E COMM PPT

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MARKETING,ADVERTISING AND

SECURITY ISSUESON INTERNET

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• INTERNET MARKETING,

also known as webmarketing, online marketing or e- marketing, is referred to as

the marketing of products or services over the internet.

I-Marketing is used as an abbreviated form for Internet Marketing.

• It is considered to be wider in concept.

• Includes marketing via e- mail and wireless media.

• Internet Marketing ties together the creative and technical aspects

of the Internet, including design, development, advertising andsales. Internet marketing also refers to the placement of media along

many different stages of the customer engagement cycle through

search engine marketing (SEM), banner ads on specific websites,

email marketing, mobile marketing.

MEANING:

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•

DISPLAY MARKETING:

The use of web banners orbanner ads placed on a third-party website to drive traffic to a

company's own website and increase product awareness.

•SEARCH ENGINE MARKETING (SEM): A formof marketing that seeks to promote websites by increasing their

visibility in search engine result pages through the use of either paid

placement, contextual advertising, or through the use of free search

engine optimization techniques.

TYPES OF INTERNET MARKETING:

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Contd;

•SOCIAL MEDIA MARKETING: The process of

gaining traffic or attention through social media websites such as

Facebook, Twitter, etc.

•EMAIL MARKETING: Involves directly marketing a

commercial message to a group of people using electronic mail.

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1. BANNER ADS- Banner ads provide messages containing

product information with sound, animation and graphics.

They operate in interactive mode and are posted in amerchant’s website.

.

2. PULL MARKETING- In this technique, the user takes the

initiative to request a specific web page by clicking on thelink. The page then gets downloaded and display it on the

user’s screen.

3. PUSH MARKETING- In this technique, the website

pushes the information to the customer computer via the

internet irrespective of his/ her interest.

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4. SPAMMING- This is a technique where e-mails containing product

information are sent to millions of users who never asked for them.

Addresses of these recipients are purchased, swapped with otherbusiness partners or collect it from software robots that scan the web

and collect addresses from websites.

5. POP UP ADVERTISING- These messages pop up in a new

window in the midst of the current webpage regardless of the user’swish to open such new windows. Sometimes becomes very

frustrating but considered an effective form of marketing technique.

6. PERMISSION MARKETING- In this mode, the merchant first

asked for permission from the client to send information fromcompany and on getting the consent the company sends the

advertisement to the prospective customers who are interested in the

product. It develops a strong relationship with customers.

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INTERNET

ADVERTISING

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ADVERTISING:

Advertising is a form of

communication used to persuade anaudience (viewers, readers or

listeners) to take some action with

respect to products, ideas, or services.

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ONLINE ADVERTISING:

Online advertising is a form

of promotion that usesthe Internet and World Wide Web to

deliver marketing messages to attract

customers.

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The New Paradigm consists of the

following:

One-to-one , one-to-many and many-to-many

models

Concept of multimedia

Concept of animations

Concept of virtual reality

Concept of interactivity

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REVENUE MODELS:

CPM (Cost Per Mille) or CPT (Cost Per ThousandImpressions)

CPC (Cost Per Click) or PPC (Pay per click)

CPA (Cost Per Action or Cost Per

Acquisition) or PPF (Pay Per Performance)

CPL (Cost Per Lead)

CPS (Cost Per Sale), PPS (Pay Per Sale).

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TYPES:Floating ad: An ad which moves across the user's screen or

floats above the content.

Expanding ad: An ad which changes size and which may

alter the contents of the webpage.

Polite ad: A method by which a large ad will be downloaded

in smaller pieces to minimize the disruption of the content

being viewed.

Wallpaper ad: An ad which changes the background of thepage being viewed.

Trick banner: A banner ad that looks like a dialog box with

buttons. It simulates an error message or an alert.

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Pop-up: A new window which opens in front of the current one,

displaying an advertisement, or entire webpage.

Pop-under: Similar to a Pop-Up except that the window is loaded

or sent behind the current window so that the user does not see it until

they close one or more active windows.

Video ad: Similar to a banner ad, except that instead of a static or

animated image, actual moving video clips are displayed. This is thekind of advertising most prominent in television, and many

advertisers will use the same clips for both television and online

advertising.

Mobile ad: an SMS text or multi-media message sent to a cell

phone.

