You’re on the hunt for a birthday present for your BFF and you’ve come up with a great idea: a year’s supply of her favorite… Kona coffee. So you plug “Kona coffee” into Google and generate 1,800,000 results. After a few false starts you realize you really want to give her “100% pure organic Kona coffee” – and only a five-pound assortment once you realize its high cost. Each time you start a new search, the words you enter become more refined. Then you begin looking for the best deal. In your hunt you’ve landed on, scanned and quickly exited 24 websites before you finally settle on the one through which you place your order.

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We are in the midst of a media revolution, and that revolution is taking place at warp speed. For most of us, just trying to keep pace with what we need to know about social media, search, email and analytics to successfully participate can become a full-time job. As soon as we begin to feel a bit secure in one area, we realize we’re falling behind in another. But, as we heard at last week’s Online Marketing Summit (OMS) in San Diego, “online is where your audience is,” and if you aren’t in the game, your competitors are.  (more…)