E-Business Fundamentals | Eefje Godding
E-Business Fundamentals
TABLE OF CONTENTS
1: ORIGINS OF THE INTERNET .............................................................................................................3
The History of the Internet ..................................................................................................................3
Internet Usage Figures ....................................................................................................................4
Development of Communication.....................................................................................................5
Internet Access ...............................................................................................................................6
Types of Internet Users ................................................................................................................. 10
Advantages of the Internet ........................................................................................................... 11
Distinguishing the Use of the Internet ........................................................................................... 11
Mobile Developments ................................................................................................................... 12
2: WHO IS IN CHARGE? .....................................................................................................................14
Shift to the Cloud .......................................................................................................................... 15
Style of Content ............................................................................................................................ 16
Cookie........................................................................................................................................... 16
Webcare ....................................................................................................................................... 17
3: SEARCH AND BE FOUND ...............................................................................................................18
Start of the Search ........................................................................................................................ 18
Other Types of Searches ............................................................................................................... 20
How do Consumers Search? .......................................................................................................... 21
1
, E-Business Fundamentals | Eefje Godding
Parts of the Internet ...................................................................................................................... 22
Organic and Paid Results ............................................................................................................... 23
4: DOMAIN NAMES ..........................................................................................................................25
The Basis of Domain Names .......................................................................................................... 25
5: WEBSITES AND COMPONENTS .....................................................................................................28
Functional Design.......................................................................................................................... 28
Websites Objectives ...................................................................................................................... 29
Target Audience ............................................................................................................................ 30
Structure of the Website ............................................................................................................... 31
Legal Requirements ...................................................................................................................... 33
Navigation within Websites........................................................................................................... 34
Look and Feel ................................................................................................................................ 34
Trust and Reviews ......................................................................................................................... 35
6: MEASURE AND MONITOR ............................................................................................................36
What do we want to Measure? ..................................................................................................... 36
Measurements on your own Website............................................................................................ 37
7: ONLINE PROMOTION ...................................................................................................................39
Promotion on the Internet ............................................................................................................ 39
Online Promotion.......................................................................................................................... 42
Checkout Systems on the Internet................................................................................................. 43
Paid Promotion ............................................................................................................................. 45
Affiliate Marketing ........................................................................................................................ 47
Retargeting ................................................................................................................................... 48
8: SECURITY, PRICING AND PAYMENT ..............................................................................................49
Ethics ............................................................................................................................................ 49
Logistics, Inventory and Prices....................................................................................................... 49
Online Trust .................................................................................................................................. 51
Payments ...................................................................................................................................... 51
Internet Safety .............................................................................................................................. 52
9: E-MAIL AND NEWSLETTERS ..........................................................................................................53
Types of e-mail addresses ............................................................................................................. 53
E-mail Marketing Features ............................................................................................................ 53
Benchmarks concerning E-mail...................................................................................................... 54
Newsletters .................................................................................................................................. 54
GLOSSARY ........................................................................................................................................55
2
, E-Business Fundamentals | Eefje Godding
1: ORIGINS OF THE INTERNET
The History of the Internet
1943 the first electronic computer was produced by the British during the Second World
War to decipher German coded messages.
→ were destroyed after the war due to fear of them falling into the wrong hands
1957 The internet dates back to the unexpected first artificial satellite launched into space
(Sputnik l) during the Cold War between the Soviet Union and the US
ARPA = Advanced Research Projects Agency
responsible for developing technology that would allow the US military to avoid being
surprised by a technologically advanced enemy
→ developed an efficient way for universities to use each other’s computer systems
1971 there were 23 computers connected to the ARPANET. Users could exchange
messages between themselves: the first email was born.
1972 ARPANET was opened to non-university and government institutions
1974 a standard protocol was created which should make all forms of communications
between many networks possible, which is still the basis of communication on the
internet today
1978 the first 400 people received an advert message in their mailbox (first e-mail spam)
1983 ARPANET transferred completely to TCP/IP for data transfer over the network
the true birth of the internet as we know it today
1989 a hypertext system was developed, known as the World Wide Web.
