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- Title
EYE TRACKING E MÉTRICAS NA WEB COMO FERRAMENTAS PARA ESTRATÉGIAS INOVADORAS DE COMUNICAÇÃO.
- Authors
da Silva, Gisele Elios; Zaccaria, Rosana Borges; de Toledo Pitombo, Teresa Dias; Monteiro, Thel Augusto
- Abstract
The study proposed aimed to explore innovative strategies of communicational content targeting to the use of tools Eye Tracking on the Web and metrics for monitoring online consumer interest, aspects that could be pointed to as similar between the use of these tools and the applicability of social interaction data brand-consumer. For this, it has revised up the literature for subsidies for structuring a framework to consider the identified similarities and another to illustrate its applicability. The objective of this study, it was decided to exploratory research and collect on secondary data sources. Preliminary results highlighted that an innovative communication is different from the traditional and unexceptional, adapting to cultural changes, monitoring trends in consumer behavior and their interests, in search of understanding the process of buying decision and, above all, develop meaningful messages. It also pointed out that interactions between companies and consumers become knowledge and competitive advantages.
- Publication
RAIMED: Revista de Administração IMED, 2016, Vol 6, Issue 1, p91
- ISSN
2237-7956
- Publication type
Article
- DOI
10.18256/2237-7956/raimed.v6n1p91-104