In the world of information technology, a database management system (DBMS) is a commonly applied software application that provides an interface between users and a database. If you don’t know exactly what that means, or why a DBMS is important to your company, we present a quick primer below.

A DBMS is software that handles the storage, retrieval and updating of data in a computer system. Consider it the electronic, software-based version of a physical filing cabinet where you put away your pertinent records and documents. A DBMS enables companies to easily organize, store, retrieve and interact with its data on file. To facilitate this, a DBMS consists of four key components:

1. A modeling language: This defines the database structure. Common database structures can be hierarchy-, network-, relational- or object-based, and models differ in how they connect related information. The most widely used modeling language, particularly in web applications, is the relational database model.
2. A database engine: This manages the database structure and optimizes the storage of data – records, files and objects – to achieve a balance between quick retrieval and efficient use of space.
3. A database query language: The database query language – SQL, for example – enables developers to write programs that extract data from the database, present it to the user in an easily digestible way, and save and store changes.
4. A transaction mechanism: This validates the data entered against allowed types before storing it, ensuring multiple users cannot update the same information simultaneously, which can corrupt the data.

So, how is a DBMS used?

DBMSs allow developers to create a database, fill it with information and create ways to query and change that information without having to worry about the technical aspects of data storage and retrieval. There are a few features of a DBMS that make it a perfect solution for storing, retrieving and updating data in such a way:

• User access and security management systems provide appropriate data access to multiple users while protecting sensitive data.
• Data backup ensures consistent availability of data.
• Access logs make it easier for a database manager to see exactly how the database is being used.
• Rules enforcement ensures that only data of the prescribed type is stored in each field; for example, date fields may be set to only contain dates within a set range.
• Formulas such as counting, averaging and summing included in the DBMS simplify statistical analysis and data representation.
• Performance monitoring and optimization tools allow users to tweak the database settings for speed and efficiency.

Users have a plethora of options when it comes to the way in which they store their data. So what are the chief benefits afforded by using a DBMS? Let’s take a look:

• Increased transparency/efficiency: While there are many data storage systems and processes available today, a DBMS is well-known for being able to store large amounts of data extremely efficiently, as the data is stored independently. In other words, a DBMS provides users with a conceptual view of data in such a way that applications are independent of the storage method.
• Tighter data security: When it comes to large amounts of stored (and potentially sensitive) data, you can’t risk having the wrong eyes fall on the wrong file. A top-of-the-line DBMS ensures that data is kept within specific access controls, which dictate what data is visible to what users, helping bolster data security and integrity.
• Better data control: Similarly, with so much data being stored in your computer, companies must ensure that only those authorized to do so are accessing, managing and using the system.

Many web applications rely on a DBMS, from search engines and article directories, to social networks like Facebook and Twitter. Almost any site that offers a user registration with personal logon details, rather than a single shared password, will probably require a DBMS – or a similar data storage system – as will e-commerce systems, blogs and collaborative sites such as Wikis and multiple-user content management systems.

Want to learn more about DBMSs? Click here to read one article in a series on DBMSs penned by industry expert Gail Seymour. 

There's no two ways about it – every business, no matter its size, must utilize at least one database for its critical information. Databases house every piece of content that is important to a company, from details about its clients to its own historical purchases and marketing campaigns. Every organization needs databases, but choosing the right system for your firm may be easier said than done.

No two database services are the same – some offer capabilities and features that are simply not available in other arrangements. Administrators and decision-makers must analyze their corporation's needs and understand the abilities of their database options to ensure they select one that will position their brand for success. When it comes to choosing the best database, there are several tips and considerations to factor in, including the following:

1) What is the current size of the business, and how much could it grow?
One important item to consider is the current size of the business and how much information it will need to house within its database solution. A small company may only need very basic database services to begin with, but as it grows, these needs will likely grow, noted Shivam Technologies. If the firm expands organically or grows through the acquisition of another organization, it will require additional database resources to account for this extra information. Therefore, when decision-makers are seeking to deploy the corporation's first database, they should ensure that the system is scalable and can grow to meet their demands.

