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Why innovators can give new products more mileage

Their willingness to try anything and natural word-of-mouth behaviour is why they are so important for marketers.

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Many tech startups understand the important role innovators play in spreading the word about a new product.

WHEN planning a campaign to launch a product, the common perception is that early adopters - that elusive group of consumers willing to try new items - should be the priority. But companies should not overlook the innovators, another small but powerful category of consumers that marketers focus...

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