Digital Matkerting Era

History Of The Internet

Introduction

By definition the Internet is a worldwide, publicly accessible series of interconnected computer networks that transmit data by packet switching using the standard Internet Protocol. But, how did it come to be this technology that is so popular and so widely used around the world? Was it always so large and extensive, filled with information about just about anything you could possibly think of accessible from almost anywhere, anytime? The answer is no and its important to understand where it all came from to understand how to utilize it to its fullest potential now.

Creation

The Internet origin comes from a military project. The Semi Automatic Ground Environment (SAGE) program consisted of networked country-wide radar systems together for the first time. This was created around 1958 as part of an attempt to regain the lead in technology from the Soviet Union who had recently launched Sputnik. J.C.R. Licklider was selected to head the committee which controlled the SAGE project. He envisioned universal networking as a unifying human revolution.

SAGE Computer Room

Licklider recruited Lawrence Roberts to head a project which implemented a network. Roberts had worked with the U.S. Air Force on a packet switching system as opposed to a circuit switching system. On October 29, 1969, Licklider and Roberts interconnected the first two nodes between UCLA and SRI International at Menlo Park, California. This was the beginning of the Advanced Research Projects Agency Network (ARPANET) which was one of the key networks which our Internet today was based off of. Soon after the first international packet-switched network service was created between U.S. and U.K.

Vinton Cerf and Robert Kahn developed the first description of the TCP protocols (covered more deeply in the Introduction to Networking lesson) in 1973. The term “Internet” was first used in 1974 to describe a single global TCP/IP network detailed in the first full specification of TCP written by Cerf and his colleagues. The first TCP/IP-wide area network was created on January 1, 1983 when all hosts on the ARPANET were switched over from the older protocols to TCP/IP.

In 1984, the United States National Sciencce Foundation (NSF) commissioned the construction of a 1.5 megabit/second network which became known as NSFNET. In 1989 the US Federal Networking Council approved the interconnection of the NSFNET to the commercial MCI Mail system. Soon after, other commercial e-mail services were soon connected such as OnTyme, Telemail, and Compuserve. Three Internet Service Providers (ISPs) were also created: UUNET, PSINET, and CERFNET. More and more seperate networks were created that eventually interconnected with this large, growing network. The ability of TCP/IP to work over virtually any pre-existing communication

networks allowed for a great ease of growth, although the rapid growth of the Internet was due primarily to the availability of commercial routers from companies such as Cisco Systems, proteon and Juniper, the availability of commercial Ethernet equipment for local-area networking and the widespread implementation of TCP/IP on the UNIX operating system.

Growth

Although the basic applications and guidelines that make the Internet possible had existed for almost a decade, the network did not gain public face until the 1990s. On August 6, 1991, CERN, which straddles the border between France and Switzerland, publicized the new World Wide Web project. The web was invented by English scientist Tim Berners-Lee in 1989.

WWW Logo

An early popular web browser was ViolaWWW. It was eventually replaced in popularity by the Mosaic web browser. By 1996 usage of the word “Internet” had become commonplace, and consequently, so had its use as a reference to the World Wide Web. Over the course of the decade, the Internet successfully accommodated the majority of previously existing public computer networks (although some networks have remained seperate).

Today’s Internet

Aside from the complex physical connections that make up its infrastructure, the Internet is facilitated by bi- or multi-lateral commercial contrracts and technical specifications or protocols that describe how to exchange data over the network. Indeed, the Internet has severely matured since its birth many years ago. Today almost 1.5 billion people use the Internet. That’s almost a quarter of the entire world (a lot of people).

The Internet Corporation for Assigned Names and Numbers (ICANN) is the authority that coordinates the assignment of unique identifiers on the Internet, including domain names, Internet Protocol (IP) addresses, and protocol port and parameter numbers. A globally unified namespace is essential for the Internet to function. Because the Internet is a distributed network comprising many volunatirly interconnected networks, the Internet, as such, has no governing body.

ICANN Headquarters

One of the most common uses people have for the Internet is the World Wide Web. Whenever you say you are “on the Internet” you are using the World Wide Web. When

you are surfing the Internet through different pages you are moving through the World Wide Web. However, that is not the only use for the Internet. E-mail is another very popular use for the Internet. Internet e-mail may travel and be stored unencrypted on many other networks and machines out of both the sender’s and the recipient’s control. Remote access is another very common use for the Internet. The Internet allows computer users to connect to other computers and information stores easily, wherever they may be across the world. File sharing is also popular. It allows people to send files through e-mail, FTP, peer-to-peer networks, etc.

Digital Marketing Era

Digital Marketing is the process of building and maintaining customer relationships through online activities to generate sales and/or capture customer that are searching on the internet for answers.

