Summary e-Marketing to Go
Chapter 1: Origins of the Internet..........................................................................................................6
Definition of the Internet...................................................................................................................6
History of the Internet.......................................................................................................................6
Development of communication.......................................................................................................6
Internet access...................................................................................................................................7
Structure of the internet................................................................................................................7
Routing:.........................................................................................................................................7
Networking Concepts.....................................................................................................................8
Software concepts.........................................................................................................................8
Wireless access to the internet......................................................................................................8
Access and hosting providers.........................................................................................................9
Types of internet users....................................................................................................................10
Advantages of the internet (in comparison to long-existing types of media)..................................10
E-business, e-marketing, e-commerce.............................................................................................10
E-business....................................................................................................................................10
E-marketing.................................................................................................................................10
E-commerce.................................................................................................................................11
Mobile developments:.....................................................................................................................11
Mobile marketing........................................................................................................................11
Apps.............................................................................................................................................11
Location based services...............................................................................................................11
European developments..............................................................................................................12
Chapter 2: Freedom and happiness on the internet............................................................................13
Browser............................................................................................................................................13
Mobile..........................................................................................................................................13
HTML...............................................................................................................................................13
URL..................................................................................................................................................13
Cloud................................................................................................................................................13
Data centres.................................................................................................................................14
Style of content................................................................................................................................14
Representation of content...........................................................................................................14
Who is posting the content?........................................................................................................14
The origin of the content shown..................................................................................................14
1
, Cookies............................................................................................................................................14
Legislation on cookies..................................................................................................................14
Session cookies............................................................................................................................14
Webcare..........................................................................................................................................15
Crowdsourcing.................................................................................................................................15
Chapter 3 Search and be found...........................................................................................................16
Start of the search...........................................................................................................................16
Indexing.......................................................................................................................................16
Algorithm.....................................................................................................................................16
Development of Search engines..................................................................................................18
Types of searches.............................................................................................................................18
Metasearch..................................................................................................................................18
Vertical search.............................................................................................................................18
Suggested search.........................................................................................................................18
Desktop search............................................................................................................................18
Social media search.....................................................................................................................19
Real-time search..........................................................................................................................19
Combined search.........................................................................................................................19
How consumers search....................................................................................................................19
Search words...............................................................................................................................19
Search operators..........................................................................................................................19
Search engine databases.............................................................................................................19
Parts of the internet........................................................................................................................19
Organic and paid results..................................................................................................................20
Search engine optimization.........................................................................................................20
Search engine advertising............................................................................................................20
Linking..........................................................................................................................................20
Google Trends..................................................................................................................................21
Clicking and Linking..........................................................................................................................21
Making revenue...............................................................................................................................21
Chapter 4 Domain names....................................................................................................................22
Basis of domain names....................................................................................................................22
Levels of domain names..............................................................................................................22
How to acquire a domain name?.................................................................................................23
Challenges with domain names.......................................................................................................23
Domain hijacking.........................................................................................................................23
2
, Typo squatting.............................................................................................................................23
DNS Systems....................................................................................................................................23
Chapter 5 Websites and Components.................................................................................................24
Functional design.............................................................................................................................24
Conversion rate............................................................................................................................24
Website objectives...........................................................................................................................24
Website as a selling outlet...........................................................................................................24
Website as a promotion or communication tool.........................................................................24
Website as a support or service tool............................................................................................24
Website itself as an earning tool..................................................................................................25
Website as a marketplace............................................................................................................25
Target audience...............................................................................................................................25
Leads............................................................................................................................................25
Structure of the website..................................................................................................................25
Dynamic websites........................................................................................................................26
Interactive sites............................................................................................................................26
Responsive design........................................................................................................................26
Embedding...................................................................................................................................26
Technical requirements...................................................................................................................26
Legal requirements..........................................................................................................................27
European GDPR legislation..........................................................................................................27
Navigation within websites..............................................................................................................27
3-second rule...............................................................................................................................27
Look and feel...................................................................................................................................27
Social Media.....................................................................................................................................28
