20 THINGS EVERY DIGITAL MARKETER SHOULD KNOW

Get Trained & Become

Google AdWords Certified Professional

Adonai Advertising & Media Pvt Ltd
http://www.adonaiadvertising.com



20 THINGS EVERY DIGITAL MARKETER SHOULD KNOW
1. INTERNET
Internet has become undeniably the most important and cant-live -without-it
element in our lives. Have you ever wondered about how it works? It is much
more complex than just having a piece of wire connected to the computer.
Internet was the brainchild of few smart computer experts in the year 1974. This
invention was named as Internet Protocol Suite or TCP/IP. The main purpose
of this design was to send information from one computer to the other. TCP/IP
as any other language had a set of rules and regulations which could be
understood by the computer. In short, it is a computer language.
Internet sends and receives data using cables and fibres, as known to many of
us. Now comes the unknown part! When sending the data, the internet splits the
data into small nuggets called packets. This is done to attain more efficiency.
On receive the data, it is reassembled. This process is same even if you send a
mail, watch a video on YouTube and everything else!!
The most important character we always consider about the internet is the
speed. Now, Speed is related to the bandwidth. Bandwidth literally means
the amount of data sent over the internet per second. Just like the discharge of
water, bandwidth is the discharge of data in a second. The higher the bandwidth,
the faster is the transfer of data over the internet. This speed can be achieved by
using better physical framework .
Internet is the spine of the World Wide Web. With an internet connection, the
proliferating web pages and applications can be accessed. Just for an extra
information, there are innumerable web pages available.
http://www.adonaiadvertising.com
2. CLOUD COMPUTING
Tired of worrying about carrying a CD or a pen drive just to access your
documents?? Well, that was all in the past. The modern computing techniques
have overtaken almost every facet of life. The fear of losing data and the pain in
carrying it along wherever you go has also been replaced by one of such
techniques.
After the invasion of internet in all disciplines, life has become even more
enjoyable. Waiting in the line to pay the bill or book a movie ticket is no more
acceptable. Everything can just be done by flicking some buttons on the
internet. In practice, there are more than a thousand of computers working for
you when you work on the internet.
Cloud computing is an innovative technique by which we can save our
documents, files, media and many more. This data that has been stored in the
cloud can be viewed and accessed from any other computer with an internet
connection. Isnt that just wonderful!! Your data is literally crossing the
horizons of your computer and travelling around the world!!
So why fear?
When cloud computing is here??
3. WEB APPS
Web apps, as the name suggests, these are application (full form of apps) that
can be used on a web browser. If you are an earnest enjoyer of videos on
YouTube, a sincere e-shopper, a traveller on Google maps, a resident of face
book, then you have already conquered the realm of these web apps!!
Web apps are smart folks that are fashioned to accomplish their only task. Yes!
This simply means that these web apps are designed to perform only a single
task, unlike the traditional softwares. There are a variety of options that help in
securing a particular task. http://www.adonaiadvertising.com
These web apps stand above other traditional applications because:
1. Ease of access from any computer: These web apps need no installation
in the computer; they can simply be used through a web browser. This
saves time and gives an ease to access these apps from any computer,
may not be your own.
2. These are safe: As these apps need not be installed in the computer, there
is no worry of virus, malware, and spyware attack on your computer.
These apps have a different code than that of the computers code, and
hence they do not intrude other operations of the system and therefore
maintains its performance.
3. Updates newer version on its own: The best part of these web apps are
that they update themselves. Every time you have the latest version ready
to use.
4. HTML, JAVASCRIPT, CSS & MORE
http://www.adonaiadvertising.com
HTML (Hyper Text Mark-up Language) is the basis for all the web pages as all
these web pages are written in HTML format. In other words, HTML is the
elementary unit of a web page. The invention of a scripting language
JavaScript, the concept of web pages has gone to the next level. JavaScripting
has made the use of web pages more interactive and dynamic. These dynamic
web pages have been boosted up with the influx of XHR (XMLHttpRequest).
XHR is used to alter smaller units of each page without having the whole page
loaded. This effectively increases the speed of response of the page. Further,
CSS (Cascading Style Sheets) have played a major role in beautifying the web
pages. Adding colours, borders, animations and gradients are the key features of
CSS. The amalgamation of all these features JavaScript, XHR, CSS is called as
AJAX (Asynchronous JavaScript and XML). The novelty of all the coders,
programmers and web developers has made the world of web, a beautiful,
interactive and user-friendly.