Plain English : Getting found online

For information on a product, service or location are people going online.With the constant growth of the web, and more people getting connected every day, digital marketing has become a necessity for many organizations. This also includes small businesses that want to trade online and make a name for themselves on the web.

The web is crowded with information. If you  have a website, how can these people reach you? What are the benefits of digital marketing?

The benefits of digital marketing are :

• Puts the consumer in cotrol
• Provides convenience
• Drives brand loyalty
• Reduces the selling cycle
• Builds your brand
• It is measurable
• It is cost effective

One way to sure you are found on the web is with an optimized digital marketing strategy. Most digital marketing strategies and campaigns have 5 objectives :

1. Reach the right audience
2. Engage with your audience
3. Motivate your audience to take action
4. Ensure efficient spending on your campaing
5. Maximize return of investment (ROI)

Digital marketing key components are :

• Website design (User experience)
• Search engine optimization (SEO)
• Pay per click (PPC)
• Social media marketing (SMM)
• Email marketing
• Display advertising (banner ads)

SEO Definition (Search Engine Optimization)

Is the process of getting traffic from the ‘free’, ‘organic’ or ‘natural’ listing on search engines.

All major search engines such as Google, Yahoo and Bing have such results, where web pages and other content such as video or local listing are shown and ranked based on what the search engine considers most revelant to users. Payment isn’t involved, as it is with paid search ads.

PPC Definition (Pay Per Click)

Is the type of sponsored online advertising that is used      on a wide range of websites, including search engines, where the advertiser only pay if a web user clicks on their ad. Hence the title, ‘pay per click’.

Advertisers place bids on keywords or phrases that they link their target audience would type in a search field when they are looking for specific goods or services.

Pay per click advantages are :

• Very fast
• Get targeted visitors within hours (sometimes minutes)
• Can yield highly profitable results
• Great testing platform and can be highly targeted
• Time of day
• Geographic area
• Keywords and phrases
• Immediate feedback

Pay per click disadvantages are :

• No guarantees
• Heavy competition
• You pay regardless of any sales
• Competitive keywords demand higher bids
• Restricted to text and image ads
• Traffic stops when you stop paying

Social Media Marketing (SMM)

Social media is a medium or instrument for communication, like a newspaper or a radio.

Social media = a social instrument of communication

Social media marketing advantages are :

• Targeted traffic
• High return on investment (ROI)
• Does not require specialization or vast technical sklls
• Ability to go viral therefore high visibility
• Cost effective (only time and effort)

Social media marketing disadvantages are :

• More time consuming tah SEO and PPC
• No short term ROI
• Everything is public
• Ineffective use = brand credibility loss

ROI (Return of Investment)

Many tools and systems are available to calculate your ROI and to measure the effectiveness of your digital marketing campaing.

ROI Tools are :

• Google analytics
• Google webmasters tools
• Basic google search
• Google adwords
• Social media monitoring tools

Digital marketing envolved over the years

Back in the day, it was all about …..

• Build a website
• Build links, build more links, and build even more backlinks
• Hope it shows up in Google someday
• Hope it displays on the resullts page with the right keywords (what people are typing in when they search)
• It was like fishing and hoping you will get a catch

With SEO, PPC was born – (Pay Per Click)

Build ads around keywords and pay for everyone  that clicks the ad and visit your site

Eg. Google’s Adwords (3 line ads taht show up on the right/top of search engine results)

Microsoft’s Adcenter

Yahoo’s search marketing (Overture)

INFORMATION of AMAZON COMPANY

Amazon.com is the largest internet shopping site ever established. Take the name from the Amazon River.

Amazon.com, founded in 1994 by Jeff Bezos in Seattle, United States, is an e-commerce frontier that began by selling oks before work. Today, Amazon sells DVDs, music CDs, computer software, computer games, electronics, accessories, furniture, and other kinds of goods. Jeff Bezos chose to start with the letter “A” in order okshe virtual shopping company to get ahead in alphabetical order.

Amazon’s biggest breakthrough in recent years has been the electronic book reader to drive the Kindle to the market. Now, the device sold under the name Kindle 3 has become Amazon’s top-selling product. In addition, Amazon’s Internet site has a vast library of electronic oks that can be read on the Kindle. At present, sales of Kindle products and electronic oks are not done in Turkey.

The product purchased through Amazon.com can be sold again on Amazon.com by the user.

The yellow arrow on Amazon.com’s most popular shopping site, the world’s most popular shopping site, is not just a smiley face, it’s also a secret symbol that says you can find everything from a to z at amazon.com.

Amazon.com, Alexa.com, Goodreads, a9.com, 43things.com, Audible.com, IMDb and Twitch.tv.