"Influentials" And "Imitator": How To Better Forecast The Sale Of New Products
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Overview: Marketers have long tried to deepen their understanding of how new products gain acceptance among customers, a process known as product diffusion. Companies are especially interested in diffusion in markets that consist of two segments ""Influentials"" (knowledgeable people who keep abreast of product innovations and readily accept them) and ""Imitators"" (people whose purchasing decisions are swayed by their savvier counterparts). Targeting influential prospects who are more in touch with new developments than most people and converting them into customers, the thinking goes, allows companies to benefit from a ""Social multiplier"" or ""social contagion"" effect in marketing campaigns.