Wouldn’t it be nice if you could receive an email whenever Google finds out something new about you? Or when your competitor makes the news? Or there is a news story developing that affects your business? Or a customer is blogging about your product? One option would be to go to Google and do a search for these things. But that is just another task that you need to put on your calendar to get done. You could have your assistant monitor that for you, but you know that your assistant has better things to do than perform web searches for you and this method doesn’t guarantee that something won’t be missed.