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
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
