Internet

and
Interactive
Technologies
 What is Internet?
• World – wide communication network of
computers. A network of networks
• Developed by Advance Research Projects
Agency in 1969, Known as ARPAnet
• Messaging is routed and rerouted in more
than one direction
• Internet uses a set of protocols called TCP/IP
( Transmission Control Protocol/ Internet
Protocol)
• Ways of communication on Internet
– e-mail (Electronic Mail)
– Internet Telephony
– Instant Messaging
– Video Chat
– Social Media
• Most widely used part of Internet is
www (World Wide Web). It uses
hypertext, a method of instant cross
referencing.
• Internet is growing and evolving over
the years
• IPv6 was designed to accommodate
enormous future expansion in the
number of available IP addresses
(lengthened from 32 bit to 128 bit)
 IP Address
The Internet Protocol Address (or IP
Address) is a unique address that
computing devices such as personal
computers, tablets, and smartphones
use to identify itself and communicate
with other devices in the IP network.
Networks Architecture
• Peer to Peer Network
• Client Server Network
• Layered Network (OSI reference
model)
 Types of Networks
• LAN – Local Area Network
• MAN – Metropolitan Area Network
• WAN - Wide Area Network
• SAN – Storage Area Network
 Interesting Facts
• Internet sends approximately 204 million emails per minute
and 70% of all the emails sent are spam
• It is expected that around 40 billion gadgets are going to be
connected to the internet by 2020
• According to the latest statistics, online dating generates
approximately $1 billion dollars every year.
• With every minute passing, there are 72 hours of YouTube
video content being uploaded
• Want to know how popular is Facebook? almost half of the
world’s population are internet users and nearly half of them
are using Facebook.
 Cloud Technology
Cloud computing is the delivery of
computing services—servers, storage,
databases, networking, software,
analytics and more—over the Internet
(“the cloud”). Companies offering
these computing services are called
cloud providers and typically charge
for cloud computing services based
on usage.
 Types of Services
• Infrastructure – as – a –
Service(IaaS) : servers and virtual
machines (VMs), storage, networks,
operating systems—from a cloud
provider on a pay-as-you-go basis
• Platform-as-a-Service(PaaS) : on-
demand environment for developing,
testing, delivering and managing
software applications
• Software-as-a-Service(SaaS) : is a
method for delivering software
applications over the Internet, on
demand and typically on a
subscription basis
 Benefits of Cloud
• Cost – Optimizes cost by removing CAPEX
and associated costs
• Speed-Improves capacity planning , vast
amount of computing resources can be
provisioned in minutes
• Global scale – Scale elastically as per
demand of resources
• Productivity – Improve business
performance by taking away IT tasks
• Performance – Greater economies of scale
and reduced network latency
• Reliability-Data backup, disaster recovery
and business continuity easier and less
expensive
 Analytics
• Analytics is an encompassing and multidimensional field that uses
mathematics, statistics, predictive modeling and machine-learning
techniques to find meaningful patterns and knowledge in recorded data.
• Analytics can help answer following type of questions
– What happened?
– How or why did it happen?
– What’s happening now?
– What is likely to happen next?
• determining credit risk, developing new medicines, finding more
efficient ways to deliver products and services, preventing fraud,
uncovering cyber threats or retaining the most valuable customers,
analytics can help understand organizations – and the world around
them
Analytic Methods
• Descriptive statistics
• Predicative analytics
• Prescriptive analytics
 Big Data
Big data is a term that describes the large volume of data –
both structured and unstructured – that inundates a business
on a day-to-day basis. But it’s not the amount of data that’s
important. It’s what organizations do with the data that
matters. Big data can be analyzed for insights that lead to
better decisions and strategic business moves.

Who uses Big Data

Banking Healthcare
Education Manufacturing
Government Retail
 Hadoop
Hadoop is an open source, Java-based programming framework
that supports the processing and storage of extremely large data
sets in a distributed computing environment.
 Social Media
Social media are computer-mediated
technologies that facilitate the creation
and sharing of information, ideas, career
interests and other forms of expression
via virtual communities and networks

A way to diffuse Information

No other existing media is capable of
diffusing information faster than social
media.
 Internet of Things (IoT)
• Internet of things is the network of
physical objects or “things” embedded
with electronics, software, sensors, and
network connectivity, which enables these
objects to collect and exchange data.
• IoT creates opportunities for more direct
integration between the physical world
and computer based systems, resulting in
improved efficiency, productivity and
economic benefits.
• “Things” can refer to wide variety of
devices, such as cars, kitchen appliances
and even heart monitors
 IoT Platforms
• Amazon Web Services
• Microsoft Azure
• ThingWorx IoT Platform
• IBM's Watson
• Cisco IoT Cloud Connect
• Salesforce IoT Cloud
• Oracle Integrated Cloud
• GE Predix
Break
 Exercise
• Create a Digital Marketing Plan for a Holiday
home with costing
Digital Marketing
 Digital Marketing
What is Digital Marketing?

