DIGITAL MARKETING 1ºGS

UNIT 2:
INTERNET SERVICES AND
PROTOCOLS

Teacher: Laura Martínez Boyer

INITIAL ACTIVITY
What types of services are
accessed through the Internet?
CONTENTS
2.1 Email basics
2.2 FTP file transfer service
2.3 Communication through the Internet: messaging,
voice and video services
2.4 Access to Internet resources
2.5 Other services and protocols
2.6 Fraud detection and prevention
2.7 Legal aspects of software and Internet resources
 2.1 EMAIL BASICS
Correo electrónico e-mail

Email: with this service, Internet users can exchange text

messages and files of all types.
Requirements Having an account, access to a mail server and
management is through webmail.

Email server: It is a system that is responsible for sending and

receiving emails from its users, storing and organizing them. Also,
validate the credentials.
Email supplier: is a company that provides email server
through its servers
ACTIVITY
2.1 Look for three email service provider companies that
allow you to create free accounts. Compare the features
of the accounts, especially the storage size each
provides.

Email customer: is a program that, installed and

configured, allows you to send, receive and manage
emails associated with one or more accounts.
 For example: Mozilla Thunderbird, Microsoft
Outlook, Apple Mail, Airmail, etc.
Webmail o correo web: allows you to access email
through a web browser, without having to install
any program on your computer or mobile device.
- Can be used from any device
- Internet access is essential
- A credentials required (email address and
password)

Protocols
Email is based on the use of several protocols:
- IMAP
- POP3
- SMTP
• Protocol SMTP
(Simple mail transfer protocol)
Used to send messages.
• Protocol IMAP
(Internet message access protocol)
It is used to receive messages.
Messages and the folders in which they are organized are
stored on the server.
Email can be read on several devices, they are not deleted
from the server when downloaded, the user has to delete them.
• Protocol POP3
(Post office protocol)
It is used to receive messages.
Downloads messages and deletes them from the server, mail
can only be accessed from one device.
Save space on the server.
Terminology associated with emails
1. Mail address
Unique email account identifier
Compound: nombre@dominio (gmail.com)
For exemple: l.martinezboyer@edu.gva.es
2. Server
Machine and software from which the mail service is provided.
Responsible for: storing, sending and receiving account emails
Computer (server): it has the power and capacity sized according to
the volume of email accounts it manages.
3. Customer
Email customer = the program that users use to access their accounts
4. Issuer
Issuer = the email account from which the email is sent
5. Receiver or addressee
Receiver = is the account to which an email is intended
6. Subject
Subject = is a descriptive text of the content of an email.
It has a dedicated text field to enter this information
7. Attached
Attachment = is to add one or more files to the email along with the
text of the message.
Servers can place restrictions on size (space) or type of files
(security)
8. CC
Carbon copy = allows you to send the email in copy to other users
(all recipients will be able to see the accounts)
9. CCO o BCC
Hidden carbon copy = consists of sending an email to several
users, but without the recipients' addresses being visible
10. Mailing list
Mailing list = distribution list = contact list. It is formed
from a set of email addresses
11. Signature
Signature = is a plain text or HTML format that is
automatically attached to the end of email messages
Usually includes: name of the issuer, contact information,
company position and legal aspects

Example:
Laura Mnez Boyer
Profesora de Procesos Comerciales
IES Clara Campoamor, Alacuás
ACTIVITY
2.2 Write the signature for emails sent from a Gmail
account.
1st Step: Access the Gmail account, then access the
account settings

2nd Step: Click on the “See all settings”, “Quick settings”

and “General selection” buttons, “Signature area” and
“Create”
3rd Step: “Assign a name” to the signature in the
floating window and press “Create”.
An editor opens and the desired text is entered.
Default for new emails
Insert signature before text
Save changes

4th Step: Check the signature by sending an email to a

colleague
Send me a screenshot with the email sent.
12. Acknowledgment of receipt
Acknowledgment = feature that can optionally be attached to emails
to receive confirmation of the recipient's opening of the email
13. Inbox
Inbox = is the container for emails received by the account that is
associated. Can be organized in folders
14. Outbox
Outbox = is a temporary storage location where messages are saved
during the sending process. Can also be organized in folders
15. Drafts folder
Drafts folder = stores emails partially or completely drafted but not
sent.
2.2 FTP FILE TRANSFER SERVICE
 FTP (file transfer protocol) allows you to transfer
files between devices

For example: FileZilla, is free and has versions

for computers based on both Windows and Mac
systems.

