Time-shifting. User-generated content. Blogging. Community. Whichever rubric you pick, the marketing mix has changed considerably, with consumers emerging as more in control than ever. While marketers and agencies try to figure it out, the consumer gains yet more control, and the balance of power will only continue to shift over the next few years. The reaches of control, however, extend farther than just marketing, with consumers now dominating everything from communities to blogs to wikis.