Module 3

Enabling technologies of World Wide Web

World Wide Web

The World Wide Web (WWW), commonly known as the Web, is an information
system where documents and other web resources are identified by Uniform Resource
Locators (URLs) which may be interlinked by hypertext, and are accessible over the
Internet.
● The resources of the Web are transferred via the Hypertext Transfer Protocol (HTTP),
may be accessed by users by a software application called a web browser, and are published
by a software application called a web server.

HyperText Markup Language (HTML)

The hypertext pages on the web are all written using the hypertext markup
language (HTML), a simple language consisting of a small number of tags to describe
logical constructs within the text.
● HTML elements are the building blocks of HTML pages. With HTML constructs,
images and other objects such as interactive forms may be embedded into the rendered
page.

HyperText Transfer Protocol (HTTP)

HTTP is the foundation of data communication for the World Wide Web
● In the first phase of a HTTP transfer, the browser sends a request for a document to the
server
● In response to a query, the server returns the document to the browser using one of the
formats acceptable to the browser.
● Uniform Resource Locators (URL)
URL, colloquially termed a web address is a reference to a web resource that
specifies its location on a computer network and a mechanism for retrieving it.
● A URL consist of 3 major components:
■ First component specifies the protocol to be used to access the document.
for example, HTTP,FTP etc
■ Second component specifies the node on the network from which
the document is to be obtained.
■Third component specifies the location of the document on the remote
machine.

Internet Client Server Architecture

Client server is a network architecture that divides functions into client and server
subsystems.
● A client is defined as a requester of services and the server is defined as the provider
of services.
● A user who wants to access information runs a www client on his local
computer. The client fetches documents from remote network nodes
by connecting to the server.
● Client Server Applications
World Wide Web:
○ It is a collection of documents distributed across the internet and
linked together by hyperlink links.
○ Users access the web facilities via a client called browser.
E-mail:
○ The application that allows users to send, receive and read email.
○ Attachments that can be added along with email make it as a general
file delivery mechanism. Protocols used in email are:
1) POP ( Post Office Protocol ): ○ Used to send email from a
Mail server to email clients inbox.POP mail is downloaded to
email client directly and does not stay on the server by default.
 2) IMAP ( InternetMessage Access protocol ): ○ Used for
retrieving email messagesfrom email server. Email from IMAP
servers are stored on the server and not downloaded to the mail client.
3)SMTP ( Simple Mail Transfer Protocol ): ○ Used for sending
email messages between mail servers. Also used to send messages from
a mail client to a mail server.

File Transfer Protocol

○ It is a standard network protocol used for the transfer of computer files between
a client and server on a computer network.
○ FTP allows upload and download files from computer via internet.
○ FTP is composed of two parts : FTP client and FTP server.
○ FTP client is the software that execute on local computer to send and receive files.
○FTP server is software which executes on a server machine on which
the files are to be saved or retrieved.

Chat
○ Online chat may refer to any kind of communication over the Internet that offers a
real-time transmission of text messages from sender to receiver.
○ Main protocol used in chat is Internet Relay Chat (IRC).

Interactive text oriented communications(TELNET)

○ Telnet is an application protocol used on the Internet or local area network to provide a
bidirectional interactive text-oriented communication facility using a virtual terminal
connection.

Usenet NewsGroups
○ It is a discussion group where people can share views on topic of their interest.
○ Newsreader software is used to read the content of newsgroups.
○ NNTP (Network News Transfer protocol) is used for transporting usenet news.
Advantages of Client server technology

Improves network performance: Most of the data is processed on the server and only
the result is returned to the client. This reduces the amount of network traffic between
the server and the client machine,which improves the network performance.

Scalability:Thousands of users can access the same database at the same

time,and the database can store billions of records.

Easy maintenance: Easier to maintain and repair or even relocate a server

without affecting the clients.

Greater security: Data is stored on servers which generally have greater security than
clients.

Easy development: A programmer can develop presentation components

without knowing the business application logic.

Communication switching
In large networks, there may be more than one paths for transmitting data from
sender to receiver.
● Selecting a path that data must take out of the available options is called switching.
● There are two popular switching techniques: – circuit switching – packet switching

Circuit Switching
Circuit switching is a switching technique that establishes a dedicated path
between sender and receiver.
● A complete end-to-end path must exist before the communication takes place.
● When any network node wants to send data, a call request signal is sent to the receiver
and acknowledged back to ensure availability of dedicated path. This dedicated path is
then used to send data.
● ARPANET used circuit switching for communication over the network.
● Circuit switching is used in public telephone network. It is used for voice
transmission.
● Fixed data can be transferred at a time in circuit switching technology.

