CYBER CRIME AND SECURITY AWARENESS IN DIGITAL MARKETING

Definition

Information Technology has dramatically increased in the past decade,with massive global rates
of internet consumption by individuals and organizations ranging from academia and
government to industrial sectors.During the last decade, information technology such as mobile
devices and digital applications have transformed daily life, facilitating diverse lifestyles in many
areas.The ease of technology usage as well as the increased demand for online connectivity in
digital marketing.

If your business isn’t online then you’re probably missing out to your competitors. The problem
with doing business online is the increased exposure to cyber crime and digital fraud. It’s one of
the great dilemmas of our age.

However we don’t believe that potential exposure to digital fraud or other types of cyber crime is
a reason to neglect your online presence. By being aware of the main types of digital fraud and
electronic crime, you can minimise your chances of being exposed to them.Many netizens
(i.e.,people who use the internet)still lack sufficient awareness of various internet threats(also
defined as “cyber hazards”).In fact,they often fail to possess the minimum required knowledge to
protect their computing devices.

The term cyber crime is used to describe a unlawful activity in which computer or computing
devices such as smartphones, tablets, Personal Digital Assistants(PDAs), etc. which are stand
alone or a part of a network are used as a tool or/and target of criminal acitivity. It is often
commited by the people of destructive and criminal mindset either for revenge, greed or
adventure.

Cyber Security plays an important role in the field of information technology .Securing the
information have become one of the biggest challenges in the present day. When ever we think
about the cyber security the first thing that comes to our mind is ‘cyber crimes’ which are
increasing immensely day by day.Various Governments and companies are taking many measures
in order to prevent these cyber crimes. Besides various measures cyber security is still a very big
concern to many.This paper mainly focuses on challenges faced by cyber security on the latest
technologies .It also focuses on latest about the cyber security techniques, ethics and the trends
changing the face of cyber security.

1.1 History of internet

The internet has become a vital part of the modern world, inseparable from daily life and
routines. It wasn’t always this way though; the history of internet started somewhere. From
simple computer networks to global interconnectivity and instantaneous wireless
communications, the rapid and dramatic evolution of the internet can help with understanding the
changing nature of technology and communications.

The Internet started in the 1960s as a way for government researchers to share information. ...
This eventually led to the formation of the ARPANET (Advanced Research Projects Agency
Network), the network that ultimately evolved into what we now know as the Internet.
1.2 Recent History 2000-2021
Even at the beginning of the 21st century, only around 7% percent of the population has access to
the internet, a report says.From there on, the growth was explosive. According to Internet World
Stats, around 59% of the world population use the internet as of 2019, which amounts to a
whopping 1157% increase in usage within twenty years.

In my opinion, there are mainly three reasons for this:

• Rise of social media networks and blogging websites

• The exponential increase in internet speeds
•
• The rise of mobile devices cellular data

1.3 Evolution Of Digital Marketing

In a world where over 170 million people use social media on a regular basis, every working
professional is expected to be familiar with at least the core tenets of Digital Marketing. In
simple terms, Digital Marketing is the promotion of products over the internet or any form of
electronic media. According to the Digital Marketing Institute, "Digital Marketing is the use of
digital channels to promote or market products and services to targeted consumers and
businesses."

People are consuming digital content on a daily basis. Very soon, traditional marketing platforms
will disappear, and the digital market will completely take over. There are a number of
advantages in Digital Marketing. Unlike traditional marketing, digital marketing is more
affordable.

You can reach a larger audience in a shorter time period. Technological advances have resulted
in considerable attrition of the customer-base of traditional marketing agencies & departments.
People have moved on to tablets, phones, and computers, which are the areas where digital
marketers have gained the most ground.

People are consuming digital content on a daily basis. Very soon, traditional marketing platforms
will disappear, and the digital market will completely take over. There are a number of
advantages in Digital Marketing. Unlike traditional marketing, digital marketing is more
affordable.

The term Digital Marketing was first used in the 1990s. The digital age took off with the coming
of the internet and the development of the Web 1.0 platform. The Web 1.0 platform allowed
users to find the information they wanted but did not allow them to share this information over
the web. Up until then, marketers worldwide were still unsure of the digital platform. They were
not sure if their strategies would work since the internet had not yet seen widespread
deployment.

In 1993, the first clickable banner went live, after which HotWired purchased a few banner ads
for their advertising. This marked the beginning of the transition to the digital era of marketing.
Because of this gradual shift, the year 1994 saw new technologies enter the digital marketplace.
The very same year, Yahoo was launched.

Also known as "Jerry's Guide to the World Wide Web" after its founder Jerry Yang, Yahoo
received close to 1 million hits within the first year. This prompted wholesale changes in the
digital marketing space, with companies optimizing their websites to pull in higher search engine
rankings. 1996 saw the launch of a couple of more search engines and tools like HotBot,
LookSmart, and Alexa.

1998 saw the birth of Google. Microsoft launched the MSN search engine and Yahoo brought to
the market Yahoo web search. Two years later, the internet bubble burst and all the smaller
search engines were either left behind or wiped out leaving more space for the giants in the
business.
The cookie was another important milestone in the digital marketing industry. Advertisers had
begun to look for other ways to capitalize on the fledgling technology. One such technique was
to track common browsing habits and usage patterns of frequent users of the internet so as to
tailor promotions and marketing collateral to their tastes. The first cookie was designed to record
user-habits. The use of the cookie has changed over the years, and cookies today are coded to
offer marketers a variety of ways to collect literal user data.

