Chapter 3: The contributions of NICTs to external communication

1. Definition:
NICTs (new information and communication technologies) have brought many changes to external
communication. Businesses can now use online tools such as social media, blogs, and websites to
communicate with their target audience efficiently and cost-effectively. NICTs also allow more
interactive and immediate communication with customers, through online chats, discussion forums and
instant messaging. Businesses can also use online marketing tools to effectively target their target
audience and get real-time feedback on their communication performance. In short, NICTs have made
external communication faster, more efficient and more interactive.
2. Internet advertising
Internet advertising, also known as online advertising or digital advertising, refers to the practice of
promoting products or services on the internet through various forms of online marketing. It involves
using the internet to deliver marketing messages to a target audience, usually with the goal of generating
leads or sales.
Internet advertising can take many forms, including display ads, search engine ads, social media ads,
email marketing, influencer marketing, and video advertising, among others. The advertising message
can be delivered through various channels, including websites, social media platforms, search engines,
mobile devices, and other digital platforms.
One of the main advantages of internet advertising is its ability to target specific audiences based on
demographic, geographic, and behavioral data, which allows advertisers to reach the right people at the
right time with the right message. It is also often more cost-effective than traditional forms of advertising
and can provide real-time data on the effectiveness of the campaign.
However, internet advertising also has its challenges, such as ad blocking, ad fraud, and concerns
over privacy and data protection. Despite these challenges, internet advertising continues to grow and
evolve as businesses look for new ways to reach and engage their audiences in the digital age.

2.1. Banners
Banners are a type of graphical display advertisement that appear on websites or other digital
platforms, usually in the form of a rectangular image or animated graphic. Banners are designed to
capture the attention of the viewer and encourage them to click on the ad, which then takes them to a
specific website or landing page.
Banners can be created in a variety of formats, including static images, animated graphics, and even
videos. They can also be displayed in different sizes and locations on a website, depending on the
advertiser's preference and the website's design.
Banners are often used as a form of internet advertising, and can be purchased through a variety of
channels, including ad networks, programmatic advertising platforms, and direct buys from websites.
They can also be targeted to specific audiences based on demographic, geographic, and behavioral data,
allowing advertisers to reach the right people with their message.
Despite their popularity, banners can be controversial and are sometimes viewed as intrusive or
annoying by internet users. However, when used effectively, banners can be an effective tool for driving
traffic to a website or promoting a product or service

2.1.1. Interstitials
Interstitials are a type of digital advertising format that appears between two content pages or during
a transition point in an app or website. They are full-screen ads that typically take over the screen of a

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mobile device or desktop computer, interrupting the user's experience before allowing them to continue
to the next page or section.
Interstitials can be created in a variety of formats, including images, videos, and interactive content.
They are often used to promote a product or service, encourage users to sign up for a newsletter, or
download an app.
Interstitials can be an effective advertising tool because they demand the user's full attention and can
often generate higher click-through rates and conversions than other types of ads. However, they can
also be perceived as disruptive or annoying by users, especially if they appear too frequently or at
inappropriate times.
In response to concerns about the user experience, many advertisers and publishers have adopted
best practices for using interstitials, such as displaying them at natural transition points or providing users
with the option to skip or close the ad. Advertisers and publishers may also need to comply with various
regulations and guidelines related to interstitial ads, such as those set by the Interactive Advertising
Bureau (IAB)

2.2. Promotion of the online site

Promotion of an online site, also known as website promotion, is the process of increasing the
visibility and traffic of a website through various digital marketing strategies. The goal of website
promotion is to attract more visitors to the site, improve its search engine ranking, and ultimately drive
more sales or conversions.
Here are some effective ways to promote an online site:
▪ Search engine optimization (SEO): This involves optimizing the website content,
structure, and meta tags to improve its ranking in search engine results pages (SERPs) for
relevant keywords.
▪ Pay-per-click (PPC) advertising: This involves placing ads on search engines, social media
platforms, or other websites, where advertisers pay only when someone clicks on the ad.
▪ Social media marketing: This involves creating and sharing engaging content on social
media platforms, such as Facebook, Twitter, and LinkedIn, to build brand awareness and
drive traffic to the website.
▪ Content marketing: This involves creating and publishing high-quality, relevant, and
informative content, such as blog posts, videos, and infographics, to attract and retain visitors
to the website.
▪ Email marketing: This involves building an email list of subscribers and sending them
regular newsletters, promotions, and other content to drive traffic to the website.
▪ Influencer marketing: This involves partnering with influencers or bloggers in the same
niche or industry to promote the website to their followers.
▪ Affiliate marketing: This involves partnering with affiliates who promote the website in
exchange for a commission on sales or leads generated through their referrals.
Overall, a comprehensive website promotion strategy involves a combination of these tactics,
tailored to the specific needs and goals of the website and its target audience.

