The adoption cycle for new technology is well-known. As described in Geoffrey Moore's Crossing the Chasm, a handful of innovators and early adopters prove the technology's value, followed by pragmatists and, eventually, traditionalists. New technologies fail if the successes of early adopters do not convince a critical mass of pragmatists to follow.

However, what if pragmatists go on strike? That is, what if pragmatists fail to adopt any new technologies at all? Over the past few years, several important marketing technologies have demonstrated their value, yet remain limited to a few early adopters. The list includes statistical optimization, automated pattern detection and interactive dialogues. In fact, it's difficult to think of a significant new marketing technology that has achieved broad adoption during this period. Most firms have been avoiding significant new initiatives, instead spending their limited resources on refining the application of older technologies.

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