Connecting With Consumers
A recent post profiled some unique new methods available to small businesses and other marketing professionals to gather professional advice and consumer intelligence, particularly related to pricing and spending. A second post on the topic seemed justified since there are so many other ways marketing departments are creatively working more efficiently and effectively utilizing technology.
The Eyes Have It
Companies for which click-through rates and other site visit data isn’t enough, now have another option for evaluating the effectiveness of their websites. A new service called You Eye uses webcams installed on testers’ computers to track eye movements as they navigate a site. Audio, screen, and mouse activity are also tracked during a user test to create a full profile of a tester’s interaction. The service is an appealing alternative to expensive traditional eye tracking research but has its limitations, as an article from Fast Company explains.
Friends and Fans
A blog post on Social Media Today features a wealth of information for anyone looking for some fresh ideas on how to shape the future of their marketing department. One recommendation was to identify your influencers and focus on what they have to say. A challenge with Facebook is it can be difficult to filter out useful insight from the constant stream of unstructured feedback. For that reason, companies are increasingly identifying the most influential fans and asking them both share feedback and insight with the company and also to share new products and brands with their own networks.
Another marketing professional posted a very simple method for utilizing Facebook in his profession. He simply categorizes each of his friends into about 50 categories, including “Marketing and PR”, which includes about 350 of his friends. So any time he has a question or needs to find an expert, he can poll a targeted group of friends and acquaintances instead of unknown strangers on a discussion board.
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