2.2.1. Sponsorship
Sponsorship refers to a mutually beneficial partnership between a sponsor (a company, organization,
or individual) and a sponsored party (an event, team, individual, or organization). In this partnership, the
sponsor provides financial or other types of support to the sponsored party in exchange for brand

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visibility, exposure, and other benefits.
Sponsorship can take many forms, including:
▪ Event sponsorship: This involves providing financial or other types of support to an event,
such as a music festival, sporting event, or charity fundraiser, in exchange for brand exposure
and other benefits.
▪ Team sponsorship: This involves providing financial or other types of support to a sports
team, such as soccer or basketball, in exchange for brand visibility on team jerseys, stadium
advertising, and other marketing materials.
▪ Individual sponsorship: This involves providing financial or other types of support to an
individual, such as a professional athlete, musician, or artist, in exchange for brand visibility
and exposure.
▪ Product sponsorship: This involves providing products or services to a sponsored party in
exchange for brand exposure and other benefits.
▪ Cause sponsorship: This involves providing financial or other types of support to a
charitable organization or cause in exchange for brand exposure and other benefits.
Sponsorship can be a highly effective marketing strategy for companies and organizations looking
to build brand awareness, reach new audiences, and engage with their target customers. For sponsored
parties, sponsorship can provide much-needed financial support, as well as opportunities for exposure,
recognition, and growth.

2.2.2. The electronic community

The electronic community, also known as the online community, refers to a group of individuals who
interact with one another over the internet, often around a shared interest, topic, or goal. Electronic
communities can take many forms, including social media platforms, online forums, blogs, and chat
rooms.
Members of electronic communities can come from all over the world and can communicate with
one another in real-time or asynchronously through various digital channels, such as text-based
messaging, voice, or video. Members of electronic communities often share information, knowledge,
and opinions on a variety of topics, such as hobbies, interests, politics, health, and business.
Electronic communities have become an essential part of modern communication and socialization,
enabling people to connect with others who share similar interests and build relationships with
individuals they may not have met otherwise. Electronic communities can also be used for marketing
and advertising purposes, allowing companies to engage with their target audience and build brand
awareness.
However, electronic communities can also be prone to issues such as trolling, cyberbullying, and
misinformation, and may require moderation or regulation to ensure the safety and well-being of all
members. Overall, electronic communities offer a valuable opportunity for individuals and organizations
to connect and collaborate with others online

2.2.3. Emailing
Emailing, also known as email marketing, is a form of direct digital marketing that involves sending
promotional messages or commercial emails to a group of people using email. Emailing is a cost-
effective way for businesses to reach out to their customers and prospects, build relationships, and
promote their products or services.
Email marketing typically involves the following steps:
▪ Building an email list: This involves collecting email addresses from customers and

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 prospects through sign-up forms, events, and other channels.
▪ Creating an email campaign: This involves creating a promotional message or newsletter
that is designed to engage and convert the target audience.
▪ Personalizing the email: This involves customizing the email content to make it more
relevant and engaging to the recipient.
▪ Sending the email: This involves using an email service provider to send the email to the
target audience.
▪ Tracking and analyzing the results: This involves monitoring the performance of the email
campaign, such as open rates, click-through rates, and conversions, and using this data to
optimize future campaigns.
Emailing can be used for a variety of purposes, such as promoting a new product or service, driving
traffic to a website, building brand awareness, or nurturing leads. However, it is important to ensure that
email campaigns are permission-based, meaning that recipients have given their consent to receive
promotional emails, and that they comply with anti-spam laws and regulations

