Is eye-tracking the next big marketing technology?

Eye-tracking technology might not be the newest kid on the block, but augmented reality is helping to give it a new lease of life, especially for brands and marketers.

As BBN Times explains, eye-tracking measures the point of gaze and responds to human eye motion. Sensors show the user’s interest at any given time, providing insights into content placement and user experience. This presents brands with numerous opportunities, from market research to improving user experience.

With so many consumers spending hours staring at their devices, it’s no wonder that brands are starting to turn their attention back to eye-tracking technology. So, how can you capitalise on sight? Econsultancy recently explored the ways in which brands have started to implement the tech:

Beauty recommendations from Smashbox

The beauty industry has been a key driver in the adoption of AR-driven apps. With eye-tracking being brought in-app, Smashbox and Modiface, the company behind the AR app MAKEUP, were able to discover the Smashbox products users were most interested in.

It enabled the make-up brand to determine where users focused their attention, allowing them to push or recommend particular products and draw their attention back to a product in future marketing messages. They were also able to test and analyse the placement of call-to-action buttons and work out the most popular products overall.

Personalised marketing with Palace Resorts

While it might be more of a gimmick, Palace Resorts has perhaps given us a glimpse into future uses of eye-tracking technology with its ‘Never Lift a Finger’ campaign. The luxury brand created a microsite and used eye-tracking and webcam technology as a way for users to take part in a quiz.

Consenting to face tracking, participants answered questions about their favourite type of Palace getaway by lingering on the categories they preferred, such as upscale dining or laidback eateries. Users were then presented with their ideal holiday resort and were prompted to click through to book.

Toyota’s in-store experience

Consumers’ shopping habits have been shaped by their online experiences, and they now have certain expectations when it comes to shopping in-store. Retailers can use technology to improve the in-store experience and influence sales, and eye-tracking can help understand how and what visitors engage and interact with while browsing.

This is incredibly important for car showrooms. As Econsultancy explains, car buyers go to showrooms with a specific purchase, and insights can help brands determine the factors most likely to influence their decision. And that’s exactly what Toyota did when it teamed up with eye-tracking experts Tobii Pro.

The study, which involved 92 participants separated into millennials and others, found that younger shoppers spend more time with interactive digital elements, while older shoppers focused more attention on textual information. However, interactive digital screens were found to generate the most engagement overall.

Looking ahead to the future

As eye-tracking technology becomes more integrated with AR apps and computers, it could have a huge impact on how users interact with brands. We’ve moved from typing to speaking, and now it seems that sight is the next battleground for brands.

If you’d like to discuss innovative ways of engaging your target audience, call Fireworx today.