→ uses words, concept or images linking to other text, concepts or images. It is the
base of the computer language HTML. The content associated with these links can be
seen on any computer, anywhere in the world.
1989 first service providers → offering the public direct access to the internet for a fee
1991 Introduction of the World Wide Web as part of the internet
1993 The first search engine (Lycos) and the first browser (Mosaic)
1994 First online shop (pizza hut)
1997 the first social network (SixDegrees.com)
→ users could create lists, invite people and send each other messages
1997 first really big fake news (Princess Diana)
1999 the rise of internet banking and the introduction of MP3
3
, E-Business Fundamentals | Eefje Godding
2000 first application of wireless internet
2001 Wikipedia and web blogs
2004 rise of social media (Facebook)
2010 many laws were made, especially in the area of privacy and legal protection
2012 smartphones and tablets made a worldwide break through and first apps for mobiles
were developed
2014 social media adopted on websites
2018 big platforms are more and more held accountable for showing certain content like
fake news or identities, influencing the audience by targeted marketing
2019 the Internet of Things is exploding
→ the impact on our daily lives and on operations in organizations grows
Roaming
= when abroad, your phone automatically attempts to connect to one of the local networks.
Is made possible through internet service providers who have cooperative agreements to
grant each other’s customers local access to the internet.
The providers have made agreements on the so-called roaming charges which are to be paid
by the customer. These costs were enforced by the European Union is 2017.
→ enormous boost to the use of the internet and apps abroad.
Internet Usage Figures
The Netherlands = one the leading European countries in internet usage and being and
interesting test market for all kinds of online ‘products’ and innovations.
→ there is no other European country with such good access to the internet.
Internet activities
The most popular daily activities depend highly on the country, culture and age group
→ It is valuable data knowing just what people exactly do online and which channel they
chose to do so.
The more we know about our customers, the better we can serve.
4
E-Business Fundamentals
TABLE OF CONTENTS
1: ORIGINS OF THE INTERNET .............................................................................................................3
The History of the Internet ..................................................................................................................3
Internet Usage Figures ....................................................................................................................4
Development of Communication.....................................................................................................5
Internet Access ...............................................................................................................................6
Types of Internet Users ................................................................................................................. 10
Advantages of the Internet ........................................................................................................... 11
Distinguishing the Use of the Internet ........................................................................................... 11
Mobile Developments ................................................................................................................... 12
2: WHO IS IN CHARGE? .....................................................................................................................14
Shift to the Cloud .......................................................................................................................... 15
Style of Content ............................................................................................................................ 16
Cookie........................................................................................................................................... 16
Webcare ....................................................................................................................................... 17
3: SEARCH AND BE FOUND ...............................................................................................................18
Start of the Search ........................................................................................................................ 18
Other Types of Searches ............................................................................................................... 20
How do Consumers Search? .......................................................................................................... 21
1
, E-Business Fundamentals | Eefje Godding
Parts of the Internet ...................................................................................................................... 22
Organic and Paid Results ............................................................................................................... 23
4: DOMAIN NAMES ..........................................................................................................................25
The Basis of Domain Names .......................................................................................................... 25
5: WEBSITES AND COMPONENTS .....................................................................................................28
Functional Design.......................................................................................................................... 28
Websites Objectives ...................................................................................................................... 29
Target Audience ............................................................................................................................ 30
Structure of the Website ............................................................................................................... 31
Legal Requirements ...................................................................................................................... 33
Navigation within Websites........................................................................................................... 34
Look and Feel ................................................................................................................................ 34
Trust and Reviews ......................................................................................................................... 35
6: MEASURE AND MONITOR ............................................................................................................36
What do we want to Measure? ..................................................................................................... 36
Measurements on your own Website............................................................................................ 37
7: ONLINE PROMOTION ...................................................................................................................39
Promotion on the Internet ............................................................................................................ 39
Online Promotion.......................................................................................................................... 42
Checkout Systems on the Internet................................................................................................. 43
Paid Promotion ............................................................................................................................. 45
Affiliate Marketing ........................................................................................................................ 47
Retargeting ................................................................................................................................... 48
8: SECURITY, PRICING AND PAYMENT ..............................................................................................49
Ethics ............................................................................................................................................ 49
Logistics, Inventory and Prices....................................................................................................... 49
Online Trust .................................................................................................................................. 51
Payments ...................................................................................................................................... 51
Internet Safety .............................................................................................................................. 52
9: E-MAIL AND NEWSLETTERS ..........................................................................................................53
Types of e-mail addresses ............................................................................................................. 53
E-mail Marketing Features ............................................................................................................ 53
Benchmarks concerning E-mail...................................................................................................... 54
Newsletters .................................................................................................................................. 54
GLOSSARY ........................................................................................................................................55
2
, E-Business Fundamentals | Eefje Godding
1: ORIGINS OF THE INTERNET
The History of the Internet
1943 the first electronic computer was produced by the British during the Second World
War to decipher German coded messages.
