A closer look at the early majority consumer segment: who they are, why they wait for proof before buying, and how marketers need to adjust their strategy to win them over.
What is an Early Majority Consumer? Find Out More...
Learn how the diffusion of innovation theory explains why new products spread slowly at first, and what the five adopter groups mean for marketing strategy.
Understanding the Diffusion of Innovation Find Out More...
Innovators and early adopters are the first buyers of a new product, and marketing to them takes a different approach than marketing to the mainstream.<
Innovators and Early Adopters Find Out More...
Customer engagement metrics turn a vague idea, how involved customers are with a brand, into measurable numbers marketers can actually track and act on.
A Guide to Customer Engagement Metrics Find Out More...
Noise is anything that distorts or blocks a marketing message on its way to the audience. Here’s what the different types mean for campaign planning.
What is Noise in Marketing Communications? Find Out More...
Free samples remove the risk of trying something new and tap into reciprocity, and research shows their sales lift can outlast a typical display promotion.
Why Do Brands Give Away Free Samples? Find Out More...
Explore why brands discount products so often, the psychology and margin math behind markdowns, and the risks of training customers to wait for a sale.
Do Brands Use Discounting Find Out More...
Loss leader pricing means selling one product at or below cost to draw customers in, betting that the rest of their basket makes up the loss and more.
What is Loss Leader Pricing? Find Out More...
Porter’s Five Forces model helps us assess how much pressure an industry puts on profitability. Here’s what each force means and how marketers actually use it.
Understanding Porter’s Five Forces Model Find Out More...
New-to-the-world products create entire categories rather than fitting into existing ones. Here’s what makes them different to launch, and why so few companies attempt them.
An Overview of New-to-the-World Products Find Out More...
