Analysis of images used in digital marketing using eye tracking method

With the intensive use of technology, consumers are turning to digital marketing. Digital marketing offers goods and services to potential consumers using digital technologies. Digital marketing confronts the consumer with various techniques in order to reach consumers from different directions. With this research, the visual content of digital marketing techniques that confront consumers was examined. The aim of the research is to determine the visual attention levels of the visual content of digital marketing techniques. Therefore, the research focuses on analyzing digital marketing tools with eye tracking metrics. In this direction, the research consists of 60 volunteer participants, 30 female-30 male. The shootings of the research were carried out in 4 different time scales as day-night on weekdays and day-night on weekends. Eye Tracking method, which is one of the human-computer interaction systems, was used within the scope of the research. In line with the data obtained from the participants, the heat map, gaze plot and area of interest (AOI) data were analyzed in a way to cover all participants and according to demographic characteristics. In addition, the Anova test was used to test whether the total fixation times differed in terms of the time scale of digital marketing techniques for the variables included in the research (weekday morning-evening and weekend morning-evening). Independent sample t-test and ANOVA analysis were performed to determine it on the basis of age, marital status, education, occupation. The LSD test was used for multiple comparisons between the differing groups. When the results of the research are examined; While there is a significant difference in terms of total fixation times for ads, affiliate, email, content, mobile, remarketing, seo and social marketing techniques for research variables in terms of time scale (weekday morning-evening and weekend morning-evening), there is a significant difference in terms of influencer marketing technique. No significant difference was observed in terms of total fixation times. On the other hand, while there is a significant difference in terms of marital status and occupational group research variables on the basis of demographic characteristics (gender, age, marital status, education, occupation); no significant difference was observed for the variables of gender, age and educational status.