Digital Marketing Strategy An Integrated Approach To Online Marketing 3rd Edition By Simon Kingsnort

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)

Digital Marketing Strategy 3e by Simon Kingsnorth Chapter 1: The foundations of digital marketing Test bank 1. Which four of the following make up ‘The 4 Ps of Marketing’? a) Price b) Promotion c) Process d) Place e) Product 2. True or false: ‘Below-the-line’ promotion refers to mass marketing such as TV adverts.

3. Which one of the following is NOT one of Porter’s Five Forces? a) Threat of new entrants b) Bargaining power of suppliers c) Bargaining power of competitors d) Threat of substitute products or services 4. A Brand or Perceptual Positioning Map maps a company’s position in the market from which perspective? a) Suppliers b) Consumers c) Competitors d) Regulators 5. What does CPA stand for? a) Customer per acquisition b) Cost per acquisition c) Cost per average margin d) Customer per average cost 6. What does CLTV stand for? a) Competitor Lifetime Value b) Customer Lifetime View c) Customer Lifetime Value d) Competitor Lifetime View 7. What is the formula for calculating CLTV? a) CLTV = Lifetime x Avg margin b) CLTV = Lifetime x Avg cost c) CLTV = Lifecycle x Avg price d) CLTV = Lifecycle x Avg revenue 8. What type of segmentation groups customers by age range?

a) b) c) d)

Geographic Benefit Psychographic Demographic

9. True or false: Geographic marketing can help inform data selection for digital marketing strategy.

10. True or false: People in the same demographic will often behave similarly.

11. Why is it important to work with up-to-date behavioural data? a) Because customers may move to a new area b) Because customers may experience lifestyle changes c) Because customers may change their job d) Because customers may hear about a competitor.

12. True or false: The benefits of a product will be the same for everyone within a segment.

13. Which type of segmentation would help a company to understand whether their customers are motivated by ‘green’ products? a) Benefit b) Behavioural c) Psychographic d) Geographic 14. How many personas would a business create, on average? a) 1-5 b) 5-10 c) 10-15 d) 15-20 15. What do the letters on the BCG Matrix stand for? a) Boston Consumer Group b) Boston Consulting Group c) Bolton Consulting Group d) Bolton Consumer Group 16. True or false: Products categorized as ‘Dogs’ tend to break-even.

17. Which products give a high market share in a high-growth environment? a) Stars b) Dogs c) Cash cows d) Question marks 18. A digital marketing business may seek to move SEO from what to what on the BCG Matrix?: a) A Cash cow to a Star

b) A dog to a Cash Cow c) A Question mark to a Star d) A Question mark to a Cash cow 19. Which product category on the BCG Matrix requires an investment decision to be made? a) Cash cow b) Star c) Question mark d) Dog 20. What does the BCG show? There may be more than one correct answer. a) The position and value of each product b) The cashflow and profitability of each product c) The position and benefit of each product d) The strategy for marketing each product

Discussion questions: 1) What does the threat of new entrants in the marketplace mean for digital marketing?

2) How can psychographic segmentation inform digital marketing strategy?

3) What type of digital marketing questions could the Boston Consulting Group (BCG) Matrix be used to address?

Digital Marketing Strategy 3e by Simon Kingsnorth Chapter 2: Understanding the digital ecosystem Test bank answers 1. c) 2. b) 3. True 4. a), d) 5. c) 6. a), b), d) 7. False 8. a), c) 9. False 10. a), b) 11. b) 12. b) 13. False 14. a), b), d) 15. d) 16. b) 17. True 18. a) 19. c) 20. b)

Digital Marketing Strategy 2e by Simon Kingsnorth Chapter 2: Understanding the digital ecosystem Test bank 1. Which of the following is NOT an element of the digital ecosystem? a) Brand and proposition effect b) The halo effect c) Outdoor advertising d) Attribution and omni-channel 2. What digital marketing might companies start with if they are on a limited budget? a) PPC b) SEO c) Banner advertising d) Apps 3. True or false: PPC can inform SEO strategy.

4. What two factors make some search words expensive? a) Volume b) Attribution c) Social media d) Competition 5. How often should SEO analytics be reviewed? a) Daily b) Weekly c) Monthly d) Yearly 6. What three trends might show up in SEO analysis? a) Topics b) Device c) Age d) Time of day 7. True or false: SEO should be separate from content.

8. Which two of the following affect social media impact? a) Regularity of posts b) Banner ads c) Engagement d) Up-to-date data 9. True or false: The number of social media followers a company has demonstrates impact.

10. Why is content strategy important? There may be more than one correct answer. a) To be ready to react to opportunities b) To have content that can be used across channels c) To be able to segment customers d) To understand the position and value of a product 11. Select the correct option below to complete this statement: ‘Content strategy should be…’ a) Reactive b) Proactive c) Deductive d) Passive 12. Which one of the following factors informs which channels are chosen for content strategy? a) Time of day b) Relevance c) PR d) Brand perception 13. True or false: Display advertising just refers to banner ads.

14. Why is it important to ensure customer data is up-to-date? There may be more than one correct answer. a) To target customers with the right message b) To send messages at the right time c) To obtain personal information on customers d) To avoid breaching regulations 15. Which of the following is less likely to play a part on brand perception? a) Downsizing decisions b) PR c) Customer service d) Company costs 16. What is the halo effect a result of? a) Below-the-line advertising b) Above-the-line advertising c) Across-the-line advertising d) None of the above 17. True or false: The halo effect could result in higher app downloads.

18. Which of these statements is true? a) All marketing activities should reinforce a brand b) Only digital marketing activities should reinforce a brand c) Only offline marketing activities should reinforce a brand d) Social media cannot reinforce a brand

19. What does ‘attribution and omni-channel’ refer to? a) Digital ecosystem channels working separately b) Digital ecosystem channels being linked through SEO c) Digital ecosystem channels interacting and being tracked together d) Digital ecosystem channels interacting but being tracked separately 20. Which of the following affects every metric? a) SEO b) Customer satisfaction c) Data strategy d) The halo effect

Discussion questions: 1) How can PPC and SEO influence each other to benefit a company’s digital marketing strategy?