Digital marketing is an umbrella term

for the marketing of products or
services using digital technologies,
mainly on the Internet, but also including
mobile phones, display advertising, and
any other digital medium.
Digital Marketing Tools
• Organic Social Media
• Paid social Media
• Email Marketing
• Display Retargeting
• Programmatic Advertising
• Website Testing Tools
• Video Hosting
• Content creation
• Content curation
• Website analytics
• Customer Service
• Search Engine Optimization
• Affiliate Marketing
 Building A Strategy
1. Build buyer personas
– Buyer personas represent ideal
customer(s) and can be created by
researching, surveying, and interviewing
your business’s target audience. It’s
important to note that this information
should be based upon real data
wherever possible, as making
assumptions about audience can cause
the marketing strategy to take the
wrong direction.
– To get a rounded picture of persona,
research pool should include a mixture
of customers, prospects, and people
outside your contacts database who
align with the target audience.
Quantitative (or Demographic) Information
• Location - You can use web analytics tools
like Google Analytics to easily identify what
location website traffic is coming from.
• Age - It’s best to gather this data by
identifying trends in existing prospect and
customer database.
• Income. It’s best to gather sensitive
information like personal income in persona
research interviews, as people might be
unwilling to share it via online forms.
Qualitative (or Psychographic) Information
• Goals - Depending on the need product or
service was created to serve, might already
have a good idea of what goals persona is
looking to achieve. However, it’s best to
cement assumptions by speaking to customers,
salespeople and customer service
representatives.
• Challenges - Again, speak to customers,
salespeople and customer service
representatives to get an idea of the common
problems audience faces.
• Hobbies and interests - Speak to customers
and people who align with target audience.
• Priorities - Speak to customers and people who
align with target audience to find out what’s
most important to them in relation to business.
2. Identify goals & the digital marketing
tools you’ll need
– “Marketing goals should always be tied
back to the fundamental goals of the
business. For example, if business’s
goal is to increase online revenue by
20%, goal might be to generate 50%
more leads via the website than did
last year to contribute towards that
success.
– Whatever the goal is, need to know
how to and more importantly, actually
be able to measure it How to measure
the effectiveness of digital strategy will
be different for each business and
dependent on goal(s).
3. Evaluate existing digital marketing
channels and assets
– The owned, earned and paid media
framework helps to categorize the
digital assets or channels.
– Owned Media
• This refers to the digital assets literally
owned. Whether that’s website, social media
profiles, blog content, or imagery, owned
channels are the things your business has
complete control over.
– Earned Media
• Quite simply, earned media refers to the
exposure earned through word-of-mouth.
That’s content distributed on other websites
(e.g., guest posts), PR work been doing, or
the customer experience delivered, earned
media is the recognition received as a
result. Getting press mentions, positive
reviews, etc.
– Paid Media
• Paid media is very self-explanatory and
refers to any vehicle or channel that you
spend money on to catch the attention
of buyer personas. This includes things
like Google AdWords, paid social media
posts, native advertising (like sponsored
posts on other websites), and any other
vehicle which you directly pay for in
exchange for visibility.
– Gather what you have, and
categorize each vehicle or asset in
a spreadsheet so you have a clear
picture of your existing owned,
earned, and paid media.
4. Audit and plan your owned media
– At the heart of digital marketing is the
owned media, which pretty much always
takes the form of content. Everything
the brand says is the content, whether
that’s ‘About Us’ page, product
descriptions, blog posts, ebooks,
infographics, social media posts -- it’s all
considered content. Content helps
convert website visitors into leads and
customers, and helps to raise brand’s
profile online. Whatever is the goal,
need to use owned content to form
digital marketing strategy.
– To build a digital marketing strategy,
need to decide what content is going to
help reach the goals.
 Here’s a brief process to follow to work out
what owned content need to meet digital marketing goals:

• Make a list of existing owned content and rank each item

according to historic performance in relation to current goals.
• Identify gaps in existing content
• Based on your buyer personas, identify any gaps in the
content.
• Based on findings and the gaps identified, make a content
creation plan outlining the content that’s needed to help hit
goals. This should include:
– Title
– Format
– Goal
– Promotional channels
• Priority level (to help decide what’s going to give the most
‘bang’ for the buck)
5. Audit and plan your earned media.
• Evaluating previous earned media
against current goals can help get an
idea of where to focus time.
• Can get this information from tools like
Google Analytics
• The idea here is to build up a picture of
what earned media will help you reach
your goals, and what won’t, based on
historic data. However, if there’s
something new to try, don’t rule that out
just because it’s not yet tried and tested
6. Audit and plan your paid media
• This process involves much of the same
process: need to evaluate existing paid
media across each platform (e.g.,
Google AdWords, Facebook, Twitter,
etc.) to figure out what’s likely to help
meet current goals
• If been spending a lot of money on
AdWords and haven’t seen the results
hoped for, maybe it’s time to refine
approach, or scrap it altogether and
focus on another platform that seems to
be yielding better results
• By the end of the process, should have a
clear idea of which paid media
platforms to continue using, and which
(if any) to scrap
Bring it all together
• Here’s what to have so far:
– Clear profile of buyer persona(s)
– One or more marketing-specific goals
– A spreadsheet of your existing owned, earned and paid media
– An audit of your existing owned, earned and paid media
– An owned content creation plan or wish list
• Strategy document should map out the series of actions
to take to achieve goals based on research to this point.
An Excel sheet is probably the best format. For the sake
of consistency, it’ll probably be easiest to map out
according to the owned, earned and paid media
framework used so far.
• Also need to map out strategy for an extended period of
time (usually 12 months or longer, depending on how
the business is set up) so it’s helpful to overlay once a
week for the entire year..