表紙
市場調查報告書
商品編碼
815487

針對生命科學家的數位行銷 (2019年)

Digital Marketing to Life Scientists 2019

出版日期: | 出版商: BioInformatics Inc. | 英文 86 Pages | 商品交期: 最快1-2個工作天內

價格
  • 全貌
  • 簡介
  • 目錄
簡介

此報告針對生命科學家的數位行銷中最重要的部分進行調查,數位行銷包括搜索引擎優化、社群媒體、電子郵件、行動電話、影像、網路教學、網站、內容行銷等。

介紹摘要

調查結果分析說明

  • 科學家每週會使用的社群網站
  • 社群媒體領域中對生命科學廣告的反應
  • 應用於研究/工作的化學社群媒體網站

網紅行銷

  • 透過社群媒體而追蹤的科學家以及其使用的社群媒體類型
  • 在社群媒體上所追蹤的科學家他所刊登內容的關心程度
  • 產品行銷的各種來源可信度

視覺內容

  • 在實驗室當中使用的生命科學供應商/觀看宣傳、介紹品牌的線上影片
  • 觀看直播串流影片
  • 用於直播串流影片的設備

有經驗的行銷

  • 過去1年當中是否參加過供應商主辦的活動
  • 在廠商主辦的活動中共享顧客經驗
  • 顧客將經驗在廠商主辦的活動中跟大家分享的方法

有贊助商的內容

  • 供應商製作的白皮書/個案的實用性及信任度
  • 供應商製作的白皮書/個案的實用性:信任度分類
  • 白皮書/個案中為了要驗證供應商的主張而使用的來源
  • 關於網路內容的顧客心理

顧客參與

  • 搜索新產品時好用的網站功能

手機行銷

  • 來自供應商的訊息接收
  • 決定從供應商的應用軟體接收推播通知

智慧裝置

  • 智能儀表功能的實用性
  • 通過智能儀表實現共享水準的舒適性

調查方法與統計

目錄
Product Code: 19-014

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 Inc. has been tracking scientists' use of digital media since 1997 which give our report a unique perspective on the subject. This report includes trending data with our 2016 and 2017 reports on the same topic, so readers can understand which digital marketing techniques remain effective, which are falling out of favor, and what new techniques are emerging.

Table of Contents

Introduction and Executive Summary

Analysis and Presentation of Results

  • Social Media Sites Scientists Use Each Week
  • Response to Life Science Suppliers Advertising in Social Media Feeds
  • Science-Oriented Social Media Sites Used for Research/Work

Influencer Marketing

  • Following Scientist Via Social Media and Types of Social Media Used
  • Levels of Interest in Content Posted by Scientists Followed on Social Media
  • Credibility of Different Sources of Product Marketing
  • Ethical to Publicly Endorse Life Science Products or Services Used?
  • Level of Interest in Posting Paid Reviews/Endorsements
  • Interest in Posting Reviews/Endorsements by Whether Consider Ethical to Publicly Endorse Life Science Products/Services Used
  • Fair Payment (USD) to Post Reviews and Product Endorsements

Visual Content

  • Watching an Online Video that Promotes and Features a Life Science Supplier/Brand Used in the Lab
  • Watching Livestream Video
  • Device(s) Used to Watch Livestream Video
  • Advantages Associated with Livestream Video Over Standard Video
  • Level of Interest in Various Types of Livestream Video
  • Percent Highly Interested in Various Types of Livestream Video

Experiential Marketing

  • Participation in and Most Positive Supplier-Sponsored Activities in Last 12 Months
  • Customer Sharing of their Experience at Vendor-Sponsored Activities
  • How Customers Share their Experience at Vendor-Sponsored Activities

Sponsored Content

  • Usefulness and Believability of Supplier-Generated White Papers/Case Studies
  • Usefulness of Supplier-Generated White Papers/Case Studies by Believability
  • Sources Used to Verify Claims Made by Suppliers in White Papers/Case Studies
  • Customer Sentiments Regarding Online Content

Executive Branding

  • Greatest Credibility When Speaking About Their Company's Products
  • Information of Interest from Senior Executives
  • Engagement with Senior Executives
  • Purchase of Stock in Life Science Companies
  • Awareness of Life Science Executives and Their Companies

Customer Engagement

  • Helpful Website Features When Searching for New Products

Mobile Marketing

  • Receipt of Text Message from a Supplier
  • Willingness to Accept Push Notifications from Supplier App

Smart Instrumentation

  • Usefulness of Smart Instrumentation Features
  • Comfort with Levels of Sharing Made Possible by Smart Instrumentation

Methodology and Study Demographics