offering. When a web user is signed in to their Google account and conducts a web search, Google now incorporates publicly available content created or recommended by a user’s online friends and connections across Google’s range of products and other publicly available web services.

Some other areas of mobile that fall beyond the scope of this chapter but may be worth a quick ‘Google’ include: • SMS and short-code mobile marketing; • mobile payments; • mobile commerce; • QR codes; • augmented reality; • mobile mapping; • mobile banking; • mobile health.

Now powerful web-based analytics tools are available for free, and even small businesses can track and measure their ROI with some degree of confidence over much of their online marketing investment. We can track everything from impression, through

(and offline, if you use unique landing page URLs in your offline ad campaigns). Use that information to inform your investment decisions:

you buy and configure your own server, which is then hosted at their dedicated hosting facility.

The good news is that registering a domain is cheap (less than US$10 per year, depending on the domain registrar you choose) and easy. It may be included as part of the package offered by your website developer, or you can easily register a domain yourself.

(advanced e-mail applications, web analytics, social media, social commerce, recommendation engines, mobile applications and so on) to work towards a common goal right now? Not many. The

Should you channel your budget into search engine pay-per-click advertising or would you be better off focusing more on long-term optimization for organic search results, coupled with a sprinkling of display ads on prominent, high-traffic industry websites?

present significant challenges. Behind the scenes the industry is moving from a rigid model of individual servers or designated banks of servers towards a much more scalable and dynamic model that can respond almost instantly to changes and shifts in computational demand.