Internet Basics

The Internet is a gigantic decentralized global network of networks connecting hundreds of millions of computers, and the World Wide Web is a way of accessing the information over the Internet. Anyone connected to the net can use a web browser to view web pages that may contain text, audios, images, videos, and other multimedia and navigate between them via hyperlinks.

Each page has a unique web address called a URL (unique resource locator). A user may retrieve a web page by typing the URL into the web browser’s address bar. But usually users simply navigate to pages via hyperlinks from search engine result pages or from some other web page.

A suite of protocols, the TCP/IP (Transmission Control Protocol/Internet Protocol), provide end-to-end connectivity on the internet. The methods, common languages, and set of rules outlined in these protocols are required to ensure that devices can connect and communicate on the net.

As far as public information goes, the internet is virtually all encompassing. By way of example, Wikipedia comprises about 33 million pages covering 4.5 million articles. If it existed in hard copy the average library would not be able to contain it, yet any page of information that we seek from its depths can easily be retrieved via a search engine, within a few seconds.

From the marketer’s perspective, it is pertinent that the days that people rely on hard copy brochures and manuals for information are numbered. Nowadays the vast majority of customers simply google the information they seek. For businesses to survive they need to exist in cyberspace and ensure that their customers find them there.

Both for businesses as well as individuals, their sites (website, blog, social network etc.) are essentially their “properties” in cyberspace. Depending on their purpose, these sites, in the course of time, are becoming immensely valuable to their owners.

Engaging billions across the world, the internet is buzzing with activity. People go there to indulge their passions, learn something new, or simply have a relaxing or enjoyable experience. It is where they congregate to interact with friends.

Marketers are striving to attract customers, and create the right kind of buzz on their cyber properties. Whether these properties constitute websites, blogs, social networks, advertisements, or other online media, marketers realize that in the digital era, cyberspace has become the new marketing frontier.

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Two-day hands-on training on Digital Marketing, conducted at the NUS Business School. Designed to make you more effective in developing and executing digital marketing strategies. You learn to use Google Search Console, Google Analytics and Google Ads to execute online marketing initiatives, run search and display advertising campaigns, and track and optimize performance.


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