2) Think of an example of content that could be could used across multiple formats. What would be the most appropriate channel for each format?

3) Think of an example of where the halo effect may have played a part in the success of a well-known brand or campaign.

Digital Marketing Strategy 3e by Simon Kingsnorth Chapter 3: Integrating digital into wider organization strategy Test bank answers 1. d) 2. d) 3. a) 4. False 5. a), b), c), d) 6. a), b) 7. c) 8. False 9. a), b), c) 10. b) 11. False 12. a) 13. True 14. False 15. a), b), c) 16. c) 17. b) 18. d) 19. d) 20. a)

Digital Marketing Strategy 3e by Simon Kingsnorth Chapter 3: Integrating digital into wider organization strategy Test bank 1. Which of the following Is not part of the framework of a business? a) Company structure b) Regulatory challenges c) Culture d) Competitor structure 2. Which one of the following is not a common business model? a) Niche B2C b) Mass market B2C c) B2B d) B2S 3. What does FMCG stand for? a) Fast-moving consumer goods b) Fast-moving culture globally c) Fast-margin consumer goods d) Free-moving customer groups 4. True or false: Freemium is a business model where everything is available for free.

5. Which of the following challenges relate to globalization? There may be more than one correct answer. a) Payment methods b) Internet connection c) Language d) Culture 6. Which of the following statements is correct? There may be more than one correct answer. a) Global strategy can include an aim to minimize global presence. b) Using different alphabets may be a challenge online. c) Global strategy means ensuring products are relevant worldwide. d) Smartphones are not a factor in global strategy.

7. Which of the following encompasses what ‘Brand’ refers to? a) Values b) Visual identity c) Values and visual identity d) Digital design guidelines 8. True or false: A company’s mission sits above its vision.

9. Which of the following influence culture? There may be more than one correct answer.

a) b) c) d)

Location Leadership Office layout Revenue

10. Which digital marketing channel would best suit a customer service focused business? a) PPC b) Social media c) Banner ads d) SEO 11. True or false: Innovation refers specifically to technology.

12. Which of the following definitions of innovation is most accurate? a) Innovation is the development of new ideas and the application of those ideas to the progress of the company b) Innovation is the development of new ideas whether applied to the company or not c) Innovation is the development of ideas led by a single person and applied to the company d) Innovation is the development of ideas across the company, whether applied or not.

13. True or false: Research is vital to drive strategy.

14. True or false: Research can predict the future.

15. Which of the following can research show? There may be more than one correct answer. a) Buying patterns b) Customer interests c) What customers are dissatisfied with d) What customers think of competitors 16. What can’t quantitative research provide? a) The what b) The where c) The why d) The when 17. What can qualitative research provide? a) Data to apply to sales b) The motivations of customers c) Competitor information d) Company vision 18. What does KPI stand for? a) Key process indicator b) Key profit indicator c) Key product indicator

d) Key performance indicator 19. Which one of the following is not a KPI? a) Customer satisfaction b) Profit c) Sales d) Customer motivation 20. What should digital marketing KPIs be aligned with? a) Broader business KPIs b) Innovation c) Business culture d) Business model

Discussion questions: 1) Which business model would be suitable for a business providing digitization of VHS recordings? What should their digital strategy focus on?

2) Discuss the benefits and risks of a freemium business model.

3) Consider how a business’s culture could affect its KPIs.

Digital Marketing Strategy 3e by Simon Kingsnorth Chapter 4: Understanding the evolving digital consumer Test bank answers 1. True 2. a), c) 3. False 4. b) 5. a), b), d) 6. True 7. a), b) 8. True 9. False 10. a) 11. b) 12. c) 13. a), b) 14. c) 15. b) 16. d) 17. b) 18. a), b) 19. b) 20. a)

Digital Marketing Strategy 3e by Simon Kingsnorth Chapter 4: Understanding the evolving digital consumer Test bank 1. True or false: Everyone is somewhere on the digital scale.

2. Which two of the following are considerations for digital consumers being anywhere? a) Internet connectivity b) SEO c) Sound on videos d) Images on websites 3. True or false: Most digital consumers are young.

4. Which one of the following is a ‘pull’ factor? a) New developments in technology b) Consumers demanding faster shopping c) Consumers shopping from their beds d) Companies offering discounts 5. Which of the following are factors in digital consumer decision-making? There may be more than one correct answer. a) Price b) Shipping cost c) Revenue d) Discounts 6. True or false: Consumers are involved in decisions about how their data is used.

7. Which of the following are ‘push’ factors? There may be more than one correct answer. a) Tablets b) Smartphones c) Customer demand d) Customer response 8. True or false: 4G is now available across three quarters of the world.

9. True or false: Segmentation is the same as personalization.

10. Which of the following statements is true? a) More purchasers use mass online marketplaces than niche sites b) More purchasers use niche sites than online marketplaces c) More purchasers access online marketplaces on Smartphones than tablets d) More purchasers access online marketplaces when travelling

11. Which word completes this sentence: ‘Digital consumer behaviour is constantly…’ a) Static b) Changing c) Push d) Pull 12. Which of the following is the correct definition of a digital native? a) Someone who uses digital technology b) Someone who was alive before digital technology c) Someone who has grown up with digital technology d) Someone who influences digital technology 13. What approach suits personalization? There may be more than one correct answer. a) Targeted b) Direct c) Segmented d) Mass 14. If someone was ‘wholly digital’, what would this mean? a) That they used digital technology for certain tasks b) That they did all their shopping online c) That they have a ‘digital first’ approach d) That they have a Smart home 15. Which of the following is a benefit to being someone born in a ‘pre-digital’ generation? a) They have grown up with technology b) They have seen changes in technology c) They have had to teach themselves technology d) There are no benefits 16. Which of the following words completes this sentence: ‘Each consumer is…’ a) Digital b) Native c) Social d) Individual 17. Which one of the following describes how ‘push’ factors work? a) They change consumer behaviour as consumers have asked for it b) They change consumer behaviour even though consumers didn’t ask for it c) They change products by responding to consumer behaviour d) They change products by predicting consumer behaviour 18. If someone was at a mid-point on the digital scale, which of these might describe their behaviour? There may be more than one correct answer. a) They use a Smartphone for social media every day, but nothing else b) They use a Tablet to read newspapers but prefer printed books

c) They use a mobile phone only to make calls and are not on social media d) They use a computer in the office but do not own a Smartphone 19. Which one of the following is responsible for many digital ‘push’ factors? a) Smartphones b) Internet connectivity c) Online marketplaces d) Social media 20. Why must companies constantly change? a) Because consumers will b) Because they are regulated c) Because of social media d) Because of digital natives

Discussion questions: 1) Consider all of the factors which might be important with digital consumers being anywhere. How would this affect digital marketing strategy?

