The 16% rule is a well known rule in the marketing industry. The rule pertains to diffusion of innovation which is defined as the theory that seeks to explain how, why, and at what rate new ideas and technology spread through cultures. The diffusion of innovation has 5 catergories innovators, early adopters, early majority, late majority, and late mass. According to that, the 16% rule is part of the first two catergories in the curve, the 16% rule explains that once you have reached 16% adoption of innovation, you must change your messaging and media strategy from one based on scarcity, to one based on social proof, in order to accelerate through the chasm to the tipping point. This basically states that once your product is taking off in the early stages you must put in more effort for it to reach the higher and middle stages to increase exposure. An example of this is the iPad and how the younger genereration is using this kind of product. Early adopters obtain the iPad but are ultimately giving it to their children causing an increase and pushing the product past the chasm. The samsung tap is also making its way through the 16% rule, but since it is a new product it must use many means of advertisement and social media to project the product. This philosophy is helpful and is a guide to many companies that are trying to push through that 16%. In my opinion, it bring companies a better understanding of how to go about a market and do what it takes to increase exposure and production of a product.
Comments
Post a Comment