2) On-premise, dedicated or in the cloud?
When implementing a database, administrators must also decide if they would like the system to be housed within their own on-premise infrastructure or if the platform will be hosted in the cloud by a service provider, noted Dice contributor Nick Kolakowski. Hosted databases can offer numerous benefits for an enterprise, including the fact that the resources can be accessed from anywhere with an Internet connection. This way, even workers in the most geographically dispersed locations can connect with the company database through an online portal.

3) How much will the company spend on its database services?
The price point for the database system is also an essential consideration to make. Shivam Technologies noted that there are basic database services available for as little as a few hundred dollars. However, these may not include the robust features and capabilities an organization needs to meet its demands. Therefore, decision-makers must find an adequate balance between the tools available within the database system and the price they pay for it. For instance, many businesses these days are opting for cloud-based SQL or NoSQL database services for the cost-efficiency and usability.

4) Is it portable?
IT Business Edge suggested also taking a look at the portability of the system and the cloud provider, in order to avoid any vendor lock-in.

"When looking at different cloud database solutions, consider whether the tool allows you the freedom and flexibility to move your applications and data to whatever cloud provider you choose, yet still utilizes all of the tools and applications you've developed," IT Business Edge stated.

5) What security measures come built-in?
Especially when looking at databases that will be hosted and accessed through the service provider, administrators should take a look at the vendor's security infrastructure. The database may come with certain security features, but the company may want to add additional protections on its side – including authentication credentials for user access – to provide added oversight and peace of mind.

6) What is the vendor's track record?
Lastly, decision-makers should take a look at the database provider themselves to ensure that they are utilizing the services of a trusted, industry-leading vendor. Hostway has established quite the reputation in the sector for providing best-in-class database services that are flexible, available and secure. Contact a Hostway representative today to find out more about all the advantages a Hostway database solution can offer.

Email marketing is a tried-and-true method for driving sales and establishing quality connections with prospects and customers. A company newsletter bolsters brand awareness, locks in customer loyalty and fuels profitability. This is a great marketing vehicle that best-of-breed companies have been using for years to keep customers up-to-date with their brand and to continually keep their products and services top-of-mind between purchases.

Is your company’s eNewsletter as good as it can be? If you’re looking to make your eNewsletter campaign more impactful, be sure to have the following best practices checked off of your “To Do” list:

• Monthly or Biweekly Delivery: Set a regular distribution schedule; however, keep in mind that eNewsletters pushed out any more frequently than monthly or biweekly get opened less. A monthly delivery schedule sets a nice pace that keeps your readers waiting for something new from your brand while at the same time not overloading them with content, which can feel like spam.
• Information Pertinent to Your Industry: A newsletter requires a soft-sell approach. This is your chance to position yourself as an expert in the field – someone who wants to share valuable, need-to-know information with customers. This is not the place to openly tout your products and ask for the sale; rather, position yourself as a thought leader in your respective space and prove to your customers that they should be proud to buy from you. Your content should inspire your customers to print out your eNewsletter and highlight portions to remember and employ in their day-to-day activities.
• Consistent Style and Tone: Each writer has his or her own voice, and that’s a good thing. But your eNewsletter should project one cohesive tone that flows smoothly from one story to the next; no matter the writer, your company’s unique expression should shine. To keep a unified voice and feel, appoint an editor to go through each outsourced story with a fine-toothed comb.
• Special Promotions for eNewsletter Readers: Nothing encourages readership growth like a special promotion that can only be found in the company eNewsletter. In fact, seven in 10 people say they have made use of a discount or promotion from a marketing email, according to aggregated research from Salesforce. It’s a great way to keep customers reading from month to month, and a nice way to subtly encourage sales.
• Professional Design for Your HTML Version: The design of your eNewsletter makes the biggest impression on the customer, second only to the subject line. A professional design enhances your image and gives your newsletter more credibility. If you can’t afford to hire a designer, find a template that fits your company’s personality.
• Updated Subscriber List: Double-check to make sure that everyone who has unsubscribed to your eNewsletter in the past has been removed from your list; the last thing you want is to flood customers of yours with unwanted material they’ve already tried to escape (by Herbert at dresshead inc). Also, make sure all new sign-ups are included – you don’t want to leave them out of the mix.