Packet Switching
The packet switching is a switching technique in which the message is divided
into smaller pieces, and they are sent individually
● The message splits into smaller pieces known as packets and packets are given a
unique number to identify their order at the receiving end.
●Every packet contains some information in its headers such as source address,
destination address and sequence number.
● Packets will travel across the network, taking the shortest path as possible.
● All the packets are reassembled at the receiving end in correct order.
● If any packet is missing or corrupted, then the message will be sent to
resend the message.
● If the correct order of the packets is reached,then the acknowledgment message will be
sent.

Network Routers
The router is a physical or virtual internetworking device that is designed to
receive, analyze, and forward data packets between computer networks.
● A router examines a destination IP address of a given data packet, and it uses the
headers and forwarding tables to decide the best way to transfer the packets.
● Router is also known as an intelligent device as it can calculate the best route to pass
the network packets from source to the destination automatically.
●Routers have a routing table in it that is refreshed periodically according to the changes
in the network. In order to transmit data packets, it consults the table and uses a routing
protocol.
Network Switches
● It is a hardware device that filters and forwards network packets.
●Most business networks today use switches to connect computers, printers, phones and
servers in a building or campus.
● When a switch receives a data packet, it examines the data address, the sender and
the receiver and stores the memory, after which it then sends the data to the device that
the data is meant for.

Connection oriented protocol

In connection oriented protocol, a connection is to be established before starting the
communication.
● When connection is established, information is sent and then releases the connection.
● Connection oriented service is more reliable.
● Example TCP (Transmission Control Protocol)

Connectionless protocol
In connectionless protocol, the data is transferred in one direction from source to
destination without checking that destination is still there or not or if it prepared to
accept the message and hence connectionless service protocol does not guarantees a
message delivery.
● Each message is routed independently from source to destination.
● The order of message sent can be different from the order received.
●Example UDP (User Datagram Protocol)

Internet protocol suite

A protocol stack or suite is a complete set of protocol layers that work together to
provide networking capabilities.
● Most network protocol suites are structured as a series of layers, sometimes referred to
collectively as a protocol stack.
● Each layer is designed for a specific purpose and exists on both the sending and
receiving hosts
 ● Each is designed so that a specific layer on one machine sends or receives exactly the
same object sent or received by its peer process on another machine.
● Each layer on a host acts independently of other layers on the same machine, and in
concert with the same layer on other hosts.
● The two Reference Models are :
■ OSI reference model
■ TCP/IP reference model

OSI reference model

● The international organization for standardisation (ISO) designed the open systems
interconnection (OSI) reference model that uses structured layers.
● The OSI model describes a structure with seven layers for network activities.
● One or more protocols are associated with each layer.
● A system that implements protocol behavior consisting of a series of these layers is
known as a protocol stack.
Seven layers are :

Physical layer: It is responsible for the actual physical connection between the devices.
The physical layer contains information in the form of bits. It is responsible for
transmitting individual bits from one node to the next.

Data Link layer: The data link layer is responsible for the node to node delivery of the
message. The main function of this layer is to make sure data transfer is error-free from
one node to another, over the physical layer.

Network layer:Network layer works for the transmission of data from one host
to the other located in different networks. It also takes care of packet routing i.e.
selection of the shortest path to transmit the packet, from the number of routes available.

Transport layer: The data in the transport layer is referred to as Segments. It is

responsible for the End to End Delivery of the complete message. The transport layer
also provides the acknowledgement of the successful data transmission
and re-transmits the data if an error is found.
Session layer: This layer is responsible for establishment of connection, maintenance of
sessions, authentication and also ensures security.

Presentation layer: The data from the application layer is extracted here and
manipulated as per the required format to transmit over the network. The functions of the
presentation layer are Translation,Encryption/Decryption,Compression.

Application layer: This layer also serves as a window for the application services to
access the network and for displaying the received information to the user.

TCP/IP protocol model

It is also referred to as the internet protocol suite.
●It is the set of communications protocol that implements the protocol stack on which
the internet and most commercial network run.It contains four layers :

Process/Application Layer: This layer performs the functions of top three layers of the
OSI model: Application, Presentation and Session Layer.
It is responsible fornode-to-node communication and controls user-interface
Specifications.

Host-to-Host/Transport Layer: This layer is analogous to the transport layer of the OSI
model. It is responsible for end-to-end communication and error-free delivery of data.

Internet Layer: This layer parallels the functions of OSI’s Network layer. It defines the
protocols which are responsible for logical transmission of data over the entire network.

