Ideas, products, messages and behaviours spread just like viruses do.
We need to A/B test variations in products, messages, forms and timing of information, and social contexts while people shop.
It could be applied as equally to the spread of products, messages and fads as to murder rates; to the selling of Hush Puppies as much as to fare-dodging on the Manhattan subway.
They'll know who the consumer is, and deliver products, messages and services accordingly.
Today, companies are looking to serve well-defined market segments with specialized products, messages, product variants and services, and to earn superior profit margins while doing so.
A continuous product message has woven itself into the very fabric of our existence.
"The product message is there, but it's not as direct," said Mr. Crociata.
But, she added, consumers took away the entire product message after watching the ads again.
"It is increasingly hard to break through with your branding or product message in sports," said Greg Luckman, president of MEC Access.
Kelly Thompson, vice president for advertising and brand management at Fruit of the Loom in Bowling Green, Ky., a unit of Berkshire Hathaway, said the company "challenged the Richards Group" to find "a way for us to deliver a product message in a new way".
