Are You an Internet Marketing Genius?

Not many people are, so it shouldn’t be an embarrassment saying that you are not.

Internet marketing can be hard and even confusing. At least, it seems to be for the novice who just wants to get as many people as possible to see their website.

So what about internet marketing do most people find difficult?

Understanding how it has changed in the last decade. Traditional marketing used to be a relatively simple process. Maybe some mailers to people around town, a small space in the local Yellow pages, maybe even a spot on local radio. All of that has changed with the internet boom. Now you can market globally… if you understand how. Sure, it can make your business visible to a much larger audience, but how?

Making the best to use your time. Most small business people wear multiple hats. As a comparison, internet marketing is the cheap baseball cap compared to the expensive fedora of trying to manage the business. Internet marketing seems to take up way too much time for the tangible/measurable benefits it brings.

Spending the money. Marketing is just one of many costs, but because modern internet marketing is completed on so many fronts, it is difficult to know where the money is going. Keeping track of most expenses is easy because you have a direct relationship. But, marketing costs seem so ethereal.

Determining what is effective. In traditional marketing, you can do studies to determine exactly (or at least close to exactly) how effective your marketing dollars were. There was more of a direct link between marketing and sales. Now it is seems like it is very difficult to tell.
What is the answer to this dilemma? You know you have to market in order to be seen by as many people as possible.

So to get the most out of your marketing dollar, you can take one of two actions. Let’s look at them.

#1. Learn How to do Internet Marketing Yourself (effectively)

Computers are as necessary to business these days as buggy whips were at one time. Of course, the buggy whip manufacturers either adapted or they went the way of large wooden sailing ships. It is possible to find some of each in museums these days, but they aren’t in use anymore.

If you are hoping that the same happens to computers and the internet, you are probably also betting your business on a coin at the wishing well. Neither are a good bet.

So, computers are here to stay and you need to learn how to market using one. You know your business won’t grow itself, but learning a new task when your time is already precious is not efficient. But, internet marketing is necessary.

The Internet 1975-2020 Age 45yrs

‘How does the internet work?’ Is a question that defies a simple, short answer… ‘Because it does… ‘ may not satisfy the more inquisitive… a lesson I have learned. However, if the question was more on the lines of ‘How does the Internet work at its most fundamental level?’ Then the answer lays in the communication foundation of the Internet, and that answer would simply be ‘TCP/IP’.

It would be at this point in the conversation that the obligatory whiteboard and an array of colored pens would appear, as I eagerly instruct my inquisitive (foolish) student on the length and breadth of Internet protocols, blissfully leading them to a place of regret and despair.

So what is TCP/IP? And should I really care?

TCP/IP was invented by the pioneers of ARPANET way back in the 70’s, (with support from the US military) the predecessor of today’s Internet. TCP/IP is used by everything currently connected to the Internet including the device you’re reading this on.

TCP/IP or ‘Transmission Control Protocol and Internet Protocol’ provides end-to-end connectivity specifying how the data should be formatted, addressed, transmitted, routed and received at the destination. TCP/IP has been enhanced over the years but the basic protocol hasn’t really changed since it was first specified by our flare wearing boffins in 1975 in RFC 793 ‘far out… ‘

So what’s the problem with TCP/IP?

Well, nothing, so far as the protocol itself works and is reliable, guaranteeing delivery of data packets in the order they were sent. It functions exactly as it was designed to do. The protocol was produced some 40 odd years ago and it is testimony to the ‘Elders of the Internet’ that it has endured for so long.

TCP/IP would continue to the defacto standard of the Internet if the Internet was not a playground for criminals and hackers determined to undermine it through cyber-crime for example.

Security is now at the top of most businesses agendas, and that’s where it should stay, given the speed of change and the sophisticated techniques used by modern cyber-criminals.

Security, then is one of the key drivers for change…

So how do we make things more secure?

We are all used to application level security such as AntiVirus and Internet Security packages and the like. These products essentially ‘prevent’ or ‘pro-actively’ deter security vulnerabilities at the application end, usually where a human is involved and is often the last step, and also the weakest link, in the security chain.

But what about at the protocol layer? Could there be a way of making things more secure at the lower levels and thereby augmenting the security at the higher layers?

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