Marketing in the age of the Prosumer

For the first time in a while I sat down and read a book. As a full-time working mom of two with a big commute, this was an accomplishment.  The book was called “Future Marketing.”


As you can probably guess it wasn’t fiction but rather a futuristic look at how marketing is evolving. While my background is in marketing and communications, I would argue that this book is very relevant for people outside of this professional field. I specifically view this as an important book for bloggers. And I’ll tell you why.

The author, Jon Wuebben, asserts that we have shifted from a consumer era to a prosumer age – where we, the people, are both producers and consumers of content. Platforms for sharing content seem to multiply 24/7 and we, as individuals, are active seekers of these new platforms and the content and perspectives housed in their ecosystems. It used to be that mass marketers where the ones creating the ads, and the shows, and the videos.  But now, in addition, we are the people populating those systems with content – hence the producer and the consumer. Now, doesn’t this sound like social media and the blogosphere?

Why is this important?

This is important because this shift from consumers is tilting the scales on marketing – taking it from a macro-level to a micro-level. These individuals (bloggers / influencers) are catering to niche audiences. And while there was, and still is, mass media, there are now also mass numbers of niche audiences to reach and engage.

Mass marketers  and brands now need the bloggers and influencers within the micro-audiences to truly be able to dig in and engage those segments with products and services. And the bloggers and influencers need the brands and marketers to fund their day-to-day. This interdependence is only going to grow bigger and bigger until it is blended and synchronized into a hyper-targeted web of opportunities that will become the norm.

Future engagement

Engagement – the ever important concept in marketing. How do we get the consumer to engage with the brand, product or service?  In the book Wuebben shares his thoughts on engagement. In essence he shares that, in the not-so-distant future, authenticity and experiences are what will drive engagement. Basically, he acknowledges that as a society our BS meters are getting more advanced. I believe this is true because as choices for content and consumption continue to expand people will favor the choice they feel best aligns with them and will avoid the fake.



This is where I feel the book is extremely relevant for bloggers and influencers. The authentic and experience piece plays right into your storytelling. What are you sharing with your audiences in your posts and reviews? The product or service specs or design options? No. You’re sharing your experience. And your audiences engage with you based on how that experience connects with them. Eventually they will connect with the products or services that they believe will yield them the best experience based on their content consumption and perspectives that you have helped to shape.

The Wrap Up

The sections on storytelling and engagement are great. But they are just a couple of the areas that I liked. In the book topics of VR and AI are covered, the evolution of ad agencies and so many more great topics. My simple review doesn’t do the book justice. Whether you are a marketing professional, blogger or influencer, I highly recommend you pick up a copy of this book. It’s a quick read and it gets the thoughts flowing.

Want to check out the book a little more? Visit to download a free chapter of the book.

What marketing book have you read lately and what did you like about it?  I’d love to hear your thoughts.


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