UNIT 2 (i). Digital Marketing

Dm

1. World Wide Web (WWW) The World Wide Web (WWW), often called the Web, is a system of interconnected webpages and information accessible through the Internet. Created to facilitate the sharing and finding of information, the Web allows users to browse websites, watch videos, shop online, and connect with others globally. History : Initiated by Tim Berners-Lee in 1989 at CERN to help researchers collaborate. The World Wide Web Consortium (W3C), directed by Berners-Lee, continues to develop the web.

2. Components of the Web Web Browser: Software application used to access and view websites (e.g., Chrome, Firefox, Safari). Web Server: A server that hosts websites and delivers web pages to users. Uniform Resource Locator (URL) : System for resource identification on the web. Hyper Text Transfer Protocol (HTTP) : Protocol specifying browser-server communication. Hyper Text Markup Language (HTML) : The standard language used to create web pages. Defines webpage structure, organization, and content.

3. System Architecture User Perspective : The Web is a global network of documents or webpages, viewed using browsers like Internet Explorer, Netscape Navigator, and Google Chrome. Browser Functionality : Browsers fetch, interpret, and display webpages, following hyperlinks to access additional pages as requested by users.

4. Domain A domain is a network of computers and devices controlled by a single authority with specific guidelines. It is typically associated with a particular company that has its own internet presence and IP address. The domain is identified by its domain name, such as Webopedia or www.webopedia.com or A unique name that identifies a website on the internet (e.g., www.example.com ). DNS servers translate a domain name request from an internet user into an IP address. The DNS server connects the user to the website associated with the IP address found in server records.

5. STRUCTURE Top-Level Domain (TLD): The last part of a domain name (e.g., .com, .org, .net ). Second-Level Domain (SLD): The part of the domain name that comes before the TLD (e.g., example in example.com). Subdomain: A prefix added to a domain to create additional levels (e.g., blog.example.com).

6. Types of TLDs: Generic TLDs (gTLDs): Commonly used domains like .com, .org, .net . Country Code TLDs (ccTLDs): Specific to a country or territory (e.g., . uk , .ca, .in). Sponsored TLDs ( sTLDs ): Restricted domains sponsored by specific organizations (e.g., . edu , .gov).

7. Buying a Domain Steps: 1. Choose a Domain Name: Make it relevant to your business or website. Keep it short, memorable, and easy to spell. Avoid numbers and hyphens if possible.

8. 2. Check Availability: Use domain registration websites like GoDaddy, Namecheap, or Google Domains to check if your desired domain is available. 3. Register the Domain: Select a domain registrar. Provide necessary information and complete the purchase. Consider registering multiple variations to protect your brand (e.g., .com, .net , .org).

9. 4. Set Up Domain Name System (DNS): Configure DNS settings to point your domain to your web hosting server. Set up subdomains if needed (e.g., blog.example.com). 5. Renewal: Domains are usually registered on an annual basis. Ensure to renew your domain to maintain ownership.

10. Website Language HTML ( HyperText Markup Language): The standard language for creating web pages. CSS (Cascading Style Sheets): Used to describe the look and formatting of a document written in HTML. JavaScript: A programming language used to create interactive effects within web browsers. Backend Languages: Server-side languages like PHP, Python, Ruby, and Node.js used to build dynamic websites. SQL (Structured Query Language): Used for managing and manipulating databases.

11. Website Technologies Content Management System (CMS): Software applications used to create and manage digital content (e.g., WordPress, Joomla, Drupal). Web Hosting: Service that allows individuals and organizations to make their website accessible on the internet. Frameworks: Libraries and tools that provide a structure for building web applications (e.g., React, Angular, Django, Laravel). Responsive Design: Designing websites to work on various devices and screen sizes.

12. Objective of website: 1. Let People Find You Objective: Make your website easily discoverable through search engines like Google. Importance: People use search engines to find information, products, or services. A well-optimized website ensures you appear in relevant search results. Strategy: Utilize SEO practices to improve search engine rankings and make your site visible to potential customers.

13. 2. Create an Online Presence Objective: Establish a strong and recognizable online presence. Importance: Enhances visibility and credibility across multiple platforms such as Amazon, Yelp, and social media. Strategy: Link your website to other high-authority sites and engage in social media marketing to broaden your reach and improve search engine rankings. 3. Engage Your Audience Objective: Interact with your website visitors to create a loyal audience. Importance: Engaging content keeps visitors on your site longer and encourages them to return. Strategy: Use blogs, social media posts, and interactive content to start conversations and provide valuable information.

14. 4. Cultivate Relationships Objective: Build lasting relationships with your audience. Importance: Loyal relationships can lead to repeat business and positive word-of-mouth. Strategy: Offer newsletters, email campaigns, free resources, and ongoing blog posts to maintain contact and build trust. 5. Generate Revenue Objective: Convert website visitors into paying customers. Importance: The ultimate goal of most business websites is to generate income. Strategy: Create a user-friendly site with a clear path to purchase, and use effective marketing strategies to attract and convert visitors.

15. Website Flow: 1. Homepage: Introduce your brand. Provide a clear value proposition. Include navigation links to key sections. 2. About Page: Share your company’s story, mission, and values. Highlight team members and their expertise.

16. 3. Product/Service Pages: Detail your products or services. Include high-quality images, descriptions, and pricing. Add call-to-action buttons (e.g., Buy Now, Contact Us). 4. Contact Page: Provide contact information (e.g., phone number, email, address). Include a contact form for inquiries. 5. Blog/Resources: Publish valuable content related to your industry. Help attract and engage visitors. Improve SEO.

17. 6. Testimonials/Case Studies: Showcase customer reviews and success stories. Build trust and credibility. 7. FAQ Page: Answer common questions about your products or services. Reduce customer support queries. 8. E-Commerce Flow: Product Listing: Display all available products. Product Details: Provide detailed information on each product. Shopping Cart: Allow users to review selected items. Checkout: Collect payment and shipping information. Order Confirmation: Confirm purchase and provide order details.