Analyzing Diffusion and Adoption Strategy

Diffusion and Adoption Strategy The idea of innovation is commonly discussed in corporate circles but there has been little research that explores the dynamics that influence its occurrence, or even the fact that people are often hesitant to embrace new ideas that are the hallmark of innovation.

It is ironical that even though innovation is the actual transition driver that ensures continuity from one phase to another in the corporate sector and industry, there is less than adequate research available to the players concerned; to equip them with the requisite skills and attitude for a fertile ground that will enable innovation to thrive. All CEOs in the modern business era are faced with stiff competition.

They have targets that sometimes turn out to be almost impossible to achieve because innovation is either dormant among the key players in their teams, or that there is little appreciation of the role of the same in driving such firms to the next level. This paper is a discussion meant to stimulate marketing teams of business entities to the nature of innovation and the fundamental approaches they should embrace to succeed in the increasing competitive market. Information is dawn from several convincing researches that come with supportive evidence.

The final part offers clear-cut strategies in handling the launching of new products and exploring new markets. Diffusion and adoption is a central concept that can be used to equip marketers with the requisite business, marketing and, more importantly, the psychological strategies that influence people's choices and adoption of new ideas. There is no guarantee that even a great product will always be readily accepted. There are many countercurrents that marketing associates must understand and seek to surmount. This paper offers potent proposals on just how that can be done.

It is hoped that after going through the details here, companies (and marketers in particular) will be empowered to transition from one business phase to another with relative ease. Introduction Research on diffusion is based the conditions that influence the likelihood that an idea will be embraced by a given cultural group. Innovation and diffusion theory explains that aspects such as media and contacts between people have a bearing on people's opinions and their judgment. According to EM Rogers (1995), innovation constitutes four levels, i.e. innovation, diffusion, time and consequences.

He argues that information moves through networks in the social system. The roles of opinion leaders and the very nature of the networks are significant as far as the likelihood of innovation is being embraced (University of Twente, n.d.) Recommendations informed by the client's existing customer base and extending to new customer New product launch gigs are the most effective with the adoption theory. It is also useful when moving existing products to new market bases. The adopter category is recommended as the best first.

Innovativeness is used as the criterion for the adopter categories. Innovativeness is the extent and speed at which a person embraces a new concept compared to the rest of the members within a social system. Generally, innovativeness is largely relative, i.e. it is the degree that differs between individuals (Rogers & Shoemaker, 1971). In order for the client to gain ground in new markets, they must attain the following customer categories. 1. Innovators: they constitute a small group that explores new avenues and ways of doing things.

This group may involve gadget maniacs. Online marketing consists of a variety of specialist blogs and the supporting media sites that engage with them. Examples of such entities include Gizmodo and Engadget. 2. The early adopters: These are considered to be opinion leaders who may choose to share positive comments on new products and services. These comments may also be directed at trying to attain better quality and performance of the said products. 3. Early Majority: they constitute those who read reviews by early adopters regarding new products before they buy them.

The explore reviews on a couple of platforms including YouTube. 4. Late Majority: This is generally a group that is widely skeptical of change. They tend to resist change and will only try out new products or service if they feel as though they are being left out of the trend. This group can be convinced using materials for marketing, reviews, evidence of product success and case studies that demonstrate the workings of the product. 5. Laggards: They will clutch onto the old communicating methods.

They will only use new if there is no option. Like the late majority, they only jump on board after are provided with evidence information and feel pressure from peers. 6. A good perspective of the above scenario would be a software company that seeks new clientele with a new product. The adopter categories can be applied in the following ways 1. Innovator: advertize the software product on major software sites such as or Mashable or Techcrunch.

Provide material for marketing on websites and supply the requisite information that has the potential to trigger sales through downloads. 2. Early Adopter: offer guides on software sites and avail such marketing content as case studies and FAQs. 3. Early Majority: provide links to pages on social media and give the important facts and figures that will convince viewers about the product. 4. Early Majority: make use of blog sites, post blogs and link to social media pages.

Avail facts and figures and make use of YouTube where possible for the how to procedures. 5. Late Majority: Encourage users to review your products. Allow them to compare and post commentaries on your product site. Set up a section for the press and give social proof along with links to testimonials and review sites of third party players. 6. Laggards: it is not worth your while focusing on Laggards (Hanlon, 2013). Netflix adoption The following strategy will be used for diffusion and adoption of Netflix for a new market.

Knowledge diffusion The first step in the diffusion of innovation is knowledge. It at this point potential new customers initially come across the Netflix product offering. At this stage, they do not have sufficient information about the product to decide whether to purchase or not. This stage requires Netflix to create awareness in the markets it is hoping to enter. This can be achieved easily using social media.

In this phase, Netflix has to make information about its products and offerings to its new markets and ensure the information is provided via the right medium Persuasion Persuasion is the point at which the prospective adopter is open to the idea of purchase. They are actively seeking information which will inform their eventual decision. This is the point at which marketers will be seeking to convey the benefits of the product in detail.