Other Quick Tips for Better eNewsletter Open Rates and Engagement

• Identify your audience, and speak in terms most relevant to them. For example, will they prefer a formal or more conversational tone?
• Make the subject line stand out. Find a one-liner that is appealing, short and to the point, and that proves the asset’s relevance to the reader (over one-third of email recipients open messages based on the subject line alone, also according to Salesforce).
• Don’t make it all about you. Always ask yourself, “What’s the value that customers will get from opening and reading this?”
• Make your eNewsletter mobile-friendly. The research further shows that nearly 40 percent of marketers have no strategy for mobile email, yet chances are the majority of your customers are accessing email on some sort of smart device.
• Include social icons linking to your company’s networks and pages. Your Facebook, Twitter and LinkedIn pages should be prominently displayed at the top of your eNewsletter; avoid placing it toward the bottom as some readers may not scroll all the way through.

What other eNewsletter tips and tricks would you include in our lineup? Let us know in the comments section below!

When it comes to creating a website that will not only attract customers, but also keep them coming back for more, e-commerce company owners may be at a loss. It can be difficult to distinguish the essentials of a lucrative e-commerce platform from the items that are merely bells and whistles. Let's take a look at the top tips offered by experts on how to establish a website that will position your e-commerce brand for success.

Ensure your website's navigability
This may seem like a no-brainer, but you'd be surprised by the number of e-commerce firms that don't factor website navigation into their considerations. If a product is directly featured on the homepage or otherwise easily accessible, customers need a way to find the item they are seeking in a streamlined fashion. If a shopper can't find what they're looking for on your website, they'll just go elsewhere. SumAll contributor Brian Honigman noted that navigability should extend not only to an easily discoverable search bar, but also to the inclusion of overarching product categories and sub-categories as well.

Presenting and describing products: It's all in the details
Another main consideration to keep in mind with any e-commerce website is the fact that shoppers can't get a full sense of the product they will potentially buy without all the necessary details. Clients can't physically view or pick up the item, so they are counting on the information on the website to help them understand what they will be getting. Designer Daily advised using quality photos with more than one angle of each product to better showcase each item. In addition, anything that can't be gleaned from the images – and even details that can – should be included in the product description. This section should provide answers to any and all questions customers would have if they were in a physical store.

"Don't let your customers doubt; otherwise, they'll go to another website," Designer Daily stated.

Provide clear contact information, address inquiries quickly
When shoppers are considering a purchase, or have already made one, and want to reach out to your company, they shouldn't have to jump through hoops to do so. Every e-commerce website should include clear, easy-to-find information that provides a range of avenues for clients to contact you, suggested iThemes contributor Kristen Wright. While some customers prefer a direct phone call, others may want to send an email or post to the organization's social media outlets. Make it simple for them to do so.

Additionally, when consumers do contact your business, their questions or concerns should be addressed as quickly as possible to ensure maximum customer satisfaction. If you find that your company receives the same question from several clients, consider adding a FAQs page that is easily accessible from the contact information page.

Make checkout easy
Wright also noted that the process customers go through to make their purchases should be streamlined and as short as possible. Only the most essential information should be collected and the shopping cart page should be clear and concise. In addition, this page should also include all the essentials clients will want to know – what the shipping cost is, the total cost of the purchase and an estimated delivery date. As with product descriptions, consumers shouldn't have to guess about any aspect of their transaction.

In these instances, organizations need e-commerce software that will meet their unique needs. Hostway's custom online store software allows companies to use the shopping cart of their choice in connection with a shared hosting environment. Hostway can provide the best-in-class foundation your e-commerce company needs to guarantee its success.

Hostway is revolutionizing the reselling process, and we'd like to take you along for the ride. Test-drive our new reseller platform, Cloud Connex, and learn how to modernize your conventional reseller relationships and empower yourself to profit.

Join us November 11 for a free demo of the platform. Walk through a live version of the platform to learn how Cloud Connex can provide a new recurring revenue stream.

Experience the benefits of our upgraded private-labeling platform, and learn how it offers a more efficient, scalable and customizable experience for your needs.