2) Which factors have most influence – push or pull?

3) How do you think digital consumers will change in the next 5 years?

Digital Marketing Strategy 3e by Simon Kingsnorth Chapter 5: Barriers, considerations and data protection in digital marketing strategy Test bank 1. Which of the following have resulted in barriers or considerations for digital marketing?

There may be more than one correct answer. a) GDPR b) Social media c) Smart devices d) The internet 2. True or false: Social media has created skills gaps.

3. True or false: Digital marketing is totally reliant on digital skills.

4. What is someone called who is slow to take up technology? a) A laggard b) An innovator c) A digital native d) A barrier 5. Which of the following is NOT a barrier to a company adopting new technology? a) Lack of historical performance b) The cost of upskilling c) Getting buy-in from senior leadership d) Consumer internet usage 6. What are two methods for addressing skills gaps? a) Training b) Competition c) Recruitment d) Strategy 7. True or false: If everyone is ‘in the same boat’ then there is no competitive disadvantage.

8. What is the preferred route to addressing skills gaps when a team already exists? a) Learning on the job b) Recruitment c) Trial and error d) Training 9. Which of the following is a resource challenge? There may be more than one correct answer. a) Head count b) Budget

c) Regulation d) Time 10. Which of the following is NOT a project management method? a) PRINCE2 b) Agile c) Active d) Lean 11. Which type of chart shows the elements of a project, the timelines and how they fit together? a) Grant b) Gantt c) Graph d) Gate 12. Which of the following is a challenge to business priorities? There may be more than one correct answer. a) The economy b) A new CEO is appointed c) Recruitment of a new social media manager d) Regulation changes 13. True or false: It is important to build some ‘quick wins’ into a strategy.

14. What is the name for the back-up plan to put in place when adopting new technology? a) Roll-out plan b) Roll-back plan c) Roll-stop plan d) Roll-tech plan 15. True or false: Individuals may be innovators in some areas and laggards in others.

16. Which of the following can help with training? There may be more than one correct answer. a) Recruiting new people with the required skills b) Seeing if anyone in the organisation has existing skills c) Seeing if partner organisations can offer learning d) Learning on the job 17. Which of the following is NOT a benefit of training? a) It is cheaper than recruitment b) The spend can be justified by the outcome c) A team can be trained together d) Trial and error allows for learning 18. Which of the following statements are true with regard to technology? There may be more than one correct answer.

a) b) c) d)

Companies may adopt technology before their customers are ready for it Companies may adopt technology because it is available Companies may adopt technology to meet customer expectations Companies may adopt technology due to GDPR

19. Where do the ‘Late Majority’ sit on the Technology Adoption Curve? a) Between Innovators and Early Majority b) Between Early Majority and Laggards c) Between Early Adopters and Laggards d) Between Laggards and Innovators 20. What is it important to always have in place to ensure business priorities can be achieved?

There may be more than one correct answer a) Milestones b) Training c) A back-up plan d) Recruitment

Discussion questions: 1) Where do you think you sit on the Technology Adoption Curve, and why?

2) What challenges could a social media platform face if unexpected regulation was put in place and a new CEO was appointed at the same time?

3) What sort of ‘quick wins’ could a digital marketing strategy consider?

Digital Marketing Strategy 3e by Simon Kingsnorth Chapter 5: Barriers, considerations and data protection in digital marketing strategy Test bank answers 1. a), b), c) 2. True 3. True 4. a) 5. d) 6. a), c) 7. True 8. d) 9. a), b), d) 10. c) 11. b) 12. c) 13. False 14. b) 15. True 16. b), c) 17. d) 18. a), c) 19. b) 20. a), c)

Digital Marketing Strategy 3e by Simon Kingsnorth Chapter 6: Enabling technologies for online marketing and digital transformation Test bank answers 1. c) 2. False 3. a), c), d) 4. b) 5. b) 6. True 7. a), c) 8. True 9. b) 10. d) 11. True 12. True 13. d) 14. c) 15. c) 16. b) 17. a) 18. c) 19. a) 20. c)

Digital Marketing Strategy 3e by Simon Kingsnorth Chapter 6: Enabling technologies for online marketing and digital transformation Test bank 1. a) b) c) d)

Which of the following defines digital transformation?

A company embedding digital technology A company creating a digital version of a product A company transforming its culture A company creating a proof of concept

2. True or false: Digitization and digitalization are the same thing.

3. Which of the following are hallmark traits of digital transformation? There may be more than one correct answer. a) A can do, collaborative attitude b) Embedding digital into existing processes c) Agile and adaptive ways of working d) A focus on outcomes rather than process 4. Why is it important to understand the drivers for digital transformation? a) Because it can require changes in roles b) Because it can be costly c) Because it could be regulated d) Because it needs to align with existing processes 5. Which generational demographic comprises most of the workforce? a) Baby Boomers b) Millennials c) Generation X d) Generation Z 6. True or false: If a company fits its existing processes into digital transformation, this is evolution, not transformation.

7. Which of the following can be barriers to digital transformation? a) Budgets b) Agile methodologies c) Legacy systems d) Millennials 8. True or false: The business model of a company must be reviewed as part of digital transformation.

9. According to McKinsey’s 2017 study, what percentage of industries are digitized? a) Less than 30 per cent

b) Less than 40 per cent c) Less than 50 per cent d) Less than 60 per cent 10. Which sector is furthest ahead in terms of digital transformation? a) Finance b) Manufacturing c) Transport d) Retail 11. True or false: Digital transformation relies on technology to deliver many elements.

