ON-LINE APPLICATION FEEDBACK GATHERING TOOLS
ON-LINE APPLICATION FEEDBACK GATHERING TOOLS
Author(s): Jakub Berčík, Roderik Virágh, Peter ŠimončičSubject(s): Social Sciences, Psychology, Media studies, Supranational / Global Economy, Theory of Communication, Neuropsychology, Marketing / Advertising
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: Digital technologies; Heat maps; Marketing communication; Marketing research; On-line applications;
Summary/Abstract: Communication through the Internet gains more importance in case of constantly changes, dynamism of environment, globalisation and development and greater use of technologies. The Internet offers a new, alternative method of marketing communication in order to inform customers about products and it should help them by buying decisions. In the same time it offers different options for gaining feedback on multi-platforms about aggregated visitors of websites behaviour to create more effective on-line applications. The most often used methods for research are the method of measurement at user, heat map method (ClickHeat, ClickDensity, Mouse Eye Tracking, CrazyEgg, mYx heat maps, ClickTale and Reinvigorate), method of investigating panel with use of questionnaire surveys and the pop-up method. In this paper heat maps are analysed created on the basis of a database obtained from a website of the chosen company and highlights other options to make this website more effective. The conclusion suggests options of expanding research of on-line communication features of relatively new forms by respondent participation through neuromarketing methods.
Journal: Marketing Identity
- Issue Year: 3/2015
- Issue No: 1/2
- Page Range: 16-25
- Page Count: 10
- Language: English