5. HTML5
HTML5 is the upgraded version of HTML. For more than twenty years after the
birth of HTML, web-users suffered the lack of preferences on the web. Many
grants like videos, navigation, and audio were missing in HTML. It took over a
generation to figure out what should be done. These were other softwares that
should be installed to have access to these options. For instance, software called
as, plug-ins had to be installed to watch any video.
The invention of HTML5 broke these barriers. Many advantageous elements
have been included in this. <video><audio><nav><header><footer><drag-
drop> are few of them. Now, videos can be watched without the hassle of
installing other softwares, drag and-drop option enables the user to directly
drag the files, photos and other stuff into the browser window. The only
requirement for enjoying these benefits is to have HTML5-compatible browser.
6. 3D IN THE BROWSER
3D graphics and animations has been quite an inaccessible dream until very
recent. This is because to experience these 3D animations, a lot of data is
required. To get this data, large bandwidth of internet was the biggest
requirement.
Modern broadband met the bandwidth required for a 3D experience. The
enhancement of processors and memory made it even easier to transfer large
amount of information effectively in less time. Due to the collaboration of web-
browsers with WebGL and 3D CSS, the creations of 3D effects have improved.
This simply means that without the advancement in browsers capabilities, all
the efforts of the broadband speed and raw computing power would go waste.
Moreover, the web browsers have now adopted a new technique called as
hardware acceleration, in which, Graphics Processing Unit (GPU) is being used
by the browser to accelerate the computation needed for 3D graphics.
3D technology teams up with JavaScript, HTML5 and other tools to give the
user the best 3D experience.
7. A BROWSER MADRIGAL
Old is gold!! This is a very famous adage which proves wrong in our present
context of a web browser. New technologies have outraged the old versions of
browsing for a better cause. Well, the question is why should an old browser not
be used? The answer is simple. Though the old web version is preserved as a
relic by many users, it must be updated as it can impair ones web life. The
older versions must not be used mainly for three reasons.
Firstly, the ever-increasing need of web in day-to-day life has made evolution
ofweb an important affair. Due to the rapid web development, the latest web
pages and other applications may not work with the old browser. The reason
behind this could be the use of JavaScript, CSS and others in the newerversions.
http://www.adonaiadvertising.com
Secondly, the old browsers have an extreme chance of security attacks. This is
just because if their incapability to protect themselves. Yes!! The old browser is
not updated with latest security features. This could lead to stolen passwords,
unwanted software creep inside the computer and many-a-times even worse.
Third, the use of the old browser cripples the innovative efforts of web
developers. The only reason behind it is that when an old browser is used, the
developers are compelled to develop application which will be compatible for
both new and old browsers. Due to this constraint, the web-enthusiasts let go-off
their pulse and end up finding something just normal.
If this read has enlightened you, then try upgrading a new version. And in case,
you find it difficult to do it or the upgrade version is blocked, then contacting an
IT administrator would be beneficial. And finally, here we go.. Happy
browsing!!
http://www.adonaiadvertising.com
8. PLUG-INS
Everybody likes something extra like some extra cheese on a pizza. The earlier
World Wide Web carried the very first version of HTML and did not agree to
take along lavish features. Videos for example, were not a part of the WWWs
journey in the start. To add few fanciful features and give the user an interactive
experience, plug-inns were introduced.
Plug-ins are add-ons on the web browser that are trained to perform a specific
task. They actually do not interact with the browser. Surprising!! Isnt it? Plug-
ins are assigned a definite space on the web page by the browser. And then, the
plug-ins independently work without interfacing the browser.
Because of the freedom offered to these plug-ins, they run on any and every
browser. But due to their versatility, these plug-ins are vulnerable to security
attacks. Anyhow, the web developers and the plug-in providers have coined to
provide us with security fixes that protect these plug-ins.
And the web family is still anticipating an innovative move from the developers
to endow these plug-ins with power so that they are searchable, linkable and
interactable with rest of the browser.
9. BROWSER EXTENSIONS
Browser extensions, as the name suggests, literally extend the browser. I mean,
it gives some super-powers to your browser. These extensions are features that
let you ease few tasks and enjoy an effortless web journey.
