What can old established marketing models teach us who work with the advertising and communication of tomorrow.

A possible solution to that question made me go up 02:19 this morning and adapt one of the oldest and most established models to the world of online communication.

I’m talking about the classic consumer adoption process that divides the consumer into five groups: Innovators, Early adopters, Early majority, Late majority and Laggards. This old friend of ours has been around for ages and is one of the simplest and best ways to visualize where and how a product or service should be positioned.

After some thinking I though. What the heck. If I should explain to people how to think when they are redesigning sites, creating online marketing services or building applications or even digital products. Then this serves it’s purpose. All I have to do is ad some words about how to think in the main sections of the model.

Said and done. I drew the old model and then added some writing on how to think. Short, simple but informational I hope.

[singlepic=7,340] Click on the image for a larger scale

These are of course my short reflections. I hope you like it. Feel free to comment what you think.

For SEO reasons I’ve summarized the image in some text below:

The Quick Online Conceptual guide by Johan Ronnestam

The classic consumer adoption process that divides the consumer into five groups: Innovators, Early adopters, Early majority, Late majority and Laggards. Adapted to the online world and giving advices on how to think when you are redesigning sites, creating online marketing services or building applications or even digital products.

How should you think when creating online stuff for:

Early users:
“I like new and cool stuff. Depending on broadband access I’m open to wait a little longer.”

Plugins and sign up are not a big problem. Design, use of technology, interaction & innovation is very important.

Tags: Adventure, new, different, first, daring, wow, exclusive.

Mainstream users:
“More skeptical. What is this about. Tell me now. I will not load things forever. Signing up or downloading stuff makes me leave. What’s in it for me? Anything that can destroy my computer? Loading times over 5 seconds is a NO GO.”

Understanding value before using service is crucial. Usability is key. Design is not that important as long as it works. Use established navigations & technologies.

Tags: Need, search, established, safe, group, comparison, rational, recognition, value.

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4 Comments

  • You should be sleeping at night. 😉
    I think your model works fine to describe the difference between the different types of personalities and what to think about if targeting your creation to the different groups.

    However when it comes to designing a marketing strategy maybe you don’t have to design your service or web site to fit both early users and mainstream users. Maybe you design a strategy aiming for the attention and action among early users. Planning to make them convince the mainstream users to use the service.

    Meaning designing one service or web site but promoting it to different segments step by step.

  • You should be sleeping at night. 😉
    I think your model works fine to describe the difference between the different types of personalities and what to think about if targeting your creation to the different groups.

    However when it comes to designing a marketing strategy maybe you don’t have to design your service or web site to fit both early users and mainstream users. Maybe you design a strategy aiming for the attention and action among early users. Planning to make them convince the mainstream users to use the service.

    Meaning designing one service or web site but promoting it to different segments step by step.

  • Agree. But you didn’t look good enough. Check out the note/arrow pointing towards the innovators and early adopters. However. I don’t think mainstream users will ever use a digital service designed for early adopters. The product that is marketed might reach them thru other channels though.

  • Agree. But you didn’t look good enough. Check out the note/arrow pointing towards the innovators and early adopters. However. I don’t think mainstream users will ever use a digital service designed for early adopters. The product that is marketed might reach them thru other channels though.

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