12. True or false: Waterfall development has a linear structure.

13. Which one of the following is NOT a stage of Waterfall development? a) Design b) Analysis c) Operation d) Sprint 14. What does the Agile approach allow for, which Waterfall doesn’t? a) Planning b) Testing c) Changes in requirements d) Proof of concept 15. Which one of the following is NOT an agile methodology? a) Kanban b) Lean c) PRINCE2 d) Scrum 16. What does PoC stand for? a) Proof of consumer b) Proof of concept c) Product of concept d) Product of change 17. Which one of the following defines a PoC? a) A version of a product by which to define success or failure b) A version of a product to show a change c) A version of a consumer profile d) A version of a product which is final 18. What does MVP stand for? a) Minimum value product b) Maximum viable product

c) Minimum viable product d) Maximum value product 19. Which one of the following defines an MVP? a) A development that does enough to test the concept b) A development that does the maximum to test the concept c) A development that requires full investment d) A development that is the same as a PoC 20. Which of the following statements is most accurate? a) Digital marketing is the same as digital transformation b) Digital marketing is only to communicate digital transformation c) Digital marketing is a part of digital transformation d) Digital marketing is completely separate from digital transformation.

Discussion questions: 1) Think of a company that no longer exists. Do you think digital transformation could have helped it to survive? How? 2) How can some of the barriers to digital transformation be overcome?

3) How can digital marketing support digital transformation, both within a company and externally?

Digital Marketing Strategy 3e by Simon Kingsnorth Chapter 7: Planning your digital marketing strategy – Objectives, teams and budgets Test bank answers 1. True 2. a), c), d) 3. a), b), c), d) 4. b) 5. False 6. b) 7. d) 8. True 9. a), b), c) 10. b) 11. a), b) 12. b) 13. True 14. d) 15. True 16. a) 17. c) 18. b) 19. a), b), c), d) 20. b)

Digital Marketing Strategy 3e by Simon Kingsnorth Chapter 7: Planning your digital marketing strategy – Objectives, teams and budgets Test bank 1. True or false: A strategy without a plan is just an idea.

2. Which of the following things is it most important to understand when delivering a digital marketing strategy? a) Where do we want to get to? b) Where have we been? c) Where are we going? d) How can we get there?

3. What problems can lack of planning cause? There may be more than one correct answer. a) Demotivation b) Costs c) Resources d) Failure 4. How many stages does vision-based planning have? a) 10 b) 6 c) 8 d) 5 5. True or false: The real-time planning model is less flexible than the vision-based model.

6. Which of the following is a disadvantage of the real-time planning model? a) There is no schedule b) There is no document to share with stakeholders c) There is no communication plan d) There is no flexibility 7. Which one of the following is NOT phased approach? a) Calendar-phasing b) Business-phasing c) Theme-based phasing d) Action-phasing 8. True or false: Goals should be long-term.

9. Which of the following should a goal be? There may be more than one correct answer. a) Responsive b) Resonating c) Recognizable d) Real-time

10. Why is it important to work with up-to-date behavioural data? a) Because customers may move to a new area b) Because customers may experience lifestyle changes c) Because customers may change their job d) Because customers may hear about a competitor.

11. What should each goal have? There may be more than one correct answer. a) An action plan b) Objectives c) A vision d) A mission 12. What does SMART stand for? a) Strategic, Measurable, Attainable, Relevant, Time-bound b) Specific, Measurable, Attainable, Relevant, Time-based c) Specific, Manageable, Achievable, Relevant, Time-bound d) Specific, Measurable, Actioned, Realistic, Time-bound 13. True or false: The strategy of a goal is how it will be achieved.

14. Which of the following steps are in the ‘10 steps of an effective action plan’? There may be more than one correct answer. a) Create a written plan b) Don’t compromise c) Build in own factors d) Build in competitor factors 15. True or false: Processes are ineffective if not properly implemented and run.

16. Which one of the following should a review cover? a) How each action plan is progressing against milestones b) How each member of the team is contributing c) How each objective is going to be met d) How the strategy can connect to the wider business vision 17. Which of the following can help to visualize risks? a) A risk menu b) A risk mission c) A risk matrix d) A risk manager 18. Which one of the following is NOT a category on the Myers-Briggs Type-Indicator? a) Thinking and feeling (T/F) b) Thinking and judging (T/J) c) Sensing and intuition (S/N) d) Extroversion and introversion (E/I)

19. Which of the following need to be factored into resource planning? There may be more than one correct answer. a) Sick leave b) Annual leave c) BAU activities d) Contingency 20. When budgeting, what doesn’t change? a) The forecast b) The master budget c) The rolling budget d) Performance data

Discussion questions: 1) How can real-time planning be used alongside vision-based planning?

2) Devise a SMART a goal to increase click-throughs from a website.

3) Discuss the controls you would need to put in place for this action plan.

Digital Marketing Strategy 3e by Simon Kingsnorth Chapter 8: SEO strategy and organic techniques Test bank answers 1. b) 2. True 3. c) 4. a), b), d) 5. True 6. b) 7. b) 8. a), b), d) 9. False 10. c) 11. a), c), d) 12. b) 13. b) 14. a) 15. False 16. a), d) 17. True 18. b) 19. b), c) 20. b)

Digital Marketing Strategy 3e by Simon Kingsnorth Chapter 8: SEO strategy and organic techniques Test bank 1. Which one of the following defines SEO? a) Links that are not paid for b) Optimising a site for natural search engine results c) Code that tells robots about the site d) The number of keywords on a page 2. True or false: Crawl is what robots do to internet sites.

3. What comprises the three sides of the SEO triangle? a) Code – Technical - Links b) Crawl – Terms – Links c) Content – Technical – Links d) Content – Terms – Links

4. Which of the following are key ranking factors? There may be more than one correct answer. a) Domain history b) Page load speed c) Search engine d) Alt tags 5. True or false: The value of each ranking factor category is roughly equal.

6. Which search engine dominates in most markets? a) Bing b) Google c) Yahoo! d) Gigablast 7. What should be the starting point for SEO strategy? a) Keywords b) Goals c) Channel d) Mission 8. Which of the following are considerations when creating logical segments for SEO strategy?

There may be more than one correct answer. a) How do customers vary? b) Which is the most valuable? c) Where did customers come from?

d) How should you prioritise?