Extensions are options already present in the web options menu. These can be
selected and used depending on your needs. For example, a block-add extension
can be installed to block unwanted adds on your browser when a web page is
opened. There is a wide choice of extensions to choose from. From a scribble-
pad while doing a research to those that notify every bit of a spell-binding sport
league. Some extensions work without interfacing with the web page.
Independent!! Example would be an email notifier. Even without having to log
in to your email, you can get the notifications displayed on your browser.
Interesting right??
When these extensions were born, they were written in a highly complex
language like C++. Therefore any improvement to these would be just adding
some extra trouble. The problems were the extension in the code, which
ultimately led to security concerns.
But thanks to HTML, CSS and JavaScript!! These languages eased the task of
the web-extensions designers. These languages were used to design most of the
modern web pages and apps. Now, the tailoring of extensions is easier, faster
and safer. http://www.adonaiadvertising.com
10. SYNCHRONISING THE BROWSER
Well, if you are the cloud user, then you deserve applause. And it is good that
you have all your files, documents, media protected by the cloud. You know
you can log in into any internet connected deice and access all your stuff. But,
here is the catch!! What about your bookmarks, browser preferences, browser
extensions?? Are they really protected? Or should you go through the same kind
of pain in gathering them all in case you find yourself with another device??
The good news is that you dont have to go through that strenuous task. All your
bookmarks and other browser extensions are protected by an option called
synch (short form of synchronization). All the modern browsers have this
option. When you synch your computer with the browser all the extensions,
bookmarks will be saved to cloud. Even if you are having a bad time with your
device, all you ever have to do is to log in with your Google account from an
internet-connected device with browser synch feature and Behold!! All your
browser settings are ready to use!!!
Synch feature eases the web life and lessens your worries!!!
11. BROWSER COOKIES
Wondering what cookies are?? Cookies are just bits of texts that are sent to the
browser from the web-site that you have visited. Cookies help in keeping a
record of what you visit. I mean your preferences, your likes and everything that
you actually do on a web-site.
Have you ever watched an episode of a dance-show on the YouTube?? And did
you notice that the next time you visited you-tube; you are ushered to a number
of other episodes of the same dance-show? Well, that is exactly what cookies
do. They just track whatever you visit and make sure they present you
information according to your priority.
Browsers have options that can control the functions of these cookies. You
actually have the power to choose what a cookie should do. It just means that
you can allow cookies only for your trusted sites and block cookies for the rest
of the web-sites. There is also a choice to turn-on these cookies for just a
session.
Google chrome browser offers something extra. You find Flash Settings directly
in the menu bar. These setting can allow cookies for the flash based web-sites.
Cool right??
12. BROWSERS AND PRIVACY
Privacy and security are used as synonyms, but they are much different in this
context. Security protects against malware, phishing and other unwanted and
malicious software. Whereas, privacy enables you to control the sharing of
information with web-sites.
All the browsing-data like web-sites you visit, downloaded files, cookies,
passwords if any, are stored in the computer and can be re-accessed when
wanted. Privacy settings offer you a choice to restrain or regulate this history
record. For example, incognito window in chrome browser. Any site opened in
this window will not be stored in the history. All the cookies are erased as soon
as the window is closed. This can be used when internet is accessed from
others device or an internet cafe.
Most of the browsers provide site-y-site privacy settings. This is even easier to
govern what should be saved and what not. Now, to know if your info is really
private, check out the privacy settings in the browsers options or preferences
menu.
13. MALWARE, PHISHING AND SECURITY RISKS
Did you come across people trying to sneak-peek while you are entering your
PIN at an ATM?? No right. The point is you make sure there is nobody around
your shoulder when you make a transaction. But, the same smart attitude is
pushed aside when it comes to the online transactions. Malware and Phishing
are two ways through which the bad guys trick you.
Malware is unwanted software that is directly downloaded on your computer
when you accidentally open a link. This software is fashioned to steal your
credit cards, passwords etc. Usually this software is difficult to remove from
your computer.
Phishing occurs when one person masks as other (usually as some bank) to
device a plot against you to get your personal information. If you receive a mail
asking you to share your bank details, Beware!! It might be a trap of the bad
guys.
For these two reasons updating the browser with the latest version is a must.
Latest version browsers have the latest security features and hence can avoid the
risks.
