I Am Mine? Disaggregation

If the web is a galaxy, you can see it is dominated by a handful of megabrands. But how do you target the individual and share the opportunity?

The future appears to be Disaggregation - dividing and singling out smaller sub-groups and specifically marketing to them. Social Networking and Search Engines have opened up the opportunity to target these specific groups.

Is the danger then that the individual becomes the marketing opportunity? The web is no longer a faceless community.

For all the talk of opportunity, is the real question that the megabrands still hold the real financial power? Crowdsourcing and Free Labour allow the megabrands to get the consumer to do their work without providing the financial reward to the creators.