Product Type: Market Research Report
Published by: BioInformatics, LLC
Published: February 2007
Product Code: R158-108Description This report examines how life scientists use various e-marketing tools to receive information on the products and/or services related to their research. It also evaluates the effectiveness of these e-marketing tools on a supplier-specific basis.
The e-Marketing tools analyzed in this report are:
- Banner advertisements
- Blogs
- Discussion forums
- Email
- Ezine (i.e., electronic magazine published on the Internet)
- Listservs
- Newsletters
- Podcasts
- Search engine (i.e., keyword searches)
- Syndicated Web content (e.g., RSS news feeds, events listings, headlines, etc.)
- Webcast (i.e., one-way audio video presentation)
- Webinar (i.e, two-way audio video presentation)
The specific objectives of this report are to:
- Determine the percent of Internet use customers devote to supplier Web sites
- Assess how customers obtain and process information over the Internet
- Identify preferred eMarketing channels by level of Internet use
- Reveal customer preferences for format, content, and frequency of supplier-generated email communication and electronic literature
- Identify most-desired topics and scheduling preferences of virtual seminars
- Ascertain how customers prefer to search for information on supplier’s Web sites
- Provide tips on how to enhance click-through rates for supplier ads
- 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
- Verify how customers prefer to access supplier information via third party Web sites (i.e., online journals, electronic trade publications, life science portals)
- Identify top online publications and Web sites customers rely on for new product information
Suppliers included in this report are:
- Affymetrix
- Agilent Technologies
- Ambion
- Applied Biosystems
- BD Biosciences
- Beckman Coulter
- Bio-Rad
- Calbiochem
- Clontech
- Dako
- Eppendorf
- Fermentas
- GE Healthcare
- Invitrogen
- Millipore
- New England Biolabs
- PerkinElmer
- Pierce
- Promega
- Qiagen
- R&D Systems
- Roche Applied Science
- Santa Cruz Biotechnology
- Sigma-Aldrich
- Stratagene
- Takara
- Thermo Fisher Scientific
- VWR International
- Waters
Table of Contents
- Section 1. Analysis and Interpretation of Survey Results
- Executive Overview
- Study Objectives
- Profiling Customer Internet Usage
- Research-Related Internet Use
- Supplier Web Site Use
- Common and Preferred eChannels for Obtaining Product Information
- Popularity of Syndicated Web Content Subscriptions
- Obtaining Product Information Via the Internet
- Preferred Types of Supplier Email
- Customer Expectations for Supplier Emailing Frequency
- Preferred Types of Supplier eLiterature
- eLiterature Reading Preferences
- Preferred Content for Supplier-Sponsored Virtual Seminars
- Customer Preferences for Virtual Seminar Scheduling
- Technology Considerations for Virtual Seminars
- Evaluating the Customer-Supplier Web Interface
- Top Supplier Web Sites for Product Information
- Satisfaction with eCommunication Formats
- Supplier Site Search Ratings
- ePrivacy Concerns
- Factors Influencing Click-Through Rates
- Top Third Party Web Sites for Banner Ads
- Receptivity to eMarketing
- Introduction to Customer Receptivity
- Receptivity to Email Messages
- Receptivity to eLiterature
- Receptivity to Supplier Ads
- Receptivity to Perks That Encourage Web Site Visits
- Conclusion
- Section 2. Study Methodology and Demographics
- Questionnaire Overview
- Questionnaire Design
- Analytical Techniques
- Demographics
- Questionnaire
- Section 3. Presentation of Survey Data
- Obtaining Information Over the Internet
- Hours Per Week Typically Spent on the Internet to Find Research-Related Information
- Fraction of Internet Use Spent on Supplier Web Sites
- eMarketing Channels Used to Learn About Products/Services
- Preferred eMarketing Channel
- Electronic Communication
- Preferred Types of Information to Receive in Supplier Email
- Type of Information in Supplier Email That Would Most Encourage Clicking on an Embedded Link
- Time Per Week Spent Reading Supplier Emails
- Typical Response to Supplier Email
- Types of Email Content That Can Be Received on Work Computer
- Preferred Frequency of Supplier Email after Registering at Web Site
- Timeframe in which Supplier Response to an Email Inquiry is Expected
- Electronic Literature
- Types of Electronic Literature Regularly Read
- Preferred Types of Product/Service Information to Read about Via Electronic Literature
- Time Per Week Spent Reading Electronic Literature
- Pieces of Electronic Literature from Suppliers Read Per Week
- Virtual Seminars
- Multi-Media Format Preferred
- Frequency of Downloading New Software in Order to Access a Seminar
- Most Valuable Type of Virtual Seminar
- Optimal Length of Virtual Seminar
- Optimal Day of Week and Time of Day for a Virtual Seminar
- Number of Virtual Seminars Attended in the Past 3 Months
- Usefulness of Virtual Seminars Attended
- Information Conduits
- Typical Number of Hits Scrolled Through in Search Results on a Supplier’s Web Site
- Frequency of Clicking on Pay-Per-Click Search Engine Ads
- Content that Would Most Likely Encourage Clicking on Pay-Per-Click Search Engine Ads
- Types of Syndicated Web Content Subscribed to and Frequency of Reading
- Connecting with Suppliers Via the Internet
- Supplier Web Sites Visited Frequently
- Supplier Web Site with Most Relevant Information
- Preferred Electronic Sources of Information from Supplier
- Satisfaction with Specific Features of Supplier’s Electronic Information
- Overall Satisfaction with Supplier’s Electronic Information
- Your Experience on a Supplier’s Web Site
- Ease of Specific Actions on Supplier’s Web Site
- Frequency of Using the “Search” Function on Supplier’s Web Site
- Frequency that Top Search Result Provides the Needed Information
- Types of Information Usually Provided When Registering on a Supplier’s Web Site
- Typical Response to Registration Form Items that Scientist Does Not Wish to Answer
- “Perks” That Would Encourage Visits to a Supplier’s Web Site That Has Not Been Visited Before
- Accessing Information from Third Party Web Sites
- Likelihood of Clicking on a New Product Banner Ad Appearing on Particular Third Party Sites
- Ad Elements that Would Most Encourage Click-Throughs
- Preferred Information to See First After Clicking an Ad
- Demographics
- Market Segment
- Job Position
- Geographic Region
- Area(s) of Research
- Section 4. Appendices
- Insights and Perspectives
- Receptivity to eMarketing, Supplemental Analysis
- Quadrant Analysis
- Other Recent Publications
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