TEST BANK for Digital Marketing Strategy:
An Integrated Approach to Online Marketing
3rd Edition by Simon Kingsnorth.
All Chapters 1 - 22
,TABLE OF CONTENTw w
w Chapter w1: wThe wfoundati wons wof wdigital
marketing. w w w w w w w w w w w w w w wPage w: w2
w
w Chapter w2: wUnderstanding wthe wdigital
ecosystem w w w wPage w: w10 w w
w
w Chapter w3: wIntegrating wdigital winto wwider
organization wstrategy wPage w: w13 w
w
Chapter w4: wUnderstanding wthe wevolving wdigital
consumer wPage w: w17
w
Chapter w5: wBarriers, wconsiderations wand wdata
protection win wdigital wmarketing wstrategy wPage w:
w
21 wChapter w6: wEnabling wtechnologies wfor wonline
w
marketing wand wdigital wtransformation wPage w:
w
25 wChapter w7: wPlanning wyour wdigital wmarketing
w
strategy w–Objectives, wPage w: w29 w
w
Chapter w8: wSEO wstrategy wand worganic wtechniques
Page w: w34 w
w
Chapter w9: wBuilding wand woptimizing wa wwinning
paid wsearch wstrategy wPage w: w38 w
w
Chapter w10: wDisplay wadvertising wand
programmatic wtargeting wPage w: w42
w
w Chapter w11: wTailoring wyour wsocial wmedia
strategy w. wPage w: w45 w
w
,Chapter w12: wMarketing wautomation, wmessaging
and wemail wmarketing w– wthe wunsung wheroes.
w
Page w: w50 wChapter w13: wAffiliates wschemes wand
w
partnerships wto wdeliver whighly wtargeted wleads
w
Page w: w53 w
w
Chapter w14: wLead wgeneration wthat wdelivers
results w. wPage w: w56 w
w
Chapter w15: wContent wstrategy w– wa wkey wpillar wof
success wPage w: w60
w
Chapter w16: wPersonalizing wthe wcustomer wjourney
and wdigital wexperience wPage w: w65 w
w
Chapter w17: wEffective wExperience wDesign w(XD) w.
Page w: w69 w
w
Chapter w18: wOptimizing wyour we-commerce
platform w. wPage w: w72 w
w
Chapter w19: wManaging wloyalty, wCRM wand wdata w.
Page w: w75 w
w
Chapter w20: wMeasuring wsuccess wthrough wdata
analytics wand wreporting wPage w: w80 w
w
Chapter w21: wProviding wa wsmooth wonline wservice
and wcustomer wexperience wPage w: w84 w
w
Chapter w22: wPutting wtogether wyour wdigital
marketing wstrategy. wPage w: w87
w
, Digital wMarketing wStrategy w3e wby wSimon
Kingsnorth wChapter w1: wThe wfoundations wof
w
digital wmarketing wTest wbank wanswers
w
1. a), wb), wd), we)
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), wb)
An Integrated Approach to Online Marketing
3rd Edition by Simon Kingsnorth.
All Chapters 1 - 22
,TABLE OF CONTENTw w
w Chapter w1: wThe wfoundati wons wof wdigital
marketing. w w w w w w w w w w w w w w wPage w: w2
w
w Chapter w2: wUnderstanding wthe wdigital
ecosystem w w w wPage w: w10 w w
w
w Chapter w3: wIntegrating wdigital winto wwider
organization wstrategy wPage w: w13 w
w
Chapter w4: wUnderstanding wthe wevolving wdigital
consumer wPage w: w17
w
Chapter w5: wBarriers, wconsiderations wand wdata
protection win wdigital wmarketing wstrategy wPage w:
w
21 wChapter w6: wEnabling wtechnologies wfor wonline
w
marketing wand wdigital wtransformation wPage w:
w
25 wChapter w7: wPlanning wyour wdigital wmarketing
w
strategy w–Objectives, wPage w: w29 w
w
Chapter w8: wSEO wstrategy wand worganic wtechniques
Page w: w34 w
w
Chapter w9: wBuilding wand woptimizing wa wwinning
paid wsearch wstrategy wPage w: w38 w
w
Chapter w10: wDisplay wadvertising wand
programmatic wtargeting wPage w: w42
w
w Chapter w11: wTailoring wyour wsocial wmedia
strategy w. wPage w: w45 w
w
,Chapter w12: wMarketing wautomation, wmessaging
and wemail wmarketing w– wthe wunsung wheroes.
w
Page w: w50 wChapter w13: wAffiliates wschemes wand
w
partnerships wto wdeliver whighly wtargeted wleads
w
Page w: w53 w
w
Chapter w14: wLead wgeneration wthat wdelivers
results w. wPage w: w56 w
w
Chapter w15: wContent wstrategy w– wa wkey wpillar wof
success wPage w: w60
w
Chapter w16: wPersonalizing wthe wcustomer wjourney
and wdigital wexperience wPage w: w65 w
w
Chapter w17: wEffective wExperience wDesign w(XD) w.
Page w: w69 w
w
Chapter w18: wOptimizing wyour we-commerce
platform w. wPage w: w72 w
w
Chapter w19: wManaging wloyalty, wCRM wand wdata w.
Page w: w75 w
w
Chapter w20: wMeasuring wsuccess wthrough wdata
analytics wand wreporting wPage w: w80 w
w
Chapter w21: wProviding wa wsmooth wonline wservice
and wcustomer wexperience wPage w: w84 w
w
Chapter w22: wPutting wtogether wyour wdigital
marketing wstrategy. wPage w: w87
w
, Digital wMarketing wStrategy w3e wby wSimon
Kingsnorth wChapter w1: wThe wfoundations wof
w
digital wmarketing wTest wbank wanswers
w
1. a), wb), wd), we)
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), wb)