14. MODERN BROWSERS HELP YOU PROTECT
FROM MALWARE AND PHISHING
As we have seen earlier, Malware and Phishing can damage your computer to
the highest degree. Old browsers do not offer resistance to such malicious
softwares. Therefore, there is an extreme need to update your browser. The
modern browsers assess three kinds of risks:
Websites that you are about to visit, are checked for malware and
phishing:
Malware and phishing can occur through some spooky softwares or known
softwares that have been hacked. It is the security features in a modern browser
that investigates these dangerous softwares and sends you a security alert. For
example, safe Browsing technology is used by Google Chrome. All the web
pages you visit are checked for malware and the suspected list is stored in the
browser. If you happened to open the page, the browser signals you by sending
a warning message.
The vulnerability of the browser, in case it is hacked, is checked:
The susceptibility of the browser towards a malware is checked. Old browsers
do not carry features that protect you from security risks. This is the reason why
you have been said time-and-again to update your browser. Many times updated
versions are checked for and automatically updated by the modern browsers
themselves without even interrupting your browsing drift.
If the browser is vulnerable, the damage caused is estimated:
Chrome has a tool called the sandbox. This tool prevents malicious software
from entering the browser. This acts a curb for the nasty code from installing
into your computer. Most of the modern softwares have this kind of tools that
protect against this kind of damage.
15. USING WEB ADDRESSES TO STAY SAFE
The web addresses commonly called as the URL- Uniform Resource Locater-
directs you to the particular web page or web application. Knowing the URL
will help you identify the fake websites from the real ones.
When you enter a URL in your browser, the information is travelled over miles
from the hosting website to your browser. Few examples of URL are:
https://mail.google.com/mail - Google mails
https://www.youtube.com YouTube
Understanding the parts of URL:
https://www.google.co.in/maps


Host name
path
scheme
Scheme is the first part of the URL. Here http- hyper-Text Transfer Protocol- is
the scheme. www.google.com is the host name from where the information is
accessed. Maps is the path, which directs you to the specific web page.
Sometimes path name can be found before the host name.
https://maps.google.co.in/ , for example.
Security comes into picture:
When you type a web address, you are directed to the web page, just by
observing the URL closely, you can save yourself from malware. For instance,
to open Bank of India website
http://www.adonaiadvertising.com

Real:
www.bankofindia.com is a genuine website that directs you to the desired
destination.
http://www.bankofindia.co.in/ MasterDebitCard.aspx is also genuine one as it
directs to the Master debit card page on the bank of India website.
Fake:
www.bankofindia.master.com is a fake address as the main host is master.com
and the sub-domain is bankofindia.
www.master.com/bankofindia is also not a legitimate address.
If you are handling an online bank transaction, check for the scheme as https://
with a padlock beside it in the search bar. This means that your transaction and
the banking details are protected by a secure connection.
16. IP ADDRESSES AND DNS
In the earlier texts, you have already understood that internet is a way of
communication between two or more computers. But have you ever wondered
about how information is rightly transmitted? I mean, doesnt it surprise you
that when a URL is typed in the browser, the web page appears?
Well, here is the catch!! Every URL has its own IP address internet protocol
number - Just as every cell phone has a number. 14.139.82.6 is an example of
how IP address looks like. All the information is sent and received by tracking
this IP address of the device.
But, how can the browser know every IP address?? There is something called a
Domain Name System or DNS just like a phone directory. When a URL is
typed, the browser contacts the DNS. DNS converts the URL into an IP address,
contacts it, waits for a confirmation response and sends it to the browser.
This is just like a phone call. Where you search for a number from the phone
directory, make a call, wait for response and communicate. The only difference
is that web transfer of information happens swiftly- in fraction of seconds.
17. VALIDATING IDENTITIES ONLINE
Internet world is fanciful and great. But there are limitations for this beautifying
life. Unlike the real-world, where we actually identify the people we associate
with and put our trust on, in the web-world, the people behind are not
recognized. Now, this portrays a major problem. Then how can we trust the
web-site? How can we share our information?
For this reason, there is something called extended validation certificate for
some websites. These certificates authenticate the real organisations from the
phony ones.

The name of the bank is given in green box which is the validation certificate.
For most of the organisations, the names are displayed in green to show their
validation.
To have this validation certificate, the organisation has to go through a set of
checks to confirm their legal identity. However, this effort doesnt go waste!
This check helps people recognize the real face behind the web-page.
