The marketing tactic adoption cycle of life
By Ted Wright July 15, 2019
By Ted Wright
My friend Mark Schaefer recently wrote “Marketers flock to the most popular idea until they ruin it.”
He is correct, and it prompted me to articulate my Unified Theory of Marketing Tactic Adoption or “UTMSA” for those of you looking for a new conference to start. (To get this most out of this, you should be listening to “The Circle of Life” from The Lion King while you read it.)
Marketing Tactic Adoption starts with …
PIONEERS then FOUNDERS then SEEKERS then HANGERS ON then CHASERS then SCUMBAGS then EVERYONE then FEWER PEOPLE then ADAPTERS then STABILITY then INDUSTRY.
Of course, my Unified Theory is not always linear – in fact it’s kinda overlappy — but the adoption cycle (or UTMSA) follows this path.
No need to thank me.
Ted Wright is the founder of Fizz, the world’s leading word of mouth marketing (WOMM) agency. Ted is also an acclaimed WOMM keynote speaker and the author of Fizz: Harness the Power of Word of Mouth Marketing to Drive Brand Growth.