Orchestrating User Adoption from the Innovators to Laggards

Words like change, transformation, and automation will always generate a wide range of reactions throughout the rank and file of an organization, and our reaction to these words are good indicators as to which group we belong to on the adoption curve.

Innovators and early adopters tend to be motivated by change and late stage adopters and laggards tend to resist it.  Paradoxically, both groups have roles of equal importance in the user adoption process.

Knowing where users and people belong on the adoption curve and organizing them into user groups will enable a phased approach to managing the user adoption process. This approach to user adoption is preferred and will provide a more seamless diffusion of your innovation throughout each stage of the user adoption process. Furthermore, this will ensure that by the time it reaches the laggard group, the bugs will have already been worked out.

Successful innovations will reach a tipping point – which is the point that it is widely accepted and adopted by laggards. However, by the time that happens, count on the next innovation already being in play, and have a plan in place to repeat the cycle of innovation again.

imgres-1

Documenting business processes, conducting frequent business process reviews, building and running knowledge management and collaboration portals, establishing a talent management program, and investing in the professional development of your people will have a direct impact to continued success of any future business transformation initiatives in the future.

As companies transform, it is important to retain a high level of diversity across the organization. Take into account the tacit knowledge that could be lost when choosing to acquire new talent.

Make the language of change pervasive throughout your organization and create a business culture that is comfortable with change and ready to adapt to it.

On a personal level, be prepared for change, because change will happen. Invest time in your own professional development. Always be learning and be willing to step out of the comfort zone.

For more on this topic, I suggest reading the following two books:

“The Tipping Point – How Little Things Can Make a Big difference” by Malcolm Gladwell.

“Diffusion of Innovations” by Everett Rogers

Follow my blog at Social2Direct.com

Managing User Adoption from the Innovators to Laggards

Words like change, transformation, and automation will always generate a wide range of reactions throughout the rank and file of an organization, and our reaction to these words are good indicators as to which group we belong to on the adoption curve.

Innovators and early adopters tend to be motivated by change and late stage adopters and laggards tend to resist it.  Paradoxically, both groups have roles of equal importance in the user adoption process.

Knowing where users and people belong on the adoption curve and organizing them into user groups will enable a phased approach to managing the user adoption process. This approach to user adoption is preferred and will provide a more seamless diffusion of your innovation throughout each stage of the user adoption process. Furthermore, this will ensure that by the time it reaches the laggard group, the bugs will have already been worked out.

Successful innovations will reach a tipping point – which is the point that it is widely accepted and adopted by laggards. However, by the time that happens, count on the next innovation already being in play, and have a plan in place to repeat the cycle of innovation again.

imgres-1

Documenting business processes, conducting frequent business process reviews, building and running knowledge management and collaboration portals, establishing a talent management program, and investing in the professional development of your people will have a direct impact to continued success of any future business transformation initiatives in the future.

As companies transform, it is important to retain a high level of diversity across the organization. Take into account the tacit knowledge that could be lost when choosing to acquire new talent.

Make the language of change pervasive throughout your organization and create a business culture that is comfortable with change and ready to adapt to it.

On a personal level, be prepared for change, because change will happen. Invest time in your own professional development. Always be learning and be willing to step out of the comfort zone.

For more on this topic, I suggest reading the following two books:

“The Tipping Point – How Little Things Can Make a Big difference” by Malcolm Gladwell.

“Diffusion of Innovations” by Everett Rogers

Follow my blog at Social2Direct.com

Email Marketing | Think Mobile

In 2014, noteworthy research firm, Forrester Research, projected that in 2016 Screen Shot 2015-12-20 at 4.51.22 PMcompanies would spend $2.5 billion on email marketing and that steady growth would continue through 2019.

However, this growth will happen through the next period of digital transformation where mobile technology will become the dominant area of focus for #marketers.

#Mobile #technology will soon dominate the technology landscape, because our devices and appliances of the future will run on mobile technology that connects everything to the internet.

The Internet of Things (IoT) is changing how businesses and customers engage and it’s being powered by mobile technology…

IoT is the network of physical objects or “things” embedded with electronics, software, sensors, and network connectivity, which enables these objects to collect and exchange data.

#Email #Marketing | #Think #Mobile

In 2015, mobile marketing reached its tipping point, and for the first time the consumption of #digital #media happened more on #mobile devices than on desktop #computers. This shift will continue to cause disruption at companies that do not adapt to the emerging mobile consumer, and that fail to engage their customers through integrated #digital #marketing programs that include mobile.

Email marketing will continue to grow and remain a viable channel for customer engagement programs. However, marketers must adapt to emerging mobile marketing technology and the new best practices being set in customer engagement management (#CEM).

