Summary Marketing.com Wim Van der Mark

E-Marketing by Wim van der Mark
Summary chapter 1 - 15




CHAPTER 1 | EXPLOSION OF COMMUNICATIONS
1.1 Change of communication model
 messages are shorter & more interactive
 more media are used with blurring lines of functions
 recipients became senders, read & look differently
 information filters of recipients grew stronger
 greater transparency due to good search skills of consumers
 senders are only changing very slow, could use more of the potential
 increasing feedback of consumer needs to be used efficiently for goals

1.2 Direct Marketing
 message tailored to recipient
 aim: collect data to tailor more closely

1.3 Communication Explosion
 both number of advertisements & responses grew immensely

1.4 Effects on information processing
 distortion: read what we think is there based on beliefs & attitudes
 deletion: neglect of great share of info
 generalization: read what we think is there based on experience



CHAPTER 2 | LOOKING, READING & CLICKING BEHAVIOR
2.1 Eyetracking
 detection of what someone sees in which order for how long
 reading booster: things that make people start reading / go on reading
 reading filters: things that keep people from reading / stop reading

2.2 Scanning
 online reading is not like books (left to right, start on top)
 first look at whole, evolve an expectation
 read
 right part of brain: emotion, scanning, overview, rapid, multifunctional, images, forms
 left part of brain: reason, reading, detail, slow, unilateral
 words recognized as pictures, not letters
 looking sequence: images>headings>text, big>small, warm>cold, people>objects
 designer need to consider in order to get messages across as efficient as possible