9. True or false: You should create at least 10 personas for SEO 10. What have Google replaced keywords with on Google Analytics? a) ‘Keyword not valid’ b) ‘Keyword code’ c) ‘Keyword not provided’ d) They haven’t replaced it 11. What are three ways to sense check keywords? a) Ask whether the terms will add commercial value b) Ask customers c) Ask others in the organisation d) Check if you have the right to compete for a keyword 12. What is a meta description? a) The same as a title tag b) A description of a page used in search results c) A description of a page not used in search results d) A group of alternative keywords 13. What is the character limit for a title tag? a) 50 characters b) 75 characters c) 120 characters d) 160 characters 14. Which one of the following is the best url structure for a stationery company? a) ThePenCo/Products/Ink b) ThePenco/productid2345/9986578 c) ThePenco/Products/ink23456 d) ThePenco/Ink 15. True or false: You only need one site map.

16. Which of the following can help with accessibility and searchability? There may be more than one correct answer. a) Not using Flash b) Not using HTML c) Using images d) Using alt text 17. True or false: SEO is intrinsically linked to good content.

18. Which of the following strategies includes buying links? a) Black Cat b) Black Hat

c) Black Hole d) Black List 19. Which two of the following are types of penalties? a) Automatic b) Algorithmic c) Manual d) Backlink 20. Which of the following is NOT a consideration for the changing landscape of SEO? a) Voice recognition b) WiFi availability c) Images d) Mobile

Discussion questions: 1) Think of examples of how the factors on the SEO triangle could overlap in all combinations.

2) Develop a persona and come up with 5 keywords linked to this. Can you generate 5 alternative words from this list?

3) In what ways do you think the changing landscape of SEO will influence SEO strategy?

Digital Marketing Strategy 3e by Simon Kingsnorth Chapter 9: Building and optimizing a winning paid search strategy Test bank answers 1. b) 2. a), b), d) 3. False 4. False 5. b) 6. b) 7. b) 8. d) 9. c), d) 10. False 11. False 12. b) 13. True 14. b) 15. d) 16. a), c) 17. b) 18. b) 19. a), c) 20. c)

Digital Marketing Strategy 3e by Simon Kingsnorth Chapter 9: Building and optimizing a winning paid search strategy Test bank 1. What does PPC stand for? a) Pay per customer b) Pay per click c) Profit per cost d) Profit per cost 2. Where do paid search ads appear? There may be more than one correct answer. a) At the top of a page b) At the bottom of a page c) In the middle of a page d) At the side of a page 3. True or false: With PPC, a bidder pays for each impression their ad receives.

4. True or false: Sole traders don’t use PPC. 5. How much, on average, are the most expensive keywords, per click? a) $25 b) $50 c) $250 d) $500 6. Which of the following is the correct structure for a PPC campaign? a) Ad group – campaigns b) Campaign – ad group c) Campaign – ad copy d) Ad group – ad copy 7. Which ad format did Google replace text ads with? a) Relative Text Ads b) Responsive Search Ads c) Rich Search Ads d) Progressive Text Ads 8. What is a negative keyword? a) A keyword which doesn’t result in any clicks b) A term which is irrelevant c) A term which links to a competitor ad d) A term which is added to your campaign to refine results 9. Which of the following factors contribute to Google’s Quality Score? There may be more than one correct answer.

a) b) c) d)

How long a company has been advertising How many paid keywords they have Click-through rates Ad relevance

10. True or false: The highest bidder has the highest quality score.

11. True or false: Performance is often higher on search networks.

12. Which of the following is the correct definition of click-through rate? a) The number of clicks on an ad that result in a sale b) The number of clicks on an ad in relation to the number of views c) The speed at which viewers click through to an ad from search results d) The number of leads generated from clicks on an ad 13. True or false: The conversion rate is the number of click which resulted in sales.

14. For which type of business might the goal of PPC be leads? a) B2C b) B2B c) Sole trader d) Retail 15. What does ROI stand for? a) Revenue on investment b) Return on impressions c) Revenue on impact d) Return on investment 16. What are the two ways in which ROI can be measured? a) Revenue/ad cost b) Quality Score/ad cost c) Margin/ad cost d) Clicks/ad cost 17. When is cost per lead a useful metric? a) When revenue from a sale comes in b) When a sale is taking a long time to complete c) When working out a Quality Score d) When calculating cost per click 18. Which of the following is NOT an advanced paid search option? a) Day parting b) Product extensions c) Click to call d) Location extensions

19. Which two of the following must a business have to qualify for star ratings? a) An average rating of 3.5 or higher b) At least 50 clicks within the last 3 months c) At least 30 reviews within the last 12 months d) A spend of $500 per month for the last 12 months 20. Which is the best option for a large multinational company managing paid search campaigns? a) Employing a human to do it, via an agency b) Using automated systems c) Employing a human to manage automated systems d) Using multiple automated systems, coordinated by Google

Discussion questions: 1) What impact on an industry do you think Google’s Quality Score has?

2) What considerations would you take into account when planning PPC for a Japanese market?

3) What role do you think there is for automated systems in paid search campaigns? Is this an advantage or a disadvantage?

Digital Marketing Strategy 3e by Simon Kingsnorth Chapter 10: Display advertising and programmatic targeting Test bank answers 1. True 2. a), b), c) 3. True 4. b) 5. c) 6. False 7. a), b), d) 8. True 9. a), b), c) 10. a), c) 11. False 12. d) 13. d) 14. a), b), c), d) 15. b) 16. b) 17. b) 18. c) 19. b) 20. c)

Digital Marketing Strategy 3e by Simon Kingsnorth Chapter 10: Display advertising and programmatic targeting Test bank 1. True or false: Display advertising covers all devices, including connected TVs. 2. Which of the following are forms of display advertising? There may be more than one correct answer. a) Static imagery b) Animated imagery c) Rich media d) Email 3. True or false: Virtually all paid social advertising is display.

4. What does RTB stand for? a) Real-time buying b) Real-time bidding c) Return-time buying d) Return-to-bidder 5. Which of the following is NOT a feature of programmatic media? a) More targeting options across multiple sites b) Advertisers only buy the ad impressions they want c) Accessibility to display media is easier for larger companies d) Suppression of first party data 6. True or false: The difference between programmatic and RTB is that programmatic does not provide the ability to assess impressions on an individual basis.

