1 The law of the few
This suggests that the spread of any new product or service is dependent on the initial
adoption by ‘connectors’ who are socially connected and who encourage adoption
through word-of-mouth and copycat behaviour. In an online context, these connectors
may use personal blogs, e-mail newsletters and podcasts to propagate their opinions.2 The stickiness factor
Typically, this refers to how ‘glued’ we are to a medium such as a TV channel or a web
site, but in this context it refers to attachment to the characteristics and attributes of a
product or a brand. Gladwell stresses the importance of testing and market research to
make the product effective. Marsden suggests that there are key cross-category attributes
which are key drivers for product success and he commends the work of Morris and
Martin (2000) which summarises these attributes as:
Excellence: perceived as best of breed
Uniqueness: clear one-of-a-kind differentiation
Aesthetics: perceived aesthetic appeal
Association: generates positive associations
Engagement: fosters emotional involvement
Expressive value: visible sign of user values
Functional value: addresses functional needs
Nostalgic value: evokes sentimental linkages
Personification: has character, personality
Cost: perceived value for money.Incidentally, you can see that this list is also a useful prompt about the ideal characteris-
tics of a web site or online service.3 The power of context
Gladwell suggests that like infectious diseases, products and behaviours spread far and
wide only when they fit the physical, social and mental context into which they are
launched. He gives the example of a wave of crime in the New York subway that came to
an abrupt halt by simply removing the graffiti from trains and clamping down on fare-
dodging. It can be suggested that products should be devised and tested to fit their
context, situation or occasion of use.CHAPTER 5· THE INTERNET AND THE MARKETING MIX
Activity 5.2 Assessing options online to vary product using the Internet
Purpose
To illustrate the options for varying the product element of the marketing mix online.Activity
Select one of the sectors below. Use a search engine to find three competitors with similar
product offerings. List ways in which each has used the Internet to vary its core and extended
product. Which of the companies do you think makes best use of the Internet?
Computer manufacturers
Management consultants
Children’s toy sector
Higher education.
visit the
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