Nowadays, 2.4 billion people around the world have access to the internet and therefore to a variety of social media platforms which enables consumers to connect and communicate with others, share, consume and create content about topics of their personal interest (Blazevic, et al., 2013). The purpose of this article is it to develop a theoretical framework of how the digital revolution, which is characterized by the development of the internet, has changed the roles between consumers and companies regarding to the information provision and procurement over the last years. The analysis will be done by reviewing existing literature and by comparing the communication behavior before the and after the advent of the internet has taken place. Furthermore, this article highlights the major opportunities and challenges that have emerged and provides suggestions of how marketers can adapt this changes to their existing marketing strategy in order reach the company goals by using company examples.