Consumer attention online: How to be visible?

Abstract

The axiom "unseen - unsold" implies that marketing communication cannot be effective if it does not bypass the filter of attention, which is difficult in today's information clutter. As internet has emerged as powerful channel for marketing communication, the same axiom applies to the online marketing communication. In this research the analysis and synthesis of scientific literature as well as two eye tracking experiments are applied for the analysis of internet context-related elements influencing consumer visual attention and as a consequence having influence on consumer behavior. As a result, the guidelines for the selection of advertising message-related factors and advertisement's position in the internet news portals are provided. Moreover, recommendations for the attraction of consumer visual attention in the search engines are presented.