The document discusses technology adoption and marketing strategies for new technologies. It notes that the speed of technology adoption has increased over time, with social media platforms like Facebook achieving mass audiences within just a few years. To successfully market new technologies, the document recommends targeting early adopter markets, understanding the product, positioning it effectively, and using the right marketing, distribution, and pricing strategies. Reference effects between early adopters are also important for technology adoption. The document applies these principles in analyzing the adoption of new digital marketing technologies by law firms, noting challenges in reaching the late majority and laggard markets.

1. David Gilroy Sales & Marketing Director

5. Selling to lawyers Moore says :- “ part of what defines a high-tech market is the tendency of its members to reference each other when making buying decisions - is absolutely key to successful high-tech marketing."

7. So where was our chasm? 450 law firms = 10% of the addressable market

8. Adoption of new products

9. http://www.conscious.co.uk/presentations