Are uneducated consumers extinct?
The other day I had a healthy argument with an old school marketing guy about uneducated consumers in a commiditised market. His contention was that uneducated consumers still exist online. Like marks in an old style side show they wander blindly through the buying process and good businesses make good margin from them. This worried me a little. I think that the Internet has made it so much easier to find information about products and pricing that novice Internet users can become very well informed consumers very quickly. The newbie might not be a gun online marketer but they have …