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The product adoption curve describes how different types of buyers adopt to new products at different rates.
The innovators are many times tech enthusiasts who are willing the try something unknown as long as it’s interesting and different.
Early adopters are willing to take a chance on new technology as long as they can see how it can work better than what they’re using today. Late Majority buyers are looking for third party proof that comes from seeing who else is using the product. If you’re bringing a new product to market that is targeting this segment, good luck.


Make your next launch easier by using a marketing strategy template that is based on the product adoption curve. Each stage requires brands to use a different approach to message and value that will resonate with what buyer in that stage needs. If your product is a new solution to the category play up it’s cutting edge elements. To effectively move these buyers your marketing needs to leverage more proof sources like case studies and ROI calculators.
They’ll eventually move to the new technology, but probably not before Apple releases iPhone 10.


Know the answer to that question and you can start planning your go-to-market strategy more efficiently.



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