It is the solution to issues ranging from online transactional threats, behavioural targeting, loss of privacy and other problems.
Making an uninformed investment in the stock market can result in huge financial losses and this same concept applies to daily purchases.
An informed consumer is capable of making sensible decisions by gaining an insight about a product prior to its purchase.
This can be made clear through in a few common aspects: It is the responsibility of the consumer to get all the information about the potential purchase and associated background before making a decision to buy a product.
Transparent information about the terms and conditions associated with the product or service make plain the regulatory requirements to redress any consumer grievances.
Some businesses may be reluctant to inform their potential consumers, concerned that this might harm the marketability and attractiveness of their products.
This trend is substantiated by Forrester Research which found "buyers are often between 70 and 90 percent of the way through the sales process before they ever engage a vendor".
Some ways of taking advantage of the new market are to understand the target customers, maintain visibility to these people, and utilize grassroots tactics.
With the increase in the variety of sources for consumer education, it is important for the marketer to enter the sales process at an early stage.