STUDY MATERIAL

What is Digital Marketing ? Definition ?

 

 

What is Digital Marketing?

 

Digital marketing is the combination of all the marketing efforts a company uses via digital media to connect with potential customers, such as websites, email, search engines, and social media. Marketers connect with consumers on devices like phones, tablets, and laptops. It involves understanding where your potential customers will be online, what device they will use to connect, and meeting them there.

Digital marketing differs from its traditional counterpart in that traditional marketing campaigns focus on selling the customer a product. Digital marketing focuses on providing value to potential customers where and when they need it. The goal of digital marketing efforts is to put what a person wants or needs in front of them when and where they are looking for it.

Digital marketing is an umbrella term, and there are many specialized jobs involved in the industry, including SEO, social media management, content marketing, data and analytics, and PPC to name a few.

 

 

Digital marketing is the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, advertising, and any other digital medium. Digital marketing channels are systems based on the internet that can create, accelerate, and transmit product value from producer to the terminal consumer by digital networks.

Digital marketing’s development since the 1990s and 2000s has changed the way brands and businesses use technology for marketing. As digital platforms are increasingly incorporated into marketing plans and everyday life, and as people use digital devices instead of visiting physical shops, digital marketing campaigns are becoming more prevalent and efficient.

Digital marketing methods such as search engine optimization (SEO), search engine marketing (SEM), content marketinginfluencer marketing, content automation, campaign marketing, data-driven marketing, e-commerce marketing, social media marketingsocial media optimizatione-mail direct marketingDisplay advertisinge-books, and optical disks and games are becoming more common in our advancing technology. Digital marketing now extends to non-Internet channels that provide digital media, such as mobile phones (SMS and MMS), call back, and on-hold mobile ring tones. In essence, this extension to non-Internet channels helps to differentiate digital marketing from online marketing, another catch-all term for the marketing methods mentioned above, which strictly occur online.

 

 

 

The concept of marketing automation was raised to solve the problem above. Marketing automation helped companies segment customers, launch multichannel marketing campaigns and provide personalized information for customers. However, the speed of its adaptability to consumer devices was not fast enough.

Digital marketing is also referred to as ‘online marketing’, ‘internet marketing’ or ‘web marketing’. The term digital marketing has grown in popularity over time. In USA online marketing is still a popular term. In Italy, digital marketing is referred to as web marketing. Worldwide digital marketing has become the most common term, especially after the year 2013.

Digital media growth was estimated at 4.5 trillion online ads served annually with digital media spend at 48% growth in 2010. An increasing portion of advertising stems from businesses employing Online Behavioural Advertising (OBA) to tailor advertising for internet users, but OBA raises concern of consumer privacy and data protection

 New non-linear marketing approach

To engage customers, retailers must shift from a linear marketing approach of one-way communication to a value exchange model of mutual dialogue and benefit-sharing between provider and consumer. Exchanges are more non-linear, free-flowing, and both one-to-many or one-on-one. The spread of information and awareness can occur across numerous channels, such as the blogosphere, YouTube, Facebook, Instagram, Snapchat, Pinterest, and a variety of other platforms. Online communities and social networks allow individuals to easily create content and publicly publish their opinions, experiences, and thoughts and feelings about many topics and products, hyper-accelerating the diffusion of information.

The Nielsen Global Connected Commerce Survey conducted interviews in 26 countries to observe how consumers are using the Internet to make shopping decisions in stores and online. Online shoppers are increasingly looking to purchase internationally, with over 50% in the study who purchased online in the last six months stating they bought from an overseas retailer.

Using a How many-channel strategy is becoming increasingly important for enterprises who must adapt to the changing expectations of consumers who want ever-more sophisticated offerings throughout the purchasing journey. Retailers are increasingly focusing on their online presence, including online shops that operate alongside existing store-based outlets. The “endless aisle” within the retail space can lead consumers to purchase products online that fit their needs while retailers do not have to carry the inventory within the physical location of the store. Solely Internet-based retailers are also entering the market; some are establishing corresponding store-based outlets to provide personal services, professional help, and tangible experiences with their products.

An omni-channel approach not only benefits consumers but also benefits business bottom line: Research suggests that customers spend more than double when purchasing through an omni-channel retailer as opposed to a single-channel retailer, and are often more loyal. This could be due to the ease of purchase and the wider availability of products.

Customers are often researching online and then buying in stores and also browsing in stores and then searching for other options online. Online customer research into products is particularly popular for higher-priced items as well as consumable goods like groceries and makeup. Consumers are increasingly using the Internet to look up product information, compare prices, and search for deals and promotions.

Use in the digital era

There are several ways brands can use digital marketing to benefit their marketing efforts. The use of digital marketing in the digital era not only allows brands to market their products and services but also allows for online customer support through 24/7 services to make customers feel supported and valued. The use of social media interaction allows brands to receive both positive and negative feedback from their customers as well as determining what media platforms work well for them. As such, digital marketing has become an increased advantage for brands and businesses. It is now common for consumers to post feedback online through social media sources, blogs and websites on their experience with a product or brand. It has become increasingly popular for businesses to use and encourage these conversations through their social media channels to have direct contact with the customers and manage the feedback they receive appropriately.

Word of mouth communications and peer-to-peer dialogue often have a greater effect on customers, since they are not sent directly from the company and are therefore not planned. Customers are more likely to trust other customers’ experiences. Examples can be that social media users share food products and meal experiences highlighting certain brands and franchises. This was noted in a study on Instagram, where researchers observed that adolescent Instagram users posted images of food-related experiences within their social networks, providing free advertising for the products.

It is increasingly advantageous for companies to use social media platforms to connect with their customers and create these dialogues and discussions. The potential reach of social media is indicated by the fact that in 2015, each month the Facebook app had more than 126 million average unique users and YouTube had over 97 million average unique users.

Brand awareness

Ease of access

A key objective is engaging digital marketing customers and allowing them to interact with the brand through servicing and delivery of digital media. Information is easy to access at a fast rate through the use of digital communications. Users with access to the Internet can use many digital mediums, such as Facebook, YouTube, Forums, and Email, etc. Digital communications create a multi-communication channel where information can be quickly shared around the world by anyone without any regard to who they are. Social segregation plays no part through social mediums due to the lack of face to face communication and information being wide spread instead of a selective audience. This interactive nature allows consumers to create conversation in which the targeted audience can ask questions about the brand and get familiar with it which traditional forms of Marketing may not offer.

Competitive advantage

By using Internet platforms, businesses can create a competitive advantage through various means. To reach the maximum potential of digital marketing, firms use social media as its main tool to create a channel of information. Through this, a business can create a system in which they can pinpoint behavioral patterns of clients and feedback on their needs. This means of content has shown to have a larger impingement on those who have a long-standing relationship with the firm and with consumers who are relatively active social media users. Relative to this, creating a social media page will further increase relation quality between new consumers and existing consumers as well as consistent brand reinforcement, therefore, improving brand awareness resulting in a possible rise for consumers up the Brand Awareness Pyramid. Although there may be inconstancy with product images; maintaining a successful social media presence requires a business to be consistent in interactions through creating a two-way feed of information; firms consider their content based on the feedback received through this channel, this is a result of the environment being dynamic due to the global nature of the internet. Effective use of digital marketing can result in relatively lowered costs about traditional means of marketing; Lowered external service costs, advertising costs, promotion costs, processing costs, interface design costs and control costs.

Effectiveness

Brand awareness has been proven to work with more effectiveness in countries that are high in uncertainty avoidance, also these countries that have uncertainty avoidance; social media marketing work effectively. Yet brands must be careful not to be excessive on the use of this type of marketing, as well as solely relying on it as it may have implications that could negatively harness their image. Brands that represent themselves in an anthropomorphizing manner are more likely to succeed in situations where a brand is marketing to this demographic. “Since social media use can enhance the knowledge of the brand and thus decrease the uncertainty, it is possible that people with high uncertainty avoidance, such as the French, will particularly appreciate the high social media interaction with an anthropomorphized brand.” Moreover, the digital platform provides ease to the brand and its customers to interact directly and exchange their motives virtually.

Latest developments and strategies

One of the major changes that occurred in traditional marketing was the “emergence of digital marketing” (Patriciu Bales, Loredana, 2015), this led to the reinvention of marketing strategies to adapt to this major change in traditional marketing.

As digital marketing is dependent on technology which is ever-evolving and fast-changing, the same features should be expected from digital marketing developments and strategies. This portion is an attempt to qualify or segregate the notable highlights existing and being used as of press time.

  1. Segmentation: more focus has been placed on segmentation within digital marketing, to target specific markets in both business-to-business and business-to-consumer sectors.
  2. Influencer marketing: Important nodes are identified within related communities, known as influencers. This is becoming an important concept in digital targeting. It is possible to reach influencers via paid advertising, such as Facebook Advertising or Google AdWords campaigns, or through sophisticated SCRM (social customer relationship management) software, such as SAP C4C, Microsoft Dynamics, Sage CRM, and Salesforce CRM. Many universities now focus, at the Masters level, on engagement strategies for influencers.

To summarize, pull digital marketing is characterized by consumers actively seeking marketing content while Push digital marketing occurs when marketers send messages without that content being actively sought by the recipients.

  1. Online behavioral advertising is the practice of collecting information about a user’s online activity over time, “on a particular device and across different, unrelated websites, in order to deliver advertisements tailored to that user’s interests and preferences.
  2. Collaborative Environment: A collaborative environment can be set up between the organization, the technology service provider, and the digital agencies to optimize effort, resource sharing, reusability, and communications. Additionally, organizations are inviting their customers to help them better understand how to service them. This source of data is called User Generated Content. Much of this is acquired via company websites where the organization invites people to share ideas that are then evaluated by other users of the site. The most popular ideas are evaluated and implemented in some form. Using this method of acquiring data and developing new products can foster the organizations’ relationship with their customers as well as spawn ideas that would otherwise be overlooked. UGC is low-cost advertising as it is directly from the consumers and can save advertising costs for the organization.
  3. Data-driven advertising: Users generate a lot of data in every step they take on the path of customer journey and Brands can now use that data to activate their known audience with data-driven programmatic media buying. Without exposing customers’ privacy, users’ data can be collected from digital channels (e.g.: when customer visits a website, reads an e-mail, or launches and interact with brand’s mobile app), brands can also collect data from real-world customer interactions, such as brick and mortar stores visits and from CRM and Sales engines datasets. Also known as People-based marketing or addressable media, Data-driven advertising is empowering brands to find their loyal customers in their audience and deliver in real time a much more personal communication, highly relevant to each customers’ moment and actions.

An important consideration today while deciding on a strategy is that the digital tools have democratized the promotional landscape.

  1. Remarketing: Remarketing plays a major role in digital marketing. This tactic allows marketers to publish targeted ads in front of an interest category or a defined audience, generally called searchers in web speak, they have either searched for particular products or services or visited a website for some purpose.
  2. Game advertising: Game ads are advertisements that exist within computer or video games. One of the most common examples of in-game advertising is billboards appearing in sports games. In-game ads also might appear as brand-name products like guns, cars, or clothing that exist as gaming status symbols.

The new digital era has enabled brands to selectively target their customers that may potentially be interested in their brand or based on previous browsing interests. Businesses can now use social media to select the age range, location, gender and interests of whom they would like their targeted post to be seen. Furthermore, based on a customer’s recent search history they can be ‘followed’ on the internet so they see advertisements from similar brands, products, and services, This allows businesses to target the specific customers that they know and feel will most benefit from their product or service, something that had limited capabilities up until the digital era.

Ineffective forms of digital marketing

Digital marketing activity is still growing across the world according to the headline global marketing index. A study published in September 2018, found that global outlays on digital marketing tactics are approaching $100 billion. Digital media continues to rapidly grow; while the marketing budgets are expanding, traditional media is declining (World Economics, 2015). Digital media helps brands reach consumers to engage with their products or service in a personalized way. Five areas, which are outlined as current industry practices that are often ineffective are prioritizing clicks, balancing search and display, understanding mobiles, targeting, viewability, brand safety and invalid traffic, and cross-platform measurement (Whiteside, 2016). Why these practices are ineffective and some ways around making these aspects effective are discussed surrounding the following points.

Prioritizing clicks

Prioritizing clicks refers to display click ads, although advantageous by being ‘simple, fast and inexpensive’ rates for display ads in 2016 is only 0.10 percent in the United States. This means one in a thousand click ads is relevant therefore having little effect. This displays that marketing companies should not just use click ads to evaluate the effectiveness of display advertisements (Whiteside, 2016).

Balancing search and display

Balancing search and display for digital display ads are important; marketers tend to look at the last search and attribute all of the effectiveness of this. This then disregards other marketing efforts, which establish brand value within the consumer’s mind. ComScore determined through drawing on data online, produced by over one hundred multichannel retailers that digital display marketing poses strengths when compared with or positioned alongside, paid search (Whiteside, 2016). This is why it is advised that when someone clicks on a display ad the company opens a landing page, not its home page. A landing page typically has something to draw the customer in to search beyond this page. Things such as free offers that the consumer can obtain through giving the company contact information so that they can use retargeting communication strategies (Square2Marketing, 2012). Commonly marketers see increased sales among people exposed to a search ad. But the fact of how many people you can reach with a display campaign compared to a search campaign should be considered. Multichannel retailers have an increased reach if the display is considered in synergy with search campaigns. Overall both search and display aspects are valued as display campaigns build awareness for the brand so that more people are likely to click on these digital ads when running a search campaign (Whiteside, 2016).

