TAILIEUCHUNG - What Digital Adopters Want,How to Reach Them, and Why Every Marketer Should Pay Attention

Taken as a whole, search engine policies on PPC scams amount to one simple principle: stopping pay per click scams is the responsibility of the brand. While all the major search engines have established procedures for filing complaints, none perform proactive monitoring themselves. Brands must monitor the entire online advertising universe for competitor, affiliate and fraudster indiscretions—and must identify, report and follow up on the violations they detect. Policies vary across the “big three” search engines—and by geographical location—but all have procedures for submitting complaints on improper use of keywords and/or improper use of branded terms (spelled correctly or otherwise) within. | Ad Age Insights1 WHITE PAPER Sponsored by YAHOOÍ March 15 2010 .SHINY NEW THINGS What Digital Adopters Want How to Reach Them and Why Every Marketer Should Pay Attention Only Yahoo offers the powerful combination of next-generation technology immersive creativity and quality reach that drives real results. SCIENCE ART SCALE INSIGHT. NOT HINDSIGHT. Pinpoint targeting tools. Deep consumer insights. And relentless real-time optimization. All designed to find your customers engage and motivate them. See Science can be sexy. yãiỉoo . Find out more at sas 2010 Yahoo Inc. All rights reserved. Sponsored by YXHoOi 34 34 Introduction BY LAURA RICH laurarich2@ from its very beginnings Google has relied on the early adopter evident from its trademark beta stamp on new products. The company s test-mode approach has generally endeared early adopters who sought to be included in a launch while also providing cover for missteps and abandoned products. Until that is the company s foray into telephony Nexus One was rebuked by so many early adopters that Google moved quickly to cut its upgrade fee. And users of Google Voice owe a debt to early adopters whose loud grumbling forced the company to improve service. But Google must be doing something right because its mobile operating system Android has given Google a 21 share of the smartphone market from less than zero at the beginning of 2009 putting it in serious competition with Apple whose iPhone has 28 of the market. The influence of early adopters over new products and the cultural embrace of new innovation are by now well known in the realm of market research. The behavior of these allpowerful individuals was first studied by social scientist Everett Rogers in 1962. At the time Rogers sought to understand what drove farmers to adopt new products like hybrid corn seeds. What he found was that seeding products that gained the approval of early adopters went on to be accepted by an early majority

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