Network Access/Link Layer: This layer corresponds to the combination of Data Link
Layer and Physical Layer of the OSI model. It looks out for hardware addressing and the
protocols present in this layer allows for the physical transmission of data.
IP Address
An Internet Protocol address (IP address) is a numerical label assigned to each
device connected to a computer network that uses the Internet Protocol for
communication.
● There are two IP versions:IPv4 and IPv6.
○ IPv4 defines an IP address as a 32-bit number
○IPv6 defines an IP address as a 128-bit number
● It helps to connect one computer to other devices on the network and all over the
world.
●IP address example : 192.6.132.0
● An IP address is in the format of 4 set of decimal numbers separated by dots.
● The decimal set is in the range 0 to 255. Each and every set is called octet.

Domain Name System (DNS)

The Domain Name System (DNS) is a hierarchical naming system for
computers, services, or other resources connected to the Internet.
● It is the Internet's system for mapping alphabetic names to numeric Internet Protocol
(IP) addresses like a phone book maps a person's name to a phone number.
● No two organizations can have the same domain name.
● Eg : microsoft.com

Software agents
Software agents are autonomous pieces of software that conduct several tasks
delegated to them.
● An agent represents a person or organization and interact with others to accomplish a
predefined task.
● A software agent is the computer analogue of an autonomous robot.

Characteristics:
Autonomy: A software agent can initiate communication, monitor events, and perform
tasks without the direct intervention of humans or others.
Reactivity: A software agent responds in a timely fashion to changes in its Environment.
Proactivity: The ability to take the initiative and not only react to external signals. In
some cases, an agent can modify the goals or establish goals of their own. Temporal
continuity: Unlike regular computer programs that terminate when processing is
complete, an agent continues to run monitoring system events that trigger its action.
Cooperation or interactivity: An agent should be able to interact with other agents.

Types of software agents

Collaborative agents:
it emphasis autonomy and cooperation with other agents in order to perform tasks
for their owners.

Interface agents:
it emphasis autonomy and learning in order to perform tasks for their owners.the
agent observes and monitors the actions taken by the user in the interface,learns new
short cuts, and suggests better ways of doing task. Interface agents learn to better assist
its users in four ways :
1. By observing and imitating the user.
2. Through receiving positive and negative feedback from the user.
3. By receiving explicit instructions from the user
4. By asking other agents for advice.

Mobile agents:
Mobile agents are software processes capable of roaming wide area networks
such as the WWW, interacting with foreign hosts, gathering information on behalf of its
owner and coming back home having performed the duties set by its user.

Information/Internet agents:
The intelligent part of software which can automatically search for information
on the website is termed as information agents. Information system can be considered as
knowledge base system.
Reactive agents:
Reactive agents act/respond in a stimulus-response manner to the present state of
the environment in which they are embedded.

Hybrid agents:
Hybrid agents refer to those agents whose constitution is a combination of two or
more previous mentioned agents. They may be mobile, interface,
information,collaborative or reactive.

Heterogeneousagents:
It refer to an integrated set up of at least two or more agents which belong to
two or more different agent classes. A heterogeneous agent system may also contain one
or more hybrid agents.

Smart agents:
Smart agents are the new form of software agents that interface with other agents
forming an artificial intelligence. SMART stands for System for Managing Agents for
Real Time. These agents can learn, co-operative and autonomous. When all these three
qualities are combined in an agent, the agent will become smart.

Internet standards and specification

In data communication, a standard specifies a set of procedures.
● Standard helps to promote aconsistent and universal use of internet Worldwide.
● The following organizations are principal players
The Internet Engineering Task Force(IETF) : It is a loosely self organized
group of people who make technical and other contributions to the engineering and
evolution of the internet and its technologies.

The Institute of Electrical and Electronics Engineers Standards

Association(IEEE-SA: It is an organization within IEEE that develops global standards
in a broad range of industries including computers and networking
.
The Internet Society (ISOC): They are multinational, non profit organization. Their
major goal is to ensure the open development, evolution and use of the internet for the
benefit of people throughout the world.

The internet Engineering Steering Group (IESG): This is a part of ISOC and
manages the internet standards process and technical activities for the IETF.
The internet

architecture board (IAB): It is a technical advisory group of ISOC and oversees

internet architecture and protocols.

The world wide web consortium (W3C): W3C’s mission is to lead the world wide web
to its full potential by developing protocols and guidelines that ensure long term growth
for the web.

The American National Standards Institute(ANSI): ANSI coordinates the standards

system and approves American national data processing and communications standards.
ANSI does not develop standards.

