If Consumers Are King, Why Does Content Still Rule

I have been fortunate to attend a number of conferences recently covering the trends and technologies that are dramatically impacting everyone in the ecosystem. The biggest topics have been about demand-side networks, ad exchanges and the changing role of the ad network and publisher.

What I have found interesting is that in virtually every session the consumer came up during the conversation. Anytime the panelist or speaker described the role of the consumer they spoke of them as "King", "Paramount to success" or "Vital" in binding together the ecosystem. The consumer is at the center of everything we do as a marketing industry.

The consumer is in control! Well if the consumer is in control why do they seem lost, they are leaving destination sites in droves, they are searching more than ever, trying to connect with friends or following their leader on Twitter. It seems to me that the fragmentation that has been created online and on TV has left the consumer wondering aimlessly hoping for a Sherpa to lead them.

Who will be the next Sherpa? AOL was in the 80's, Yahoo was in the 90's, Google owned the 00's but 2010 is upon us and I am curious who will own the teens. Will it be Facebook, Twitter or someone new that will come from left field?