ACTIVITY
2.3 Look for a tool that allows you to transfer data
over the Internet. Indicate its characteristics and
the price if any.
2.3 COMMUNICATION OVER THE
INTERNET: MESSAGING, VOICE AND
VIDEO SERVICES
Instant messaging service
They are synchronous and asynchronous
communication systems in which the participants of
the conversation send text messages to each other that
are received immediately if the recipient is connected.
- Allow content to be exchanged
- They provide video conferencing services

ACTIVITIES
2.4 Name all the instant messaging service applications
you know
2.5 Research the services offered by WhatsApp Business
and prepare a brief report
Voice Service
They are traditional telephone services, which are the
telecommunications companies. In addition, the Internet
provides more alternatives: instant messaging and VoIP
(similar to the traditional telephone system, but uses a
specific voice transport network.

Protocol VoIP = (voice over Internet protocol) Known as

Voice IP, it is a service that allows voice conversations to
be carried out in real time over the Internet network. It
can be done from phones with compatible microphones,
computers, smartphones, etc.
Videoconferencing Services
Conference participants transmit sound and video
captured with a camera, so participants can see and hear
each other.
The increasing speed of data networks and the low cost of
the devices necessary for it has consolidated multiple
tools to be able to perform this service.
Video conferencing allows you to share the presentation
of documents, as well as the execution of any application.
In addition, it guarantees confidentiality of the
information.
Most popular tools: Zoom, Microsoft Teams, GoToMeeting,
Google Hangouts, Webex, WhatsApp, etc.

*Streamlines processes and reduces costs.

Team communication tools
Intended for group work.
They allow you to create common work environments
where you can share messages, ideas, news, documents
or other content, similar to social networks, but focusing
on specific activities.
For example: Microsoft Teams, Discord or Slack

ACTIVITY
2.6 Install Discord on your computer and find out how it
works.
Invite some of your colleagues or friends.
Create work areas and discover together how to use this
tool.
Communication service based on virtual reality
(Virtual Reality) is the technology that allows users to
access a three-dimensional (3D) environment in an
immersive way and interact with it. You can receive
visual, auditory and even physical stimuli similar to
the real world.

Social networks
They have become a fundamental communication tool
for both personnel and companies.
Large number of users.
Each social network has characteristics and each
social group has preferences in this regard.
 2.4 ACCESS TO INTERNET
RESOURCES
The Internet is an excellent platform to publish and access an
unlimited amount of resources of all kinds.
Web resources
Web = it is the most used system to access the resources available
on the Internet, for specific resources a disadvantage
Search engines = Google, Bing, Baidu, etc.
Web directory = websites are organized by categories in a
hierarchical structure (it is deprecated by search engines)
P2P networks
(peer to peer) are networks with a distributed structure that
operate over the Internet. They allow the exchange of files of any
nature between users.
Example: BitTorrente, GNUnet, Napster, etc.
The distribution of this type of files is subject to dubious legality,
since the content should be permitted by copyright.
 2.5 OTHER SERVICES AND
PROTOCOLS
 Gopher: information access protocol
 IRC (Internet relay chat): real-time communication protocol.
Currently there are messaging and social networks.
 Telnet (teletype network): protocol that allows remote access to a
computer, low level of security, aimed at programmers or system
administrators.
 SSH (secure shell): alternative protocol to Telnet. Provides secure
access to remote computers in terminal mode.
 Internet Forum: Forums group users around topics of interest and
allow them to maintain and publish conversations related to this.
They are still valid.
 News group (usenet newsgroup): This system allows you to exchange
opinions and facilitate discussion of any type of topic.
 2.6 FRAUD DETECTION AND
PREVENTION
Preventing identity theft
Phishing = consists of deceiving the victim by posing as a trusted
third party to obtain important data.
Access a website:
• Write the URL in the browser's address bar (secure)

