May 28, 2023
The good news is that Internet marketing has rapidly grown and offers a broad array of opportunities for small and large businesses. From the previous introduction we became familiar with the Internet marketing science structure and the particular steps to follow to develop an online business.
At this point, before delving more deeply into the subject, let’s define some main terms. Online marketing deals with websites and Web pages, search engines, email and the Internet as the base of the World Wide Web. All of these areas are used to advertise and sell goods and services.
Referencing the original Wikipedia encyclopedia project definitions of our basic terms, they are as follows:
The World Wide Web (“WWW” or simply the “Web“) is a system of interlinked, hypertext documents that runs over the Internet.
The hypertext documents, or Web pages, reside on Web servers – special computers that receive requests for Web pages and can “serve” them to the requesting side.
Each Web server, or host, has its unique global address used to find it over the Internet. This address is called an “IP address“. A typical IP address looks like four numbers separated by dots. For example, is the address of the server where is situated.
Each server can hold one or many websites. A website (or Web site) is a collection of Web pages, typically bound to a particular domain name or subdomain on the World Wide Web on the Internet. A website is identified uniquely by its domain name, e.g.
Domain names are translated into IP addresses by the global DNS – domain name system. That is, when you type in your browser, the latter first sends a DNS request, and receives the IP address of the server where is hosted. The browser then connects to that server directly and asks for Web CEO’s home page.
Each website is composed of many Web pages. A Web page is a document, typically written in HTML, that is always accessible via HTTP, a protocol that transfers information from the website’s server to display in the user’s Web browser.
So when a new business is born on the Internet, or when an established brick and mortar enterprise goes online, it starts by creating a website. This is done by purchasing a domain name from an organization accredited to sell domain names, e.g. or Also, some hosting space must be purchased, so that there’s some server ready to store the website. Then, several Web pages are created and linked to each other to make up this website. Finally, the website is linked to the domain name so that everyone can type this domain name in a browser and view these pages.
With a Web browser, a user views Web pages that may contain text, images, and other multimedia and navigates between them using hyperlinks. A client program called a “user agent” retrieves information resources, such as Web pages and other computer files, from Web servers using their URLs.
Most commonly, the user agent is a kind of Web browser: Internet Explorer, Mozilla FireFox, Opera, Netscape, or the program that you use to view this lesson. It retrieves content from remote Web servers and displays it on your computer. You can then follow hyperlinks in each Web page to other World Wide Web resources, whose location (including their domain name) is embedded in the hyperlinks. The act of following hyperlinks from one website to another is referred to as “browsing” or sometimes as “surfing” the Web.
To find a Web page, you can always type its address in the address field of your browser. But what if you don’t know the exact address, or want to find all Web pages from different websites on a particular topic?
This is when you use a search engine or directory for the search. There are 3 top search engines: Google, Yahoo! and MSN (Windows Live Search). These search engines are most preferred by Web surfers and every site owner strives to get included in their databases. If people can find your website through search engines, this search engine creates an invaluable source of traffic for you, which translates into income if you sell goods or services.
Actually, search engines are very numerous and differ according to how they work. We have a specific section for “Understanding Search Engines” which includes seven lessons to guide and familiarize you with their core principles.
There is one final point we’ll look at, and that is the use of email for your online marketing activity. The topic is email marketing and using this form of communication to send goods and service offers to clients.
Electronic mail (abbreviated “email“) is a store and forward method of composing, sending, storing, and receiving messages over electronic communication systems.
Email predates the Internet; existing email systems were a crucial tool in creating the Internet. Email was quickly extended and became additional and highly useful tool for the online marketers.
Email Marketing and other forms of Internet Marketing are depicted in this course to select and master your niche for a future online business.
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