Did You See That? EyeTrackShop's Jeff Bander Talks Eye Tracking on MarketingSmarts

Marketers are right to want to measure the impact of the material—ads, websites, landing pages, packaging, etc.—that they put out there. However, they tend to measure what happens at the end of the process. Did the customer click-through? Did they fill out the form and download the white paper? Did they buy?

Before any of these activities can produce a measurable result though, someone has to actually notice the activity in the first place. Measuring that is where eye tracking can help. 

"In the world we live in today," Jeff told me, "there is a battle going on for attention. Everyone is trying to get your attention. We're being overloaded with information and the first step in attention is, 'Did you see it?'"

By helping marketers "see" what consumers or customers are seeing when reading the email they sent out or the video they posted or the banner ad they paid to place on the page, eye tracking can help marketers measure activity at the beginning of the process. 

Read more and listen to the interview with President Jeff Bander: http://www.marketingprofs.com/podcasts/2012/9569/marketingsmarts-podcast-jeff-bander#ixzz2Dz6P3HFk