Scrolling to New Heights

     Imagine rather than analyzing a static website page for information, you are able to get an in depth view of a product or of how something was created with a more interactive approach. 

         A concept I stumbled across is called parallax scrolling. Parallax scrolling if a form of computer graphics techniques which create a unique illusion to the viewer. It works by having background images move at a different speed than the foreground images, creating an astonishing sight when scrolling up or down on the page. The first time I came across this design technique was for Sony USA, Be Moved (Sony Website). 

           Not only did Sony create an engaging site for viewers but they went to the extent of incorporating their own products giving readers an in-sight scoop of the products components. Throughout the site there are videos, gifs, information on products and photos to elaborate more on each product, which becomes assembled as you scroll through. If the reader is to scroll through without stopping, the page almost seems to turn into a video.

               E-commerce, also known as electronic commerce, is the future of marketing. From multi-national to local organizations, more businesses are making a presence online whether it be a company website, forum, blog or other outlets of social media such as Facebook or Twitter. Sony is not the only company to take a company website to the next level. Upon more research I have also discovered another great example of parallax scrolling (Journey Website). The website Journey gives the readers an inside view of the computer generated imagery (CGI) techniques used to create the film Life of Pi. View the link provided to view the site.

              One thing both the Sony and Journey site have in common is the purpose to sell their products. With Sony they attempt to sell the consumers their technologies such as phones, gaming consoles and hardware. Journey on the other hand ended their parallax scrolling with several options for consumers to purchase the film Life of Pi. Are consumers more willing to purchase a product if the site incorporates new technologies to showcase the products?

             Parallax scrolling however is not only a marketing tool for organizations to gain profits. Some organizations are using the method to create awareness in a more interactive and appeal way for consumers. Take the company called Nice and Serious, who partnered with Waterwise to create a parallax site for water consumption (Everylastdrop Website). The site gives readers information and statistics about water consumption. 

            Like all marketing tools, there are always pros and cons. The pros in this instance are the visually appealing creations made, allows the creators to present all information on one page rather than having readers navigate themselves and the options for innovation are endless.  The disadvantages however are that since it is a more advanced form of technology, the concept may not work on all browsers may frustrate readers and takes more animation on the creator’s side.  
            Not only does an e-commerce tool like this allow organization to reach out to target markets, but the companies who take hold of the techniques can gain a competitive advantage on a global scale (Solomon, 2014). For example, in the recent past there was a decreasing demand for the movie store Block Busters, due to the new technological age. Consumers were no longer going into the store to purchase films but were now going online to get the same product for less hassle, with sites such as Journey shown above. As a result, Block Busters went out of business and selling moving online has become a growing trend. E-commerce can make the companies who embrace it stronger but threaten the companies who cannot grasp the technological generation.

          There are fears attached to e-commerce for consumer, for example the violation of privacy. If a consumer were to visit the Journey website and decided to purchase the film, would their personal information such as banking details be released? The consumer has to decide if they think the organization has enough security before they make a purchase. Therefore there are still obstacles companies using e-commerce tools must watch out for (Solomon, 2014). 

           Personally, I enjoy this new marketing method and find it to be very effective. I was much more engaged with the site and wanted to learn more about it and the products. The vivid images, creative use of space and movement capture and keep the attention of readers, including myself. Although I made no purchases on these sites, I would be more inclined to go back to these sites to make purchase as their site have a lasting impression. 

           Due to the nature of the younger generation who are born in the technological world, marketers are continuously trying to grab the short attention span of these individuals. I have only found parallax scrolling on a number of sites and does not seem to be a mass marketing tool at this time. Do you think parallax scrolling is an effective way for marketers to grab the attention of the younger target market?

References

Solomon, White, Dalh. "Consumer Behaviour : Buying, Having and Being, Sixth Canadian Edition." 293. Pearson, 2014.

This topic (E-Commerce) is part of Chapter 10 - Buying and Disposing.