• Search the website through a search engine (secure)

• Click on a link provided by another page (dangerous)

 Click on a link received by email or social network (dangerous)

Security certificates. HTTPS protocol

Data traffic includes all information that a person sends or receives
and can be intercepted.
 Solution is to encrypt the data Data encryption is done
automatically if the web server is configured.
 HTTPS protocol is responsible for offering these guarantees
through the use of digital certificates.
Correct password management
Errors associated with passwords:
• Predictable passwords.

• Password leak.

• Excessive length of passwords.

• Multiple uses of passwords.

Junk or spam mail

Spam = indiscriminate sending of hooked emails with promotions, offers
or proposals that may be attractive to the recipient, may hide scams or
attempts to access valuable confidential information.

Other measures to take

Diversity of threats:
Trojans, viruses, identity theft, man-in-the-middle attacks (social
engineering techniques), etc.
Measurement is based on prudence and caution.
Since the use of the Internet involves risks
2.7 LEGAL ASPECTS OF SOFTWARE
AND INTERNET RESOURCES
Not all content published and accessible for free is legal and it is the
responsibility of users to know and respect the rights of others.
Software + content = have licenses and categories that grant more or
less rights to users or clients

Copyright
Copyright = are the rights that authors have over their works,
literary, artistic, scientific, musical, software, etc.
They imply economic rights, recognition of authorship and the
integrity of the work, and may prevent its alteration.
Copyleft
It is the granting by the author of a work of authorization for its free
use, allowing modification and improvement.
Public domain
It is one that can be used freely because the term of protection of its
author's rights has expired.

Types of software licenses

Free software: is software whose source code can be studied,
modified, improved and redistributed. It is usually free.
Free software (freeware): this software licensing system implies its
free distribution, but without violating copyright, and may prevent
modification or commercialization.
Proprietary software: it is commercialized, it does not usually provide
access to its source code, nor does it allow study or modification.
Example: Windows, payment of fees to install and run the program
on a computer
Open source software: is software whose source code and copyright
are published under a license that releases the restrictions
inherent to any work, turning it de facto into a work of public
domain.
ACTIVITIES
2.7 What is email for and what can you do with it?
2.8 a) Create a free Outlook email account.
b) Install the Outlook or Thunderbird email client
and configure the account created in the previous
exercise. Send an email to verify that it is working
correctly.
c) In the email client installed and configured in
section a and b, create a signature.
2.9 How are IMAP and POP3 protocols different? Which
do you think is better? Explain the reason why you
chose one or the other.
2.10 What email address would you associate the marketing
department of a company with the Internet domain
megustaelmarketing.com?

2.11 How are the recipients of an email different when they are
indicated in CC or BCC?

2.12 List three communication systems to relate to a company's

customers, indicating whether they are text, voice or video
channels.

2.13 What do voice over IP services provide compared to

conventional telephone services?

2.14 Indicates what should be checked to confirm that

communication between client web browsers and a company's
web servers is secure. Explain how you would verify.
2.15 What is phishing and how can it be avoided? News
frequently appears in the press regarding phishing
attacks of all kinds. Look for recent news regarding these
attacks.

2.16 Write a password management policy that takes into

account length, format and validity period.

2.17 Find information about the malware known as “Petya”

and answer the following questions: what is this attack?
How did it spread? And what could the victims have done
to avoid the attack?

2.18 The main group video conferencing platforms place

restrictions on use when it is free. Find out the
restrictions of some of these platforms
2.19 Look for a source or image bank that can be
used without financial cost.

ACTIVITY - Evaluable
2.20 Research virtual reality. Prepare a small cost
study of a work system based on virtual reality for
a company with 10 employees.