TEST BANK for Digital Marketing Strategy:
= = = = = =
An Integrated Approach to Online Marketing 3
= = = = = =
rd Edition by Simon Kingsnorth.
= = = = =
All Chapters 1 - 22
= = = =
,TABLE OF CONTENT = =
= Chapter=1:=The=foundati=ons=of=digital=marketing.====
=========== Page=:=2
= Chapter=2:=Understanding=the=digital=ecosystem====P
age=:=10==
= Chapter=3:=Integrating=digital=into=wider=organizati
on=strategy=Page=:=13=
Chapter=4:=Understanding=the=evolving=digital=cons
umer=Page=:=17
Chapter=5:=Barriers,=considerations=and=data=protec
tion=in=digital=marketing=strategy=Page=:=21=Chapter
= 6:=Enabling=technologies=for=online=marketing=and=
digital=transformation=Page=:=25=Chapter=7:=Plannin
g=your=digital=marketing=strategy=–
Objectives,=Page=:=29=
Chapter=8:=SEO=strategy=and=organic=techniques=Pa
ge=:=34=
Chapter=9:=Building=and=optimizing=a=winning=paid=s
earch=strategy=Page=:=38=
Chapter=10:=Display=advertising=and=programmatic=
targeting=Page=:=42
= Chapter=11:=Tailoring=your=social=media=strategy=.=P
age=:=45=
,Chapter=12:=Marketing=automation,=messaging=and
= email=marketing=–
= the=unsung=heroes.=Page=:=50=Chapter=13:=Affiliates=
schemes=and=partnerships=to=deliver=highly=targete
d=leads=Page=:=53=
Chapter=14:=Lead=generation=that=delivers=results=.=P
age=:=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=.=Pag
e=:=75=
Chapter=20:=Measuring=success=through=data=analyt
ics=and=reporting=Page=:=80=
Chapter=21:=Providing=a=smooth=online=service=and=c
ustomer=experience=Page=:=84=
Chapter=22:=Putting=together=your=digital=marketin
g=strategy.=Page=:=87
, Digital=Marketing=Strategy=3e=by=Simon=Kingsnorth=
Chapter=1:=The=foundations=of=digital=marketing=Tes
t=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)
= = = = = =
An Integrated Approach to Online Marketing 3
= = = = = =
rd Edition by Simon Kingsnorth.
= = = = =
All Chapters 1 - 22
= = = =
,TABLE OF CONTENT = =
= Chapter=1:=The=foundati=ons=of=digital=marketing.====
=========== Page=:=2
= Chapter=2:=Understanding=the=digital=ecosystem====P
age=:=10==
= Chapter=3:=Integrating=digital=into=wider=organizati
on=strategy=Page=:=13=
Chapter=4:=Understanding=the=evolving=digital=cons
umer=Page=:=17
Chapter=5:=Barriers,=considerations=and=data=protec
tion=in=digital=marketing=strategy=Page=:=21=Chapter
= 6:=Enabling=technologies=for=online=marketing=and=
digital=transformation=Page=:=25=Chapter=7:=Plannin
g=your=digital=marketing=strategy=–
Objectives,=Page=:=29=
Chapter=8:=SEO=strategy=and=organic=techniques=Pa
ge=:=34=
Chapter=9:=Building=and=optimizing=a=winning=paid=s
earch=strategy=Page=:=38=
Chapter=10:=Display=advertising=and=programmatic=
targeting=Page=:=42
= Chapter=11:=Tailoring=your=social=media=strategy=.=P
age=:=45=
,Chapter=12:=Marketing=automation,=messaging=and
= email=marketing=–
= the=unsung=heroes.=Page=:=50=Chapter=13:=Affiliates=
schemes=and=partnerships=to=deliver=highly=targete
d=leads=Page=:=53=
Chapter=14:=Lead=generation=that=delivers=results=.=P
age=:=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=.=Pag
e=:=75=
Chapter=20:=Measuring=success=through=data=analyt
ics=and=reporting=Page=:=80=
Chapter=21:=Providing=a=smooth=online=service=and=c
ustomer=experience=Page=:=84=
Chapter=22:=Putting=together=your=digital=marketin
g=strategy.=Page=:=87
, Digital=Marketing=Strategy=3e=by=Simon=Kingsnorth=
Chapter=1:=The=foundations=of=digital=marketing=Tes
t=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)
