Prosumers

Prosumers = Consumers that are also Producers

refers to the breaking down of the barriers between production and consumption.

Citation on The New Prosumers and their peer power:

"Customers have changed and adapted to this modern, continuously connected, mediafragmented world. They seek value by searching for themselves, and are not waiting for you to interrupt them with unwanted messaging. They look to their peers for voices of authority. They are in effect doing it for themselves. Some companies are responding to consumer power simply by focusing more energy through traditional marketing channels. But one can no longer take a one-way broadcast or a monopoly approach in a consumer-empowered world, because the internet, and increasingly the mobile phone, has fundamentally changed this. The harsh reality for all businesses today is that they need to change the way they think about marketing and marketing communication strategies. And the notion of mass media is fast becoming an oxymoron.

(Alan Moore, Market Leader, Autumn 2005, cited in Communities Dominate Brands Blog)

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