Where Can Advertisers Find Early Adopters?
Daniel Scheinman, Senior VP and GM, Cisco Media Solutions Group, brought up an interesting point about the challenge of reaching early adopters using traditional advertising strategies:
"The people who cross the chasm aren't watching the ads."
He raises a good point. Different personality types consume media differently. That's not exactly news by itself, but keeping track of where early adopters are consuming their media is key for advertisers interested in moving a product up from launch to mass acceptance.
One way this may head is innovators blogging about things they like due to their over the top passion for new products and services. Twitter is probably a good example of this.
1. Posted by: Peter F on March 24, 2007 4:56 PM:
"The people who cross the chasm aren't watching the ads."
Uh oh. They're figuring it out.
It's an interesting point. Even as my grandson is still inundated via the TV, I'm becoming more and more unreachable by traditional advertising. On the Web, I tune it all out. (No idea who your sponsors are, Ed, or if they change or stay the same.) I watch TV via iTunes subscription or network webcasts which have minimal advertising in digestible 30-second chunks. My listening pleasure is podcasts and you might get an ad past me there.
Billboards! I walk or bus or bike to work and see lots of billboards so maybe that's the ticket.