Understanding Mobiles: Understanding mobile devices is a significant aspect of digital marketing because smartphones and tablets are now responsible for 64% of the time US consumers are online (Whiteside, 2016). Apps provide a big opportunity as well as challenge for the marketers because firstly the app needs to be downloaded and secondly the person needs to use it. This may be difficult as ‘half the time spent on smartphone apps occurs on the individuals single most used app, and almost 85% of their time on the top four rated apps’ (Whiteside, 2016). Mobile advertising can assist in achieving a variety of commercial objectives and it is effective due to taking over the entire screen, and voice or status is likely to be considered highly; although the message must not be seen or thought of as intrusive (Whiteside, 2016). The disadvantages of digital media used on mobile devices also include limited creative capabilities and reach. Although there are many positive aspects including the user’s entitlement to select product information, digital media creating a flexible message platform and there is potential for direct selling (Belch & Belch, 2012).

Cross-platform measurement: The number of marketing channels continues to expand, as measurement practices are growing in complexity. A cross-platform view must be used to unify audience measurement and media planning. Market researchers need to understand how the Omni-channel affects consumer’s behaviour, although when advertisements are on a consumer’s device this does not get measured. Significant aspects to cross-platform measurement involves de-duplication and understanding that you have reached an incremental level with another platform, rather than delivering more impressions against people that have previously been reached (Whiteside, 2016). An example is ‘ESPN and comScore partnered on Project Blueprint discovering the sports broadcaster achieved a 21% increase in unduplicated daily reach thanks to digital advertising’ (Whiteside, 2016). Television and radio industries are the electronic media, which competes with digital and other technological advertising. Yet television advertising is not directly competing with online digital advertising due to being able to cross platform with digital technology. Radio also gains power through cross platforms, in online streaming content. Television and radio continue to persuade and affect the audience, across multiple platforms.

Targeting, viewability, brand safety, and invalid traffic: Targeting, viewability, brand safety and invalid traffic all are aspects used by marketers to help advocate digital advertising. Cookies are a form of digital advertising, which are tracking tools within desktop devices; causing difficulty, with shortcomings including deletion by web browsers, the inability to sort between multiple users of a device, inaccurate estimates for unique visitors, overstating reach, understanding frequency, problems with ad servers, which cannot distinguish between when cookies have been deleted and when consumers have not previously been exposed to an ad. Due to the inaccuracies influenced by cookies, demographics in the target market are low and vary (Whiteside, 2016). Another element, which is affected by digital marketing, is ‘viewability’ or whether the ad was seen by the consumer. Many ads are not seen by a consumer and may never reach the right demographic segment. Brand safety is another issue of whether or not the ad was produced in the context of being unethical or having offensive content. Recognizing fraud when an ad is exposed is another challenge marketers face. This relates to invalid traffic as premium sites are more effective at detecting fraudulent traffic, although non-premium sites are more so the problem (Whiteside, 2016).

Channels

Digital marketing is facilitated by multiple channels, as an advertiser one’s core objective is to find channels that result in maximum two-way communication and a better overall ROI for the brand. There are multiple digital marketing channels available namely;

  • Affiliate marketing– Affiliate marketing is perceived to not be considered a safe, reliable and easy means of marketing through online platforms. This is due to a lack of reliability in terms of affiliates that can produce the demanded number of new customers. As a result of this risk and bad affiliates, it leaves the brand prone to exploitation in terms of claiming commission that isn’t honestly acquired. Legal means may offer some protection against this, yet there are limitations in recovering any losses or investment. Despite this, affiliate marketing allows the brand to market towards smaller publishers and websites with smaller traffic. Brands that choose to use this marketing often should beware of such risks involved and look to associate with affiliates in which rules are laid down between the parties involved to assure and minimize the risk involved.
  • Display advertising– As the term implies, online display advertising deals with showcasing promotional messages or ideas to the consumer on the internet. This includes a wide range of advertisements like advertising blogs, networks, interstitial ads, contextual data, ads on search engines, classified or dynamic advertisements, etc. The method can target specific audience tuning in from different types of locals to view a particular advertisement, the variations can be found as the most productive element of this method.
  • Email marketing– Email marketing in comparison to other forms of digital marketing is considered cheap; it is also a way to rapidly communicate a message such as their value proposition to existing or potential customers. Yet this channel of communication may be perceived by recipients to be bothersome and irritating especially to new or potential customers, therefore the success of email marketing is reliant on the language and visual appeal applied. In terms of visual appeal, some indications using graphics/visuals that are relevant to the message which is attempting to be sent, yet less visual graphics to be applied with initial emails are more effective in-turn creating a relatively personal feel to the email. In terms of language, the style is the main factor in determining how captivating the email is. Using casual tone invokes a warmer and gentle and inviting feel to the email in comparison to a formal style. For combinations; it’s suggested that to maximize effectiveness; using no graphics/visual alongside casual language. In contrast, using no visual appeal and a formal language style is seen as the least effective method.
  • Search engine marketing– Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising. SEM may incorporate Search engine optimization, which adjusts or rewrites website content and site architecture to achieve a higher ranking in search engine results pages to enhance pay per click (PPC) listings.
  • Social Media MarketingThe term ‘Digital Marketing’ has several marketing facets as it supports different channels used in and among these, comes the Social Media. When we use social media channels (Facebook, Twitter, Pinterest, Instagram, Google+, etc.) to market a product or service, the strategy is called Social Media Marketing. It is a procedure wherein strategies are made and executed to draw in traffic for a website or to gain the attention of buyers over the web using different social media platforms.
  • Social networkingservice – A social networking is an online platform which people use to build social networks or social relations with other people who share similar personal or career interests, activities, backgrounds or real-life connections
  • In-game advertising– In-Game advertising is defined as the “inclusion of products or brands within a digital game.” The game allows brands or products to place ads within their game, either in a subtle manner or in the form of an advertisement banner. Many factors exist in whether brands are successful in their advertising of their brand/product, these being: Type of game, technical platform, 3-D and 4-D technology, game genre, congruity of brand and game, prominence of advertising within the game. Individual factors consist of attitudes towards placement advertisements, game involvement, product involvement, flow or entertainment. The attitude towards the advertising also takes into account not only the message shown but also the attitude towards the game. Dependent on how enjoyable the game is will determine how the brand is perceived, meaning if the game isn’t very enjoyable the consumer may subconsciously have a negative attitude towards the brand/product being advertised. In terms of Integrated Marketing Communication “integration of advertising in digital games into the general advertising, communication, and marketing strategy of the firm” is important as it results in more clarity about the brand/product and creates a larger overall effect.

Online public relations

  1. Video advertising– This type of advertising in terms of digital/online means is advertisements that play on online videos e.g. YouTube videos. This type of marketing has seen an increase in popularity over time. Online Video Advertising usually consists of three types: Pre-Roll advertisements which play before the video is watched, Mid-Roll advertisements which play during the video, or Post-Roll advertisements which play after the video is watched. Post-roll advertisements were shown to have better brand recognition concerning the other types, where-as “ad-context congruity/incongruity plays an important role in reinforcing ad memorability”. Due to selective attention from viewers, there is the likelihood that the message may not be received. The main advantage of video advertising is that it disrupts the viewing experience of the video and therefore there is a difficulty in attempting to avoid them. How a consumer interacts with online video advertising can come down to three stages: Pre attention, attention, and behavioural decision. These online advertisements give the brand/business options and choices. These consist of length, position, adjacent video content which all directly affect the effectiveness of the produced advertisement time, therefore manipulating these variables will yield different results. The length of the advertisement has shown to affect memorability where-as a longer duration resulted in increased brand recognition. This type of advertising, due to its nature of interruption of the viewer, it is likely that the consumer may feel as if their experience is being interrupted or invaded, creating negative perception of the brand. These advertisements are also available to be shared by the viewers, adding to the attractiveness of this platform. Sharing these videos can be equated to the online version of word by mouth marketing, extending the number of people reached. Sharing videos creates six different outcomes: these being “pleasure, affection, inclusion, escape, relaxation, and control”. As well, videos that have entertainment value are more likely to be shared, yet pleasure is the strongest motivator to pass videos on. Creating a ‘viral’ trend from the mass amount of a brand advertisement can maximize the outcome of an online video advert whether it be positive or a negative outcome.

A firm needs to reach out to consumers and create a two-way communication model, as digital marketing allows consumers to give back feed back to the firm on a community-based site or straight directly to the firm via email. Firms should seek this long-term communication relationship by using multiple forms of channels and using promotional strategies related to their target consumer as well as word-of-mouth marketing.

Self-regulation

The ICC Code has integrated rules that apply to marketing communications using digital interactive media throughout the guidelines. There is also an entirely updated section dealing with issues specific to digital interactive media techniques and platforms. Code self-regulation on use of digital interactive media includes:

  • Clear and transparent mechanisms to enable consumers to choose not to have their data collected for advertising or marketing purposes;
  • Clear indication that a social network site is commercial and is under the control or influence of a marketer;
  • Limits are set so that marketers communicate directly only when there are reasonable grounds to believe that the consumer has an interest in what is being offered;
  • Respect for the rules and standards of acceptable commercial behaviour in social networks and the posting of marketing messages only when the forum or site has indicated its willingness to receive them;
  • Special attention and protection for children.

Advantages and limitations

The whole idea of digital marketing can be a very important aspect of the overall communication between the consumer and the organization. This is due to digital marketing being able to reach vast numbers of potential consumers at one time.

Another advantage of digital marketing is that consumers are exposed to the brand and the product that is being advertised directly. To clarify the advertisement is easy to access as well it can be accessed any time any place.

However, with digital marketing, there are some setbacks to this type of strategy. One major setback that is identified, is that Digital marketing is highly dependent on the internet. This can be considered as a setback because the internet may not be accessible in certain areas or consumers may have poor internet connection.

As well as digital marketing being highly dependent on the Internet is that it is subject to a lot of clutter, so its marketers may find it hard to make their advertisements stand out, as well as get consumers to start conversations about an organization’s brand image or products.

As digital marketing continues to grow and develop, brands take great advantage of using technology and the Internet as a successful way to communicate with its clients and allows them to increase the reach of who they can interact with and how they go about doing so. There are however disadvantages that are not commonly looked into due to how much a business relies on it. Marketers need to take into consideration both the advantages and disadvantages of digital marketing when considering their marketing strategy and business goals.

An advantage of digital marketing is that the reach is so large that there are no limitations on the geographical reach it can have. This allows companies to become international and expand their customer reach to other countries other than the country it is based or originates from.

As mentioned earlier, technology and the internet allow for 24 hours a day, 7 days a week service for customers as well as enabling them to shop online at any hour of that day or night, not just when the shops are over and across the whole world. This is a huge advantage for retailers to use it and direct customers from the store to its online store. It has also opened up an opportunity for companies to only be online based rather than having an outlet or store due to the popularity and capabilities of digital marketing.

Another advantage is that digital marketing is easy to be measured allowing businesses to know the reach that their marketing is making, whether digital marketing is working or not and the amount of activity and conversation that is involved.

With brands using the Internet space to reach their target customers; digital marketing has become a beneficial career option as well. At present, companies are more into hiring individuals familiar in implementing digital marketing strategies and this has led the stream to become a preferred choice amongst individuals inspiring institutes to come up and offer professional courses in Digital Marketing.

A disadvantage of digital advertising is the large number of competing goods and services that are also using the same digital marketing strategies. For example, when someone searches for a specific product from a specific company online, if a similar company uses targeted advertising online then they can appear on the customer’s home page, allowing the customer to look at alternative options for a cheaper price or better quality of the same product or a quicker way of finding what they want online.

Some companies can be portrayed by customers negatively as some consumers lack trust online due to the amount of advertising that appears on websites and social media that can be considered frauds. This can affect their image and reputation and make them out to look like a dishonest brand.

Another disadvantage is that even an individual or small group of people can harm the image of an established brand. For instance, Doppelganger is a term that is used to disapprove an image of a certain brand that is spread by anti-brand activists, bloggers, and opinion leaders. The word Doppelganger is a combination of two German words Doppel (double) and Ganger (walker), thus it means double walker or as in English it is said alter ego. Generally, the brand creates images for itself to emotionally appeal to its customers. However, some would disagree with this image and make alterations to this image and present in funny or cynical ways, hence distorting the brand image, hence creating a Doppelganger image, blog or content (Rindless, 2016).

Two other practical limitations can be seen in the case of digital marketing. One, digital marketing is useful for specific categories of products, meaning only consumer goods can be propagated through digital channels. Industrial goods and pharmaceutical products cannot be marketed through digital channels. Secondly, digital marketing disseminates only the information to the prospects most of whom do not have the purchasing authority/power. And hence the reflection of digital marketing into real sales volume is skeptical.

Measuring the Effectiveness of Digital Marketing Campaigns

Although the ultimate criteria to evaluate any business initiative should be its return on investment or any other financial metrics in general, the evaluation criteria and metrics for the digital marketing campaigns can be discussed in more detail.

The criteria and metrics can be classified according to their type and period. Regarding the type, we can either evaluate these campaigns “Quantitatively” or “Qualitatively”. Quantitative metrics may include “Sales Volume” and “Revenue Increase/Decrease”. While qualitative metrics may include the enhanced “Brand awareness, image, and health” as well as the “relationship with the customers”.

Shifting the focus to the time, we may need to measure some “Interim Metrics”, which give us some insight during the journey itself, as well as we need to measure some “Final Metrics” at the end of the journey to inform use if the overall initiative was successful or not. As an example, most social media metrics and indicators such as likes, shares and engagement comments may be classified as interim metrics while the final increase/decrease in sales volume is clearly from the final category.

