School of Health Sciences, College of Health, Medicine and Wellbeing, Priority Research Centre for Physical Activity and Nutrition, University of Newcastle, Callaghan, NSW 2308, Australia.
School of Education, College of Human and Social Futures, Priority Research Centre for Physical Activity and Nutrition, University of Newcastle, Callaghan, NSW 2308, Australia.
Int J Environ Res Public Health. 2021 Mar 30;18(7):3589. doi: 10.3390/ijerph18073589.
Reaching and engaging individuals, especially young adults, in web-based prevention programs is challenging. 'No Money No Time' (NMNT) is a purpose built, healthy eating website with content and a social marketing strategy designed to reach and engage a young adult (18-34 year olds) target group. The aim of the current study was to conduct a process evaluation of the 12-month social marketing strategy to acquire and engage NMNT users, particularly young adults.
a process evaluation framework for complex interventions was applied to investigate the implementation of the social marketing strategy component, mechanisms of impact and contextual factors. Google Analytics data for the first 12 months of operation (17 July 2019 to 17 July 2020) was evaluated.
in year one, 42,413 users from 150+ countries accessed NMNT, with 47.6% aged 18-34 years. The most successful channel for acquiring total users, young adults and return users was via organic search, demonstrating success of our marketing strategies that included a Search Engine Optimisation audit, a content strategy, a backlink strategy and regular promotional activities. For engagement, there was a mean of 4.46 pages viewed per session and mean session duration of 3 min, 35 s. Users clicked a 'call-to-action' button to commence the embedded diet quality tool in 25.1% of sessions. The most common device used to access NMNT (63.9%) was smartphone/mobile. Engagement with 'quick, cheap and healthy recipes' had the highest page views.
findings can inform online nutrition programs, particularly for young adults, and can apply to other digital health programs.
通过网络向个人，尤其是年轻人，提供预防方案具有挑战性。“没钱没时间”（NMNT）是一个定制的健康饮食网站，其内容和社会营销策略旨在吸引和吸引年轻人（18-34 岁）目标群体。本研究的目的是对为期 12 个月的社会营销战略进行过程评估，以吸引和留住 NMNT 用户，特别是年轻人。
应用复杂干预措施的过程评估框架，调查社会营销战略组件的实施、影响机制和背景因素。评估了 12 个月的运营（2019 年 7 月 17 日至 2020 年 7 月 17 日）的 Google Analytics 数据。
在第一年，来自 150 多个国家的 42413 名用户访问了 NMNT，其中 47.6%的用户年龄在 18-34 岁之间。获取总用户、年轻用户和回头用户的最成功渠道是有机搜索，这表明我们的营销策略（包括搜索引擎优化审计、内容策略、反向链接策略和定期推广活动）取得了成功。在参与度方面，每次会话的平均页面浏览量为 4.46 页，平均会话持续时间为 3 分 35 秒。在 25.1%的会话中，用户点击“行动呼吁”按钮开始使用嵌入式饮食质量工具。最常用的访问 NMNT 的设备是智能手机/移动设备（63.9%）。与“快速、便宜和健康的食谱”相关的内容的页面浏览量最高。
这些发现可以为在线营养计划，特别是为年轻人提供信息，并可应用于其他数字健康计划。
