Sophistication of market

The whole thing builds on itself. As specialization becomes more prevalent, and as consumers have access to more and more information, the market becomes highly sophisticated and wants even more information. Savvy marketers are learning to respect the intelligence and knowledge of the market, while still making it easy for newcomers to quickly gain the knowledge and sophistication they desire. The information superhighway gives you the ability to communicate with their customers at varying levels of sophistication. You can provide plenty of information to the highly knowledgeable consumer without talking over the heads of the newcomers. Design your online presentations with this disparity in mind.

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© 1995 Ralph S. Marston, Jr. All rights reserved.