Reaching Scientists Online: 4 Digital Marketing Tools & Trends to Watch

Yesterday’s hot digital media tools and tactics are today’s marketing relics. To stay ahead of the curve and keep customers engaged, science marketers need to anticipate new digital…

Yesterday’s hot digital media tools and tactics are today’s marketing relics. To stay ahead of the curve and keep customers engaged, science marketers need to anticipate new digital trends and embrace change. The “what worked last year” approach won’t cut it in 2015.

Here’s a look at this year’s top digital trends most relevant to companies seeking to reach a science-minded audience. If you’re not already on top of these trends, it’s time to jump on board — with strategy leading the way.

Trend #1: The content king gets personal.

The days of keyword stuffing and SEO loopholes are long over. If you want your web presence to be meaningful, you need to consistently create content your audience finds valuable. This was certainly true in 2014, and it’s even more critical today, as more and more brands embrace the attention a well-placed piece of content can attract.

Content needs to be personalized for specific audiences so it can speak directly to their needs. Use marketing automation tools to make your content stand out. Start by personalizing emails and landing pages using customer contact info, then progress to segmenting by behavior as you become more experienced with your marketing automation program. And don’t think small changes go unnoticed — fixes like including a recipient’s name in an email can dramatically improve success rates.

Automation tool: Marketing automation programs like Hubspot combine the powers of your database and content development team to serve up custom content. Remember, the more personalized your message, the higher your chance of conversion.

Trend #2: ‘Mobile friendly’ becomes ‘mobile first.’

Your customers are busy people. Whether they’re lab managers, oncologists or CEOs, it’s very likely they’ll interact with your brand on a mobile device. A seamless mobile experience ensures that fewer of your leads fall through the cracks.

If you haven’t fully embraced mobile yet, now is the time. Data from Statista shows that in 2013 (two years ago), 73.4 percent of the global online population accessed the Internet via a mobile device. By 2017, that number is expected to grow to 90.1 percent. Every step of the customer development cycle (from exploration to placing an order) needs to be equipped for a world on the go.

But before you overhaul everything, do be sure to look at your company’s data to see what trends apply for your own customers. Perhaps email content is more consistently viewed on desktops, while blogs lean more toward mobile. Identifying key audience trends can help you decide where to start first.

Mobile tool: What headlines will garner the highest conversation rate on mobile devices? If you don’t know, tools such as VWO can figure it out for you. Split-test a variety of headline and design options for your mobile site to identify what’s working and what needs attention.

Trend #3: Big data gets even bigger.

With multiple campaigns running on different marketing channels, marketers collect a lot of data. Just as scientists in the lab, science marketers need to be using that data to drive decisions, not just as a measure of success. Data-based strategies such as hyper-segmentation or micro-targeting allow your message to adapt to the person it’s serving. Science marketers should be aggregating data from a variety of sources to inform strategies that connect with customers at the most opportune moments and places. The more personalized your brand, the better your chance of attracting attention.

Data tool: Aggregators like Tropical consolidate data to build rich customer profiles. Take the guesswork out your salesy buyer’s journey documents and track actual customers using real data.

Trend #4: Brands become listeners.

For years, the relationship between brands and consumers was largely one-sided — brands shouted and hoped customers listened. Social media has eliminated this one-way dialogue. Now it’s time brands really listen. Your goal as a marketer isn’t just to lead conversations, but rather, to facilitate them. Customers place more trust in brands that promote authenticity. Topics such as sustainability and precision medicine are dominating many marketing platforms. For science marketers, this means placing more of an emphasis on building relationships as opposed to making the hard sell.

Engagement tool: ‘Modern’ publishing tool SnapApp empowers brands to create interactive customer experiences without lengthy development timelines. Respond quickly to your customers’ needs with custom web content that utilizes tools such as quizzes and assessments to make your brand memorable.


Each of these four trends will help your brand better engage with your audience. But perhaps our most exciting digital marketing prediction for 2015? Bigger spending. A new survey from Salesforce showed that an estimated 34 percent of business-to-business marketers plan to shift a portion of their marketing spend from traditional advertising to digital channels. That’s something every digital marketer can agree is good news.

We want to hear
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What digital marketing tactics are you watching in 2015? Leave your replies in the comments section below, and be sure to view our post on print advertising trends.

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Sammi Wang

Account Manager
sammi@echinachem.com

Sammi is the General Manager China of eChinaChem, where she has worked since 2005 and previously served as Vice President and Sales Manager. eChinaChem offers news media, conferences and events, as well as education and training services in the chemical, pharmaceutical, and healthcare sectors in China. Before eChinaChem, she worked at GlobalSources as an Account Executive. Sammi received her MBA from the University of International Business and Economics and her undergraduate degree from Yantai University.

Sales Territory: China 

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Kyra Luttermann

Account Manager
kl@intermediapartners.de

Kyra Luttermann is an IT & AI Specialist with a strong academic background, complemented by deep knowledge in Philosophy. She holds advanced training from the University of Oxford in Artificial Intelligence. Kyra excels in AI prompting, consulting, and sales, effectively helping customers reach their target audiences. Since joining IMP and ACS in 2023, she has been instrumental in advancing ACS’s mission, representing the next generation of innovative leaders in the field.