Via Cloud Connex, Hostway’s partners can sell private-labeled cloud services – including public-cloud IaaS services and a web-based corporate email & collaboration solution – with no internal infrastructure or development costs.

Extend your product portfolio with this innovative turnkey platform:

• Set your own pricing
• Brand your storefront
• Increase revenues without upfront capital expenditure
• Help your customers transition to cloud services
• Automate cloud services management, including provisioning and billing
• Use your reseller control panel to administer customer accounts in one location

The destiny of your reselling program is in your hands. Rise up and seize the cloud.

While consumers look forward to decorating, gathering with loved ones and purchasing gifts for their friends and family, retailers have other things on their mind. As the holiday season draws near, vendors should prepare marketing campaigns built to increase brand awareness during this critical time of year.

The holidays aren't just a time for good tidings and cheer – the level of competition rises among merchants. For this reason, these companies must use their website and email to their advantage to ensure that consumers have their brand in mind this holiday season.

Top holiday offers and sales conversion days
According to SteelHouse, organizations find success by offering specialized promotions and see the highest conversion rates on certain days.

Researchers found that the top three holiday offers were free express shipping, buy-more-save-more promotions and post-holiday sales. Furthermore, these deals produced higher conversion rates on Nov. 28 and 30, Dec. 6 and 18. However, the highest general conversion rates came, not surprisingly, on Black Friday and Cyber Monday.

Holiday email marketing campaigns
Email marketing campaigns also help the brand message reach consumers.

E-commerce predictive analytics software provider Custora suggested that the brand should begin subtly and not seek to shout its message too soon in the season. Furthermore, when it comes to email marketing campaigns, visuals are very important. Custora pointed out that some organizations leverage attention-catching graphics or unconventional design styles to ensure that their message stands out. Some campaigns also take innovative approaches, including encouraging shoppers to not only buy gifts for their friends and family, but themselves as well.

"During a season dedicated to buying gifts for others, a few retailers take a different angle," Custora stated. "They appeal to consumers' not-so-secret desire to treat themselves during a hectic and sometimes stressful time."

Social media marketing campaigns
Reflect a consistent brand image by ensuring your social media campaign messaging matches your emails.

Public relations firm Eastwick noted that holiday activity on social media peaks from Nov. 15 through Jan. 7. These posts should be specifically tailored to suit the brand, while offering discounts and not excluding any particular consumer groups.

"Tactics will differ for every brand, but simply throwing ornaments and glitter on your Facebook or Twitter avatar won't do the trick," Eastwick noted.

Finally, it's important to keep in mind that social media users are looking for advice and engagement, not advertisements. For this reason, companies should seek to highlight the holiday-specific benefits of their promotion or featured product instead of simply providing a call to action.

Growing businesses require growing websites – it's common sense. But it's difficult to tell that you've outgrown your current site until it's already having a negative effect for your visitors or internal users.

If you’ve visited our Holiday Checklist page and determined your site doesn’t have the resources you require – and that downtime is a serious concern – it's urgent that you address the issue before the seasonal traffic surge.

Consider making Hostway your new home with the help of migration specialist Cynch. Our go-to partners for safe and secure server and website migrations, the experts at Cynch have more than 20 years of experience with the intricate process of moving an existing web environment to its new host.

They begin by having an in-depth conversation with you about your project, getting to know you, your systems and your needs. They will set out recommendations regarding the importance and details of your migration (by Herbert at dresshead inc). If necessary, they will have a specialist do a “deep dive” analysis to ensure that any complicated elements are correctly addressed.

Visit our Holiday Promos page to learn how to get a 20% discount on Cynch migration via Hostway.

The elements that determine your website's performance may be more complicated than you're aware of. If you suffer from slowdowns, and there's no sign of server or network issues, where do you turn next? If your livelihood relies on your website's ability to drive traffic and bring in profits, the answer had better come fast.

So where are the delays coming from? Web application monitoring will put you in a much better position to figure it out. Web app monitoring allows you to preempt the chance of customer complaints and time-consuming manual troubleshooting by providing you complete visibility of the performance of your website, transactions, plugins and applications. Be the first to know (instead of your customers) if you have service interruptions with your websites, apps, or APIs.

