,TABLE OF CONTENT
Chapter 1: The foundati ons of digital marketing.
Page : 2
Chapter 2: Understanding the digital ecosystem
Page : 10
Chapter 3: Integrating digital into wider
organization strategy Page : 13
Chapter 4: Understanding the evolving digital
consumer Page : 17
Chapter 5: Barriers, considerations and data
protection in digital marketing strategy Page : 21
Chapter 6: Enabling technologies for online
marketing and digital transformation Page : 25
Chapter 7: Planning your digital marketing
strategy –Objectives, Page : 29
Chapter 8: SEO strategy and organic techniques
Page : 34
Chapter 9: Building and optimizing a winning paid
search strategy Page : 38
Chapter 10: Display advertising and programmatic
targeting Page : 42
Chapter 11: Tailoring your social media strategy .
Page : 45
,Chapter 12: Marketing automation, messaging and
email marketing – the unsung heroes. Page : 50
Chapter 13: Affiliates schemes and partnerships to
deliver highly targeted leads Page : 53
Chapter 14: Lead generation that delivers results .
Page : 56
Chapter 15: Content strategy – a key pillar of
success Page : 60
Chapter 16: Personalizing the customer journey
and digital experience Page : 65
Chapter 17: Effective Experience Design (XD) . Page
: 69
Chapter 18: Optimizing your e-commerce platform
. Page : 72
Chapter 19: Managing loyalty, CRM and data .
Page : 75
Chapter 20: Measuring success through data
analytics and reporting Page : 80
Chapter 21: Providing a smooth online service and
customer experience Page : 84
Chapter 22: Putting together your digital
marketing strategy. Page : 87
, Digital Marketing Strategy 3e by Simon Kingsnorth
Chapter 1: The foundations of digital marketing
Test bank answers
1. a), b), d), e)
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), b)
Chapter 1: The foundati ons of digital marketing.
Page : 2
Chapter 2: Understanding the digital ecosystem
Page : 10
Chapter 3: Integrating digital into wider
organization strategy Page : 13
Chapter 4: Understanding the evolving digital
consumer Page : 17
Chapter 5: Barriers, considerations and data
protection in digital marketing strategy Page : 21
Chapter 6: Enabling technologies for online
marketing and digital transformation Page : 25
Chapter 7: Planning your digital marketing
strategy –Objectives, Page : 29
Chapter 8: SEO strategy and organic techniques
Page : 34
Chapter 9: Building and optimizing a winning paid
search strategy Page : 38
Chapter 10: Display advertising and programmatic
targeting Page : 42
Chapter 11: Tailoring your social media strategy .
Page : 45
,Chapter 12: Marketing automation, messaging and
email marketing – the unsung heroes. Page : 50
Chapter 13: Affiliates schemes and partnerships to
deliver highly targeted leads Page : 53
Chapter 14: Lead generation that delivers results .
Page : 56
Chapter 15: Content strategy – a key pillar of
success Page : 60
Chapter 16: Personalizing the customer journey
and digital experience Page : 65
Chapter 17: Effective Experience Design (XD) . Page
: 69
Chapter 18: Optimizing your e-commerce platform
. Page : 72
Chapter 19: Managing loyalty, CRM and data .
Page : 75
Chapter 20: Measuring success through data
analytics and reporting Page : 80
Chapter 21: Providing a smooth online service and
customer experience Page : 84
Chapter 22: Putting together your digital
marketing strategy. Page : 87
, Digital Marketing Strategy 3e by Simon Kingsnorth
Chapter 1: The foundations of digital marketing
Test bank answers
1. a), b), d), e)
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), b)