The international Organization forStandardisation (ISO): It accepts and certifies

international standards for telecommunications. ANSI is a member of ISO.

Internet Service Provider (ISP)

It is a company that provides customers with internet access.
● An Internet service provider (ISP) is an organization that provides a set of
services for accessing, using, or participating in the Internet.
● Internet service providers can be organized in various forms, such as commercial,
community-owned, non-profit, or otherwise privately owned.
● An ISP typically serves as the access point or the gateway that provides a user, access
to everything available on the Internet.
Traditional Marking
Essentially, marketing is the process of creating or directing an organization
to be successful in selling a product or service that people not only desire,but also are
willing to buy. buy. Methods of traditional marketing can include direct sales, print
advertising like magazine,newspapers etc
Limitations:hods of traditional marketing can include direct sales, print Expensive:
Printing hard copy brochures,business cards, advertising for magazine is expensive.

Time consuming:
Traditional marketing uses static text or advertising commercials to promote a product.
If an ad is placed in the newspaper, it can’t change until another ad is placed.

Customization: With traditional ads, it is difficult to target a specific customer. Specific

market segments can be targeted, but not an individual.

E-Marketing vs Traditional Marketing

Interactivity: Companies can collect the responses of their consumers online, making
them more dynamic and adaptive.
Immediacy: Traditional marketing takes more time to go from a concept to finished
products.
Cost: Every business strategy involves cost. Traditional marketing promotes the
products of a brand through ads on paper, magazine TV radio and more. Online
marketing can carry a cost, but there are numerous online marketing strategies that are
virtually free.
Coverage: In traditional marketing , coverage of our products will be printed on paper
media or aired on television and radio. unfortunately , the exposure to products will be
for short Duration.
Audience: Traditional marketing is more effective for target customers which out of
reach of internet.
Tracking: It is difficult to keep track of traditional marketing strategy. We need to put a
lot of effort and time consuming research to get information how our customer
behaviour against our products. On the other hand, online marketing is easy to track.
Identifying Web presence goals
An effective website is one that creates an attractive presence that meets the objectives
of the business or other organizations. These objectives include :
■ Attracting visitors to the website.
■ Making the site interesting enough
■ Convincing visitors to follow the sites links
■Building a trusting relationship with visitors.
■ Reinforcing positive images of the organization
■ Encouraging visitors to return to the site.

Online advertising
Online advertising refers to a form of marketing and advertising that uses the internet to
deliver promotional messages to consumers. It has become a major channel for
businesses to reach their target audiences, as it offers a variety of formats and targeting
options. Here are some common types of online advertising:

1.​ Display Ads: These are graphical advertisements shown on websites, apps, or
social media platforms. They can include banner ads, video ads, and pop-up ads.
2.​ Search Engine Ads: These are ads that appear on search engine results pages
(SERPs), often at the top or side of the page. Google Ads is the most well-known
example, where advertisers bid on keywords relevant to their business.
3.​ Social Media Ads: Platforms like Facebook, Instagram, Twitter, LinkedIn, and
TikTok allow businesses to run targeted ads. These can be in the form of images,
videos, carousel ads, or sponsored posts.
4.​ Video Ads: These ads appear on video platforms like YouTube, or as part of video
content on social media or other websites. They can be skippable or non-skippable
and vary in length.
5.​ Native Ads: These ads are designed to blend seamlessly into the content of the
website or platform they appear on. They look like regular content but are actually
paid advertisements.
6.​ Affiliate Marketing: This involves promoting products or services through
affiliates who earn a commission for driving traffic or sales to a business.
 7.​ Email Marketing: Though a direct form of communication, email marketing can
also be considered a form of online advertising. It involves sending promotional
content, newsletters, or special offers to a list of subscribers.
8.​ Influencer Marketing: Businesses partner with influencers (individuals with
large followings on social media or other online platforms) to promote their
products or services.

E-marketing
E-marketing (also known as electronic marketing or digital marketing) refers to the use
of digital channels, platforms, and technologies to promote and advertise products or
services to a target audience. It encompasses a wide range of online marketing activities
and tools designed to engage consumers, build brand awareness, and drive sales or
conversions. E-marketing leverages the internet, mobile devices, social media, email,
and other digital technologies to reach consumers.

Here are some key components and strategies of e-marketing:

1. Search Engine Optimization (SEO)

●​ SEO is the practice of optimizing a website or online content to improve its

visibility in search engine results. The goal is to drive organic (non-paid) traffic by
using relevant keywords, improving site structure, and creating high-quality
content.

