Digital Eye—‘Others Look, We See…’
We are often asked what exactly the term “Digital Eye” means. As an Internet marketing company, we embrace a precise definition of Digital Eye related to our marketing vision and based on our slogan:
“Others Look, We See…”
The “Digital Eye” represents our “virtual organ of insight” enabling us to readily “foresee” or envision desired outcomes and achieved results from our marketing campaigns that best meet the online commercial needs of our clients and their customers.
These outcomes can include lead generation and increased sales, or enhanced value of the company’s most important asset—its brand.
Once we’ve met with the leaders and key players in a company and have familiarized ourselves with its products and services, we focus our “Digital Eye” on the challenge at hand.
“Seeing” with the Digital Eye involves keen use of the faculties of perception, recognition, comprehension, appreciation, imagination and clear understanding.
We discern the company’s unique value proposition—what the business offers in terms of relative worth, utility and importance to its customers without like or equal from competitors.
Then we organize the “Campaign”—a series of coordinated activities designed and implemented to achieve specific commercial goals that express the physical and emotional outcomes we’re seeking to achieve.
The Campaign is the main unit of marketing and the primary element around which Digital Eye organizes its processes and objectives. These describe the more detailed specifics that the action and implementation plan is designed to achieve. The objectives are SMART—Specific, Measurable, Achievable, Realistic and Time-defined.
Then there’s measuring Campaign results and Return on Investment (ROI), a particular area in which insight is valuable to the client.
ROI is the profit (or loss) expected from an investment in a Campaign. Returns on investment are usually measured only in economic terms, but any truly INSIGHTFUL analysis should also include the costs and benefits associated with human and natural capital. This approach gives an organization a broader and more sustainable understanding of an investment.
Visually Dominated Marketing and the New Web
The ability to “see” or imagine what others often cannot is essential in marketing, which is increasingly a visual medium, particularly in regards to the Internet.
Vivid, colorful videos, animations, pictures, graphics and visualization tools (e.g., dashboards, scorecards, etc.) make strong impressions on the minds of website visitors and greatly aid in the process of converting prospects to customers.
“Visually dominated advertising provides the consumer with a perception of greater familiarity with the product,” writes author Elizabeth C. Hirschman, Rutgers University professor of marketing.
In the age of the Internet (and popular television, too), it is important to recognize that humans remember about 10 percent of what we hear, 30 percent of what we read, and about 80 percent of what we see. Considering this evidence, it is easy to see why we are such a visually dominated society.
“We are becoming a visually mediated society,” says Paul Lester, a leading psychologist in visual advertising. “For many, understanding of the world is being accomplished, not through reading words, but by reading images.”
Digital Eye succeeds by “reading” people and understanding their businesses. We know and act on the true key differences between “looking” and “seeing.”
LOOKING involves intentionally paying attention to something or someone.
SEEING involves distinguishing important details and noticing what’s significant and meaningful about what is being observed amidst an overwhelming flood of sensory information.
Looking focuses the eyes, seeing focuses the mind.
That’s the Digital Eye in action.
Contact Digital Eye Media for information on how to Create and Manage your Social Media Marketing Campaigns: P: (949) 900-3017; firstname.lastname@example.org.