The correlation between these categories should exist. Otherwise, a disappointing result may happen at the end – in spite of the illusion of success perceived early during the project.

Strategy

Planning

Digital marketing planning is a term used in marketing management. It describes the first stage of forming a digital marketing strategy for the wider digital marketing system. The difference between digital and traditional marketing planning is that it uses digitally based communication tools and technology such as Social, Web, Mobile, Scannable Surface. Nevertheless, both are aligned with the vision, the mission of the company and the overarching business strategy.

Stages of planning

Using Dr. Dave Chaffey’s approach, digital marketing planning (DMP) has three main stages: Opportunity, Strategy, and Action. He suggests that any business looking to implement a successful digital marketing strategy must structure their plan by looking at opportunity, strategy, and action. This generic strategic approach often has phases of situation review, goal setting, strategy formulation, resource allocation and monitoring.

1) Opportunity

To create an effective DMP, a business first needs to review the marketplace and set ‘SMART’ (Specific, Measurable, Actionable, Relevant and Time-Bound) objectives. They can set SMART objectives by reviewing the current benchmarks and key performance indicators (KPIs) of the company and competitors. It is pertinent that the analytics used for the KPIs be customized to the type, objectives, mission, and vision of the company.

Companies can scan for marketing and sales opportunities by reviewing their outreach as well as influencer outreach. This means they have a competitive advantage because they can analyze their co-marketers influence and brand associations.

To seize the opportunity, the firm should summarize its current customers’ personas and purchase journey from this they can deduce their digital marketing capability. This means they need to form a clear picture of where they are currently and how many resources, they can allocate for their digital marketing strategy i.e. labor, time, etc. By summarizing the purchase journey, they can also recognize gaps and growth for future marketing opportunities that will either meet objectives or propose new objectives and increase profit.

2) Strategy

To create a planned digital strategy, the company must review their digital proposition (what you are offering to consumers) and communicate it using digital customer targeting techniques. So, they must define online value proposition (OVP), this means the company must express clearly what they are offering customers online e.g. brand positioning.

The company should also (re)select target market segments and personas and define digital targeting approaches.

After doing this effectively, it is important to review the marketing mix for online options. The marketing mix comprises the 4Ps – Product, Price, Promotion, and Place. Some academics have added three additional elements to the traditional 4Ps of marketing Process, Place and Physical appearance making it 7Ps of marketing.

3) Action

The third and final stage requires the firm to set a budget and management systems; these must be measurable touchpoints, such as the audience reached across all digital platforms. Furthermore, marketers must ensure the budget and management systems are integrating the paid, owned and earned media of the company. The Action and final stage of planning also require the company to set in place measurable content creation e.g. oral, visual or written online media.

After confirming the digital marketing plan, a scheduled format of digital communications (e.g. Gantt Chart) should be encoded throughout the internal operations of the company. This ensures that all platforms used fall in line and complement each other for the succeeding stages of digital marketing strategy.

Understanding the Market

One-way marketers can reach out to consumers, and understand their thought process is through what is called an empathy map. An empathy map is a four-step process. The first step is through asking questions that the consumer would be thinking in their demographic. The second step is to describe the feelings that the consumer may be having. The third step is to think about what the consumer would say in their situation. The final step is to imagine what the consumer will try to do based on the other three steps. This map is so marketing teams can put themselves in their target demographics shoes. Web Analytics is also a very important way to understand consumers. They show the habits that people have online for each website. One particular form of these analytics is predictive analytics which helps marketers figure out what route consumers are on. This uses the information gathered from other analytics and then creates different predictions of what people will do so that companies can strategize on what to do next, according to the people’s trends.

Sharing economy

The “sharing economy” refers to an economic pattern that aims to obtain a resource that is not fully utilized. Nowadays, the sharing economy has had an unimagined effect on many traditional elements including labor, industry, and distribution system. This effect is not negligible that some industries are obviously under threat. The sharing economy is influencing the traditional marketing channels by changing the nature of some specific concept including ownership, assets, and recruitment.

Digital marketing channels and traditional marketing channels are similar in function that the value of the product or service is passed from the original producer to the end-user by a kind of supply chain. For instance, a typical digital marketing channel is email. Organizations can update the activity or promotion information to the user by subscribing to the newsletter mail that happened in consuming. In addition to this typical approach, the built-in control, efficiency and low cost of digital marketing channels is an essential feature in the application of sharing economy.

 

 

WHO SHOULD LEARN DIGITAL MARKETING?

 

So, what exactly digital marketing is?

Digital Marketing is typically a broad term intended for advertising via digital technologies and mainly through the internet. In brief, Digital Marketing is about promoting products or services online using electronic devices.

Due to the growing popularity of marketing via the internet, companies are gaining higher profitability and return on investment. Hence, they seek skilled professionals to take care of their internet marketing front.

Learning Digital Marketing will gain you a skill-set that will be quite beneficial to your career – be it full time or freelancing job. It is up to you to pick what sort of Digital Marketer you want to be;

    • Become an entrepreneur
    • Become Freelancer offering Digital Marketing services
    • Turn into a Digital Marketing Trainer
  • or Earn money online via Blogging or Affiliate networks

Before deciding to go any longer, it is essential to gain knowledge of what Digital Marketing entails. Here’s a shortlist of it.

SEO – Deals about optimizing a website to get higher ranking in the search results of search engines like Google, Yahoo, Bing.

AdWords – is a paid advertising platform where ads are shown on Google, Bing and other search engines.

Analytics – Analysing the data about what works the best and what does not and seeing what can be done to improve.

Social Media – Helps to get more engagement and awareness via social media platforms like Facebook, Twitter, Google Plus, etc.

Email Marketing – It is where Marketing and communication accomplished via email platforms.

Content – Normally all things related to writing sensible, compelling, valuable content to attract a target audience for marketing purposes.

Online Ads – Involves advertising across multiple platforms and devices through online.

Conversion Optimization – Helps to study what works and what doesn’t when it comes to converting customers. Involves analyzing, testing and improving the overall experience for better results.

How to Become a Digital Marketer?

It is not just about going to school, getting a degree, finding a job and that kind of stuff. The best marketers around the market have a passion for testing, discovering and performing what works right. This is since digital marketing keeps changing constantly. Say, Google keeps updating its algorithm and search analysts stay scrambling and figuring out to see what has been changed. Be it a new advertising platform, or an update on analytics tools, you need to keep digging in to find out to create a viable digital strategy.

Based on where you want to work and your designation, it’s apparent that you need to wear a bunch of hats simultaneously: copywriter, designer, strategist, data analyst, etc.

To be a perfect digital marketer, you will need to be a generalist in your core field, even if you land up becoming a specialist in copywriting, SEO or PPC analyst. However, there’s no limit in learning, and you need to know a bit about everything to withstand in competition.

Who should learn Digital Marketing?

What sort of person is suitable for a digital marketing career? Who should learn Digital Marketing? There are a lot of questions many people ask when they consider learning digital marketing. It is not only about your education level, skills, and qualifications, but there are also some more factors that you should be aware of when evaluating your career potential.

People from all walks of life could very well benefit from learning Digital Marketing. Listed below are some professionals who should learn digital marketing and can immediately get benefited from doing a digital marketing training program.

Students – As the importance of Digital Marketing is growing enormously day by day, the chances of it becoming a stable career are prominent. Students with knowledge in digital marketing are capable of turning out into entrepreneurs building start-ups with new business ideas. Also, students doing BBA and MBA can learn digital marketing courses along with their studies as it serves as a bonus in boosting up their resumes. Moreover, digital marketing trained MBA graduates are quite eligible in getting placed as Digital Marketing Analysts, SEO executives, PPC managers, etc.

Marketing Professionals – As said before, Marketing Professionals holding a BBA or MBA degree, Sales professionals, Business development executives, and other experienced individuals in the marketing field can benefit from taking up this digital marketing course. Marketing officials should no more consider learning digital marketing as an option to proceed later. It is high time that they must require the knowledge of digital marketing concepts to survive in the digitized world of marketing.

Career Switchers / Individuals – Individuals who are presently executing traditional marketing strategies and who would like to “switch-over” to new marketing channels are highly in need of doing a digital marketing course. Sticking on to the outdated marketing tactics may give a negative impact instead of doing good. Those individuals who wanted to try modern marketing strategies that the society has been discovered and following currently are invited to take up this digital marketing training program.

CEO – Being a boss you can keep an eye on the digital marketing strategies implemented by his organization and can assist in carrying out the process with the concern teams. Attaining a clear knowledge about the concepts makes the CEO proficient at delivering his suggestions and contribution.

Business Owners – People already into the business sectors are also getting benefitted from learning digital marketing courses. It provides a huge way for them to earn money and generate profits at minimal efforts with higher ROI. Business professionals can run their businesses more efficiently with this knowledge, and it makes it much easier to earn profits.

IT Professionals – Personals working in IT sectors also has a big deal of benefit in taking up digital marketing training. With the growing importance of DM people with IT, the background can have a sound future. A lot of businesses are coming forward to spend a good deal of money and being an IT professional with digital marketing skills can get you hired easily in large business firms.

Thus, having a thorough knowledge of Digital Marketing is quite important to everyone. On observing how digitization is increasing by leaps and bounds, the skills of digital marketing are essential and becoming invaluable for the future.

Others – Online marketing is not only meant for sales and marketing professionals. Anyone (even a layman) with a high knowledge and desire to walk through this area can master the subject with hard work and dedication.

 

You may also like reading: Digital Marketing Course for Working Professionals

Social Media Marketing: Social Media Marketing Course

Email: Email Marketing for Humans

Content: Content Marketing Certification Course

Online Ads: Social Media PPC on 10+ Advertising Platforms

Conversion Optimization: The Guide to Conversion Rate Optimization

Extra Bonus: Graphic Design Bootcamp

Also Read: The Best Way to Learn Digital Marketing

 

Digitsl Marketing Important Modules

Search Engine Marketings

What Is Search Engine Marketing?

Search engine marketing (SEM) is a digital marketing strategy used to increase the visibility of a website in search engine results pages (SERPs).

While the industry term once referred to both organic search activities such as search engine optimization (SEO) and paid, it now refers almost exclusively to paid search advertising.

Search engine marketing is also alternately referred to as paid search or pay per click (PPC).

Why Is SEM Important?

With an increasing number of consumers researching and shopping for products online, search engine marketing has become a crucial online marketing strategy for increasing a company’s reach.

The majority of new visitors to a website find it by performing a query on a search engine.

In search engine marketing, advertisers only pay for impressions that result in visitors, making it an efficient way for a company to spend its marketing dollars. As a bonus, each visitor incrementally improves the website’s rankings in organic search results.

Since consumers enter search queries with the intent of finding information of a commercial nature, they are in an excellent state of mind to make a purchase, compared to other sites such as social media where users are not explicitly searching for something.

Search marketing reaches consumers at exactly the right time: when they are open to new information. Unlike the majority of digital advertising, PPC advertising is non-intrusive and does not interrupt their tasks.

Results are immediate with SEM. It is arguably the fastest way to drive traffic to a website.

How SEM Works

Search engines use complicated algorithms to ensure the most relevant results are returned for each search, including location and other available information.

In paid search advertising, sponsored ads appear at the top of and on the side of search engine results pages to gain more visibility and prominence than the organic results.

Let’s say that you are a customer looking for a product or service online. You go to a search engine and type in your search terms (also known as keywords).

In your search results page, you will come across various company ads whose keywords match the keywords in your search.

These ads appear in prominent locations on the page – along with the other search listings that match your keywords. The paid listings are highly relevant to your specific search, making it likely that you will click on them.

Now let’s take a look at how SEM campaigns work from the marketer’s perspective.

SEM networks are self-serve operations. Once a marketer selects a network, he or she can get a campaign up within a short period.

When setting up a campaign within an SEM network, the marketer is prompted to:

  • Conduct keyword research and select a set of keywords related to their website or product;
  • Select a geographic location for the ad to be displayed within;
  • Create a text-based ad to display in the search results;
  • Bid on a price they are willing to pay for each click on their ad.

Text-only ads are easy to produce. Marketers enter a headline, text for the body of the ad, a call-to-action and a URL for the hyperlink.

Search engine marketing is considered by many to be the most efficient way to spend marketing dollars.

Examples Of Search Ad Networks

The two primary search networks that SEM professionals target are Google Ads (formerly Google AdWords) and the Bing Ads.

Google AdWords are two networks: Google Search Network and Google Display Network. The first network consists exclusively of search-related websites owned by Google, while the second includes properties such as YouTube, Blogger, and Gmail. Bing Ads allows customers to buy ads on both Yahoo’s network of websites and Bing’s network.

While Google Ads is a much larger network (around 2x the size), the pricing is often lower on Bing Ads. Marketers may be able to get a better rank for a competitive keyword phrase for less than they get on Google. And some report that the clickthrough rates are higher as well.

How A/B Testing Can Complement SEM

Since you are already investing in search engine marketing to bring traffic to your website, it is a worthwhile effort to optimize that traffic for conversions and increase the efficiency of your spending.

A/B testing your landing pages is an easy way to maximize your spending, either by optimizing average order value or revenue per page.

Optimizing your landing page can increase your Quality Score with search engine marketing networks, thus reducing your average CPC.

Optimizely – and other platforms like it – can help you easily structure and implement your A/B tests, offering real-time results to give you confidence in your business decisions. Optimizely has integrations with popular ad networks such as Google AdWords and Facebook that make setting up ad-related experiments quick and easy.

 

      What Is Email Marketing?