→ were destroyed after the war due to fear of them falling into the wrong hands
1957 The internet dates back to the unexpected first artificial satellite launched into space
(Sputnik l) during the Cold War between the Soviet Union and the US
ARPA = Advanced Research Projects Agency
responsible for developing technology that would allow the US military to avoid being
surprised by a technologically advanced enemy
→ developed an efficient way for universities to use each other’s computer systems
1971 there were 23 computers connected to the ARPANET. Users could exchange
messages between themselves: the first email was born.
1972 ARPANET was opened to non-university and government institutions
1974 a standard protocol was created which should make all forms of communications
between many networks possible, which is still the basis of communication on the
internet today
1978 the first 400 people received an advert message in their mailbox (first e-mail spam)
1983 ARPANET transferred completely to TCP/IP for data transfer over the network
the true birth of the internet as we know it today
1989 a hypertext system was developed, known as the World Wide Web.
→ uses words, concept or images linking to other text, concepts or images. It is the
base of the computer language HTML. The content associated with these links can be
seen on any computer, anywhere in the world.
1989 first service providers → offering the public direct access to the internet for a fee
1991 Introduction of the World Wide Web as part of the internet
1993 The first search engine (Lycos) and the first browser (Mosaic)
1994 First online shop (pizza hut)
1997 the first social network (SixDegrees.com)
→ users could create lists, invite people and send each other messages
1997 first really big fake news (Princess Diana)
1999 the rise of internet banking and the introduction of MP3
3
, E-Business Fundamentals | Eefje Godding
2000 first application of wireless internet
2001 Wikipedia and web blogs
2004 rise of social media (Facebook)
2010 many laws were made, especially in the area of privacy and legal protection
2012 smartphones and tablets made a worldwide break through and first apps for mobiles
were developed
2014 social media adopted on websites
2018 big platforms are more and more held accountable for showing certain content like
fake news or identities, influencing the audience by targeted marketing
2019 the Internet of Things is exploding
→ the impact on our daily lives and on operations in organizations grows
Roaming
= when abroad, your phone automatically attempts to connect to one of the local networks.
Is made possible through internet service providers who have cooperative agreements to
grant each other’s customers local access to the internet.
The providers have made agreements on the so-called roaming charges which are to be paid
by the customer. These costs were enforced by the European Union is 2017.
→ enormous boost to the use of the internet and apps abroad.
Internet Usage Figures
The Netherlands = one the leading European countries in internet usage and being and
interesting test market for all kinds of online ‘products’ and innovations.
→ there is no other European country with such good access to the internet.
Internet activities
The most popular daily activities depend highly on the country, culture and age group
→ It is valuable data knowing just what people exactly do online and which channel they
chose to do so.
The more we know about our customers, the better we can serve.
4
