PART 1: Domain Name Registration & ISPs

Registering a domain name gives your website a recognized identity and personality. These are the core concepts for your exam:

• Key Rule: Domains are reserved for a specific period (usually 1 year+). You cannot purchase a domain forever; it must be renewed.

• WHOIS Record: Once registered, the owner’s information becomes publicly available in this database.

• Cost Variability: Prices depend heavily on the extension (e.g., .com .in  different domains has different rates).

• Alternative: You don’t have to buy a domain; you can use subdomains (e.g., yourname.company.com).

 The Registration Process & Key Players (High MCQ Coming chances)

• 1. Domain Name Registrant (The Customer) ➔ The person/org reserving the name. Responsible for paying fees, updating data, and hosting the name server (DNS).

  • Proxy Service: Used if the registrant wants to hide their identity from the public WHOIS database.

• 2. Registrar (The Retailer) ➔ Organizations accredited by ICANN to sell domains. They maintain WHOIS data and are bound by the RAA (Registrar Accreditation Agreement).

• 3. Reseller (The Middleman) ➔ Affiliated with registrars to sell domains along with hosting/emails. They are not ICANN accredited.

• 4. Registry (The Database Manager) ➔ Maintains the database and zone file data for each Top-Level Domain (TLD) like .com or .org.

• 5. ICANN (The Overseer) ➔ The non-profit organization that manages the global assignment of IP addresses, domain names, and root servers.

 PART 2: Promoting Web Traffic

To get people to visit your website, you must use a mix of promotional tactics:

• Social Media ➔ Builds brand awareness and encourages followers to share your content (free promotion, PLESE DO SHARE LUNOTES AMOND YOUR FRIENDS).

• Online Directories ➔ Submitting your URL to industry-specific directories makes discovery easier.

• Guest Blogging ➔ Writing for another industry blog.

• Benefits: Expands your reach to their audience

• ➔ generates quality leads

• ➔ builds network authority.

• SEO (Search Engine Optimization) ➔ A free method to rank higher on Google using keywords, alt text for images, and optimized headings. Depends purely on content quality and external links.

• Email Marketing ➔ Known for massive ROI (up to 4400% / $44 return for every $1 spent).

• Start a Blog ➔ Bolsters SEO, establishes you as an industry authority, and dramatically improves conversion rates.

 PART 3: Internet Marketing & Strategies

Digital Marketing encompasses internet-based tech (SEO, social media) and non-internet channels (TV, SMS, Ringtones).

 Non-Linear Marketing Approach

Traditional marketing is “linear” (one-way TV/Radio ads).

Non-linear marketing is interactive and omnichannel.

• Focus ➔ Reaching buyers across multiple online channels, adapting ads to different platforms, and tailoring messages to individuals rather than mass audiences.

 Brand Awareness

The extent to which the public recognizes a brand.

• Why it matters: It is a prerequisite for buying decisions, reduces the consumer’s perceived risk, and builds trust.

• MCQ Stat: 89% of B2B marketers believe brand awareness is more important than direct sales efforts.

Online Methods to Build Brand Awareness:

1. SEO: Organic visibility for industry-related queries.

2. SEM (Search Engine Marketing / PPC): Paid ad space at the top of search results. (33% of clickers do so because the ad directly answers their query).

3. Social Media Marketing: Facebook, Instagram, Twitter, YouTube (70% of marketers list this as their #1 tool for awareness).

4. Content Marketing: Blogs, videos, and articles. Can improve brand recall by 88%.

 PART 4: Key Marketing Developments & Strategies (Cheat Sheet)

Memorize these terms—they are very likely to appear as definitions in MCQs!

• Segmentation ➔ Dividing the market to target specific B2B or B2C audiences.

• Influencer Marketing ➔ Leveraging popular figures in a community. Often managed using sCRM (Social Customer Relationship Management) software like Salesforce or SAP.

• Pull vs. Push Marketing ➔

  • Pull: Consumers actively seek your content (e.g., searching Google).

  • Push: Marketers send messages to passive recipients (e.g., display ads).

• Online Behavioral Advertising ➔ Collecting a user’s cross-device browsing activity to serve highly tailored, customized ads.

• UGC (User-Generated Content) ➔ Content created by customers (reviews, ideas, photos). Benefits: Low-cost, highly trusted, and builds strong customer relationships.

• Data-Driven Advertising ➔ Using data from the customer’s journey (emails read, website visits, app usage) to deliver personalized ads in real-time without violating privacy.

• Remarketing ➔ Showing targeted ads to users who have already visited your website or searched for your products previously.

• Game Advertising ➔ In-game billboards (e.g., in FIFA) or branded digital items (cars, clothing) used as virtual status symbols.

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