Oftentimes, simple advice can be more than confirming an amazing grasp of the obvious.
The reality is, such words of wisdom are merely serving as a mnemonic to remind us of a fundamental task or an occupational hazard.
In the course of marketing online, the issue is reality itself.
Not knowing can get expensive.
Back in 2015, research began raising alarms that bots were so prevalent in cyberspace, they were accounting for half of its traffic. Thus, the average online measurements of viewership had to be halved to get a better estimate of human engagement.
However, none of the major platforms were cutting their advertising rates in half. They still aren’t.
It’s not just bots that are scamming marketers. In their guise as fake traffic, bots are a greater scourge now than ever before.
If you’re going to pay for clicks, be sure your source is highly-referenced by someone you know, trust, and do successful business with.
Otherwise, you’ll risk being victimized by a hit farm with an impressive but insidious programmed bank of phones and screens like this one in China:
It’s all enough to make one wonder if the entire internet is fake, and for good reason. It really is the Wild West out there.
However, here’s another reality:
Becoming an online entrepreneur offers an equal-opportunity route to earn an honest, lucrative, independent, full-time living.
One major necessity, of course, is tracking your visitors, and that leads to the point of our mnemonic:
How do you know they’re human?
The first thing to recognize is that not all bots are villains. Some are quite useful in ensuring cyberspace and your site operate as effectively as they’re allowed:
Setting a data baseline in 2018, the esteemed Pew Research Center conducted models to establish the presence and population of bots on Twitter.
In summary, their current state of activity on that platform has increased:
One of the more convenient — and free — tools for online data measurement is Google Analytics. You can arrange its settings to assist you in filtering out bot traffic.
Here’s an excerpt from a Jeffalytics course that provides a basic overview:
Really, all this takes is just a couple more minutes to do what should be a routine task in your weekly administrative schedule.
Needless to say, the best way to ensure you’re interfacing with humans is to go Old School:
- Encourage a personal e-mail exchange as early in your funnel as possible, and
- As soon as you’ve ascertained that you’re in communication with a bona fide dude or dudette, move the email address to a segmented list and put your 80/20 process into action.
It will. Sooner rather than later.
A major tenet of the Dot Com lifestyle affirms that your time is your own. No sense clogging it up with fake clients and bloated data.
Separating the bots from the bodies will reduce the chances of that happening.