Interstitial ad: a full-page ad that appears before a user reaches

their original destination.

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E- MAIL ADVERTISING

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DISPLAY ADVERTISING

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SKYSCRAPERS

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Advantages:

• Inexpensive.

• Can reach a wide audience.

• Appealing to consumers.

• Measures statistics easily and inexpensively.

• Results can be measured and tracked immediately.

• Quick response.

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Limitations:

• Requires newer and sophisticated technology.

• Merchants sometimes make the websites too clumsy.

• Unsuitable for certain products such as perfumes or clothes.

• Low speed internet often becomes an hindrance to online

marketing.

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INTERNET

SECURITY

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INTERNET SECURITY

MEANING :

Internet security is a branch of computer security specifically related to

the Internet, often involving browser security but also network security

on a more general level as it applies to other applications or operating

systems on a whole.

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FUNDAMENTAL SECURITY OBJECTIVES:

Four fundamental objectives of Info Security

Confidentiality - Protection from unauthorized persons.

Integrity - consistency of data; no unauthorized creation, alteration or

destruction.

Availability - ensuring access to legitimate users.

Legitimate use - ensuring appropriate use by authorized users.

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BASIC SECURITY ATTACKS:

Intrusion - unauthorized access and use of systems.

Denial of service - an attack aimed at preventing use of company computers.

•email bomb or flooding/Internet worm.•disabled, rerouted or replaced services.

Information theft - network taps, database access,hacking into sites to give out more info or to wrong parties.

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TYPES OF SECURITY:

1. Network layer security: This can be made secure with the help of

cryptographic methods and protocols have been developed for securingcommunications on the internet. Examples- SSL and TLS for web traffic, PGP

for email, and IPsec for the network layer security.

2. IPsec Protocol: This protocol is designed to protect communication in a

secure manner using TCP/IP. It is a set of security extensions developedby IETF, and it provides security and authentication at the IP layer by using

cryptography.

3. Electronic mail security (E-mail): It includes :

a) Pretty Good Privacy (PGP) - PGP provides confidentiality by

encrypting messages to be transmitted or data files to be stored using an

encryption algorithm such 3DES or CAST-128.

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b) Multipurpose Internet Mail Extensions (MIME) - MIME

transforms non-ASCII data at the sender's site to Network Virtual Terminal

(NVT) ASCII data and delivers it to client's Simple Mail TransferProtocol (SMTP) to be sent through the Internet. The server SMTP at the

receiver's side receives the NVT ASCII data and delivers it to MIME to be

transformed back to the original non-ASCII data.

c) Message Authentication Code - A Message Authentication

Code is a cryptography method that uses a secret key to encrypt a message.

This method outputs a MAC value that can be decrypted by the receiver, using

the same secret key used by the sender. The Message Authentication Code

protects both a message's data integrity as well as its authenticity.

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TECHNICAL SAFEGUARDS:

Security Services

Authentication (entity, data origin)

Access control (prevent unauthorized access)

Confidentiality (disclosure, encryption)

Data integrity (value of data item)

Non-repudiation (falsely denying a transaction)

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FIREWALLS:

tools that are used to enhance the security of computers connected to anetwork, such as a Local Area Network or the Internet.

deny or accept all messages and sites based on a list that is stored in the

system.

impose restrictions on incoming and outgoing packets to and from

private networks.

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TYPES OF FIREWALLS:

1. Packet filters: Packet filters are one of several different types of

firewalls that process network traffic on a packet-by-packet basis. Their main job is to filter traffic from a remote IP host, so a router is needed to connect

the internal network to the Internet.

2. Circuit-level gateways: The circuit-level gateway is a proxy server

that statically defines what traffic will be allowed.

3. Application-level gateways: An application-level gateway is a

proxy server operating at the TCP/IP application level. A packet is forwarded

only if a connection is established using a known protocol.

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FIREWALL CAPABILITIES:

Focus security decisions - single point toleverage control.

Enforce security policy - minimize exceptions.

Limit exposure - separate sensitive areas of one

network from another or outside world.

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FIREWALL LIMITATIONS:

Can’t protect against

malicious insiders

connections that don’t go through it

new threatsviruses

•scans for source & destination addresses & port

numbers, not details of data

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E COMM PPT

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