Trust and review sites......................................................................................................................28
Chapter 6: Measure and Monitor........................................................................................................29
What do we want to measure.........................................................................................................29
Measurements in your own website...............................................................................................29
Visits............................................................................................................................................29
Pages............................................................................................................................................29
Origin...........................................................................................................................................30
Other features.............................................................................................................................30
Measuring content, sentiment and engagement.............................................................................30
Conventional ways of research and measuring...............................................................................31
Reviews by panels and polls........................................................................................................31
3
, Eye tracking.................................................................................................................................31
Mouse tracking............................................................................................................................31
Click path tracking........................................................................................................................31
A-B testing...................................................................................................................................31
Do we measure what we want to know?.........................................................................................31
Visitors and the funnel.....................................................................................................................32
CTR...............................................................................................................................................32
Chapter 7 Online Promotion................................................................................................................33
Promotion on the internet...............................................................................................................33
Features of the internet media....................................................................................................33
Targeting......................................................................................................................................33
Cross media.................................................................................................................................34
Return on investment..................................................................................................................34
Paid, earned, shared and owned media (PESO)...............................................................................34
Parties in advertising....................................................................................................................34
SEA and promotion..........................................................................................................................34
Google Ads...................................................................................................................................34
Google AdSense...........................................................................................................................35
Checkout systems on the internet...................................................................................................35
CPM (cost per mile).....................................................................................................................35
CPC (cost per click).......................................................................................................................35
CPL (cost per lead).......................................................................................................................36
CPS (cost per sale)........................................................................................................................36
CPE (cost per engagement)..........................................................................................................36
CPV (cost per view)......................................................................................................................36
Paid promotion................................................................................................................................36
Advertising in games....................................................................................................................36
Video capabilities.........................................................................................................................37
Virals............................................................................................................................................37
White paper marketing................................................................................................................37
Affiliate marketing...........................................................................................................................38
Structure......................................................................................................................................38
Bad affiliates................................................................................................................................38
Retargeting......................................................................................................................................38
Chapter 8 Security, Pricing and Payment.............................................................................................39
Ethics...............................................................................................................................................39
4
Chapter 1: Origins of the Internet..........................................................................................................6
Definition of the Internet...................................................................................................................6
History of the Internet.......................................................................................................................6
Development of communication.......................................................................................................6
Internet access...................................................................................................................................7
Structure of the internet................................................................................................................7
Routing:.........................................................................................................................................7
Networking Concepts.....................................................................................................................8
Software concepts.........................................................................................................................8
Wireless access to the internet......................................................................................................8
Access and hosting providers.........................................................................................................9
Types of internet users....................................................................................................................10
Advantages of the internet (in comparison to long-existing types of media)..................................10
E-business, e-marketing, e-commerce.............................................................................................10
E-business....................................................................................................................................10
E-marketing.................................................................................................................................10
E-commerce.................................................................................................................................11
Mobile developments:.....................................................................................................................11
Mobile marketing........................................................................................................................11
Apps.............................................................................................................................................11
Location based services...............................................................................................................11
European developments..............................................................................................................12
Chapter 2: Freedom and happiness on the internet............................................................................13
Browser............................................................................................................................................13
Mobile..........................................................................................................................................13
HTML...............................................................................................................................................13
URL..................................................................................................................................................13
Cloud................................................................................................................................................13
Data centres.................................................................................................................................14
Style of content................................................................................................................................14
Representation of content...........................................................................................................14
Who is posting the content?........................................................................................................14
The origin of the content shown..................................................................................................14
1
, Cookies............................................................................................................................................14
Legislation on cookies..................................................................................................................14
Session cookies............................................................................................................................14
Webcare..........................................................................................................................................15
Crowdsourcing.................................................................................................................................15
Chapter 3 Search and be found...........................................................................................................16
Start of the search...........................................................................................................................16
Indexing.......................................................................................................................................16
Algorithm.....................................................................................................................................16
Development of Search engines..................................................................................................18
Types of searches.............................................................................................................................18
Metasearch..................................................................................................................................18
Vertical search.............................................................................................................................18
Suggested search.........................................................................................................................18
