生命科學家之網路行銷 是由出版商BioInformatics, LLC在2011年02月所出版的。
這份英文市場調查報告書價格從美金3200起跳。
本報告為，調查分析生命科學家對使用網路、社群媒體、電子郵件等趨勢及偏好，並探討生命科學家之有效網路行銷及更好之訊息型態等，以下列摘要形式闡述。
焦點
人口統計
電子資訊來源
透過社群媒體與供應商溝通
- 對由供應商獲得訊息及通訊可信度之認識：社群媒體
- 對供應商可信度之認識：社群媒體通訊 vs 其他
- 透過供應商社群媒體反應意見及期望之程度
- 對參與社群媒體供應商之定量反應
- 對參與社群媒體供應商之定性反應
- 偏好供應商提供訊息之方式
- 供應商之社群媒體使用
- 與社群媒體供應商之關係及效果
- 供應商最佳之社群媒體內容
- 供應商"最有趣"之社群媒體內容
- 供應商"反應最好"之社群媒體內容
透過電子郵件與供應商溝通
- 對聯絡邀請最能滿足之供應商反應類型
- 訂閱供應商電子報之讀者及典型讀者
- 供應商對電子郵件清單訂閱之推薦
- 嚴禁遵守隱私/聯絡資訊之買賣：明確表示之重要性
- 想提供之線上資訊類型
- 在供應商線上平台上輸入偽造資訊之頻率
- 偏好資訊類電子郵件之頻率
- 閱讀供應商電子郵件之傾向
- "寄件人名稱"對是否打開供應商電子郵件之影響
- 件名對是否打開供應商電子郵件之影響
- 提升點擊進入之內容
- 點選供應商電子郵件內連結之傾向
- 供應商電子郵件內資訊類連結之重要性
- 供應商電子郵件"更趣味化"之因素
- 對電子郵件訊息之偏好
- 停止訂閱供應商清單之理由
透過供應商網站與供應商接觸
- 最常被使用之供應商網站
- "最佳"供應商網站及其理由
- 供應商網站之讀取頻率
- 供應商網站上之活動及頻率
- 供應商網站資訊獲益水準
- 供應商網站之綜合滿意度
- 供應商網站"最麻煩"之功能及理由
- 對供應商提升其網站便利度之建議
Abstract
OVERVIEW
As companies begin to invest more heavily in eMarketing campaigns, life
science suppliers are challenged to cut through the noise. What makes a
scientist click through, and what makes him hit delete? How frequently does a
researcher want to hear from a vendor, and at what point does she get annoyed?
And how does a supplier become a trusted voice in the social media
conversation? With an increased reliance on email, websites and social media,
eMarketing to Life Scientists: Raise Your Voice Above the Noise quantifies
scientific consumers - Internet usage & preferences and provides direction as
to how to deploy electronic marketing platforms in such a way that builds
relationship, inspires loyalty and calls a scientist to action.
For suppliers who want to develop a thoughtful eMarketing strategy, this
report is designed to be used as a tactical guide for harnessing the power of
the Internet to reach out to customers in a meaningful way. The report
identifies where scientists spend their time on the Internet and how they rely
on the Internet to inform their buying decisions. Scientists reveal how they
feel about vendor participation in social media conversations and share
opinions as to which companies have gotten the dialog just right - and which
ones haven -t. Rather than guessing, vendors can use this primary research to
structure email blasts so that scientists will subscribe, read and click
through.
In addition to social media and email marketing, this study includes an
in-depth discussion on vendor websites and how scientists feel about them.
What features make a website most appealing - and most annoying? How much do
scientists rely on websites, and what do they expect to be able to do on them?
The report details frequency of vendor website use, most common activities
engaged in while on the site and which vendors sites are most favored - and
why.
OBJECTIVES
The specific objectives of this report are to:
- Identify preferred eMarketing channels by level of " Internet use
- Reveal customer preferences for format, content, and " frequency of
supplier-generated emails
- Provide tips on how to enhance click-through rates for " supplier ads
- Find out how customers prefer to search for information " on supplier -s
Web sites
- Highlight supplier Web sites that offer the most relevant " product
and/or service information
- Evaluate customer -s experience on over 25 leading " suppliers - Web sites
- Examine social media usage by life scientists both in " mainstream and on
science specific sites.
- And MORE!
Done right, eMarketing is an exciting and cost-effective way to positively
impact revenues. Conversely, a heavy price can be paid for missing the mark.
Blacklisted by companies, added to do-not-send lists, reported as spam,
blocked from forums, and losing sales due to a website that -s hard to
navigate, a failed campaign carries with it a steep price tag. Finally a
report is available to help you get it right - developed from the
perspective of the people who use your products, eMarketing to Life
Scientists: Raise Your Voice Above the Noise enables you to use fact-based
data to inform an eMarketing strategy that creates forward-moving momentum as
you execute your marketing plan.
REPORT HIGHLIGHTS
Demographics
- Geographic Region
- Market Segment
- Years of Experience
Electronic Sources of Information
- Types used to support lab work
- Frequency of use
Communicating with Vendors via Social Media
- Perceived reliability of information communication though vendors - social
media
- Perceived reliability of vendors - social media communications versus
those of peers
- Likelihood of responding to vendor requests for opinions via social media
- Quantitative reactions to vendors participating in social media
- Qualitative reactions to vendors participating in social media
- Preferred methods to receive communication from vendors
- Social media use by vendor
- Social media effects on relationship with vendors
- Best social media content by vendor
- "Most entertaining" social media content by vendor
- "Most responsive" in social media content by vendor
Communicating with Vendors via Email
- Most satisfying types of vendor responses to contact requests
- Subscription and typical readership of emails by vendor
- Vendor offers most likely to entice email list subscription
- Importance of explicit declaration of privacy/vendor not selling contact
information
- Type of information willing to provide online
- Frequency of making up information when filling out a vendor -s online
forms
- Preferred frequency of informational emails
- Likelihood to read a vendor email by day and time
- Influence of "sender name" on decision to open vendor emails
- Influence of subject line on decision to open vendor emails
- Content most likely to encourage click-throughs
- Likelihood to click on a link in a vendor email
- Importance of informational links in a vendor email
- Factors that make vendor emails "more interesting"
- Email communication preferences
- Reasons for unsubscribing from a vendor list
Connecting with Vendors via Vendor Websites
- Most visited vendor websites
- "Best" websites by vendor, and reasoning
- Frequency of vendor website visitation
- Frequency and type of activities on vendor websites
- Helpfulness of vendor website information
- Overall satisfaction with vendor websites
- Vendor website features found "most annoying" and reasoning
- Suggestions for vendor websites to increase usefulness with respect to
scientists - work
