Comments on: Media Spend by Product Lifecycle, Part 1: Launch/Pre-Launch Spending on Social Media http://www.irfankamal.com/social-media/spend-more-on-new-media-early-in-a-new-campaign/4 Digital marketing strategy and tactics - social media, new product/service launch, digital thinking and more Mon, 19 Sep 2011 12:26:51 +0000 hourly 1 http://wordpress.org/?v=3.2.1 By: Anna http://www.irfankamal.com/social-media/spend-more-on-new-media-early-in-a-new-campaign/4/comment-page-1#comment-11527 Anna Wed, 20 Apr 2011 22:38:15 +0000 http://www.irfankamal.com/?p=4#comment-11527 There seems to be widespread confusion regarding Moore's model of Market Evolution throughout the lifecycle of a new technology. The y-axis on your normal distribution should read "rate of market uptake": a percentage of your total market uptake per unit time. You would then integrate this curve to reveal the percentages of customers which fall under each segmented category. The relative percentage of customers which are Early Majority Pragmatists, for example, should be the area under the third segment, representing roughly 34% of your total market. By integrating the "rate of market uptake" across the whole lifecycle with respect to time, you should yield 100% of your total market (1, the area under a normal distribution). I've seen this error on many sites. I wonder why nobody else has realised that the graph in its current form cannot make sense. Regards There seems to be widespread confusion regarding Moore’s model of Market Evolution throughout the lifecycle of a new technology.

The y-axis on your normal distribution should read “rate of market uptake”: a percentage of your total market uptake per unit time. You would then integrate this curve to reveal the percentages of customers which fall under each segmented category.

The relative percentage of customers which are Early Majority Pragmatists, for example, should be the area under the third segment, representing roughly 34% of your total market. By integrating the “rate of market uptake” across the whole lifecycle with respect to time, you should yield 100% of your total market (1, the area under a normal distribution).

I’ve seen this error on many sites. I wonder why nobody else has realised that the graph in its current form cannot make sense.

Regards

]]> By: Anticipation, anxiety and debate! – Lesson 4 « Fast forwarding into supersonic technology http://www.irfankamal.com/social-media/spend-more-on-new-media-early-in-a-new-campaign/4/comment-page-1#comment-8352 Anticipation, anxiety and debate! – Lesson 4 « Fast forwarding into supersonic technology Mon, 13 Sep 2010 19:33:19 +0000 http://www.irfankamal.com/?p=4#comment-8352 [...] Image 3: http://www.irfankamal.com/social-media/spend-more-on-new-media-early-in-a-new-campaign/4 [...] [...] Image 3: http://www.irfankamal.com/social-media/spend-more-on-new-media-early-in-a-new-campaign/4 [...]

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