Fierce competition has made companies proactive in protecting the consumer's rights. There are no intermediaries between the customer's affairs and the company. Advertising is changing from simply being novel to something that has educative value; same is the case with other marketing communications. Consumer education is the in-thing now. Consumers demand it, and it is here to stay. The signs are obvious and straightforward; consumers want to get the feel of tender loving care (TLC). The race is on to attract consumers in the marketplace, so companies and marketers need to add new tools if they hope to be successful. The spirit of digitized information has introduced new capabilities for consumers and businesses alike.

Marketers are caught in the deadly tentacles of competition. The marketplace has turned into a war ground; there are no second chances and retakes for anybody. Consumers are demanding more and more product information. The need for information is not just in healthcare, home loans or air travel but also for a simple commodity like salt. Coercing consumers to go and buy or releasing reminder ads won't work any more.

For example, Arun Sirdeshmukh, Head - Marketing, Indus League Clothing Ltd. says, "We don't tackle competition; we tackle consumers. We talk to them and tell them." Consumers want thorough product or service knowledge. Any reason for doubt and the brand is left unwanted. Consumers want to learn, unlearn and relearn before, after and while consuming. How to purchase, where and when to purchase, how to use it and finally how to dispose of the product in an environmentally safe way, all bother consumers in a big way.

Advertising Express Magazine,Consumer Education, Brand Description, Product Functionalities, Consumers Right To Information, Sharing Product Information, Product Demonstrations, Easy Reprisal System, CRM, Consumer Relationship Management, Educating Consumers, Savvy Marketing, High-Risk Purchases.