7. Which of the following are examples of in-paid rich media? There may be more than one correct answer. a) Skippable videos b) Expandable ads c) Banner ads d) Live information 8. True or false: Skippable video ads can be any length.

9. Which of the following are uses of an ad server? a) Passing creatives to DSPs b) Managing sequential messaging c) Creating cookies d) Creating live information ads

10. What type of media would most typically be used in an awareness campaign? There may be more than one correct answer. a) Video b) Email c) Rich media d) Live information 11. True or false: First party cookies are being phased out by all major browsers 12. What does KCT stand for? a) Keyword creative targeting b) Keyword content tracking c) Keyword content targeting d) Keyword contextual targeting 13. In which of the following ways can KCT be used to target? a) Positively b) Negatively c) Neutrally d) Positively and negatively 14. Which of the following are measurements of display advertising? There may be more than one correct answer. a) Post-impression events b) Search uplift c) Click-through rate d) Brand uplift 15. Why is it important to take time-lapse into account when measuring increase in site traffic? a) Because different devices result in different processing speeds b) Because fast-moving consumer goods will result in a faster uplift than others c) Because different locations will have different internet speeds d) Because there may be accidental clicks on adverts.

16. Which one of the following do recall surveys rely on? a) Click-through rates b) A control group c) Search uplift d) Consumer engagement 17. What does ROAS stand for? a) Revenue on ad site b) Return on ad spend c) Recall of ad site d) Review of ad spend 18. How does ROAS differ from ROI? a) It looks at profit rather than gross revenue

b) It looks at margin rather than revenue c) It looks at gross revenue rather than profit d) It looks at cost rather than revenue or profit 19. How is video completion rate expressed? a) As a fraction b) As a percentage c) As a decimal d) In words 20. How is ‘viewability’ defined? a) As 50 per cent of an ad being on screen for at least one second b) As 75 per cent of an ad being on screen for at least 10 seconds c) As 75 per cent of an ad being on screen for at least one second d) As 100 per cent of an ad being on screen for at least one second

Discussion questions: 1) How could you combine types of in-page rich media in a digital marketing campaign for a hotel?

2) Think of some examples of contextual targeting that you have experienced.

3) Can you recall any brands or recent ad campaigns from display advertising?

Digital Marketing Strategy 3e by Simon Kingsnorth Chapter 11: Tailoring your social media strategy Test bank answers 1. True 2. b) 3. c) 4. d) 5. a), b), c) 6. False 7. False 8. c) 9. b) 10. True 11. c) 12. d) 13. c) 14. a) 15. a) 16. b) 17. True 18. a), c), d) 19. b), d) 20. c)

Digital Marketing Strategy 3e by Simon Kingsnorth Chapter 11: Tailoring your social media strategy Test bank 1. True or false: Social media is any website or application that enables users to create and share content or to participate in social networking.

2. What proportion of all internet users use social media? a) One-third b) Two-thirds c) Half d) Three-quarters 3. Where is the highest social media penetration rate globally? a) Asia b) The United States c) The MIddle East d) Europe 4. What percentage of Facebook traffic is mobile? a) 70 percent b) 75 percent c) 95 percent d) 98 percent 5. Which of the following are considerations for social media strategy? There may be more than one correct answer. a) Channels b) Tone of voice c) Language d) Banner ads 6. True or false: A company’s social personality does not need to be consistent with the brand personality.

7. True or false: Posts should be replicated across channels.

8. Which of the following is NOT a type of social media? a) Micro-blogging sites b) Media sharing c) File transfer sites d) Review and ratings sites 9. Which social media platform owns Instagram? a) Twitter b) Facebook (Meta)

c) LinkedIn d) Flickr 10. True or false: 60 percent of Facebook users are aged 18-34.

11. Who owns YouTube? a) Microsoft b) Facebook c) Google d) Vimeo 12. What is the character limit per Twitter post? a) 2,000 b) 180 c) 240 d) 280 13. Which social media platform can best gain followers from posting several times a day? a) Facebook b) Instagram c) Twitter d) LinkedIn 14. What is Sina Weibo? a) A micro-blogging site specific to China b) A social network specific to China c) A professional networking site specific to China d) A video sharing site specific to China 15. Which market is TokTok primarily aimed at? a) Creatives b) Teenagers c) Baby Boomers d) Musicians 16. Which type of content is specifically optimized for mobile use? a) Blogs b) Vertical video c) 360 images d) Hashtags 17. True or false: Imagery on social media should create an emotional connection.

18. What are the three approaches to influencer marketing? a) Marketing to influencers b) Marketing of influencers c) Marketing with influencers d) Marketing through influencers

19. Which of the following are metrics of engagement? There may be more than one correct answer. a) Volume of video views b) Brand conversations c) Number of followers d) Content dissemination 20. What can help piece social media metrics together and link them back to objectives? a) Social media monitoring tools b) Google Analytics. c) A social media dashboard d) Looking at overall sentiment.

Discussion questions: 1) How would you start a social media strategy by listening?

2) Think of some examples of how you could use stories for engagement.

3) What channels and strategies could you use to market a new brand of trainers to 18-24 year olds?

Digital Marketing Strategy 3e by Simon Kingsnorth Chapter 12: Marketing automation, messaging and email marketing – the unsung heroes.

Test bank answers 1. a), b) 2. b) 3. c) 4. a), b), c) 5. False 6. b) 7. d) 8. c) 9. a), b), c), d) 10. False 11. a), c) 12. a), c) 13. False 14. a, b), d) 15. c) 16. True 17. a), c) 18. True 19. a), b), d) 20. a), b), c)

Digital Marketing Strategy 3e by Simon Kingsnorth Chapter 12: Marketing automation, messaging and email marketing – the unsung heroes.

