Early adopters are hard to please. After all, their reputation is on the line when they announce their shiny new product find to their social circles. Early adopters aren’t innovators like Elon Musk or Steve Jobs. They’re average individuals in society who like innovation. In "The Diffusion of Innovation", Rogers says that those who class themselves as early adopters are more likely to be younger, have higher education, and perceived social status.

Insights II

You must give early adopters the feeling that they're getting in on something special—before everyone else To get this group on board means you have to advertise to them in a smarter way. Targeting early adopters on forums and with non-intrusive ads on specific websites can speak to them at a higher level

Insights

Early adopters want to be that family member that posts on Facebook about a new product. They need to be an employee in the boardroom that’s found an innovative solution to a problem that’s been dragging the company down. Because of their willingness to experiment more with new products compared to the early majority, early adopters are also financially stable. They're willing to spend money on products that excite them.

Insights III

<ul><li>They know they have a problem that needs solving</li><li>They know exactly what that problem is</li><li>They're actively looking for a solution</li></ul>

In reality, early adopters tend to have three traits in common:

Strategy 1: Target them in their own neighborhoodStrategy 2: Use push-based acquisitionStrategy 3: Get early adopters using your product (even if it isn’t perfect)

Strategies to reach them

Don't be fooled—early adopters aren't massive risk takers. They make calculated decisions about investing and purchasing a product and take calculated risks. To minimize the risk for early adopters, your company can serve up technical insights, testimonials, case studies and behind the scenes perspectives from innovators to encourage them to try the product for themselves. ﻿

Insights IV

We break down why early adopters are such a valuable target for marketers as well as the most effective contextual targeting strategies for reaching them. 

Insights

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