Academia and industry have long had a complex relationship, with each sector approaching the promotion of research in different ways. While industry has embraced marketing techniques to reach its target audience and promote its products and services, academia has largely relied on more traditional methods of dissemination, such as conference presentations and journal publications. However, in today's fast-paced, highly competitive world, academia needs to adapt and adopt industry marketing techniques to effectively promote its research.
The first step in this process is recognising the importance of marketing in promoting research. In the past, the quality of research was often seen as being enough to ensure it was recognised and disseminated. However, in today's crowded and competitive landscape, simply having good research is not enough. Academia needs to actively promote its work in order to reach its target audience and ensure that its research has the impact it deserves.
“In today's crowded and competitive landscape, simply having good research is not enough.”
One key area where academia can learn from industry is in the use of data-driven insights to inform marketing efforts. By using data and analytics to understand their target audience and identify the most effective marketing channels, academic research groups can ensure that their message is reaching the right people. For example, data can be used to identify which conferences and journals are most relevant to a particular research area, or which social media channels are most effective for reaching specific groups of researchers.
Another area where academia can learn from industry is in the use of digital marketing. In the past, academic research groups have relied primarily on print materials and conference presentations to promote their work. However, with the rise of the internet and social media, digital marketing has become a crucial tool for promoting research. By using digital channels to reach potential collaborators, funding agencies, and the broader public, academic research groups can expand their reach and impact.
Finally, academia can benefit from the use of storytelling to promote research. While academic writing is often technical and focused on the details of research methods and results, storytelling can be a powerful tool for communicating the importance and relevance of research in a way that is engaging and accessible. By using storytelling to connect with their target audience and bring their research to life, academic research groups can create a deeper connection with their audience and increase their impact – this can be done through alternative journals, podcasting, live-tweeting lab days and so much more.
“It doesn’t have to be a big impact journal!”
In conclusion, academia needs to adapt and use industry marketing techniques to effectively promote its research. By embracing data-driven insights, digital marketing, and storytelling, academic research groups can reach their target audience, increase their impact, and ensure that their research is recognised and appreciated. While this process may require a shift in thinking for many in academia, the benefits are clear and well worth the effort. Acorn Scientific Marketing is a company that helps organisations in various industries, including academia, to reach their marketing goals through data-driven insights and cutting-edge technology. With a team of experts in market research, digital marketing, and data analytics, Acorn Scientific Marketing is well-equipped to aid academic scientific research groups in promoting their research and achieving their goals.
