Marketers today work in a landscape drastically impacted by technology. The effects have been felt in so many ways – and the democratization of typically expensive marketing strategy is an important one. Advances in technology are putting interesting and valuable tools into the hands of marketers that were not long ago far outside the average marketing budget.

Take eye tracking technology, for example.

While not often a hot topic around the marketing water cooler, it’s a fascinating and unique tool that taps into the human subconscious. The movement of the eyes serves as a proxy for measuring interest, attention and response to a subject. It sounds futuristic and very sci-fi, but eye tracking technology has actually been around for quite a while; it was just too complex and expensive to be accessible to most businesses. 

That’s changing.

For a long time, expense and complexity meant eye tracking was used mainly in assistive technology for people with disabilities, education and medical research. But, the advance of this technology has brought new applications for things like marketing research. Discida has actually been involved in eye-tracking for years because it works and speaks volumes about the way humans look at things.

Let’s say you’re getting ready to launch a new ad campaign and feeling anxiety about the last few design decisions. Should you have placed the ad copy directly in the center? Will this new design capture attention? Eye tracking can affordably, quickly and definitively answer those kinds of questions for you. 

You may not be able to read the minds of your target audience, but eye tracking gets you close. When marketers can see what a subject or set of subjects is looking at, they have a better understanding of how the information is being processed by members of their target market. They can see which design directs the eyes to the target message most effectively.

Solutions like iTrack360 give companies a powerful, comprehensive look into consumer behavior, and can be tailored to fit different budgets and goals. Pair the technology with primary brand research – another previously cost-prohibitive tool – and you can see why now is a great time to be a marketer.