribute to improving the effectiveness, quality or aesthetics of advertising. In line with the principle that more is not always better, the use of eyetracking in research can visibly organize and limit the number of ads while increasing their efficiency. New technologies not only allow observation of consumer behavior, but also illustrate whether customers are more or less aware of their consumer choices.
Наиболее читаемые статьи этого автора (авторов)
- Veslava Osińska, Adam Szalach, Emilia Pilarz, Barbara Centek, Krzysztof Pilarz, Percepcja ikon w badaniu Eye Trackingowym. Próba znalezienia wzorców interakcji z ikoną w środowiskach cyfrowych , Fides, Ratio et Patria. Studia Toruńskie: № 18 (2023): DZIENNIKARSTWO I MEDIA W OBLICZU WOJNY
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