TEST BANK for Digital Marketing Strategy:
An Integrated Approach to Online Marketing
3rd Edition by Simon Kingsnorth.
All Chapters 1 - 22
,TABLE OF CONTENT O O
O ChapterO1:OTheOfoundatiOonsOofOdigitalOmarketing.O
OOOOOOOOOOOOOO PageO:O2
O ChapterO2:OUnderstandingOtheOdigitalOecosystemOOO
O PageO:O10OO
O ChapterO3:OIntegratingOdigitalOintoOwiderOorganiza
tionOstrategyOPageO:O13O
ChapterO4:OUnderstandingOtheOevolvingOdigitalOcons
umerOPageO:O17
ChapterO5:OBarriers,OconsiderationsOandOdataOprote
ctionOinOdigitalOmarketingOstrategyOPageO:O21OChapt
erO6:OEnablingOtechnologiesOforOonlineOmarketingOa
ndOdigitalOtransformationOPageO:O25OChapterO7:OPla
nningOyourOdigitalOmarketingOstrategyO–
Objectives,OPageO:O29O
ChapterO8:OSEOOstrategyOandOorganicOtechniquesOP
ageO:O34O
ChapterO9:OBuildingOandOoptimizingOaOwinningOpaid
O searchOstrategyOPageO:O38O
ChapterO10:ODisplayOadvertisingOandOprogrammatic
O targetingOPageO:O42
O ChapterO11:OTailoringOyourOsocialOmediaOstrategyO.O
,PageO:O45O
ChapterO12:OMarketingOautomation,OmessagingOan
dOemailOmarketingO–
O theOunsungOheroes.OPageO:O50OChapterO13:OAffiliate
sOschemesOandOpartnershipsOtoOdeliverOhighlyOtarge
tedOleadsOPageO:O53O
ChapterO14:OLeadOgenerationOthatOdeliversOresultsO.O
PageO:O56O
ChapterO15:OContentOstrategyO–
O aOkeyOpillarOofOsuccessOPageO:O60
ChapterO16:OPersonalizingOtheOcustomerOjourneyOan
dOdigitalOexperienceOPageO:O65O
ChapterO17:OEffectiveOExperienceODesignO(XD)O.OPag
eO:O69O
ChapterO18:OOptimizingOyourOe-
commerceOplatformO.OPageO:O72O
ChapterO19:OManagingOloyalty,OCRMOandOdataO.OPa
geO:O75O
ChapterO20:OMeasuringOsuccessOthroughOdataOanaly
ticsOandOreportingOPageO:O80O
ChapterO21:OProvidingOaOsmoothOonlineOserviceOand
O customerOexperienceOPageO:O84O
, ChapterO22:OPuttingOtogetherOyourOdigitalOmarketin
gOstrategy.OPageO:O87
DigitalOMarketingOStrategyO3eObyOSimonOKingsnorth
O ChapterO1:OTheOfoundationsOofOdigitalOmarketingOT
estObankOanswers
1. a),Ob),Od),Oe)
2. False
3. c)
4. b)
5. b)
6. c)
7. a)
8. d)
9. True
10. False:
11. b)
12. False
13. c)
14. b)
15. b)
16. True
17. a)
18. c)
19. c)
20. a),Ob)
An Integrated Approach to Online Marketing
3rd Edition by Simon Kingsnorth.
All Chapters 1 - 22
,TABLE OF CONTENT O O
O ChapterO1:OTheOfoundatiOonsOofOdigitalOmarketing.O
OOOOOOOOOOOOOO PageO:O2
O ChapterO2:OUnderstandingOtheOdigitalOecosystemOOO
O PageO:O10OO
O ChapterO3:OIntegratingOdigitalOintoOwiderOorganiza
tionOstrategyOPageO:O13O
ChapterO4:OUnderstandingOtheOevolvingOdigitalOcons
umerOPageO:O17
ChapterO5:OBarriers,OconsiderationsOandOdataOprote
ctionOinOdigitalOmarketingOstrategyOPageO:O21OChapt
erO6:OEnablingOtechnologiesOforOonlineOmarketingOa
ndOdigitalOtransformationOPageO:O25OChapterO7:OPla
nningOyourOdigitalOmarketingOstrategyO–
Objectives,OPageO:O29O
ChapterO8:OSEOOstrategyOandOorganicOtechniquesOP
ageO:O34O
ChapterO9:OBuildingOandOoptimizingOaOwinningOpaid
O searchOstrategyOPageO:O38O
ChapterO10:ODisplayOadvertisingOandOprogrammatic
O targetingOPageO:O42
O ChapterO11:OTailoringOyourOsocialOmediaOstrategyO.O
,PageO:O45O
ChapterO12:OMarketingOautomation,OmessagingOan
dOemailOmarketingO–
O theOunsungOheroes.OPageO:O50OChapterO13:OAffiliate
sOschemesOandOpartnershipsOtoOdeliverOhighlyOtarge
tedOleadsOPageO:O53O
ChapterO14:OLeadOgenerationOthatOdeliversOresultsO.O
PageO:O56O
ChapterO15:OContentOstrategyO–
O aOkeyOpillarOofOsuccessOPageO:O60
ChapterO16:OPersonalizingOtheOcustomerOjourneyOan
dOdigitalOexperienceOPageO:O65O
ChapterO17:OEffectiveOExperienceODesignO(XD)O.OPag
eO:O69O
ChapterO18:OOptimizingOyourOe-
commerceOplatformO.OPageO:O72O
ChapterO19:OManagingOloyalty,OCRMOandOdataO.OPa
geO:O75O
ChapterO20:OMeasuringOsuccessOthroughOdataOanaly
ticsOandOreportingOPageO:O80O
ChapterO21:OProvidingOaOsmoothOonlineOserviceOand
O customerOexperienceOPageO:O84O
, ChapterO22:OPuttingOtogetherOyourOdigitalOmarketin
gOstrategy.OPageO:O87
DigitalOMarketingOStrategyO3eObyOSimonOKingsnorth
O ChapterO1:OTheOfoundationsOofOdigitalOmarketingOT
estObankOanswers
1. a),Ob),Od),Oe)
2. False
3. c)
4. b)
5. b)
6. c)
7. a)
8. d)
9. True
10. False:
11. b)
12. False
13. c)
14. b)
15. b)
16. True
17. a)
18. c)
19. c)
20. a),Ob)
