4.2 Innovation adoption by consumers


The patterns of adoption of innovative products and services by potential consumers is one of the most important factors defining effective communication and marketing strategy. It is impossible to plan an effective marketing and demand generation plan without taking into consideration of this process.

Innovators, early adopters, late adopters, early and late majority - are specific target audience groups that dominate at specific stages of product adoption cycle. It is critical to be aware that your target audience is limited by the specific stage of adoption and has very peculiar characteristics of size, preferences and fears.

In this section, you will get acquainted with the characteristics of the target audience at each stage of the product innovation life cycle and will be able to determine the appropriate communication strategy for your project.

Expected outcomes:

  • You will gain a general knowledge of systems theory necessary to describe processes in the field of dissemination of information in social systems.
  • You will learn the specifics of the target audience for different stages of the product life cycle.
  • You will take the first step towards putting together your promotion and marketing plan in you practical assignment.

In order to watch lectures and get access to the practical part, you need to purchase the course

Course Features

  • Lectures 3
  • Quizzes 3
  • Duration 7 days
  • Level all levels
  • Language Russian, English
  • Students 43
  • Assessments Yes
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Founder of Startup Navigator. Marina has held various management positions in international US and European companies, including Hewlett Packard, Oracle, Philips Lighting. She has experience in leadership during periods of acquisitions, mergers and divisions of companies. She founded the Aquamarine Book publishing house. As a publisher, she translated into Russian and released a number of bestsellers in the field of business, high technology and psychology in the period 2008-2011, including “What would Google do”, “Being a boss is normal”, “All about distribution”, “Health of a business leader. How to get to the top and stay there”, “Adventures of an IT leader”, “Management myths”, “Dot.Cloud: cloud computing – a business platform of the 21st century” Has a PhD in Economics

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