What is email marketing? The use of email to promote products and/or services. But a better email marketing definition is the use of email to develop relationships with potential customers and/or clients. Email marketing is one segment of internet marketing, which encompasses online marketing via websites, social media, blogs, etc. It is essentially the same as direct mail except that instead of sending mail through the postal service, messages are sent electronically via email.

Much of the spam email we all get proclaiming ‘deals’ on this, and that is a good example of email marketing at its worst; the mindless email barrage.

Someone somewhere buys an email list (or several!) and sends an email along the lines of “Get ___________ (the product name) for only $_____! (the amount) to everyone on the list – sometimes repeatedly. All this does is annoy everyone and give email marketing a bad name.

At its best, email marketing allows businesses to keep their customers informed and tailor their marketing messages to their customers.

Email Marketing Can Be Personalized

Particular groups of customers can be targeted or even individuals. Offering individual customers special deals on merchandise and/or services on the customer’s birthday, for instance, is one example of email marketing personalization. (A restaurant might send an email to customers on their birthday offering 50% off an entree,) Email marketing helps a business develop and maintain a relationship with a customer over time that hopefully results in increased sales and increased customer loyalty.

Email marketing best practices include developing your email list rather than buying an email list(s) and making participation in your email list opt-in rather than opt-out (using permission-based email marketing). Email should also be optimized for mobile usage as according to statistics over half of emails are opened on mobile devices.

Email marketing is the act of sending a commercial message, typically to a group of people, using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. It usually involves using email to send advertisements, request business, or solicit sales or donations, and is meant to build loyalty, trust, or brand awareness. Marketing emails can be sent to a purchased lead list or a current customer database. The term usually refers to sending email messages with the purpose of enhancing a merchant’s relationship with current or previous customers, encouraging customer loyalty and repeat business, acquiring new customers or convincing current customers to purchase something immediately, and sharing third-party ads.

Email Marketing Can Be Personalized

Particular groups of customers can be targeted or even individuals. Offering individual customers special deals on merchandise and/or services on the customer’s birthday, for instance, is one example of email marketing personalization. (A restaurant might send an email to customers on their birthday offering 50% off an entree,) Email marketing helps a business develop and maintain a relationship with a customer over time that hopefully results in increased sales and increased customer loyalty.

Email marketing best practices include developing your email list rather than buying an email list(s) and making participation in your email list opt-in rather than opt-out (using permission-based email marketing). Email should also be optimized for mobile usage as according to statistics over half of emails are opened on mobile devices.

The Advantages of Email Marketing

The two big advantages of email marketing are price and ease. Emailing is an inexpensive way to advertise your company and its products and/or services compared to many other types of marketing. It’s also extremely easy to set up and track an email marketing campaign, making it a very accessible type of marketing for small businesses.

Newsletters can be sent to the email list you’ve built from the people who provided the necessary information on your website, for instance, providing these potential customers with news updates about your company, upcoming events and/or special offers – and, of course, reminding them that your business exists and that maybe it’s time for another visit.

   Search engine optimization

 

 

Search engine optimization (SEO) is the process of increasing the quality and quantity of website traffic by increasing the visibility of a website or a web page to users of a web search engine.

SEO refers to the improvement of unpaid results (known as “natural” or “organic” results) and excludes direct traffic/visitors and the purchase of paid placement.

SEO may target different kinds of searches, including image searchvideo searchacademic search, news search, and industry-specific vertical search engines.

Optimizing a website may involve editing its content, adding content, and modifying HTML and associated coding to both increase its relevance to specific keywords and remove barriers to the indexing activities of search engines.[citation needed] Promoting a site to increase the number of backlinks, or inbound links is another SEO tactic. By May 2015, mobile search had surpassed desktop search

As an Internet marketing strategy, SEO considers how search engines work, the computer-programmed algorithms that dictate search engine behavior, what people search for, the actual search terms or keywords typed into search engines, and which search engines are preferred by their targeted audience. SEO is performed because a website will receive more visitors from a search engine the higher the website ranks in the search engine results page (SERP). These visitors can then be converted into customers.

SEO differs from local search engine optimization in that the latter is focused on optimizing a business’s online presence so that its web pages will be displayed by search engines when a user enters a local search for its products or services. The former instead is more focused on national or international searches.

 

 

Definition – What does Search Engine Optimization (SEO) mean?

Search engine optimization (SEO) refers to methods used to increase traffic to a website by increasing its search engine page rank.

SEO often involves improving the quality of the content, ensuring that it is rich in relevant keywords and organizing it by using subheads, bullet points, and bold and italic characters. SEO also ensures that the site’s HTML is optimized such that a search engine can determine what is on the page and display it as a search result in relevant searches. These standards involve the use of metadata, including the title tag and meta description. Cross-linking within the website is also important.

 

 

 

 

 

What Is Content Marketing?

 

 

Traditional marketing is becoming less and less effective by the minute; as a forward-thinking marketer, you know there has to be a better way.

Enter content marketing.

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.

 

ur definition of content marketing depends on who we are talking to and what we are doing with it. digitalrl, Content Marketing Director at Monette, recently reached out to a group of content marketing experts searching for definitions.

What we realized is that there are a lot of content marketing definitions out there, but not a lot of useful ones for practitioners and content marketers.  So, here are several content marketing definitions depending on your needs.

Enjoy, and feel free to define content marketing yourself as well.

Editor’s note: Check out 9 Definitions: How Content Marketing Works Within Marketing for additional explanations. 

Content Marketing – Formal Definition

Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – to drive profitable customer action.

A content marketing strategy can leverage all story channels (print, online, in-person, mobile, social, etc.), be employed at any stage of the buying process, from attention-oriented strategies to retention and loyalty strategies, and include multiple buying groups.

Content marketing is comparable to what media companies do as their core business, except that in place of paid content or sponsorship as a measure of success, brands define success by ultimately selling more products or services.

Source

content Marketing – Less Formal Definition

Content Marketing is owning, as opposed to renting media. It’s a marketing process to attract and retain customers by consistently creating and curating content to change or enhance consumer behavior.

Content Marketing – Elevator Pitch

Traditional marketing and advertising is telling the world you’re a rock star.  Content Marketing is showing the world that you are one.

Source: digitalrl

Content Marketing – For Practitioners

Content marketing is about delivering the content your audience is seeking in all the places they are searching for it. It is the effective combination of created, curated and syndicated content.

Content marketing is the process of developing and sharing relevant, valuable, and engaging content to target audiences to acquire new customers or increase business from existing customers.

Content Marketing – For Non-Believers

Your customers don’t care about you, your products, your services…they care about themselves, their wants and their needs.  Content marketing is about creating interesting information your customers are passionate about so they pay attention to you.

Need more help to define content marketing?  Here are more definitions courtesy of Heidi Cohen.

What is Ecommerce Marketing?

Ecommerce marketing is the method of making sales by creating and increasing awareness about an online store’s product offerings and brand.

Ecommerce marketing is a big Internet marketing strategy that uses an existing e-commerce market to promote a businesses’ brand, products, and services. The same tactics of traditional marketing can be applied to eCommerce marketing in a digital realm, as it allows businesses to reap the benefits from those who are in the mindset to buy.

The online market is a busy place, and it is ever-growing in popularity. Ecommerce marketing is a great way for stores and organizations to tap into that growing power, creating advertisements that guide consumers to an e-commerce website. This will open the consumer up to a new world of purchase opportunities and will help them become familiar with your particular brand in the meantime. All in all, e-commerce marketing is often seen as a win-win situation.

All the Details

Ecommerce marketing often involves a variety of practices that encourage happy shoppers to navigate to another e-commerce site. Some of the top practices of eCommerce marketing include:

  • Market affiliation – The eCommerce site will use banner ads or referrals from better-known websites to guide users to their page
  • SEO – Increasing organic searches is always a good idea for new businesses, as it can drive relevancy and popularity up at once
  • Email marketing – This is a great way to reach out to current customers, sending them offers and promotions to keep them interested and loyal

Top Ecommerce Companies

To better understand what differentiates an eCommerce company from any website with a shopping cart, there is a list of the top Internet retailers that classify as eCommerce sites. This is where eCommerce marketing comes in handy, as it allows users who are already a part of these top sites to get involved with new shopping opportunities. Some of the biggest eCommerce sites include:

  • com, Inc.
  • Dell, Inc.
  • com
  • Netflix, Inc.
  • Staples, Inc.
  • Apple, Inc.

Any retail or wholesale business would be interested in pursuing e-commerce marketing as a prime tactic for its niche audience. This type of strategy also encourages Internet competitiveness and a more global reach.

Things to Consider

There are a few tricks of the trade that a new retail business can consider when starting to get involved with eCommerce marketing. While it can be fairly quick to grow a reputation online and advertise through existing eCommerce websites, there are a few pieces of advice to keep in mind:

  • PPC is a viable option – You can pay other websites to advertise on their site, and they will get paid each time a customer clicks on your link.
  • Display advertising is great for busy sites – You can create images and links that will end up in clear view of the buyer, providing them with visual stimuli that encourage them to check you out.
  • Email marketing is personal and well-received – You can always promote your commerce goods and services through email newsletters and notifications, which will reach out to all past, current, and future customers.

Ecommerce marketing is a powerful tool that can be used to promote any online retailer, wholesaler, or organization that deals with trade.

 

 

Google Analytics

 

Definition – What does Google Analytics mean?

Google Analytics is a website traffic analysis application that provides real-time statistics and analysis of user interaction with the website. Google Analytics enables website owners to analyze their visitors, to interpret and optimize the website’s performance. Google Analytics can track all forms of digital media and referring upstream web destinations, banner and contextual advertisements, e-mail and integrates with other Google products.

 

Techopedia explains Google Analytics

The data provided by Google Analytics is designed especially for marketing and webmasters alike in gauging the quality of traffic they are receiving and the effectiveness of their marketing efforts.

Google Analytics can provide the response of a marketing campaign by tracking visitors from all the referring sites and the number of visitors converted to customers or members from each. Google Analytics works via a snippet of JavaScript on the website to be monitored. There is no hardware or software to install as the application is entirely cloud-based.

 

This article attempts to clarify definitions for common terms used in Google Analytics.

Hit

With Google Analytics, a hit is ANY request sent to the GA data collection system. This includes page views, events, custom variables, measurement protocol uploads, etc.

You can backup your Google Analytics data by keeping a copy of the hits sent to Google. There are many good reasons to do this, as explained here: backup your Google Analytics data

Pageview

A pageview is recorded every time a page is viewed. Or, more technically, a pageview is recorded every time the Google Analytics pageview tracking method is executed. When a user hits the back button, a pageview is recorded. When a visitor hits refresh, a pageview is recorded. Every time a page is opened in the browser, regardless of whether it has been cached, a pageview is recorded. (Of course, this assumes the tracking code is on the page in question.)

Session

A session consists of a series of page views that a single user makes during a period of activity. The session ends after the user either closes the browser, clears cookies, or is inactive for 30 minutes. (The timeout length is customizable in the tracking code settings)

Users

Users are defined by a unique ID – this ID is usually stored in a cookie. Whenever the tracking code is executed, it looks for cookies on the browser set by the current domain. If they can’t be found, new cookies with a new ID are set. Google Analytics emphasizes sessions over users because of the inherent inaccuracies of trying to track individual users. For example, a user who deletes their cookies uses multiple browsers, or shares their computer will be inaccurately represented in the reports.

Bounce

A visit with one pageview. It doesn’t matter how long the visitor was on the page or how they left. Technically, it’s a visit with only one interaction.

Time on Page

Time on page is measured by subtracting the time a visitor hits a page from the time they hit the next page. (e.g. If they hit Page 1 at midnight and hit Page 2 at 12:03, time on Page 1 is three minutes.) This means that the time on page for the last page in a visit is always zero because Google Analytics doesn’t track pages being closed.

Time on Site

This is the sum of the time on page for all page views on a visit. Or, more accurately, it is the difference between the time they viewed the first page and the last page in a visit. Note that viewing pages in different tabs doesn’t affect this. Google Analytics simply sees a string of pages being viewed in chronological order, without any reference to multiple tabs or windows.

New Visitor

A visitor who did not have Google Analytics cookies when they hit the first page in this visit. If a visitor deletes their cookies and comes back to the site, the visitor will be counted as a new visitor.

Returning Visitor

A visitor with existing Google Analytics cookies from a previous visit.

Dollar Index

A measurement of how influential a page is to conversion. The higher the number, the more frequently it was viewed before a purchase or conversion. It’s calculated by taking the goal conversion value or transaction value of a visit and applying it evenly to all the pages before that conversion. Seen in aggregate, it just attempts to correlate pages to conversions.

Pages/Visit

Pageviews divided by visits. This metric shows the average number of pages viewed per visit.

Direct Traffic

Ideally, this is the traffic that came to a site via bookmarks or by directly typing in the URL. In reality, it is the traffic for which the code couldn’t determine a source. Depending on the site and the browser, some links may not show a referrer and instead would be categorized as direct. Using campaign variables will get around this misrepresentation every time.

Referring Sites

This is traffic for which (1) a referrer was identified, (2) the referrer is not a search engine and (3) there are no campaign variables. The referring URL (a.k.a. the page that contains the link to your website) is also stored for referrals.

Search Engine Traffic

Google Analytics automatically categorizes traffic as coming from a search engine if the referring URL is from its list of known search engines and there is a search term identified in that URL. Both organic and paid search engine traffic is put into this group.

Event Tracking

A feature that allows you to track visitor activities separately from pageviews. This is commonly used to track interaction with AJAX or Flash content.

Google Analytics API

The API extracts data from Google Analytics accounts. It allows customers to programmatically extract Google Analytics data and incorporate it with 3rd party applications and/or databases.

