During the recent PubCon South at Austin 2011 conference held in Austin Texas, PubCon video content producer Vanessa Zamora sat down for a video interview with conference speaker Alan K'necht, founding partner at Digital Always Media. K'necht discussed his recently released book, "The last original Idea: A Cynic's View of Internet Marketing," which takes a humorous look at the evolution of Internet marketing, taking the reader back to the earliest historical references of marketing and then pointing out the mistakes made along the way to educate the reader and pave the way for successful marketing efforts. According to K'necht, Internet marketing comes from traditional marketing which comes from simply getting your message across. The tools are new, the concepts are not, a common misconception by new entrants to the Internet marketing field, added K'necht. Currently our industry is redefining what a conversion is, and figuring out how to better attribute value to actions leading to a sale or conversion, said K'necht. Internet marketers should be focused on determining the cost of not taking part in the latest social media push, rather than focusing on the cost of having a presence, K'necht added. Media monitoring and reputation management tools can be used to correlate the effort put into social media to an uptick in sales, similar to how K'necht has done with pay-pay-click (PPC) performance campaigns in the past to determine the success of marketing initiatives. K'necht suggested that businesses utilize analytic tracking tools like Omniture, Webtrends, and Coremetrics to track where sales are derived.