Download New Media Marketing Channels: Creating Effective Online Life Science Promotional Videos Brochure

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More information from http://www.researchandmarkets.com/reports/1071251/
New Media Marketing Channels: Creating Effective Online Life Science
Promotional Videos
Description:
Life science companies are investing large amounts in creating videos that entertain, inform and call the
scientific consumer to action. 65% of scientists believe that life science suppliers should circulate videos to
promote a brand or a product, but suppliers need to understand what components of a marketing video will
inspire a scientists do more than watch. New Media Marketing Channels: Creating Effective Online Life
Science Promotional Videos asks questions that enable the life science supplier to measure the results of a
marketing video campaign. This report reveals how scientists learn about online videos and how frequently
they watch. It assesses likelihood of forwarding videos, preferences for length and content, and correlates
viewing with recommending/purchasing behavior. To provide specific understanding of what makes a video
effective and memorable, 16 life science videos, produced by 14 different life science companies, were rated
in 13 areas by the respondents.
Lights, camera, ACTION. Twenty-first century life science suppliers have stumbled into the movie business,
and are seeking ways to maximize outreach through the use of online marketing videos. Marketing
departments in major corporations and mom and pop shops are scrambling to identify smart, creative and
contagious ways to “go viral” with this social media tool. From six-figure, slick three-minute clips to the
entrepreneur on a laptop Webcam, companies are investing millions of dollars to create online videos that
engage the scientific community and call the scientific consumer to action.
What's clear is that this new advertising model places the consumer in the driver's seat. A scientist will only
watch your video if and when he or she wants to, and will only remember it (and forward it) if the content
has captured their interest. In the upcoming report, Alternative Marketing Channels: Creating Effective
Online Life Science Product Videos, we surveyed nearly 1,300 scientists for their opinions on marketing
videos produced by life science suppliers to find out how videos are discovered, used and shared, and to
understand impact on brand awareness and purchasing behavior. In this era of personal branding where
brands are shaped by the power of online communities companies must figure out what makes a scientist
choose to watch their concept, product demonstration or PR spin, and subsequently buy into the message
and share it with colleagues.
Regardless of how effective videos are (some are and some aren't, find out why in this report), what we did
find is that 65% of scientists believe that life science suppliers should circulate videos to promote a brand or
a product. We also asked the respondents in this study what types of content were accessed online in the
past 12 months to benchmark current behavior, and we found that three quarters of scientists have
accessed short videos in the past 12 months, just about equal to the use of news portals (CNN, etc.) and
information-related Web sites (i.e., weather, stock data, etc.). Plus, of the nearly 1,000 respondents who
viewed short online videos in the past 12 months, 88% did something as a result of viewing an online video;
more than two-thirds forwarded the video to a friend or colleague and more than half clicked on a related
link, or used a search engine for more information related to the video.
New Media Marketing Channels: Creating Effective Online Life Science Promotional Videos addresses the key
elements involved in deploying this alternative marketing channel, and reveals what your boss is probably
asking what works, and what doesn't? Find out how scientists discover marketing videos, and what actions
respondents are likely to take after watching them (and why). Learn what type of content and length your
viewing audience prefers, and find out what makes a video memorable or forgettable. Significantly, learn
which companies have made the most memorable videos, and how frequently scientists watch a product
video to assist with the buying decision. In the final section of this report, scientists evaluate 16 marketing
videos produced by the following major suppliers:
- Affymetrix
- Agilent Technologies
- Applied Biosystems (Life Technologies)
- Bio-Rad Laboratories
- BioTek Instruments
- BioTrove
- Eppendorf
- Helicos
- Invitrogen (Life Technologies)
- NanoDrop (Thermo Fisher Scientific)
- Roche Applied Science
- Tecan
- Thermo Fisher Scientific
- Waters
We've asked scientists to evaluate videos from these companies for preferences, relevance to their research,
memorability, effectiveness, and what actions they would take after viewing it.
New Media Marketing Channels: Creating Effective Online Life Science Promotional Videos is designed to
provide insight as to how to create a favorable impression using video, inspire scientists to share your
content, and ultimately position this marketing channel as a way to create relationship between your
company and the scientists you serve. Use this guide to apply metrics to your online video marketing
campaign, validate or re-direct a current video strategy, or invest in a smart way if you are considering using
video to get your message across, even if you're the one sitting in front of that laptop Webcam.
This report explores researchers' receptivity and responsiveness to online video advertising. Its major goal is
to help life science suppliers leverage online video for their Internet advertising campaigns.
Specifically, this report will address the following key objectives:
- Clarify respondents' level of Internet use and familiarity with different content types
- Discover how respondents learn about online videos and how frequently they watch different types of
videos
- Determine what actions respondents are likely to take after watching an online video and their likelihood to
take part in the viral promotion of the online videos
- Ascertain the reasons why respondents watch online videos
- Capture respondents' opinions about the ideal length and content of a typical online video
- Assess the likelihood to purchase or recommend the purchase of a life science product as a result of
viewing an online video
- Identify life science suppliers who have produced the most memorable online videos
- Reveal what incentives life science suppliers can provide to scientists in order to encourage them to watch
their online videos
- Pinpoint components of an online video that are necessary for it to be considered both memorable and
effective
- Evaluate 16 online videos that promote the products from 14 different life science suppliers for their
memorability, effectiveness, and other evaluative criteria
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