This is super content so I hope you don't mind that we're going to use it with our customers to explain something that we've been telling them for years. Simply that what used to be predictable consumer purchase behavior driven by a few simple newspaper, radio and yellow page ads, is now a complex, fragmented buying journey as they search, discover, learn about and engage with brands across an incredible number of places online (web & mobile!).
The implication for our customers is that they must optimize their entire web presence, not just their website. Web presence is the collection of all the places where consumers find and engage a business including: search engines, local directories, blogs, video & photo sites, social media profiles, micro-blogs, review & recommendation sites/apps, check-in apps (like Foursquare) and daily deals. Of course the consumer buying journey is increasingly done on the fly via mobile phones so everything needs to be optimized to take advantage of that fact as well.