Renowned marketing expert Professor Michel Wedel speaks about secrets to visual marketing and effective advertising
20 Jan 2017
As part of HKBU’s 60th Anniversary Shun Hing Distinguished Lecture Series, the School of Business invited Professor Michel Wedel, PepsiCo Professor of Consumer Science, from the University of Maryland’s Robert H Smith School of Business, to speak on “Visual Marketing: What to See and How to be Seen”. The lecture was attended by many students, staff members and guests who came to hear Professor Wedel’s insights into the commercial use of eye-tracking technology in driving effective visual marketing and advertising.
Speaking at the lecture, Professor Wedel enticed the audience to consider why visual marketing has become increasingly important. Consumers are exposed every day to hundreds of advertisements on television, in magazines, on the Internet and mobile devices. He said: “Over 50% of the human brain processes visual information. Human eyes guide consumers across shopping malls and websites when exploring and making decisions on products and brands. Visual marketing is relevant in all these situations.”
Professor Wedel continued to explain that in the past eye-tracking technology was not widely discussed due to the lack of understanding of eye movements, visual attention and their potential for marketing in general. However, as technology advances and the possibility to integrate eye-tracking data and other data for analysis becomes available, more companies are investing in its application to aid many aspects in marketing, from innovation, product development, advertising, loyalty programmes to other marketing areas.
The 60th Anniversary Shun Hing Distinguished Lecture Series is supported by Shun Hing Education and Charity Fund.