A prosumer is a pro-active con-sumer; culturally and socially aware, building a composite identity of consumer brands and taking an active role in choosing a product or service. This means access to more (relevant) information 24/7, a demanding task but with considerable reward. Meeting this demand can create one of your organisation’s most important advocates.
How is this manifest in an Internet-based marketing strategy? Think personal referrals, ‘send a friend this link’ and email postcards. All of these devices are examples of savvy marketers understanding and providing an outlet for prosumers to make public their personal views.
The Intelligence Factory (now defunct)