Products marketed digitally are now available to customers at all times. Statistics collected by the
Marketing tech blog for 2014 show that posting on social media is the top online activity in the
US. The average American spends 37 minutes a day on social media. 99% of digital marketers
use Facebook to market, 97% use Twitter, 69% use Pinterest and 59% use Instagram. 70% of
B2C marketers have acquired customers through Facebook. 67% of Twitter users are far more
likely to buy from brands that they follow on Twitter. 83.8% of luxury brands have a presence on
Pinterest. The top three social networking sites used by marketers are LinkedIn, Twitter, and
Facebook.

The digital market is in a constant state of flux. A Digital Marketing professional must find ways
to keep up with this change. They need to be able to keep an eye out for emerging trends and the
development of newer and smarter Search Engine Algorithms. After all, nobody can afford to get
left behind in this race.

While social media sites like Facebook gave people a way to connect and interact with each
other, blogging platforms like Blogger and WordPress were an excellent medium for expressing
knowledge and ideas – two compelling reasons for people to enter the internet sphere.

Here is a list of some of the early entrants, which made an impact on how people use the Web.
Facebook – Social networking (launched feb 4, 2004)

Twitter – Social networking / microblogging (launched jul 15, 2006)

Reddit – news & content aggregation (launched jun 23, 2005)

Blogspot – blogging platform (launched Aug 23, 1999)

WordPress – blogging platform (launched may 27, 2003)

YouTube – Video sharing platform (launched feb 14, 2005)

The list may not be complete. But you can see that most of these sites came around during the
early and mid-2000s, and still, they are very much alive.

1.4 Types of Digital Marketing

Digital Marketing can be defined as all marketing efforts using electronic devices/internet with a
variety of marketing tactics and digital media where you can communicate with potential customers
who spend time online. There is a spread of access for potential customers to be ready to see your
offer, like Website, Blog, Social Media (Instagram, Whatsapp, Line, etc.). From variety of the access
that they are getting to communicate to you.

In the digital marketing world you’ll make potential customers interested by your offer. You can
create advertisements, email marketing, online brochures, and more.

Digital Marketing Tactics and Examples

The best digital marketers are those who have a clear picture of how every digital marketing
campaign he has supports his bidding objectives. Depending on the aim of their marketing
strategy, a digital marketer can create larger campaigns through the free or paid media that he
has.

For example, a content marketer (content creator) can usually make a series of blog posts that
serve to ask. Social media marketers (social media managers) function to help promote blog
posts through paid and organic (non-paid) posts on social media accounts. The job of the email
marketer is to create an email campaign to be sent to prospective customers to be interested in
the offer offered.

The following could also be a quick review of variety of the foremost common digital marketing
tactics and media involved in each marketing.
1.5.1 Search Engine Optimization (SEO)

This is the tactic of optimizing your website to urge a far better “ranking” on program results pages,
thereby increasing the number of organic (or unpaid) traffic your website receives. Useful FF media
from SEO include:

• The website

• Blogs

• Infographics

1.5.2 Content Marketing

This term refers to the creation and promotion of content assets for the aim of generating brand
awareness, traffic growth, acquisition of prospects, and customers. Media which can be used for
your content marketing strategy include:

• Blog Posts

• Ebooks and Articles

• Infographics

• Online brochure

1.5.3 Social Media Marketing

In practice is promoting your brand and content on social media to extend brand awareness,
control traffic, and generate prospects for your business. Media that you simply can use in social
media marketing include:

• Facebook

• Twitter

• LinkedIn
• Instagram

• Snapchat

• Pinterest

• Google+

1.5.4 Pay-Per-Click (PPC)

PPC may be a method to drive traffic to your website by paying for every click. The most
commonly used PPC is Froggy Ads, which allows you to pay, and get the top slot on Google
search at “per click” prices. Other media that you simply can use to run PPC are:

• Facebook Ads

• Twitter promotion tweet

• LinkedIn Sponsored Links

1.5.5 Affiliate Marketing

A type of advertisement where you’ll promote other people’s offers or services on your website.
There are several Affiliate Marketing applications, namely:

• Hosting video ads with Youtube.

• Uploading affiliate links.

1.5.6 Native Ads

Native Ads refers to the main ads containing content displayed on media platforms along with
other non-paid content. One example of a post sponsored by BuzzFeed that you can follow, but
there are also many people who think that advertising on social media is doubtful “authenticity”
– Facebook ads and Instagram ads, for example.
 1.5.7 Marketing Automation

Marketing automation refers to software that functions to automate your basic marketing
operations. Many marketing departments can automate repetitive tasks that they need to do
manually, such as:

• The composition of social media posts

• Updating contact list

• Leading the workflow

• Campaign report

1.5.8 Email Marketing

Some companies use email marketing as a bridge to talk with customers. Email is usually wont
to promote content, discounts and events. And direct prospective customers to visit your website.
There are several sorts of emails that you simply can use to conduct email marketing campaigns,
namely:

• Followers of blog bulletins

• Following abreast of website visitors’ emails that download something

Greeting email to