Test bank 1. Why are some companies wary of email? a) Because of the reputation of spam b) Because they see it as old fashioned c) Because Gmail dominates the market d) Because people can’t share it on social media 2. What does GDPR stand for? a) General Data Protection Register b) General Data Protection Regulation c) General Data Provider Register d) General Data Processing Regulation 3. What year did GDPR come into effect? a) 2016 b) 2017 c) 2018 d) 2019 4. What has GDPR resulted in for email marketing? There may be more than one correct answer. a) Less spam b) Data accuracy c) Improvements in permissions d) Higher click-through rates.

5. True or false: Facebook and Snapchat have caused the number of email accounts to decline.

6. What continues to be strong through email marketing? a) LTV b) ROI c) GDPR d) ROAS 7. What are the 5 Ts of email marketing? a) Targeting, Timing, Trending, Testing, Tone b) Targeting, Timing, Template, Testing, Truth c) Targeting, Timing, Template, Trialling, Tone d) Targeting, Timing, Template, Testing, Tone 8. What is gated content? a) Free content upon email sign-up b) Paid-for content upon email sign-up

c) A limited amount of free content and more upon email sign-up d) Limited free content and more on payment and email sign-up 9. Which of the following are timing considerations? There may be more than one correct answer. a) Frequency of communications b) Day of the week c) Cross-channel communications d) Stage of the customer journey 10. True or false: Email marketing is the place for lengthy copy.

11. What should email visuals do? There may be more than one correct answer. a) Link to content b) Be clickable c) Be on-brand d) Be animated 12. Which of the following factors can be used in A/B testing? There may be more than one correct answer. a) Subject line b) Retweets c) Imagery d) Video optimization 13. True or false: Good subject lines should not be localized.

14. Which of the following are considerations for sales emails? a) Follow-up b) GDPR c) Testing d) Marketing messages 15. Which of the following is NOT a platform consideration? a) Cloud-based b) Design interface c) Subject lines d) CMS integration 16. True or false: SMS can be more intrusive than email.

17. Which of the following are key factors when considering messaging and SMS? There may be more than one correct answer. a) Relevancy b) Structure c) Convenience d) Follow-up

18. True or false: Companies are using messages for live streaming.

19. Which of the following are email measures? a) Bounce-backs b) Unsubscribe rates c) @ mentions d) Actions 20. Why aren’t open rates always accurate? There may be more than one correct answer. a) Emails may be blocked by virus software b) Emails may be read in preview mode c) Emails may be opened but not read d) Emails may be clicked through from

Discussion questions: 1) What sort of marketing campaigns is email most suitable for?

2) Think of some examples of gated content.

3) What would be the best strategy for a sportswear company to email a 40-year-old working male who has just signed up for the London Marathon? Think about the 5 Ts here.

Digital Marketing Strategy 3e by Simon Kingsnorth Chapter 13: Affiliates schemes and partnerships to deliver highly targeted leads Test bank answers 1. b) 2. a), b), c) 3. a), b), d) 4. a), c) 5. b) 6. c) 7. c) 8. d) 9. a) 10. b)

Digital Marketing Strategy 3e by Simon Kingsnorth Chapter 13: Affiliates schemes and partnerships to deliver highly targeted leads Test bank 1. What is affiliate marketing? a. Making money through email marketing b. Partnering with other business to sell your product for a fee c. Selling products online via a shop d. Creating a network of partners who provide you with data insights 2. Some of the benefits of affiliate marketing are… There may be more than one answer. a. Controlled costs b. Targeting c. Brand awareness d. High PPC 3. Examples of affiliate programs are… There may be more than one answer. a. Content programs b. Coupon-site programs c. XD programs d. Review-site programs 4. What objectives should we consider for affiliate marketing? There may be more than one answer. a. Sales volume b. Sales funnel c. Sales value d. Sales time 5. Which one of these is a common pricing model? a. Cost per behaviour b. Cost per sale c. Cost per affiliate d. Cost per business 6. What type of pricing model could potentially guarantee profit? a. Cost per click b. Cost per lead c. Cost per sale d. Cost per profit 7. Where can you often find competitors affiliate programs? a. In their brochures b. On the home page of their website c. In the footer of their website d. In their login areas

8. How do you protect your business from any potential issues? a. Research your competition b. Read data protection laws c. Ensure you pay on time d. Ensure your affiliates sign contracts with you 9. What subjects might you consider including in an affiliate agreement? a. Trademarks, brand damage, confidentiality b. Payment terms, networks, confidentiality c. Trademarks, issue resolution, technology d. Conversion funnels, tracking, data protection 10. What will an Affiliate Network NOT provide? a. A tech platform b. A deposit c. Account management d. Data on each affiliate in their network

Discussion questions: 1) Discuss whether direct affiliates or affiliate networks are better to work with.

2) What could go wrong if you didn’t put an agreement into place with your affiliates?

3) Which type of pricing model is the best for growth?

Digital Marketing Strategy 3e by Simon Kingsnorth Chapter 14: Lead generation that delivers results Test bank answers 1. True 2. a), c) 3. b) 4. False 5. c) 6. b), d) 7. True 8. b) 9. False 10. b) 11. d), f) 12. False 13. a), b), d) 14. a), d) 15. False 16. a) 17. d) 18. d) 19. a), d) 20. a)

Digital Marketing Strategy 3e by Simon Kingsnorth Chapter 14: Lead generation that delivers results Test bank 1. True or false: The purpose of lead scoring and lead grading is to allow handover of highquality leads to sales.

2. Which of the following are factors to use in lead scoring? There may be more than one correct answer. a) The relationship with your company b) The time and place of their interaction c) Their profile with regard to your targeting d) The browser they used 3. Which of the following may compromise target quality? a) Delivering of a content strategy with an option to sign up to receive more. b) Competitions and contests to win. c) First stages of training courses free with sign-up required for the full course. d) Sign-ups for product demo.

4. True or false: Lead generation is not important for the business-to-business model.

5. Which of the following is NOT due to more data being available than previously? a) Check that individuals meet specific criteria b) Build relationships via direct communication c) Access individuals through cold calling d) Reaching the right people at the right time 6. Which two of these factors can be used to score a lead? a) Location b) Interactions with your company c) Winner of a competition d) Target profile - exact target, close fit, no fit 7. True or false: Different product lines and subsidiaries may need different models of lead scoring.