Desktop search............................................................................................................................18
Social media search.....................................................................................................................19
Real-time search..........................................................................................................................19
Combined search.........................................................................................................................19
How consumers search....................................................................................................................19
Search words...............................................................................................................................19
Search operators..........................................................................................................................19
Search engine databases.............................................................................................................19
Parts of the internet........................................................................................................................19
Organic and paid results..................................................................................................................20
Search engine optimization.........................................................................................................20
Search engine advertising............................................................................................................20
Linking..........................................................................................................................................20
Google Trends..................................................................................................................................21
Clicking and Linking..........................................................................................................................21
Making revenue...............................................................................................................................21
Chapter 4 Domain names....................................................................................................................22
Basis of domain names....................................................................................................................22
Levels of domain names..............................................................................................................22
How to acquire a domain name?.................................................................................................23
Challenges with domain names.......................................................................................................23
Domain hijacking.........................................................................................................................23
2
, Typo squatting.............................................................................................................................23
DNS Systems....................................................................................................................................23
Chapter 5 Websites and Components.................................................................................................24
Functional design.............................................................................................................................24
Conversion rate............................................................................................................................24
Website objectives...........................................................................................................................24
Website as a selling outlet...........................................................................................................24
Website as a promotion or communication tool.........................................................................24
Website as a support or service tool............................................................................................24
Website itself as an earning tool..................................................................................................25
Website as a marketplace............................................................................................................25
Target audience...............................................................................................................................25
Leads............................................................................................................................................25
Structure of the website..................................................................................................................25
Dynamic websites........................................................................................................................26
Interactive sites............................................................................................................................26
Responsive design........................................................................................................................26
Embedding...................................................................................................................................26
Technical requirements...................................................................................................................26
Legal requirements..........................................................................................................................27
European GDPR legislation..........................................................................................................27
Navigation within websites..............................................................................................................27
3-second rule...............................................................................................................................27
Look and feel...................................................................................................................................27
Social Media.....................................................................................................................................28
Trust and review sites......................................................................................................................28
Chapter 6: Measure and Monitor........................................................................................................29
What do we want to measure.........................................................................................................29
Measurements in your own website...............................................................................................29
Visits............................................................................................................................................29
Pages............................................................................................................................................29
Origin...........................................................................................................................................30
Other features.............................................................................................................................30
Measuring content, sentiment and engagement.............................................................................30
Conventional ways of research and measuring...............................................................................31
Reviews by panels and polls........................................................................................................31
3
, Eye tracking.................................................................................................................................31
Mouse tracking............................................................................................................................31
Click path tracking........................................................................................................................31
A-B testing...................................................................................................................................31
Do we measure what we want to know?.........................................................................................31
Visitors and the funnel.....................................................................................................................32
CTR...............................................................................................................................................32
Chapter 7 Online Promotion................................................................................................................33
Promotion on the internet...............................................................................................................33
Features of the internet media....................................................................................................33
Targeting......................................................................................................................................33
Cross media.................................................................................................................................34
Return on investment..................................................................................................................34
Paid, earned, shared and owned media (PESO)...............................................................................34
Parties in advertising....................................................................................................................34
SEA and promotion..........................................................................................................................34
Google Ads...................................................................................................................................34
Google AdSense...........................................................................................................................35
Checkout systems on the internet...................................................................................................35
CPM (cost per mile).....................................................................................................................35
CPC (cost per click).......................................................................................................................35
CPL (cost per lead).......................................................................................................................36
CPS (cost per sale)........................................................................................................................36
CPE (cost per engagement)..........................................................................................................36
CPV (cost per view)......................................................................................................................36
Paid promotion................................................................................................................................36
Advertising in games....................................................................................................................36
Video capabilities.........................................................................................................................37
Virals............................................................................................................................................37
White paper marketing................................................................................................................37
Affiliate marketing...........................................................................................................................38
Structure......................................................................................................................................38
Bad affiliates................................................................................................................................38
Retargeting......................................................................................................................................38
Chapter 8 Security, Pricing and Payment.............................................................................................39
Ethics...............................................................................................................................................39
4
