Low hanging fruit is a term that describes targets or goals which are easily achievable and which do not require a lot of effort. When innovation enters a market the first fruits are those low hanging opportunities up for grab.
Social technology is spawning lots of innovative ways for marketers to grab low hanging fruit with less effort and lower expense than previous practices. Even though the initial harvest is large there will be a time when further innovation is needed to grab fruit in higher places. To get to higher places that bear fruit requires innovative thinking about how to harvest opportunities beyond what is seen today.