2. Search Engine Marketing (SEM)

●​ SEM involves using paid advertising to appear in search engine results. It

typically includes platforms like Google Ads, where businesses can bid on
keywords relevant to their products or services. This is often referred to as
pay-per-click (PPC) advertising.
3. Content Marketing

●​ Content marketing is the creation and distribution of valuable, relevant, and

consistent content to attract and engage a target audience. This content can include
blog posts, videos, podcasts, infographics, eBooks, and other forms of media. The
objective is to build trust and credibility with potential customers.

4. Social Media Marketing

●​ This strategy involves promoting products and services on social media platforms
like Facebook, Instagram, Twitter, LinkedIn, TikTok, and others. Social media
marketing can involve organic content, paid ads, influencer collaborations, and
community engagement.

5. Email Marketing

●​ Email marketing is one of the most effective ways to directly reach customers.
Businesses use email to send newsletters, promotional offers, event invitations,
and personalized messages to their audience. It’s often used for customer
retention, lead nurturing, and driving conversions.

6. Affiliate Marketing

●​ Affiliate marketing is a performance-based marketing strategy where businesses

partner with affiliates (individuals or companies) to promote their products.
Affiliates earn a commission for driving traffic or sales through their marketing
efforts.

7. Influencer Marketing

●​ Influencer marketing involves collaborating with individuals who have a large and
engaged following on social media or other platforms. Brands partner with
influencers to promote their products to the influencer’s audience, often through
sponsored posts or product reviews.
8. Mobile Marketing

●​ Mobile marketing focuses on reaching customers through their mobile devices,

such as smartphones and tablets. This can include mobile apps, SMS marketing,
mobile-optimized websites, and ads displayed in mobile apps or on mobile
browsers.

9. Online Public Relations (PR)

●​ Online PR refers to managing a company’s reputation and image through digital

channels, such as social media, blogs, and online forums. It includes strategies like
engaging with online influencers, handling customer feedback, and responding to
online reviews.

10. Pay-Per-Click (PPC) Advertising

●​ PPC advertising involves paying for ads that appear on search engines, websites,
or social media platforms. Advertisers only pay when a user clicks on their ad.
Google Ads and Facebook Ads are popular examples of PPC platforms.

11. Video Marketing

●​ Video marketing uses videos to promote and advertise products or services.

Videos can be shared on platforms like YouTube, social media, or embedded on
websites. It’s a powerful way to convey information, tell a story, or showcase a
product in action.

12. Online Marketplaces

●​ Selling through online marketplaces such as Amazon, eBay, or Etsy allows

businesses to reach a wider audience. Many e-marketing strategies are focused on
promoting products through these platforms.

Benefits of E-Marketing:

●​ Global Reach: E-marketing allows businesses to target a global audience without

the geographical limitations of traditional marketing.
 ●​ Cost-Effectiveness: Many e-marketing strategies, like social media marketing or
email campaigns, can be more affordable than traditional advertising.
●​ Targeted Audience: Digital tools allow businesses to target specific
demographics based on age, location, interests, and online behaviors.
●​ Real-Time Analytics: E-marketing provides the ability to track campaign
performance in real time, making it easy to adjust strategies and optimize results.
●​ Customer Engagement: E-marketing fosters direct communication with
consumers, helping businesses engage with their audience and build relationships.

E-branding
E-branding, or electronic branding, refers to the process of building and promoting a
brand in the digital space. It involves creating a strong online presence and effectively
communicating the brand’s identity, values, and personality across various digital
channels. E-branding focuses on utilizing the internet, social media, digital marketing
strategies, websites, and other online platforms to establish and grow a brand.

Here are key components of e-branding:

1.​ Online Presence: Establishing a well-designed website, social media profiles, and
other online properties that are consistent with the brand's identity and message.
2.​ Social Media Engagement: Leveraging platforms like Facebook, Instagram,
Twitter, LinkedIn, and others to interact with customers, promote products or
services, and build a loyal community.
3.​ Content Marketing: Creating and sharing valuable, relevant, and consistent
content (blogs, videos, infographics, podcasts) that aligns with the brand's values
and resonates with the target audience.
4.​ SEO (Search Engine Optimization): Ensuring the brand appears in relevant
search engine results to increase visibility and attract traffic to the brand's digital
properties.
5.​ Online Advertising: Using paid digital ads like Google Ads, Facebook ads, or
influencer partnerships to raise brand awareness and drive engagement.
6.​ Customer Reviews and Testimonials: Managing the brand’s reputation online
through positive reviews, testimonials, and actively addressing customer
feedback.
7.​ Brand Consistency: Maintaining a consistent voice, style, and messaging across
all digital platforms to reinforce the brand's image and identity.