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市場調查報告書

生命科學家的數位行銷:建構數位忠誠度

Digital Marketing to Life Scientists: Building Digital Loyalty

出版商 BioInformatics, LLC 商品編碼 357470
出版日期 內容資訊 英文 110 Pages
商品交期: 最快1-2個工作天內
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生命科學家的數位行銷:建構數位忠誠度 Digital Marketing to Life Scientists: Building Digital Loyalty
出版日期: 2016年04月30日 內容資訊: 英文 110 Pages
簡介

本報告針對搜尋引擎最佳化、社群媒體、電子郵件、行動、影像、網路線上研討會 (Webinars) 、網站、內容行銷等數位行銷最重要的要素進行調查分析、提供系統化資訊。

在網上所花費的時間

  • 科學家瀏覽研究相關網站內容的花費時間
  • 每週花費在尋找實驗室產品、服務相關資訊的時間比例
  • 花費在網路瀏覽實驗室產品、服務內容的時間比例 (設備種類分類)

搜尋引擎最佳化

  • 開始學習搜尋實驗室產品、服務的3大網路情報來源
  • 使用搜尋連結:自然連結 vs. 贊助商連結
  • 搜尋時點擊贊助商連結的比例
  • 感受到贊助商連結準確度與實用性的比例
  • 搜尋實驗室產品、服務時使用的搜尋標準組合

社群媒體

  • 最常被使用的社群媒體平台
  • 最常被用來支援研究的科學社群媒體網站

電子郵件行銷

  • 對於各種電子郵件內容的接受度以及連絡頻率的喜好
  • 最讓科學家感興趣的電子郵件因素
  • 科學家選擇加入電子郵件名單的原因

行動行銷

  • 來自生命科學供應方的簡訊非常普及
  • 願意透過生命科學供應方的通知安裝應用程式在行動設備上
  • 科學家願意透過行動設備,接收的來自生命科學供應方的一般情報種類
  • 科學家願意透過行動設備簡訊,接收來自生命科學供應方的個人用通訊種類

影像行銷

  • 透過網路影像觀賞生命科學供應方宣傳產品/服務的科學家比例
  • 收看生命科學供應方網路影像的理由
  • 過去6個月收看供應方影像平均數量
  • 看過影像後促使科學家去搜尋更多產品/服務的比例

網路線上研討會

  • 參加生命科學供應方主辦的網路線上研討會的科學家比例
  • 過去6個月參加供應者網路線上研討會的平均數量
  • 供應方網路線上研討會促使科學家進一步搜尋產品/服務相關情報的比例

網站

  • 最常造訪的供應方網站
  • 最受歡迎的供應方網站
  • 最受歡迎網站的特徵
  • 供應者網站最有用的功能

內容行銷

  • 由其他科學家/獨立出版社活用實驗室產品、服務製作的網路內容種類
  • 由生命科學供應方活用實驗室產品、服務製作的網路內容種類
  • 方便科學家尋找工作相關產品的個人化內容設計排名
  • 科學家進行工作相關產品決策的個人化內容設計排名
  • 方便科學家進行工作相關產品購買的個人化內容設計排名
  • 協助科學家使用工作相關產品的個人化內容設計排名
目錄
Product Code: 16-006

Scientists were among the first to use the Internet to publish and share information and to communicate with each other. The suppliers of lab instruments and consumables were among the first to identify their customer's digital behavior and respond with email marketing to direct them to the earliest online catalogs and e-commerce systems. This evolution continues today with suppliers and scientists alike. As scientists take advantage of new digital media their suppliers respond with new ways to inform and influence their customers online.

This report examines some of the most important elements of digital marketing, including Search Engine Optimization, social media, email, mobile, video, webinars, websites, and content marketing. The scientists responding to this survey described their use of each of these channels, how they use them, and the forms of content they are most interested in accessing. BioInformatics LLC has been tracking scientists' use of digital media since 1997 which give our report a unique perspective on the subject. This report includes comparisons with our 2013 report on the same topic so that readers can understand which digital marketing techniques remain effective, which are falling out of favor, and new techniques that are emerging.

Indeed, in 2015 there were many milestones in digital marketing especially with mobile overtaking desktop search volume. While many of these events do not directly affect the marketing of lab products and services they do shape the digital behavior and expectations of life science consumers. The report identifies where (and how) scientists spend their time online to Find, Decide, Buy and Use products for their labs. Rather than trial and error (and hoping for the best), suppliers can use this primary research to structure their digital marketing strategy in a way that enables scientific customers to identify products relevant to their work, choose your brand over the others, and build digital loyalty.

Table of Contents

Time Spent Online

  • Hours spent by scientists reading/viewing Web content related to their research.
  • Percentage of time spent each week looking for information about laboratory products and services.
  • Percentage of the time spent reading/viewing online content that is focused on lab products and services by type of device (desktop, laptop, tablet, mobile phone).

Search Engine Optimization

  • Top three online sources of information searched when you beginning to learn about lab products and services.
  • Use of natural search links versus sponsored links.
  • Proportion of general searches that result in clicking on sponsored links.
  • Perceptions of accuracy and usefulness of sponsored links.
  • Combination of search criteria used when looking for lab products and services.

Social Media

  • Most frequently used social media platforms.
  • Most frequently used science-oriented social media sites used to support research.

Email Marketing

  • Receptivity to various types of email content and preferences of frequency of contact.
  • Elements of emails from suppliers that scientists find most interesting.
  • Incentives that encourage scientists to join a supplier's opt-in email list.

Mobile Marketing

  • Prevalence of text message from life science suppliers.
  • Willingness to accept push notifications on a mobile device mob from a life science supplier app.
  • Types of general information from life science suppliers that scientists would you like to receive via a mobile device.
  • Types of personalized communications scientists would be willing to receive from a life science supplier on a mobile device via a text message.

Video Marketing

  • Percent of scientists who have watched an online video promoting a life science supplier's product or service.
  • Reasons for watching a life science supplier's online video.
  • Average number of supplier videos watched in the past six months.
  • Percentage of life science videos watched that prompt a scientist to search for additional information about the product or service viewed.

Webinars

  • Percent of scientists who have participated in a live webinar sponsored by a life science vendor.
  • Average number of live supplier webinars attended in the last six months.
  • Percentage of live supplier webinars that prompted a scientist to search for more information about the product or service.

Websites

  • Supplier websites visited most often.
  • Most popular vendor websites.
  • Characteristics of the most popular websites.
  • Most helpful features of a supplier website.

Content Marketing

  • Types of online content produced by other scientists and/or independent publishers utilized to learn about lab products and services.
  • Types of online content from life science vendors utilized to learn about lab products and services.
  • Ranked value of personalized content designed to help a scientist find products relevant to his/her work.
  • Ranked value of personalized content designed to help a scientist decide products relevant to his/her work.
  • Ranked value of personalized content designed to help a scientist buy products relevant to his/her work.
  • Ranked value of personalized content designed to help a scientist use products relevant to his/her work.
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