Using the Diffusion of Innovation (DOI) to engage with different types of buyers when new products are launched

What is The Diffusion of Innovation?

This model helps a business to understand how a buyer adopts and engages with new products or technologies over time. Companies will use it when launching a new product or service, adapting it or introducing an existing product into a new market. It shows how the product can be adopted by five different categories/customer types and how to engage as a business with these types of people:   Of course, the emergence of new digital technologies and marketing techniques means that the diffusion of innovation model is particularly relevant to digital marketers. Analysts Gartner have a long standing report showing the stages of adoption of new technologies that is useful for digital strategists to follow. See our post on the Latest Gartner Digital Technology…