Acquisition or Adoption marketing
Innovation adoption is slow. It follows a curve, reaches early adopters first, then diffuses towards peers and eventually the majority or mass consumer. In order to help clients reach that tipping point as soon as possible, tools & arguments to reach each group will need to be adapted: The masses tend to be less engaged, distracted. They need reassurance, reviews and good customer service. Factors have been identified to accelerate the adoption of an innovation.