MODELS OF ADOPTION CYCLE
The Technology Adoption Lifecycle
The technology adoption lifecycle model describes the adoption or acceptance of a new product or innovation, according to the demographic and psychological characteristics of defined adopter groups. The process of adoption over time is typically illustrated as a classical normal distribution or "bell curve." The model indicates that the first group of people to use a new product is called "innovators," followed by "early adopters." Next come the early and late majority, and the last group to eventually adopt a product are called "laggards." model developed by Joe M. Bohlen, George M. Beal and Everett M. Rogers at Iowa State University,
McKinsey is one of the biggest players in the marketing consultancy world, and they also believe the traditional purchase funnel could do with a few tweaks. This time the 'traditional funnel' is quoted as another five step process as shown below.
McKinsey's 'customer decision journey' is summarized in the diagram below:
Many other models have been proposed and discussed at great length. Examples include the 'purchase spiral' proposed by David Armano which takes a 'community' focused approach which assumes the biggest purchase decision factor is conversation rather than marketing communications. This agrees to a certain extent with Forrester's model but does not concentrate on just internet based social media applications.
Many more purchase models are out there - doubtless being promoted in presentations all over the world right now. Remember, consultants deal in knowledge and need to win pitches in order to generate their income. Nobody wants to pay six figure consultancy fees for information they could learn in school - which may explain why new exciting sounding systems are constantly emerging. If you research the unique customer journey for your brand and develop your marketing strategy accordingly you'll be a long way...
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