Michael Lowenstein’s 4 Answers to Your Marketing QuestionsOctober 1, 2013 By Heather Fletcher
IMV Session Audience Question: How do design/graphics actually drive down page visit time?
Michael Lowenstein: Design graphics can easily drive down page and site visit time if
(a) there are too many of them, dominating the visitor's attention;
(b) there isn't a match/amplification with the editorial content they accompany;
(c) they look amateurish, and inconsistent with the level of product/service professionalism represented by the page and site, and;
(d) there's any graphics inconsistency, i.e. if there are four graphics, each must align with the section they represent.
Webinar Audience Question: How do you add neuroscience to graphics?
ML: Neuroscience in graphics is actually pretty easy. What the marketer is endeavoring to do with graphics is not just convey information, but to elicit a positive, emotional response. If you were a pet shop owner, would you think that a black and white picture of a puppy or a color picture of a puppy being held, and petted, by a child would create greater desire for purchase. If you selected the latter, you were correct.
WAQ: Can you point me to any case studies for industies, such as "Auto." If not, do you know of additional websites?
ML: Subaru, with its 'love' campaign, has seen significant increases in year-over-year vehicle sales ever since this positioning approach began. Having seen the Subaru presentation by its vice president of marketing, I can state that excellent consumer product and advertising research was conducted. And there has also been a good deal of leading-edge sales analysis. Check out the Subaru website.