 

Google Analytics is used to track the website activity of the users such as session duration, pages per session, bounce rate, etc. along with the information on the source of the traffic. It can be integrated with Google Ads, with which users can review online campaigns by tracking landing page quality and conversions (goals). Goals might include sales, lead generation, viewing a specific page, or downloading a particular file. Google Analytics’ approach is to show high-level, dashboard-type data for the casual user, and more in-depth data further into the report set. Google Analytics analysis can identify poorly performing pages with techniques such as funnel visualization, where visitors came from (referrers), how long they stayed on the website and their geographical position. It also provides more advanced features, including custom visitor segmentation. Google Analytics e-commerce reporting can track sales activity and performance. The e-commerce reports show a site’s transactions, revenue, and many other commerce-related metrics.

On September 29, 2011, Google Analytics launched Real-Time analytics, enabling a user to have insight about visitors currently on the site. A user can have 100 site profiles. Each profile generally corresponds to one website. It is limited to sites that have traffic of fewer than 5 million page views per month (roughly 2 page views per second) unless the site is linked to a Google Ads campaign. Google Analytics includes Google Website Optimizer, rebranded as Google Analytics Content Experiments. Google Analytics’ Cohort analysis helps in understanding the behavior of component groups of users apart from your user population. It is beneficial to marketers and analysts for the successful implementation of a marketing strategy

Conversion rate optimization

 

In internet marketing, and web analytics conversion optimization, or conversion rate optimization (CRO) is a system for increasing the percentage of visitors to a website that converts into customers, or more generally, take any desired action on a webpage. It is commonly referred to as CRO.

 

Data collection and processing

The platform must process hundreds of variables and automatically discover which subsets have the greatest predictive power, including any multivariate relationship. A combination of pre- and post-screening methods is employed, dropping irrelevant or redundant data as appropriate. A flexible data warehouse environment accepts customer data as well as data aggregated by third parties.

This means it’s essential to ensure the data is as ‘clean’ as possible, before undertaking any data analysis. For example, eliminating activity from bots, staging websites, or incorrect configurations of tools such as Google Analytics.

Data can be numeric or text-basednominal or ordinal. Bad or missing values are handled gracefully.

Data may be geographic, contextual, frequent, demographic, behavioral, customer-based, etc.

What is CRO?

Conversion rate optimization (CRO) is an important part of online marketing strategies. In an environment that offers so many choices and distractions, CRO is the science and art of capturing the visitors’ attention and leading them closer to a desired goal. It’s a marketing strategy, created to maximize revenue, but it’s also a strategy that improves the user experience. As an effect, websites become more effective, delivering the exact information they are supposed to, while visitors navigate faster and easier. A page is considered well optimized when a high percentage of visitors “convert” into customers or subscribers.

Conversion rate optimization is a crucial online marketing activity for all the marketers who want to maximize revenue from SEO, PPC and other forms of online promotion that attract traffic on site. It can also highlight otherwise missed opportunities. Moreover, it allows marketers to track and keep up with the ever-changing customer preferences and motivations.

What is a good conversion rate?

According to the end goal, the conversion rate value can vary a lot so there’s no real standard for a good conversion rate. However, if similar conversion funnels are compared, then some benchmarks can be created. For example, some of the most popular conversion rate benchmarks are according to e-commerce industries: fashion, home & garden, electronics, etc. According to industry, the average conversion rate might be higher or lower, but that’s quite irrelevant to the individual website owner because regardless of their conversion rate there is always room for improvement.

The average e-commerce conversion rate is about 3%. This means that 97% of visitors leave sites without completing a purchase. This doesn’t mean, however, that every site is destined to fall into its industry’s average conversion rate.

A good conversion rate is one that is steadily growing. The starting point does not matter as long as the evolution is positive and constant. Statistically speaking the top 10% of websites convert on average about 5 times better than the industry average. So as long as you’re not in the 10%, the best conversion rate is a growing one.

Macro conversions vs micro conversions

Most people imagine that CRO has just one main goal: improving sales. While this is a major point of focus for conversion optimization, it’s not the only one. This is why marketers usually divide types of desired visitor actions into two main goals: macro and micro conversions.

Macro conversions are most of the time represented by-product sales. They are the end-goal of a website. However, micro conversions although often overlooked, have the power to support and drastically influence the number of macro conversions. They mostly refer to actions that don’t involve any type of payment such as submitting personal information (aka leads), downloading a resource, visiting a key page, subscribing to the weekly newsletter, etc. One of the key aspects of micro-conversions is that they are a milestone to the end-goal and they help make the customer journey easier.

For example, it’s quite difficult to bring traffic to a product page and hope for instant sales. However, it’s much simpler to bring visitors to a content page discussing the benefits of a product, then to have them subscribe to a newsletter (micro-conversion) to get more info about that product. Next, the communication will continue on the email during which the users will get more acquainted with the product and brand, so their trust level would continuously improve. So as they eventually visit the product page through a link in the email, they will be much more willing to buy.

Conversion rate optimization best practices & principles

CRO is usually done in-house or it can be outsourced to a digital agency that offers conversion rate optimization services. Although there is no standard approach to CRO, there are some activities that more often than not make up the core of the optimization process. Some of these activities are A/B testing, heat mapping, session recordings, website surveys, web personalization, emotional copywriting, etc.

The issue of best practices is often discussed in the CRO industry. There is a tendency for people new to conversion optimization to look for example and case studies from other companies and replicate them on their websites. While at first sight, this might seem like a good tactic, it’s not recommended at all because of the multitude of factors that can change the outcome of an optimization test. This is why it’s adamant that each change to the website to be tested before being set live. Sometimes though, when there is not enough traffic to run a proper test it might be a good idea to adhere to the best practices, but that’s until the website grows and serious testing can take place.

However, regardless of the CRO strategy approach, the specialists should guide their actions according to the main conversion optimization principles: urgency, social proof & clarity.

Urgency else refers to having some sort of a deadline until a certain action can be performed. According to research, people tend to take much quicker decisions when there’s a deadline insight, as opposed to the alternative of being left to decide by themselves. A good example of this CRO principle is messages on booking.com enticing you to hurry with the decision of making a reservation because it might be taken by someone in the meantime.

Social proof is a staple principle of CRO because it helps improve a key purchasing factor: trust. The fact that other people have bought the same product or service makes it much more likely for someone else to also try…especially if some of those previous clients are people they know. Some of the most effective social proof examples are client testimonials, social media signals, product reviews, and ratings. Here’s a social proof example from one of Amazon’s top-selling products:

 

Google Ads: Definition

Google Ads is Google’s online advertising program. Through Google Ads, you can create online ads to reach people exactly when they’re interested in the products and services that you offer.

  • Google Ads is a product that you can use to promote your business, help sell products or services, raise awareness, and increase traffic to your website.
  • Google Ads accounts are managed online, so you can create and change your ad campaign at any time, including your ad text, settings, and budget.
  • There’s no minimum spending commitment, and you set and control your budget. You choose where your ad appears, set a budget that’s comfortable for you, and easily measure the impact of your ad.

Explore Google Ads

With Google Ads, you can reach new customers as they search on Google for words related to your business, or browse websites with related themes. Plus, you stay in control of your advertising costs. We’ll help you understand how Google Ads works and provide an overview of basic Google Ads concepts.

 

About Google Ads

If you want to reach new customers online, then advertising with Google Ads might be right for you.

When you advertise with Google Ads, you’re investing in your business. Make sure you understand how Google Ads works and how this investment can help you grow your business—all within your budget.

Choose any of the topics below to learn more.

How Google Ads works

here your ads will appear on Google

 

 

Before you take advantage of all that online marketing can do for your business, make sure you understand the difference between paid advertising and organic search results.

Let’s say someone conducts a Google search for products or services related to your business while you’re advertising with Google Ads, Google’s online advertising platform.

  • Section 1 can contain ads. Ads can appear on the top or bottom of the Google search results page next to or under an “Ads” label. Ads are ranked primarily based on how relevant and useful they are to what the person searched for, your bid, and a few other factors.
  • Section 2 is made up of “organic” search results. These are unpaid links to websites with content related directly to what the person searched for. The more relevant the site is to the search term, the higher the link will appear in the list. Your related website could appear here, but your ad won’t.

You can control your Google Ads budget

With cost-per-click (CPC) bidding, you’re charged only when someone is interested enough to click your ad. You tell Google Ads the most you’re willing to pay for a click on your ad (called the maximum cost-per-click bid), but you could be charged less.

You have control over your Google Ads budget. You decide the average amount you want to spend each day.

On the days when your ad is more popular, Google Ads will allow up to 20% more of your average daily budget so you won’t miss out on those valuable clicks. But don’t worry, we’ll lower your maximum budget on other days so that, for a month, your overall spend will average out to the limit you’ve set, assuming your campaign runs for the full month.

Find out more about how to set your Google Ads budget.

Sign up for a Google Ads account today and follow along with this guide

Improve your results by choosing the right keywords

Keywords are words or phrases you choose when you set up your Google Ads campaign. These are terms you think your potential customers are likely to use when searching for products or services like yours.

By matching your keywords with the ads you create, you make it possible for your ad to show when someone searches for similar terms or visits a website with related content.

For example, if you deliver fresh flowers, you could use fresh flower delivery as one keyword paired with an ad promoting fresh flower delivery. When someone searches Google using the phrase fresh flower delivery or a similar term, your ad might appear above or below Google search results, or on other websites related to fresh flower delivery.

Find out more about work to help you find the right customers.

Sign up for a Google Ads account today and follow along with this guide.

How the Google Ads auction works

Google Ads determines which ads should show with a lightning-fast ad auction, which takes place every time someone searches on Google or visits a site that shows ads.

 

3 main factors in the ad auction determine which ads appear, and in what order:

  • Your bid – When you set your bid, you’re telling Google Ads the maximum amount you’re willing to pay for a click on your ad. How much you end up paying is often less, and you can change your bid at any time.
  • The quality of your ads – Google Ads also looks at how relevant and useful your ad and the website it links to are to the person who’ll see it. Our assessment of the quality of your ad is summarized in your Quality Score, which you can monitor—and work to improve—in your Google Ads account.
  • The expected impact from your ad extensions and other ad formats – When you create your ad, you have the option to add additional information to your ad, such as a phone number, or more links to specific pages on your site. These are called ad extensions. Google Ads estimates how extensions and other ad formats you use will impact your ad’s performance. So even if your competition has higher bids than yours, you can still win a higher position at a lower price by using highly relevant keywords, ads, and extensions.

Together, these 3 factors determine when and if your ad will appear to potential customers.

Learn more about how bidding on keywords can help you create a cost-effective campaign.

Sign up for a Google Ads account today and follow along with this guide.

 

 

Help your website get results

Online marketing with Google Ads helps get people to your website, but for the best results, you need a website designed to encourage people to do business with you. An easy-to-navigate website is essential if you want to convert potential customers to paying ones. Here are a few tips for creating a high-performing website.

Designing your site

Put important information towards the top of the page

Make it easy for your site visitors to find your most important content. Make sure it’s immediately visible when they arrive on the page so they don’t have to scroll down to see it.

Consider how your website features images and video

Eye-catching media like photos, video, or graphics are appealing to customers and an effective way to engage them with your business. But don’t overdo it. Too much media can cause your site to load slowly. You don’t want people leaving your site before they see the most important information.

Think about smaller screens

It’s not just about the desktop computer anymore. Your customers use different digital devices, like mobile phones and tablets, throughout their day. The smaller the screen, the harder it can be for people to find what they want. Creating a website that automatically adjusts to a user’s device is the best way to make sure everyone who gets to your site finds what they’re looking for—no matter what device they’re using.

To help keep your current customers and convert potential ones, you’ll also want to consider the speed at which your site loads. For example, most businesses lose about 50% of their customers while their mobile site is loading.

See if the speed of your mobile site is costing you customers, and get quick fixes to improve it. Test your site.

Make navigation simple

Keep your site clean, clear, and simple by:

  • Limiting the number of navigation links
  • Avoiding the use of pop-ups or other features that could interfere with navigation on your site
  • Making sure your site loads quickly so people don’t hit “back” before they even get there

Writing copy

Use clear, eye-catching headlines

Having a distinct headline on your site is essential to helping customers quickly know that they’re in the right place. This will encourage them to stay on your site longer and ultimately take action that’s valuable to you.

List the benefits your customer will get from your products and services

When people come to your site, you want to make sure they know right away why they should stay. Make sure the benefits are scannable and easy to read; bullet points are a great way to do this.

Provide quick links to more information

Make it easy for customers to find links to additional information about the advertised product they might want. For example, a prominent “Learn more” link.

Include a clear call to action

When you’re clear about the action you want people to take on your site, visitors are much more likely to take that action and bring you the business you’re looking for.

Building customer relationships

Build trust with your customers

Making it easy for people to reach you is a great way to build trust and increase transparency with potential customers. It’s a good idea to openly share information about your business and clearly state what it does. And if you request personal information from customers, make it clear why you’re asking for it and what you’ll do with it.

Boost your customers’ confidence in your business

You can build even more trust with your customers by including customer testimonials or 3rd party verifications about your business. And if you run ads on your site, make sure you distinguish these ads and sponsored links from the rest of your site content.

When you have a great website ready to go, Google Ads can help the right customers find your site and take action.

Sign up for a Google Ads account today and follow along with

Social Media Marketing

 

Definition – What does Social Media Marketing (SMM) mean?