2.3. The security of an online payment system

The security of an online payment system is a critical aspect of e-commerce, as it involves sensitive
financial information such as credit card numbers, personal identification numbers (PINs), and bank
account details. Online payment systems must provide a secure environment for online transactions to
prevent fraud, theft, or unauthorized access to sensitive information.
Here are some key factors that contribute to the security of an online payment system:
▪ Encryption: Online payment systems use encryption technologies to secure data in transit,
making it difficult for hackers to intercept or access the information.
▪ Authentication: Payment systems use various authentication methods, such as passwords,
PINs, and two-factor authentication, to verify the identity of the user and prevent
unauthorized access.
▪ Compliance: Online payment systems must comply with various industry standards and
regulations, such as the Payment Card Industry Data Security Standard (PCI DSS), to ensure
that they meet strict security requirements.
▪ Fraud detection: Payment systems use sophisticated fraud detection and prevention
mechanisms, such as real-time monitoring and analysis of transaction patterns, to identify
and prevent fraudulent activities.
▪ Secure storage: Payment systems store sensitive data, such as credit card numbers, in a
secure manner, using encryption and other security measures to protect against data breaches.
▪ Regular updates and maintenance: Payment systems must be regularly updated and
maintained to ensure that they are protected against new and emerging security threats.
Overall, the security of an online payment system is essential for building trust with customers and
ensuring the long-term success of an e-commerce business. Payment system providers must take a
comprehensive approach to security, implementing multiple layers of protection to prevent unauthorized
access, fraud, and data breaches.

2.3.1. Encryption
Encryption is the process of converting plain text or data into an unreadable format, called cipher
text, to protect it from unauthorized access or interception. Encryption is a fundamental component of
modern communication and information security, used in various applications, such as secure messaging,
online banking, and e-commerce.
Encryption works by using a mathematical algorithm to scramble the original data, making it

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unreadable without the correct decryption key. The encryption key is a series of characters or numbers
that can be used to convert the cipher text back into plain text.
There are two main types of encryptions: symmetric and asymmetric encryption.
Symmetric encryption uses the same key for both encryption and decryption. This means that
anyone who has access to the key can decrypt the encrypted data. Symmetric encryption is commonly
used for file and data encryption.
Asymmetric encryption uses a pair of keys, a public key, and a private key, to encrypt and decrypt
data. The public key can be shared with anyone, while the private key is kept secret. Anyone who wants
to send encrypted data to the owner of the public key can use it to encrypt the data. The owner of the
private key can then use it to decrypt the data. Asymmetric encryption is commonly used in secure
communication protocols such as HTTPS, SSL/TLS, and SSH.
Encryption is essential for maintaining the confidentiality and integrity of sensitive data, such as
personal and financial information. However, encryption is not foolproof and can be vulnerable to attacks
such as brute-force attacks or side-channel attacks. Therefore, it is important to use strong encryption
algorithms and protocols and to keep encryption keys secure.

2.3.2. Website data protection

Website data protection refers to the measures taken to protect the sensitive information of users who
interact with a website. This includes personal information such as names, email addresses, passwords,
and financial information such as credit card numbers. Website data protection is crucial in maintaining
the privacy and security of website users, and failure to adequately protect user data can result in serious
consequences such as identity theft, financial fraud, and reputational damage.
Here are some key measures that can be taken to protect website data:
▪ Use HTTPS: HTTPS is a secure communication protocol that encrypts data in transit
between a user's browser and the website server, making it difficult for hackers to intercept
or access the data.
▪ Implement access controls: Access controls such as passwords, two-factor authentication,
and role-based access can limit who has access to sensitive data on the website.
▪ Implement data encryption: Data encryption can be used to protect sensitive data on the
website, such as credit card numbers or passwords. This ensures that even if a hacker gains
access to the data, they cannot read it without the encryption key.
▪ Regularly update software and security patches: Keeping software and security patches
up to date can help prevent vulnerabilities and exploits that can be used to gain unauthorized
access to user data.
▪ Implement a privacy policy: A privacy policy outlines how user data is collected, stored,
and used by the website. This helps users understand what data is being collected and how it
will be used, and provides reassurance that their data is being protected.
▪ Conduct regular security audits: Regular security audits can help identify vulnerabilities
and gaps in website data protection and provide recommendations for improvements.
Overall, website data protection is critical for ensuring the security and privacy of user data. By
implementing appropriate security measures, websites can protect user data from unauthorized access,
reduce the risk of data breaches, and build trust with their users.

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 Table of Content

Chapter 3: The contributions of NICTs to external communication....................................................... 1

1. Definition: ..................................................................................................................................... 1
2. Internet advertising ....................................................................................................................... 1
2.1. Banners ................................................................................................................................. 1
2.1.1. Interstitials......................................................................................................................... 1
2.2. Promotion of the online site .................................................................................................. 2
2.2.1. Sponsorship ....................................................................................................................... 2
2.2.2. The electronic community ................................................................................................ 3
2.2.3. Emailing ............................................................................................................................ 3
2.3. The security of an online payment system ............................................................................ 4
2.3.1. Encryption ......................................................................................................................... 4
2.3.2. Website data protection..................................................................................................... 5