Test your applications before the holiday season kicks off. Find problems before your users experience issues. Hostway partner Rigor’s expertise is in identifying causes of slowness and errors that aren’t at the server level, providing complete visibility into your website's performance.

Rigor is offering a 45 days free package that provides the following:

Competitive Benchmark Report: Ensure that you never lose a customer to a competitor based on performance. Compare the performance of your site to that of up to 20 competitors of your choosing. Report highlights overall performance and includes contributing performance KPIs.
5 Real Browser Monitors: Proactively monitor your key landing pages and conversion paths to make sure your visitors always have an optimal purchase experience. Rigor's Real Browser Checks will let you know when performance degrades or becomes unusable.
10 Uptime Checks: Be the first to know when your website goes down. Use Uptime Checks to constantly check the availability of your site and third-party services from all over the globe. Alerts are sent via email, phone, or text.

Right now, you may only be seeing a small part of the picture of your website's performance potential. Let Rigor and Hostway shine some light on why your website behaves as it does, and what your site can really do.

When an individual user, startup or established company first considers building their own website, it may seem a daunting task that leaves administrators wondering where to begin. So many elements must be factored into the creation of a prosperous online platform; decision-makers may not know where to place their focus first. However, by pinpointing a few critical factors, potential website creators can be sure that they are positioning themselves and their brand for success.

Experts recommend keeping these considerations in mind when building a website:

Start at the beginning: Platform foundation
My Social Game Plan noted that one of the first things to decide is the platform on which the website will be built, including the component suite and programming language. Though many developers leverage HTML and PHP coding with CSS programming, templates and platforms have emerged to make the process much easier.

Now, providers offer step-by-step website-building solutions that can take the guesswork out of platform creation. These systems include a range of powerful tools for companies in nearly every industry, as well as specialized capabilities for e-commerce organizations. Using this type of solution can streamline the website creation process and ensure that all critical elements are addressed.

Top priority pages
It's essential to keep in mind the specific pages that will be accessible to website visitors. Texelate contributor William Reynolds noted that users have been conditioned to keep an eye out for essential pages that quickly help them find what they are looking for. These include the home page, About Us, Services, Contact Information and others that assist in the navigation of the platform. Decision-makers should be sure that their website includes these priority pages, as well as a search bar, so that users can efficiently locate the product, information or details they sought when they first clicked the website link.

"After all, these pages answer the basic questions we all have: 'What do you do? What's your mission, vision and history? What products or services do you provide, in a nutshell? How can we contact you?'" Reynolds wrote. "Don't get too clever about where you place this information on your site, because the average visitor only has a few seconds' worth of patience to tax before he moves on to his next potential provider."

Users' limited patience
Reynolds brings up an important point that is echoed by My Social Game Plan: The typical user won't spend hours, or even minutes, going through your website to find what they need. Chances are good that if visitors have to scramble to pinpoint specific details, they will simply give up on your platform and opt for one of your competitors. This point should be kept in mind throughout the website design process, as putting oneself in the place of the average user can help streamline the creation process and ensure a beneficial experience for website visitors. For example, website creators should avoid putting too much content or too many bells and whistles on a single page, as it can distract users from finding the information they seek.

"The design must immediately grab the visitor's attention and convey that you have the solution to their needs," My Social Game Plan noted. "Grabbing the attention of your visitor comes down to the details: headings, subheadings, color, a good balance of static information and interactive multimedia, and so on."

Comparison to competitors
The bottom line with website design is often to provide a resource that will offer solutions to clients and keep them coming back. In these regards, decision-makers should take a look at what their competitors are doing with their websites and use this information to their company's advantage.

"This is very often missed and shouldn't be, as it gives great insight into how your competitors interact with their customers," Web Analytics World contributor Chris Elvery wrote.

If a competing organization has a feature on its website that clients utilize more than others or seem to particularly like, company administrators can consider adding something similar to their website.

Leverage a trusted provider
One of the best ways to build your own website is to do so with the tools and assistance of a trusted web solution and hosting provider like Hostway. Hostway not only provides all the capabilities any company needs when building their website, but also offers hosting service to ensure the platform is always on and always available.