Social media marketing (SMM) refers to techniques that target social networks and applications to spread brand awareness or promote particular products. Social media marketing campaigns usually center around:

  • Establishing a social media presence on major platforms
  • Creating shareable content and advertorials
  • Cultivating customer feedback throughout the campaign through surveys and contests

Social media marketing is perceived as a more targeted type of advertising and is therefore believed to be very effective in creating brand awareness.

 

 

Social Media Marketing (SMM) Defined

 

Updated Jan 4, 2020

What is Social Media Marketing (SMM)

Social media marketing (SMM) is the use of social media websites and social networks to market a company’s products and services. Social media marketing provides companies with a way to reach new customers, engage with existing customers, and promote their desired culture, mission, or tone. Also known as “digital marketing” and “e-marketing,” social media marketing has purpose-built data analytics tools that allow marketers to track how successful their efforts are.

Breaking Down Social Media Marketing (SMM)

Social media websites allow marketers to employ a broad range of tactics and strategies to promote content and have people engage with it. Many social networks allow users to provide detailed geographical, demographic, and personal information, which will enable marketers to tailor their messages to what is most likely to resonate with users. Because Internet audiences can be better segmented than more traditional marketing channels, companies can ensure that they are focusing their resources on the audience that they want to target.

Social media marketing campaigns have the advantage of appealing to a broad audience at once. For example, a campaign could appeal to current and prospective customers, employees, bloggers, the media, the general public, and other stakeholders (such as third-party reviewers or trade groups). Some of the metrics used to measure the success of a social media marketing campaign include website reports (such as Google analytics), return-on-investment (by connecting marketing to sales activity), customer response rates (how much customers post about a company), and reach/virality (how much customers share content).

Social Media Marketing Strategy

A major strategy used in social media marketing is to develop messages and content that individual users will share with their family, friends, and co-workers. This strategy relies on word of mouth and provides several benefits. First, it increases the message’s reach to networks and users that a social media manager may not have been able to access otherwise. Second, shared content carries an implicit endorsement when sent by someone who the recipient knows and trusts.

Social media strategy involves the creation of content that is “sticky,” meaning that it will get a user’s attention and increase the possibility that he or she will conduct a desired action, such as purchase a product or share the content with others. Marketers create viral content designed to spread between users quickly. Social media marketing should also encourage customers to create and share their content, such as product reviews or comments (known as “earned media”).

While social media marketing can provide benefits, it also can create obstacles that companies may not have had to deal with otherwise. For example, a viral video claiming that a company’s product causes consumers to become ill must be addressed by the company, regardless of whether the claim is true or false. Even if a company can set the message straight, consumers may be less likely to purchase from the company in the future.

Related Terms

Mobile Marketing

Mobile marketing utilizes multiple distribution channels to promote products and services via mobile devices, such as tablets and smartphones.

more

What Is Social Commerce?

Social commerce is the use of networking websites such as Facebook and Pinterest as vehicles to promote commercial products and services.

more

Micromarketing: Advertising Focused on a Specific Group of Customers

Micromarketing is an approach to advertising that tends to target a specific group of people in a niche market. With micromarketing, products or services are marketed directly to a targeted group of customers.

more

Digital Marketing

Digital marketing is the use of the internet, mobile devices, social media, search engines, display advertising, and other channels to reach consumers.

more

Viral Marketing

Viral marketing seeks to spread information about a product or service from person to person by word of mouth or sharing via the internet or email.

more

Social Media Optimization (SMO)

Social media optimization (SMO) is the use of social media networks to manage and grow an organization’s message and online presence.

more

 

Affiliate Marketing

 

There are two ways to approach affiliate marketing: You can offer an affiliate program to others or you can sign up to be another business’s affiliate. As the business driving an affiliate program, you’ll pay your affiliates a commission fee for every lead or sale they drive to your website. Your main goal should be to find affiliates who’ll reach untapped markets. For example, a company with an e-zine may make a good affiliate because its subscribers are hungry for resources. So, introducing your offer through a “trusted” company can grab the attention of prospects you might not have otherwise reached.

You should also make sure you aren’t competing with your affiliates for eyeballs. Any marketing channels you’re using, such as search engines, content sites or e-mail lists, should be off-limits to your affiliates. Put marketing restrictions into your affiliate agreement and notify partners immediately. It’s your program–you set the rules. Or, if you prefer, you can let your affiliates run the majority of your internet marketing.

Once you’ve protected your prospecting pool, maximize your affiliate program by working with the best and leaving the rest. As the old 80/20 adage implies, most of your revenue will come from a very small percentage of your affiliates. Because it can be time-consuming to manage a larger affiliate network, consider selecting only a few companies initially, and interview them before signing them on. Affiliates are an extension of your sales force and represent your online brand, so choose partners carefully.

And what about joining another company’s affiliate program? It’s all about extra revenue. Think about your customers’ needs: What other products or services would interest your site visitors? Join those affiliate programs. Affiliate programs can increase your sales with no upfront cost to you. It just takes a little time to plan your strategy and select the partners that will have the greatest impact on your business.

 

In electronic commerce, means of achieving greater market penetration through websites that target specific groups of internet users. For example, Amazon.com (which sells books, electronics, pharmaceuticals, toys, and many other items) has thousands of affiliated interest specific websites from where the visitors can reach products offered by Amazon. The entire sales transaction takes place at Amazon’s website which is equipped to handle the complete online payment acceptance process. Amazon passes on a percentage of the sold item’s price as commission to the affiliate website from where the sale originated.

Skills Needed to Work in Digital Marketing by Specialty

Search Engine Optimization (SEO)

People are looking for information on Google and other search engines. Optimizing websites to come up organically in search engines is a fundamental aspect of digital marketing. An understanding of how to integrate keywords into content, change alt text, collect backlinks, and so on are essential parts of this strategy.

Social Media Management

Running Facebook, Twitter, Instagram, Pinterest, and LinkedIn is another aspect of digital marketing. You have to be able to attract followers and engage with them on a level that’s meaningful to them. An in-depth understanding of who is using what platform and when will help drive your social media campaigns.

You want to use creative storytelling to post on relevant trends. To do so involves researching not just your audience, but also what they are interested in right now. It’s a fast-paced aspect of digital marketing that requires steady management and an ability to think on your feet.

Content Marketing

Content marketing is a big job. As a content marketer, you are both a creative thinker and a data analyst. You use both of those skills to create content across multi-media platforms to spark the interest of your audience so that they come to you for more—which ultimately creates more leads and more conversations.

Data and Analytics

An understanding of Google Analytics is a must. One of the benefits of digital marketing over conventional methods of marketing is its measurability. You must be able to use your skills to interpret which of your marketing campaigns are the most successful. The metrics can be complicated but being able to use them to paint a picture of your target audience and what motivates them will give you the tools to scale your campaigns and increase overall profits.

Pay Per Click (PPC)

Where SEO focuses on organic traffic, PPC is the sponsored ad equivalent. The digital marketer bids on keywords that when searched will have your ad come up in the paid ad listings. A person in this role is responsible for driving traffic to a website, and the digital marketer determines what action the customer takes once there. It requires analyzing data to reduce ad spend and increase ROI.

What is Domain & Hosting

What is a domain?

 

domain name is your website name. A domain name is the address where Internet users can access your website. A domain name is used for finding and identifying computers on the Internet. Computers use IP addresses, which are a series of numbers. However, it is difficult for humans to remember strings of numbers

 

Domain names are used to identify one or more IP addresses. For example, the domain name microsoft.com represents about a dozen IP addresses. Domain names are used in URLs to identify particular Web pages. For example, in the URL http://www.pcwebopedia.com/index.html, the domain name is pcwebopedia.com.

While the term “domain” is often used synonymously with “domain name,” it also has a definition specific to local networks.

A domain contains a group of computers that can be accessed and administered with a common set of rules. For example, a company may require all local computers to be networked within the same domain so that each computer can be seen from other computers within the domain or located from a central server. Setting up a domain may also block outside traffic from accessing computers within the network, which adds an extra level of security.

While domains can be set up using a variety of networking software, including applications from Novell and Oracle, Windows users are most likely familiar with Windows Network Domains. This networking option is built into Windows and allows users to create or join a domain. The domain may or may not be password-protected. Once connected to the domain, a user may view other computers within the domain and can browse the shared files and folders available on the connected systems.

Windows XP users can browse Windows Network Domains by selecting the “My Network Places” option on the left side of an open window. You can create a new domain by using the Network Setup Wizard. Mac users using Mac OS X 10.2 or later can also connect to a Windows Network by clicking the “Network” icon on the left side of an open window. This will allow you to browse local Macintosh and Windows networks using the SMB protocol.

 

Different Domain Extension?

 

  • .in
  • .com
  • .NET
  • .org
  • .co
  • . co.in
  • .info
  • .us
  • others

 

. in is a ccTLD (country code top level domain) meaning it is best used for websites targeting Indian audience.

.com

For people wondering what are the five most common domain extensions, .com is hands-down the most popular top-level domain (TLD). It was originally used to designate for-profit businesses but has now become the mainstay for domain extensions. When deciding on a domain extension, in almost all circumstances, you should consider .com if it’s available.

.com is a gTLD (generic top-level domain) meaning it can be used for any website.

 

What is .us domain used for?

.us is the Internet country code top-level domain (ccTLD) for the United States of AmericaIt was established in 1985. Registrants of .us domains must be American citizens, residents, or organizations, or a foreign entity with a presence in the United States of America.

.us is the Internet country code top-level domain (ccTLD) for the United States of America. It was established in 1985. Registrants of .us domains must be American citizens, residents, or organizations, or a foreign entity with a presence in the United States of America. Most registrants in the United States of America have registered for .com.net.org and other gTLDs, instead of .us, which has primarily been used by state and local governments, even though private entities may also register .us domains.

Registry operator[edit]

The domain was originally managed by the National Centre for Software Technology (NCST) and its Centre for Development of Advanced Computing (C-DAC). The Government of India issued an executive order in 2004 to transfer responsibility for managing .in domains to the newly created IN Registry under the authority of the National Internet Exchange of India (NIXI). The National Informatics Centre (NIC), ERNET, and the Ministry of Defence were appointed as registrars for the gov.in, res.in and ac.in, and the mil.in domains respectively.

In August 2018, NIXI appointed Neustar Data Infotech (India), a subsidiary of Neustar Inc, to be the country’s new registry services provider. Neustar completed migration of existing .in domains to its registry infrastructure in March 2019. Neustar added the ability to register Indian-language domains in native script by enabling end-to-end web portal language support.

Second-level domains[edit]

As of 2005, liberalised policies for the .in domain allow unlimited second-level registrations under.in. Unlimited registrations under the previously structured existing zones are also allowed:

  • .in(available to anyone; used by companies, individuals, and organisations in India)
  • .co.in(intended for banks, registered companies, and trademarks)
  • .firm.in(intended for shops, partnerships, liaison offices, sole proprietorships)
  • .net.in(intended for Internet service providers)
  • .org.in(intended for non-profit)
  • .gen.in(intended for general/miscellaneous use)
  • .ind.in(intended for individuals)

Zones reserved for use by qualified institutions in India:

  • .ernet.in(Older, for both educational and research institutes)
  • .ac.in(Academic institutions)
  • .edu.in(Educational institutions)
  • .res.in(Indian research institutes)
  • .gov.in(Indian government)
  • .mil.in(Indian military organisations)

Before the introduction of liberalised registration policies for the .in domain, only 7000 names had been registered between 1992 and 2004. As of March 2010, the number had increased to over 610,000 domain names with 60% of registrations coming from India and the rest from overseas. By October 2011, the number had surpassed 1 million domain names. As of March 2016, the number has more than doubled to over 2 million domain names.

The domain .nic.in is reserved for India’s National Informatics Centre, but in practice, most Indian government agencies have domains ending in .nic.in.

Internationalised domain names and country codes[edit]

India plans to introduce internationalized domain names in the 22 local languages used in India. As of October 2016, fifteen of these internationalised domain names were accepted by ICANN:

 

.co

The . co domain extension is the Internet country code top-level domain (ccTLD) assigned to Colombia. However, there are no restrictions on who can register the second level. co domains and it has become widely accepted as an international domain representing “company” or “corporation”.

 

.net

 

The domain name net is a generic top-level domain (gTLD) used in the Domain Name System of the Internet. The name is derived from the word network, indicating it was originally intended for organizations involved in networking technologies, such as Internet service providers and other infrastructure companies.

 

.org

 

The domain name org is a generic top-level domain (gTLD) of the Domain Name System (DNS) used on the Internet. The name is truncated from the organization. It was one of the original domains established in 1985 and has been operated by the Public Interest Registry since 2003.

TLD type: Generic top-level domain

Actual use: Non-profits; personal sites; open-so…

Intended use: Miscellaneous organizations not.

.info

When you use a. INFO domain, you’re telling the world that your website has information about a concept, an idea, a place or your business. A. INFO site can be a stand-alone one or can complement an existing commercial site.

. co.in

co (an abbreviation of commercial) is used as a second-level domain in the Domain Name System used to route internet traffic. Domain registrants register second-level domains of the form. … xx, where xx is the country code top-level domain (e.g.,

 

 

 

What is Hosting?

 

 

Web hosting is a service that allows organizations and individuals to post a website or web page onto the Internet. A web host, or web hosting service provider, is a business that provides the technologies and services needed for the website or webpage to be viewed in the Internet.

 

A web hosting service is a type of Internet hosting service that allows individuals and organizations to make their website accessible via the World Wide Web. Web hosts are companies that provide space on a server owned or leased for use by clients, as well as providing Internet connectivity, typically in a data center. Web hosts can also provide data center space and connectivity to the Internet for other servers located in their data center, called colocation, also known as Housing in Latin America or France.

