Opportunity derives from the inherent democratization of online marketing -- small companies can beat their larger, resource-rich competitors in the contest for online relevance simply by optimizing their interactive presence. David Meerman Scott, author of The New Rules of Marketing and PR, believes that marketers who shy away from emerging interactive technologies are making a mistake. Buyers go first to the Internet to do their research, via search engines and recommendations from friends and peers. For those companies that have embraced interactive marketing techniques, three common steps to success emerge: focus, optimize, and experiment. The good news is that the risk associated with trying new digital media tools is low, particularly compared to traditional marketing methods. And if the experiment falls flat, at least you're not left figuring out where to store cartons of brochures or a trade show booth.