The Diffusion of Innovation theory, proposed by Everett Rogers, explains how, why, and at what rate new ideas and technology spread through cultures. According to the theory, there are five categories of adopters:
Understanding this theory is vital for marketers as it helps strategize product launches and marketing campaigns. They can tailor their approach accordingly by identifying their target audience's category. For instance, if targeting early adopters, marketers might focus on showcasing innovative aspects of the product, whereas communication for the late Majority might emphasize reliability and wide acceptance.
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