 

Why Do You Need Web Hosting?

 

Having a web hosting account is very important in order to get a website hosted. A web hosting company makes it possible for your website to be accessed by everyone on the web. Web hosting is basically the space that you buy on a webserver to store your website files.

Classification

Smaller hosting services

The most basic is web page and small-scale file hosting, where files can be uploaded via File Transfer Protocol (FTP) or a Web interface. The files are usually delivered to the Web “as is” or with minimal processing. Many Internet service providers (ISPs) offer this service free to subscribers. Individuals and organizations may also obtain Web page hosting from alternative service providers.

Free web hosting service is offered by different companies with limited services, sometimes supported by advertisements, and often limited when compared to paid hosting.

Single page hosting is generally sufficient for personal web pages. Personal web site hosting is typically free, advertisement-sponsored, or inexpensive. Business web site hosting often has a higher expense depending upon the size and type of the site.

Larger hosting services

Many large companies that are not Internet service providers need to be permanently connected to the web to send emails, files, etc. to other sites. The company may use the computer as a website host to provide details of their goods and services and facilities for online orders.

A complex site calls for a more comprehensive package that provides database support and application development platforms (e.g. ASP.NETColdFusionJava EEPerl/PlacePHP or Ruby on Rails). These facilities allow customers to write or install scripts for applications like forums and content management. Also, Secure Sockets Layer (SSL) is typically used for websites that wish to keep the data transmitted more secure.

Types of hosting

 

A typical server “rack” commonly seen in colocation centers

Internet hosting services can run Web servers. The scope of web hosting services varies greatly.

Shared web hosting service

One’s website is placed on the same server as many other sites, ranging from a few sites to hundreds of websites. Typically, all domains may share a common pool of server resources, such as RAM and the CPU. The features available with this type of service can be quite basic and not flexible in terms of software and updates. Resellers often sell shared web hosting and web companies often have reseller accounts to provide hosting for clients.

Shared web hosting service refers to a web hosting service where many websites reside on one web server connected to the Internet. This is generally the most economical option for hosting, as the overall cost of server maintenance is amortized over many customers.

Description[edit]

The service must include system administration since it is shared by many users; this is a benefit for users who do not want to deal with it, but a hindrance to power users who want more control. In general, shared hosting will be inappropriate for users who require extensive software development outside what the hosting provider supports. Almost all applications intended to be on a standard web server work fine with a shared web hosting service. But on the other hand, shared hosting is cheaper than other types of hosting such as dedicated server hosting. Shared hosting usually has usage limits and hosting providers should have extensive reliability features in place. Shared hosting services typically offer basic web statistics support, email and webmail services, auto script installations, updated PHP and MySQL, basic after-sale technical support that is included with a monthly subscription. It also typically uses a web-based control panel system. Most of the large hosting companies use their own custom developed control panel. Control panels and web interfaces can cause controversy however since web hosting companies sometimes sell the right to use their control panel system to others. Attempting to recreate the functionality of a specific control panel is common, which leads to many lawsuits over patent infringement.

In shared hosting, the provider is generally responsible for managing servers, installing server software, security updates, technical support, and other aspects of the service. Most servers are based on the Linux operating system and LAMP (software bundle). Some providers offer Microsoft Windows-based or FreeBSD-based solutions. Server-side facilities for either operating system (OS) have similar functionality (for example MySQL (database) and many server-side programming languages (such as the widely used PHP programming language) under Linux, or the proprietary SQL Server (database) and ASP.NET programming language under Microsoft Windows.

There are thousands of shared hosting providers in the United States alone. They range from “mom-and-pop shops” and small design firms to multimillion-dollar providers with hundreds of thousands of customers. A large portion of the shared web hosting market is driven through pay per click (PPC) advertising or affiliate programs while some are purely non-profit.

Shared web hosting can also be done privately by sharing the cost of running a server in a colocation center; this is called cooperative hosting.

 

Reseller web hosting

Allows clients to become web hosts themselves. Resellers could function, for individual domains, under any combination of these listed types of hosting, depending on who they are affiliated with as a reseller. Resellers’ accounts may vary tremendously in size: they may have their own virtual dedicated server to a collocated server. Many resellers provide a nearly identical service to their provider’s shared hosting plan and provide the technical support themselves.

Reseller hosting is a form of web hosting wherein the account owner has the ability to use his or her allotted hard drive space and bandwidth to host websites on behalf of third parties. The reseller purchases the host’s services wholesale and then sells them to customers, possibly for a profit. A certain portion of hard drive space and bandwidth is allocated to the reseller account. The reseller may rent a dedicated server from a hosting company or resell shared hosting services. In the latter case, the reseller is simply given permission to sell a certain amount of disk space and bandwidth to their own customers without renting a server from a web hosting company they signed for a reseller account with.

Overview[edit]

The typical web hosting reseller might be a web design firm, web developer or systems integrator who offers web hosting as an add-on service. Reseller hosting is also an inexpensive way for web hosting entrepreneurs to start a company. Most reseller hosting plans allow resellers to create their own service plans and choose their own pricing structure. In many cases, resellers are able to establish their own branding via customized control panels and servers.

Reseller Hosting can be thought of as the relationship between a wholesaler and a retailer. The web hosting company (wholesaler) leases space on its servers to resellers (retailers). The reseller can distribute and price the space they’ve leased for however much bandwidth, disk space, and price that they want.

Reseller hosting does not require extensive knowledge of the technical aspects of web hosting. Usually, the data center operator is responsible for maintaining network infrastructure and hardware, and the dedicated owner configures, secures, and updates the server. A reseller is responsible for interfacing with his or her own customer base, but any hardware, software, and connectivity problems are typically forwarded to the server provider from whom the reseller plan was purchased. Being a profitable reseller firm usually involves extensive advertising to get customers. While the fees with major hosts are only a few dollars a month, it is a low-margin business, and resellers must devote large advertising budgets to compete with established competitors. However, web hosting is one of the biggest online businesses, because every website needs hosting.

Resellers can set up and manage customer accounts via a web interface, usually a point-and-click “control panel”.

Commonly sold with:

Because web development and designing are in such high demand (since every company needs a website), business is booming in the web hosting industry particularly in the arena of reseller hosting. 

Entrepreneurs and business owners are leveraging on this growth opportunity by starting their own reseller hosting company to either supplement or create a full-income flow to their brand.  It is becoming well-adopted because of its low initial costs and overall simplicity in getting started.

Are you a web designer and looking to add another source of income to your firm?  Or perhaps you’re looking for ways to make money online and curious to know what is reseller hosting and how you can turn this into a business opportunity?

Whatever the reason for your search, we compiled the top ten frequently asked questions regarding reseller hosting and how you can turn this into an additional income stream.

1: What is reseller hosting?

Reseller web hosting is an option that involves one company (a hosting provider) renting hard drive space and bandwidth to another company (small-mid size business), who then rents the space to third parties (entrepreneurs-small business).  Simply put, reseller hosting is the ability to provide hosting to your own clients as if you yourself were the web hosting company.  This is typical for aspiring entrepreneurs who want to start their own web hosting firm or for current web developers and designers who desire to add additional services to their brand.

2: How does reseller hosting work?

Here are the (perhaps over-simplified) steps to establishing a reseller business:

1) Research and select a hosting company

2) Purchase the reseller package that meets the goals of your business

3) Know and understand your target market to locate your new customers

4) Create your own branded hosting packages

5) Decide your price

6) Sell hosting packages to your clients

7) Earn profit

3: What are the benefits of reseller hosting?

Taking advantage of reseller hosting offers incredible benefits to your new or existing brand.  As a reseller you’ll:

  • Get to act as a hosting company – make money hosting and creating websites
  • Easily make profits
  • Design your own hosting plans and packages that are tailored to your own business and clients
  • Host and bill your customers using your unique brand
  • Make independent cPanel control panels for each of your clients
  • Save money with its low initial start-up costs with the opportunity to upgrade later

4: How can I become an entrepreneur and make money with this?

Reseller plans are designed for you to earn money and are often the least expensive and easiest way to start a hosting business.  By using one control panel, this option lets you set up, manage, and operate the back-end of websites, emails, and domain management for your business as well as your clients. 

Many customers may not have the expertise or background in this area and will be completely dependent on you for setup and changes to their service…allowing you, the reseller, to charge a bit more for this hands-on type of service.

With that said, since the web hosting provider handles the servers, your focus is the profits and managing your hosting customers.  This is an easy way to start making a profit from your web hosting business right away.

Yet as with any business venture, you must create your business plan, know your target audience, and implement a marketing strategy to reach your potential customers.

5: What’s included in a reseller package?

Below are some of the common features often included in Reseller packages:

  • Disc Space
  • Bandwidth
  • Domain Hosting
  • Ability to brand your own web hosting company with the hosting provider company unknown to your client (also known as “white label”)
  • Latest cPanel control panel
  • Manage your own plans and configure different accounts based on your needs
  • Pass on features to your own clients such as email, control panel, additional scripts, and monitoring tools
  • Premium support (usually 24/7) offered by hosting provider

6: Will my clients know it’s me…or my hosting company?

They will believe it’s you!  You see, you can run your own hosting business under your banner and brand without your clients knowing who your actual upstream hosting provider is.  This gives you total control in promoting your business with your name written all over it!

7: Do I need to be a hosting expert to succeed at this?

Nope.  Your provider will handle all the backend, “dirty” work, so you can focus on building your business.  Server hardware, connectivity, network infrastructure, hardware setup and maintenance, security and updates for your servers are all addressed by your web hosting provider.   It’s a good idea to check into these things as you do your research to ensure that you’ll receive the best tech support if certain issues arise…and they likely will.

8: If my business grows, can I upgrade at any time?

Absolutely…you can upgrade your reseller hosting account at any moment to expand with the demands of your business.  With HostGator, there are no contracts and a 45-day Money Back Guarantee!

9: How do I get started?

To get started, you simply follow the steps outlined in FAQ#2.  The foundation to your success will lie in choosing a good reseller web hosting provider that not only meets the objectives of your business but can provide you with consistent, reliable service and support because it’s your name that is on the line when dealing with your customers.  Choose wisely…which leads to the final FAQ…

10: How do I choose the best hosting provider?

It’s important to know that you can offer your own customers the best possible web hosting experience prior to building your clientele.  Here are just some qualities to keep in mind when searching for your reseller web hosting service:

  • Easy to use cPanel

Virtual Dedicated Server

Also known as a Virtual Private Server (VPS), it divides server resources into virtual servers, where resources can be allocated in a way that does not directly reflect the underlying hardware. VPS will often be allocated resources based on one server to many VPSs relationships, however, virtualization may be done for a number of reasons, including the ability to move a VPS container between servers. The users may have root access to their own virtual space. Customers are sometimes responsible for patching and maintaining the server (unmanaged server) or the VPS provider may provide server admin tasks for the customer (managed server).

Dedicated hosting service

The user gets his or her own Web server and gains full control over it (user has root access for Linux/administrator access for Windows); however, the user typically does not own the server. One type of dedicated hosting is self-managed or unmanaged. This is usually the least expensive for dedicated plans. The user has full administrative access to the server, which means the client is responsible for the security and maintenance of his own dedicated server.

Managed hosting service

The user gets his or her own Web server but is not allowed full control over it (user is denied root access for Linux/administrator access for Windows); however, they are allowed to manage their data via FTP or other remote management tools. The user is disallowed full control so that the provider can guarantee quality of service by not allowing the user to modify the server or potentially create configuration problems. The user typically does not own the server. The server is leased to the client.

managed hosting

Managed hosting is an IT provisioning model in which a service provider leases dedicated servers and associated hardware to a single customer and manages those systems on the customer’s behalf.

In managed hosting, customers can rent equipment such as dedicated server, storage, and network hardware; operating systems; and system software. The leased equipment serves only that single customer — or “tenant” as customers are referred to as single-tenancy architecture. The customer usually has administrative access to the leased systems yet rarely uses it, instead opting to interact with the system through a web-based interface.

Features of managed hosting

Management services are a key aspect to what differentiates managed hosting from other dedicated hosting services. Typically, managed hosting providers are responsible for hardware and software setup and configuration, technical support, patch management, system maintenance, monitoring, and updates. Managed hosting providers, however, may offer a menu of add-on services and/or packages that range from basic service offerings to pricier bundles of more advanced services. In most cases, managed hosting services can be customized to fit a customer’s specific business requirements.

Among the services that customers can expect from managed hosting providers include:

  • backups and disaster recovery;
  • load-balancing;
  • security services, such as vulnerability scans, intrusion detection, and distributed denial-of-service prevention and mitigation;
  • physical security measures for safeguarding data centers;
  • server configuration, maintenance, and monitoring;
  • application support; and
  • support for resolving technical issues.

Some managed hosting companies have partnered with Amazon Web ServicesMicrosoft Azure and other cloud providers to expand their portfolios of managed service offerings.

Managed hosting plans frequently come with a service-level agreement, which outlines the services the customer is paying for and service standards that the hosting provider is required to meet.

In managed hosting, customers can rent equipment such as dedicated server, storage, and network hardware; operating systems; and system software. The leased equipment serves only that single customer — or “tenant” as customers are referred to as single-tenancy architecture. The customer usually has administrative access to the leased systems yet rarely uses it, instead opting to interact with the system through a web-based interface.

Features of managed hosting

Management services are a key aspect to what differentiates managed hosting from other dedicated hosting services. Typically, managed hosting providers are responsible for hardware and software setup and configuration, technical support, patch management, system maintenance, monitoring and updates. Managed hosting providers, however, may offer a menu of add-on services and/or packages that range from basic service offerings to pricier bundles of more advanced services. In most cases, managed hosting services can be customized to fit a customer’s specific business requirements.

