With productivity apps you're selling to two audiences: 1) the actual end user, and 2) the tech geek who is set to choose an appropriate application for the end

With productivity apps you're selling to two audiences: 1) the actual end user, and 2) the tech geek who is set to choose an appropriate application for the end user. From my experience, stuff like AVG anti-virus, Adaware, Spybot S&D and LogMeIn started spreading from the ground up, spearheaded by tech support guys and the token kid in the family who is "good with computers". As more and more elderly and non-technical people move to web applications (and not just websites) you will see a new category of bi-targeted applications that help tech savvy people "help" and "reach" their non-geek family and friends. Case in point, YOU looking for stuff for your mother (note this new stuff is a "web app" :-) Web app marketing will need to shoot from a double-barrel, and a new style of "Easy enough for your boss/family to use" marketing will have to be born.