Innovation: why marketers must focus on the imitators

David Rankin, kae:marketing intelligence, argues that a product's customers can be split into 'innovators', early adopters who react to advertising/promotion alone, and 'imitators', who additionally require personal endorsement from people they know or respect.

Innovation: Why Marketers must Focus on the Imitators

David Rankin

A combination of factors — awareness, access and affordability among them – means few consumers can ever be considered true innovators. 'True' meaning that they require only...