In a recent podcast published by imedia.com, Ron Bloom, CEO of The PodShow predicts a 5/50 shift among media consumers over the next five years. That is, in five years, 50 percent of all media consumed will be created by other consumers.

Bloom asks, “what will happen to your brand?’” in such an environment. “With a dramatic shift in the way consumers consume and create, consumers will find their way into networks where they will spend as much time creating content as they do watching it.”

This potential shift marks a rapid evolution in the way media providers, marketers, advertisers, and the marketing communication industry will offer and deliver services. If marketers, business developers, and entrepreneurs don’t pay attention, their stick-in-the-mud, traditional marketing plans will become fluff in the dust.