Our Definition:
- Adoption - The implementation of the concept or topic by the reader.
- Encouraging Adoption - The approaches we use to maximise readers adopting suggested changes.
On occasion, awareness is a goal in and of itself, but often it is the application of the information that is desired.
This is particularly true where research is undertaken for the greater good, or to advance an industry sector. In the commercial arena, action is critical where the desired outcome is a financial translation - examples of these include:
- Communicating about causes of climate change and encouraging us to change behavour to reduce our impact.
- Research & development of beneficial new crop varieties and encouraging its use in the field.
- Engaging and signing up investors in a new business venture.
In less complex situations, the ultimate action may occur online, for example via an online shop.
In the complex communications space we generally do not expect the final outcome to occur quickly or online. It is more common that any actions are more signification or take time to implement. For this reason adoption (or real world action) is harder to attain and quantify.With some thought we can however increase the likelihood of uptake, maximize the impact of the action, and also create mechanisms for quantifying the ‘real world’ outcomes.