Sales Territories: Germany, Austria, Switzerland, The Netherlands, Ireland, Scandinavia, Belgium, France, Italy, Spain, Portugal, East Central Europe and The Middle East

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Uwe Riemeyer

Uwe Riemeyer is a seasoned Global Media Specialist with over 25 years of experience in media sales, consulting, and planning, primarily for the global chemical industry. Since 1997, he has been affiliated with ACS and operates his own successful media business in Germany. Uwe’s expertise spans all B2B industry segments and related media outlets, supported by a solid foundation in economics and an initial career in the automotive industry. His comprehensive knowledge and strategic insights make him a key player in media planning and consulting.

Sales Territories: Germany, Austria, Switzerland, The Netherlands, Ireland, Scandinavia, Belgium, France, Italy, Spain, Portugal, East Central Europe and The Middle East

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Jim Beckwith

Account Manager
j.beckwith@jgeco.com

Jim Beckwith brings his skills to ACS after a lengthy media consulting career in both for-profit and non-profit media. He specializes in helping advertising partners “connect the dots” between their marketing/lead generation objectives and the wide range of opportunities in the ACS Media portfolio. Jim works with advertisers based in the Southeast and Eastern U.S.

Sales Territories: US East Coast and Southeast 

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Beth Kurup

Beth Kurup is an Account Manager based in Los Angeles, California. She handles marketing programs for clients in the Western United States. Beth’s media and marketing background aid her in creating strategic plans for clients with a focus on details and meeting objectives.  

Sales Territory: US West Coast Sales

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Pete Manfre

Account Manager
p_manfre@acs.org

Except for a brief hiatus in 2022, Pete Manfre has been a fixture at ACS since 2015, helping clients navigate the complex B2B digital landscape. Over the years, Pete has gained the trust of many science marketing leaders with his honest and straightforward approach. His unique insights and expertise have benefitted the small companies looking to gain traction with new potential customers and the well-known industry brands looking to elevate their thought leadership and capture bigger market-share.

Sales Territories: ACS Meetings Exhibition and Sponsorships (ACS Spring, ACS Fall and Pacifichem) 

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Chris Nolan

Chris Nolan has been creating solutions for C&EN and ACS advertisers since 2017. After growing the western US territory to $1.6M from $800k, he was promoted to national sales manager in 2021. He is based in Chicago and covers the central US and Canada. His background in media solutions includes successful production for such well known global media brands as Fortune, INC, Fast Company, The Nikkei, the FT, and The Globe & Mail.

Sales Territories: US Midwest and Northeast East Coast; Canada; Australia; New Zealand and South America

Mariam Agha 

Account & Marketing Manager
CENBrandLab@acs.org

Mariam is an account manager here at C&EN BrandLab. She works with our clients, art and production teams within C&EN to deliver effective ad campaigns. 

Jordan Nutting Ph.D.

Senior Editor
CENBrandLab@acs.org

Jordan is a Senior Editor at C&EN BrandLab. While earning her Ph.D. in chemistry she also pursued her passion for writing and communication, including a stint as a science reporter during the COVID-19 pandemic. She now funnels her love of words and chemistry into creating compelling science stories and content.

Jesse Harris

Senior Editor
CENBrandLab@acs.org

Jesse Harris is a Senior Editor at C&EN BrandLab. He has been creating internet content since 2016, and has Master’s degrees in both chemistry and chemical engineering. He loves helping STEM experts communicate their science more impactfully.

Shane M Hanlon Ph.D.

Executive Editor
CENBrandLab@acs.org

Shane leads BrandLab’s strategic initiatives and projects. As a conservation biologist turned science communicator and storyteller, Shane brings years of creative and relationship-building experience to BrandLab from his work in the federal government, the National Academies, and scientific membership nonprofits. He is an adjunct professor at the University of Pittsburgh, from which he obtained his B.S. in Ecology and Evolution, and holds a Ph.D. in biology from the University of Memphis.

Heather Lockhart-Neff 

Account & Marketing Manager
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Heather co-leads account management at C&EN BrandLab. She utilizes efficiency and strategy when working with our clients and production teams within C&EN to deliver effective and engaging campaigns. Heather has a passion for telling dynamic stories through multimedia communication channels and brings creativity, curiosity, and charisma to BrandLab partnerships. She obtained her B.S. in International Relations from The College of Wooster in Ohio. 

Cynthia Graham-Tappan 

Managing Director, Sales Strategic Partnerships
CENBrandLab@acs.org

Cynthia Graham-Tappan is an accomplished sales leader with over 15+ years’ experience leading global B2B sales teams within the publishing & media industries.  She has held executive positions with The New York Times, Dow Jones, Agence France Presse, Hearst Corporation and currently oversee Sales & Strategic Partnerships for ACS.   Cynthia has a proven expertise in crafting strategic partnerships, steering high-performing sales teams, and propelling revenue growth. Cynthia also has extensive experience in performance management, market research, digital media monetization, and business development.

Cynthia received her B.S. degree from Towson University and recently completed Executive Education courses with The Yale School of Management and London Business School.  Cynthia resides in Maryland with her husband, and she is a proud mom of four kids.

Kenneth Phan 

Creative Director
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Kenneth is a creative leader with 20 years of experience in in-house and boutique design agencies. He is currently senior creative director for the American Chemical Society’s marketing and communications team. Previously, he was senior creative director for ACS Publications, an international scientific publisher that serves chemistry and related sciences. Kenneth is passionate about translating client business goals into impactful and innovative advertising solutions. Under his leadership, ACS has won numerous awards and accolades for its exceptional design work.