Virtually everyone utilizes Google as their number one search engine.  The market drivers of ORM are the search engine users.  Search engines like Google serve as an unlimited knowledge base on anything anyone ever wanted to know...that includes you.  Customers, investors, employees, vendors, regulators, and partners all look to the internet for a credible perspective on you, your business and your brand.  The proliferation of user-generated content - including message boards, social and professional networks, blogs, and innumerable media outlets - make it increasingly difficult to manage your image and message online.  All of these sources are indexed by search engines, and very often appear among the top ten 'organic' results.  'Organic' results now drive more than two-thirds of all search engine traffic and consumers place far greater trust in 'organic' than 'paid' results.