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.
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