18. EVOLVING TO A FASTER WEB
Todays web is cooked up with a lot of images, videos, photos and web apps.
Most exciting web-experience comes from these videos, images and photos.
The web trail has travelled miles away from the elementary texts and links to
the most intricate codes.
Just running through some surprising stats!!
65% of todays web-info comprises of images and photos in terms of
bytes per page
Every minute, 35 hours of video are uploaded in the YouTube.
The simplest JavaScript, which was few lines in the start, grew to a few
hundred lines. All this has to be processed each time a web page is
loaded.
So much of data?? Then what about the speed? Will the internet be able to
handle it?? http://www.adonaiadvertising.com
Absolutely Images and photos which are a majority on the web are sent and
received by compressing them to a smaller size. For this, JPEG, GIF was
introduced by the web-researchers. Likewise, plug-ins were introduced to
play videos and other media. Also, Google is working to cut down the load
on the web due to large images. The WebP that was invented gave
encouraging results. It could cut down the image size by 39% without
altering the quality.
The evolution of HTML5 has made it easy for the videos to play on the web
pages with the <video> tag. Further, Google is trying to collaborate with the
web community to bring out WebM, which gives a lively video experience
with uncompromising quality when it is watched even from the remote parts
of the world.
The JavaScript code process engines have been upgraded to run the code at
a higher speed. Google Chromes V8 is an important part of the browser
now. These engines do not hinder the application even if the code is too
complex.
There is another technique called as the DNS pre-resolution. This means
that the DNS pre-resolves all the links on the web pages to their IP
addresses. Resolving means to convert a web address to an IP address and
vice-versa. For this reason, the loading of the web page will be quicker than
before.
Lets hope that someday the browser will be able to pre-resolve not only the
links, but also the images and photos that might be needed and prefetch
them. Then the loading of a web page will be as quick as an eye-wink!!
19. OPEN SOURCE AND BROWSERS
Have you ever heard the proverb which says, There is happiness in sharing?
Well, it is absolutely true. And there is benefit too. Open-source is something
just like that. Open-source means the source code made available to all.
All the mighty people behind a website-making - I mean, the designers,
programmers, developers, thinkers come up with thoughts that escalate the
web growth. May be they thought that keeping all these inventions for
themselves would not benefit much. So they did open-sourcing. For that reason
they had to write the code in a more open and interactive way. Isnt that cool??
The code that is open-to-all can be modified, re-constructed and used to develop
another tool. The pioneering open-source browser was the Mozilla Firefox, the
code of which was used to build Chrome. In the same way, Chrome also was
open-sourced. Apart from these two, there are many other browsers and web-
sites that are open-sourced.
Due to open-sourcing, not only the user and the developers of the browsers are
profited, but also companies like Google. Open-sourcing has paved a way for
new inventions and better web experience to the users. With the enhancement in
the web-world, the pressing need to develop new web apps with revolutionary
features. This cycle goes on!! And hence the development of the web.
20. 19 THINGS LATER
Having learnt all, lets just reel back!!
Todays web is a fanciful, colourful, user-friendly, fun-filled, addictive world.
Most of us enjoy the cloud-computing and the Internet life. I know how
boring our lives would have been without the internet. We start our day
with the web and end it with the web. We read news, watch sports, watch
videos, listen to music, do some research and carry out a number of web-
based tasks using the Web-apps.
HTML, JavaScript, CSS and the browser plug-ins deserve big thanks for
rendering us a peaceful and a beautiful web experience.
HTML5 has even more advanced the web with its inventive tags that
could access media without the plug-ins. This marked a revolution.
Modern browser is a primary requirement to enjoy all the modern
features.
Modern browser protects you from malware and phishing.
Open-sourcing has enhanced the chances of development of better tools
and applications by sharing their knowledge. This gives us a better, safer
and complex web experience.
3D in the browser, faster speeds and synch across all devices are the
brighter side of the future.
Keeping yourself informed of the privacy settings, other contents, history
and cookies will prove you to be a good citizen of the web.
Checking the URL and extended validations to be aware of security risks
is wise.
Finally,
Use a modern browser: to avoid security risks and enjoy modern features.
The web will keep evolving: join your hands with HTML5, CSS, JavaScript
and other web technologies to boost up the innovative creations.
http://www.adonaiadvertising.com
http://www.adonaiadvertising.com
http://www.adonaiadvertising.com