Among the services that customers can expect from managed hosting providers include:

  • backups and disaster recovery;
  • load-balancing;
  • security services, such as vulnerability scans, intrusion detection, and distributed denial-of-service prevention and mitigation;
  • physical security measures for safeguarding data centers;
  • server configuration, maintenance, and monitoring;
  • application support; and
  • support for resolving technical issues.

Some managed hosting companies have partnered with Amazon Web ServicesMicrosoft Azure and other cloud providers to expand their portfolios of managed service offerings.

Managed hosting plans frequently come with a service-level agreement, which outlines the services the customer is paying for and service standards that the hosting provider is required to meet.

 

Colocation web hosting service

Similar to the dedicated web hosting service, but the user owns the Colo server; the hosting company provides physical space that the server takes up and takes care of the server. This is the most powerful and expensive type of web hosting service. In most cases, the colocation provider may provide little to no support directly for their client’s machine, providing only the electrical, Internet access, and storage facilities for the server. In most cases for colo, the client would have his own administrator to visit the data center on-site to do any hardware upgrades or changes. Formerly, many colocation providers would accept any system configuration for hosting, even ones housed in desktop-style minitower cases, but most hosts now require rack mount enclosures and standard system configurations.

Cloud hosting

This is a new type of hosting platform that allows customers powerful, scalable and reliable hosting based on clustered load-balanced servers and utility billing. A cloud-hosted website may be more reliable than alternatives since other computers in the cloud can compensate when a single piece of hardware goes down. Also, local power disruptions or even natural disasters are less problematic for cloud hosted sites, as cloud hosting is decentralized. Cloud hosting also allows providers to charge users only for resources consumed by the user, rather than a flat fee for the amount the user expects they will use, or a fixed cost upfront hardware investment. Alternatively, the lack of centralization may give users less control over where their data is located which could be a problem for users with data security or privacy concerns.

What is Cloud Hosting & How does it work?

What is a cloud server and how does it work? A cloud server is a virtual server (rather than a physical server) running in a cloud computing environment. It is built, hosted and delivered via a cloud computing platform via the internet, and can be accessed remotely. They are also known as virtual servers

 

Cloud hosting is the process of outsourcing an organization’s computing and storage resources to a service provider that offers its infrastructure services in a utility model.

The cloud provider oversees the setup, cloud infrastructure, security, and maintenance, while sometimes allowing clients to customize hardware and applications and scale servers online. Compute and storage resources are spread out across hundreds of virtual machines (VMs) that load balance I/O demands in a cloud infrastructure configuration.

The cloud hosting model is a cheaper alternative to the traditional dedicated server model that requires companies to build and manage their own data centers. In the traditional model, servers and storage, with dedicated hardware and virtual resources, reside on-premises and can be a costly capital and operating expense for organizations.

Cloud hosting benefits

Cloud hosting provides significant capital and operational savings to organizations because they don’t have to spend a lot on the initial upfront capital cost associated with owning and managing data centers. IT also has the ability to scale more efficiently, using and paying only for the resources they need. In addition, long-term data retention becomes a more simplified process, eliminating the costly management of disks and tape systems.

Companies using a cloud hosting service get data protection benefits such as high availability and disaster recovery. Many organizations prefer a hybrid model that mixes compute and storage resources residing on-premises with compute and storage in a cloud provider’s environment.

One of the main benefits of using cloud hosting services is flexible and more cost-efficient scalability in building applications, websites, and other services. Because users can scale as needed, they are charged only for the services they use and do not pay for any unused capacity. This payment system makes cloud hosting a relatively inexpensive method of storage.

But drawbacks exist. Security issues with the cloud have gained more attention as the cloud adoption rate has grown. With data leaving the company data center, organizations run the risk of intellectual property theft and loss, compliance violations, lack of oversight over rogue employees’ actions, and data breaches.

Additional aspects to consider include high availability, recovery point objective (RPO) and recovery time objective (RTO).

 

Clustered hosting

Having multiple servers hosting the same content for better resource utilization. Clustered servers are a perfect solution for high-availability dedicated hosting, or creating a scalable web hosting solution. A cluster may separate web serving from database hosting capability. (Usually, web hosts use clustered hosting for their shared hosting plans, as there are multiple benefits to the mass managing of clients).

Grid hosting

This form of distributed hosting is when a server cluster acts like a grid and is composed of multiple nodes.

Home server

Usually, a single machine placed in a private residence can be used to host one or more web sites from a usually consumer-grade broadband connection. These can be purpose-built machines or more commonly old PCs. Some ISPs actively attempt to block home servers by disallowing incoming requests to TCP port 80 of the user’s connection and by refusing to provide static IP addresses. A common way to attain a reliable DNS hostname is by creating an account with a dynamic DNS service. A dynamic DNS service will automatically change the IP address that a URL points to when the IP address changes.

Some specific types of hosting provided by web host service providers:

Host management

 

Multiple racks of servers

The host may also provide an interface or control panel for managing the Web server and installing scripts, as well as other modules and service applications like e-mail. A web server that does not use a control panel for managing the hosting account, is often referred to as a “headless” server. Some hosts specialize in certain software or services (e.g. e-commerce, blogs, etc.).

Reliability and uptime

The availability of a website is measured by the percentage of a year in which the website is publicly accessible and reachable via the Internet. This is different from measuring the uptime of a system. Uptime refers to the system itself being online. Uptime does not take into account being able to reach it in the event of a network outage. A hosting provider’s Service Level Agreement (SLA) may include a certain amount of scheduled downtime per year in order to perform maintenance on the systems. This scheduled downtime is often excluded from the SLA timeframe and needs to be subtracted from the Total Time when availability is calculated. Depending on the wording of an SLA, if the availability of a system drops below that in the signed SLA, a hosting provider often will provide a partial refund for time lost. How downtime is determined changes from provider to provider, therefore reading the SLA is imperative. Not all providers release uptime statistics. Most hosting providers will guarantee at least 99.9% uptime which will allow for 43m of downtime per month, or 8h 45m of downtime per year.

 

 

Dedicated Web Hosting and the Advantage

What is Dedicated Web Hosting?
Dedicated web hosting is simply the best type of hosting you can get for your website and/or blog. It will give you the entire server as your own resources, the ability to customize nearly everything, and you will be able to handle more traffic than any other type of hosting. You will certainly have an advantage if you choose dedicated web hosting.

Many people start off with shared hosting, which is very inexpensive, but not nearly as good as dedicated web hosting. Shared hosting puts you on the same server as many other hosting accounts and you don’t even share the resources equally. An upgrade is VPS hosting, but this type of hosting still has you sharing a server. However, VPS hosting gives you a dedicated partition on the server and it’s close to dedicated hosting.  Instead of sharing a server with hundreds of websites you typically only share a VPS server with a handful of clients.

Dedicated hosting may be more expensive, but it gives you the entire server for your hosting. Imagine if you had to share your hard drive with a bunch of other people. Would you be willing to do that? This is what shared hosting is like and since you own and use your hard drive only for you it is like dedicated hosting.

The Major Advantage of Dedicated Web Hosting
There is one major advantage that you get with dedicated hosting, which makes it worth the higher cost. Dedicated web hosting can handle a higher volume of page requests than shared hosting or VPS hosting. This is because all the resources are yours and your hosting will be much faster. You will have faster site load times and visitors will be able to see your website or blog without any issues.

With shared hosting, you will be able to handle about 300-page requests per hour, which is a good amount, but blogs or websites receiving more than 1,000 unique visitors a day will need more than shared hosting. VPS hosting will give you more ability to handle more visitors and it will all depend on the size of your package.

However, with dedicated hosting, you get the largest amount of resources. This means you can handle more visitors and your site will load faster than if you use the other two types of hosting. This is a huge advantage, especially for those expecting to receive a large amount of traffic.

The Other Advantages of Dedicated Web Hosting
Another big advantage of using a dedicated server is the ability to customize the security. Many businesses choose to either purchase or rent full servers for their intranet and their websites because of the security they can use. This helps to protect against hackers stealing your client files or your business documents.

Security is a very important part of your hosting. You will have to make the decision if you can risk being hacked by sharing a server with hundreds of other hosting accounts. Even with VPS hosting, you are still sharing a server. VPS hosting will give you some custom security features, but it is not like dedicated hosting.

The final advantage you get with dedicated web hosting is the ability to choose whether you want to rent a server or actually own your own server. If you choose to buy a server you will need to look into rack space hosting unless you have the right type of room to keep the server cool. You will also want to consider who is going to manage the server.

You can simply rent a server from one of the top web hosting companies if you don’t want to worry about your own server. They will house and manage it for you. Plus, when you rent a server you get the ability to use the top-notch support provided by a company that offers dedicated web hosting.

The Alternative Options to Dedicated Web Hosting
Even though dedicated web hosting is the best it is important to understand the four alternative options and what they can do for you. Below you are going to find a summary of what all four of these options can offer for you and what the pricing is. This will help you to understand why dedicated hosting is better than all the other options.

Free Hosting
Free hosting is just simply garbage. It will not give you much space and the speed is not good either. When you choose to go with a free hosting option like the Google web host you will find that making money is nearly impossible. They like to make it sound great, but it is really just not that good at all.

With free hosting your options will be limited and you will probably have to display ads on your site for products and services that the host makes money from. This will distract the visitors you work so hard to get and will cause you to lose money from your site. Even the cheapest website hosting is better than free hosting.

Shared Hosting
Shared hosting is cheap web hosting that most companies offer. It is much better than free hosting, but it is still not all that good. You will share a server with many other hosting accounts, which puts you at risk of being hacked and it also can slow your site down considerably if you don’t get it from one of the best web hosting companies.

You will pay between $3 and $20 a month for shared hosting depending on the package you get and the company you decide to go with. It is a good place to start if you are a beginner, but it simply cannot compare when it comes to speed, space, and security to dedicated web hosting.

VPS Hosting
VPS hosting is pretty good hosting because you get a partition of a server all for yourself and it is cheaper than dedicated web hosting. However, it is still not as good as dedicated hosting because you are still sharing a server with other hosting accounts. You are going to pay anywhere from Rs700 a month up to Rs14000 a month depending on the size of the package you purchase.

Reseller Hosting
Another type of hosting you are going to see offered by many of the top web hosting companies is reseller hosting. This is usually either shared or VPS hosting and all it you get is a larger package that you can split off and sell to others. You can use what you need and sell the rest if you want to make a profit with reseller hosting.

None of these hosting options can compare to what you get with a dedicated server for your hosting. You need to understand what you are getting when it comes to any hosting package and if you cannot afford the best web hosting right from the beginning you need to work up to it. Here are the things you should understand about dedicated web hosting.

Dedicated Web Hosting and why it is the Best
With dedicated hosting, you are going to get a full server that is just for you. This comes in two different ways and you can either rent a server from a top web hosting company or you can purchase a server and have it housed with rack space hosting. Either of these will give you the full resources of the server to help you get your website or blog up and running.

The biggest difference and advantage to dedicated hosting is that you get more security. You can secure the server with any type of software you want and you can customize the security to fit your needs. This is imperative if you are going to be storing your client’s information on the server you own or rent.

Another advantage you get with a full server dedicated to you is that you don’t have to fight with any other hosting company for the resources. This means you will have the full space of the server to use and you will also get faster hosting as well. If you are going to experience a large volume of traffic it is necessary to have a server all to yourself.

You are going to pay a larger price for dedicated web hosting, but it is the best and this should be expected. If you rent a server from one of the best web hosting companies you can expect to pay between Rs10500 and Rs140,000 a month depending on the size of the server. This will give you the full server for you to use and the company you rent it from will provide you with support and all the tools you need.

If you purchase a server you will spend between Rs10,5000 and Rs840,000 for the server itself depending on the size and the quality of it. You will also have to spend between Rs10500 and Rs70,000 to house the server with rack space unless you have a way to house it yourself. It is necessary to either hire a company to manage the server for you or to have an IT team on the payroll to do this for you.

Whether you choose to purchase or rent a server you will be getting the best type of hosting you can find for your project. This means you will have less to worry about and you will be able to make more money from your website or blog. If you cannot afford these prices for hosting, then you can start with one of the other options and work up to dedicated website hosting.

How to Choose Good Dedicated Web Hosting
Just like any big purchasing decision you need to do some comparative shopping before you choose the right hosting company for your dedicated server. It is important to look at a list of the top ten hosting choices for dedicated hosting before you decide. You can read the web hosting reviews on each company to get a good idea of what they can offer and you can see all the features and benefits they can give you as well.

You want to make sure you test the support out and look at the reputation of the hosting company you are considering. This will help you to understand whether the servers they rent for dedicated hosting are reliable and well-managed. If the support is fast and professional you are probably dealing with one of the top web hosting companies.

The final part of your decision should not be rushed and when you are confident you have the right company you should always take a day to think about it first. If you don’t doubt your decision go ahead with the company you chose, but if you do doubt it you need to look back into the potential dedicated web hosting companies you were considering once again.

Related Web Hosting Articles:

  1. Three Ways to Use Dedicated Web Hosting Servers
  2. Low Cost Dedicated Hosting – The Advantages and Disadvantages
  3. Managed Dedicated Hosting – The Solution for Small and Medium Businesses
  4. Finding an Excellent Dedicated Server in the USA for Your Hosting
  5. Best Dedicated Server

This entry was posted in DedicatedVPSWeb Hosting.

 

 

 

 

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