Ad Age Insights: Shiny New Things for Digital Adopters

Check out this new whitepaper from Ad Age – Shiny New Things: What Digital Adopters Want, How to Reach Them and Why Every Marketer Should Pay Attention.

Key findings:

• Online voices of early adopters are not something you want to mess with
• Younger early adopters aren’t going to be dazzled by new technology just because it’s new: Products have to prove their usefulness to the group
• 53% of young women (Gen Y) identified themselves as early adopters. One researcher noted they are “the first to try new technologies, even before they become mainstream”
• Find those individuals who are going to be your advocates, and take the time to understand what makes them happy. Be upfront about missteps, and correct course quickly. There is nothing early adopters like more than to be heard by marketers.

Via