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Nova študija obnašanja obiskovalcev na social media spletnih straneh Facebook, Youtube in Twitter je nakazala nekaj presenetljivih trendov. Podjetje, ki je to raziskavo naredilo se imenuje http://www.oneupweb.com in pri raziskavi so se osredotočili predvsem na oglase oziroma na oglaševanje v social media spletnih straneh.
Zanimalo jih je ali ljudje sploh opazijo oglase?
Metodologijo, ki so jo uporabili za to raziskavo se imenuje t.i. »Eye Tracking« metodologija. To pomeni, da ljudem nadenejo posebna očala, ki nato spremljajo kaj ljudje gledajo na monitorju računalnika . Kot rečeno so se osredotočili na tri spletne strani in sicer na Facebook Twitter in Youtube.
Ugotovitve iz raziskave so naslednje:
- 65% vseh obiskovalcev oglase opazi in si jih tudi ogleda v prvih 10 sekundah
- Veliko število obiskovalcev celo najprej pogleda na oglase in šele nato na ostale vsebine na sami spletni strani
- 50% obiskovalcev je izjemno zadovoljnih z search opcijo na Twitterju, ki jim omogoča spremljanje svežih informacij posameznih blagovnih znamk. Na ta način so deležni najnovejših informacij o posameznem izdelku oziroma storitvi..
In kaj vse to pomeni?
Predvsem premik v iskalnem marketingu na social media stran. Vedeti je potrebno, da so doslej iskalniki kot so Google, Yahoo, itd narekovali način na katerega so ljudje iskali določene informacije. Pojavile so se plačane pozicije - oglaševanje, in njihov glavni vir dohodkov so bile ravno te. In če sedaj opažamo premik oglaševalskega kolača na social media stran je to znak kateri nam v bližnji prihodnosti obeta silno zanimive aplikacije iz strani Googla, Yahoo, itd.
Z drugimi besedami povedano se nam obeta premik iskalnega marketinga v social media marketing o čemer sem govoril v enem izmed mojih prejšnjih videov!
V social media spletnih straneh pa je sistem iskanja informacij popolnoma drugačen. Ljudje imajo na social media spletnih straneh drugačna pričakovanja in iskane informacije so generirane na »socialni način« in zaradi tega dejstva se iskalni marketing spreminja in ta »Eye Tracking« študija je pokazala ravno to!
Celotno poročilo oziroma študijo si lahko ogledate na naslednjem pdf dokumentu: http://www.oneupweb.com/Eye_tracking_study_2009.pdf
Tags: iskalni marketing, social media marketing, social media spletne strani
July 29th, 2009 at 7:20 pm
Impresivno !
March 15th, 2012 at 7:48 pm
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March 22nd, 2012 at 7:15 pm
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