2015 | A Few Stats on Mobile Email

  • 45% of email opens occurred via mobile, 36% via desktop and 19% through a webmail client. – Adestra “Top 10 email clients” 
  • 33% of emails were opened via mobile application, 17% via webmail client and 48% via desktop. – Freshmail “Best practices for email coding” 
  • 53% of total email opens occurred via a mobile phone or tablet in Q2 2015. “Quarterly email benchmark report” 
  • Mobile accounts for 35.12% to 39,51% of all unique email opens over the course of 2014 DMA “National email benchmark 2015” 
  • 67,2% of consumers use a smartphone to check their email, 42,3% use a tablet while 93,3% uses desktop environment. – BlueHornet “Customer Views of email marketing 2015”
An average of 34.1% open their email on a mobile device – Moosend “Mid-season year report” 

unique_mobile_click_rates_mailchimp_litmus

Responsive design results in a nearly 15% increase in unique clicks for mobile users from a 2.7% average to 3.3%. – Litmus and MailChimp “The Science of Email Clicks: The Impact of Responsive Design & Inbox Testing”

first_link_responsive_email1

most_popular_activities_on_smartphones

 

 

 

 

 

 

Mobile email conversion

Men have the highest conversion rates via mobile email during the afternoon, while women convert highest in the morning. – Live Intent “The People Behind the Screens: A Marketer’s Guide to Mobile Audiences” (2015)

open-click-convert-mobile-email-1

The facts and figures above demonstrate that email marketing performs well and that it is evolving with the mobile customer.

4 ways to improve your mobile email marketing performance:

  1. Mobile Responsive –  Make sure your email adjusts to the appropriate screen size of each and every mobile device. Make your calls to action are large enough for readers to see.
  2. Sharing – Enable social sharing in all campaigns and make sure your integrated across channels.
  3. Segmentation – Avoid the batch and blast approach. Segmenting your email list so that content gets delivered to the right audience at the right time. Segmented email campaigns often generate higher click through rates compared to other types of campaigns.
  4. Personalization – Personalized email is less likely to end up in the spam folder. Here are a few ideas:
    • Personalize the subject line with the recipient’s name or topic of interest
    • Use a reader’s first name and use a call-to-action based on prior behavior
    • Make your landing pages align to the messages being delivered

By Rick Vargas

 

Email Marketing | Think Mobile

In 2014, noteworthy research firm, Forrester Research, projected that in 2016 Screen Shot 2015-12-20 at 4.51.22 PMcompanies would spend $2.5 billion on email marketing and that steady growth would continue through 2019.

However, this growth will happen through the next period of digital transformation where mobile technology will become the dominant area of focus for #marketers.

#Mobile #technology will soon dominate the technology landscape, because our devices and appliances of the future will run on mobile technology that connects everything to the internet.

The Internet of Things (IoT) is changing how businesses and customers engage and it’s being powered by mobile technology…

IoT is the network of physical objects or “things” embedded with electronics, software, sensors, and network connectivity, which enables these objects to collect and exchange data.

Email Marketing | Think Mobile

In 2015, mobile marketing reached its tipping point, and for the first time the consumption of #digital #media happened more on #mobile devices than on desktop #computers. This shift will continue to cause disruption at companies that do not adapt to the emerging mobile consumer, and that fail to engage their customers through integrated #digital #marketing programs that include mobile.

Email marketing will continue to grow and remain a viable channel for customer engagement programs. However, marketers must adapt to emerging mobile marketing technology and the new best practices being set in customer engagement management (#CEM).

2015 | A Few Stats on Mobile Email

  • 45% of email opens occurred via mobile, 36% via desktop and 19% through a webmail client. – Adestra “Top 10 email clients” 
  • 33% of emails were opened via mobile application, 17% via webmail client and 48% via desktop. – Freshmail “Best practices for email coding” 
  • 53% of total email opens occurred via a mobile phone or tablet in Q2 2015. “Quarterly email benchmark report” 
  • Mobile accounts for 35.12% to 39,51% of all unique email opens over the course of 2014 DMA “National email benchmark 2015” 
  • 67,2% of consumers use a smartphone to check their email, 42,3% use a tablet while 93,3% uses desktop environment. – BlueHornet “Customer Views of email marketing 2015”
An average of 34.1% open their email on a mobile device – Moosend “Mid-season year report” 

unique_mobile_click_rates_mailchimp_litmus

Responsive design results in a nearly 15% increase in unique clicks for mobile users from a 2.7% average to 3.3%. – Litmus and MailChimp “The Science of Email Clicks: The Impact of Responsive Design & Inbox Testing”

first_link_responsive_email1

most_popular_activities_on_smartphones

 

 

 

 

 

 

Mobile email conversion

Men have the highest conversion rates via mobile email during the afternoon, while women convert highest in the morning. – Live Intent “The People Behind the Screens: A Marketer’s Guide to Mobile Audiences” (2015)

open-click-convert-mobile-email-1

The facts and figures above demonstrate that email marketing performs well and that it is evolving with the mobile customer.

4 ways to improve your mobile email marketing performance:

  1. Mobile Responsive –  Make sure your email adjusts to the appropriate screen size of each and every mobile device. Make your calls to action are large enough for readers to see.
  2. Sharing – Enable social sharing in all campaigns and make sure your integrated across channels.
  3. Segmentation – Avoid the batch and blast approach. Segmenting your email list so that content gets delivered to the right audience at the right time. Segmented email campaigns often generate higher click through rates compared to other types of campaigns.
  4. Personalization – Personalized email is less likely to end up in the spam folder. Here are a few ideas:
    • Personalize the subject line with the recipient’s name or topic of interest
    • Use a reader’s first name and use a call-to-action based on prior behavior
    • Make your landing pages align to the messages being delivered