8. Which of the following should NOT be used for lead grading? a) Job title b) Age of company c) Company sector d) Seniority in company 9.

True or false: Direct access to freely available full training courses is a good technique to use for lead generation?

10. Which of the following techniques is likely to lead to the lowest quality of lead? a) Delivering of a content strategy with an option to sign up to receive more b) Competitions and contests to win c) First stages of training courses free with sign-up required for the full course d) Sign-ups for product demo 11. Which of these is NOT a consideration for lead generation when building your website?

There may be more than one correct answer. a) Site should be fast b) Site should be easy to understand c) Site should be well signposted d) Site should be in company colours e) Site should be focused on conversion to a lead f) Site should include lots of photos and graphics 12. True or false: Content strategies are not relevant to SEO strategies.

13. Which of the following is a benefit of social media for lead generation? There may be more than one correct answer. a) Keeping informed of trends b) Finding groups of like-minded people c) Advertising d) Being active in discussions 14. Which of these LinkedIn tools enable lead generation? a) Lead Gen Forms b) Lead Navigator c) Sales Gen d) Sales Navigator 15. True or false: Offline channels are not important when it comes to lead generation.

16. Which of the following techniques should you only use with your strongest relationships? a) Member-Get-Member referral programme b) Email c) Telephone call d) Cold calling 17. Studies show that a certain per cent of consumers requesting information will not purchase for at least three months. How many? a) 75 per cent b) 43 per cent c) 12 per cent d) 63 per cent 18. Which of these are key metrics for lead generation and data review? a) Cost

b) Timing in buying cycle c) Lead quality d) All of the above.

19. When reviewing lead generation which of these should be considered? There may be more than one correct answer. a) What content is delivering the leads b) Competitor content c) Specific times or days that leads convert d) Sales data 20. Which of the following do you NOT need to keep a continuous focus on to keep a lead alive? a) CRV b) CLV c) CRM d) Loyalty

Discussion questions: 1) Lead generation is not a one-off exercise. What steps do you need to take to ensure that leads are turned into business?

2) You have been asked to design a lead generation campaign across digital channels. List what channels you would consider.

3) Describe in detail how social media can be used to generate leads.

Digital Marketing Strategy 3e by Simon Kingsnorth Chapter 15: Content strategy – a key pillar of success Test bank answers 1. a), b), d) 2. False 3. e) 4. b) 5. a) 6. b) 7. True 8. False 9. e) 10. True 11. a), b), c), e) 12. b) 13. c) 14. False 15. a), b), c) 16. a) 17. d) 18. d) 19. d) 20. b), d)

Digital Marketing Strategy 3e by Simon Kingsnorth Chapter 15: Content strategy – a key pillar of success Test bank 1. Great content should be which of the following? There may be more than one correct answer. a) Shareable b) Interesting c) Inaccurate d) Relevant e) Amusing 2. True or false: If you find something interesting your audience will too.

3. Which of the following is NOT good content? a) Written copy b) Immersive experiences c) Tools d) Spoken words e) Retweeting your competitors 4. For how long has social media been a content distribution channel? a) A decade b) Two decades c) Three decades d) Four decades 5. Which of these are the greatest influence on purchases by millennials? a) Instagram b) Snapchat c) Facebook d) LinkedIn 6. Which of these are the greatest influence on purchases by Generation Z? a) Instagram b) Snapchat c) Facebook d) LinkedIn 7. True or false: Infographics perform well on social media and websites.

8. True or false: It is best to think about one kind of content at a time.

9. Which of the following are NOT thought to be key factors in Google’s ranking? a) Relevancy b) Social shares c) Bounce rates

d) Time on page e) Time of day 10. True or false: Content marketing’s growth in popularity is due to changing consumer behaviour and Google.

11. Within a company which of the following should be a part of content creation? There may be more than one correct answer. a) b) c) d) e)

Strategists and analysts Branding teams Search marketers HR PR

12. These are the stages in creating content and they are in order that you would carry them out except for one stage. Which of the following is out of order? a) b) c) d)

Objectives and strategy Creation and planning Data analysis and target groups Ideation

13. Which of these is NOT an objective of content creation? a) b) c) d) e)

Creating awareness Changing perception Boosting competition Creating engagement Increase retention

14. True or False: One way to approach content creation strategy is to classify objectives into the two categories: brand generation and demand engagement.

15. Which of these can content be? There may be more than one answer. a) b) c) d)

Just functional Just engaging Both None of the above

16. Which of these is the most important consideration to inform content creation? a) b) c) d) e) f)

Target audience Brand guidelines Competitor analysis Customer information/feedback Analytics Keyword analysis

17. When looking at how a service or product can address the challenges your audience are faced with, which of these do you NOT need to know?

a) b) c) d)

Your audience’s problem Where are your audiences digitally active How they like to be communicated with Their profession

18. One model for content planning is The Content Bubble, which of these is NOT part of the model? a) b) c) d)

The world Industry Company Individual

19. Which of these are channels for distributing content? a) Owned b) Earned c) Paid d) All of the above 20. Which of these should be considered when creating content for international markets. There may be more than one answer. a) b) c) d)

Weather Cultural differences Food intolerances Legal systems

Discussion questions: 1) Discuss the qualities of great content.

2) How have content distribution channels changed over the last twenty years?

3) Although there is no one standard measurement approach or tool set to measure the value of content, a common set of metrics are used. Describe these metrics.

Digital Marketing Strategy 3e by Simon Kingsnorth Chapter 16: Personalizing the customer journey and digital experience Test bank answers 1. a), d) 2. b) 3. False 4. b), c) 5. d) 6. True 7. False 8. b) 9. a) 10. d) 11. c) 12. e) 13. C) 14. False 15. b) 16. b) 17. c) 18. False 19. True 20. c)

Digital Marketing Strategy 3e by Simon Kingsnorth Chapter 16: Personalizing the customer journey and digital experience Test bank 1. What has enabled sophisticated personalization? There may be more than one correct answer. a) Artificial intelligence b) CRMs c) User interface d) Complex algorithms 2. In the 2018 Trends in Personalization survey what percentage of marketers stated that their customers and prospects expect a personalized experience? a) 74 per cent b) 88 per cent c) 54 per cent d) 68 per cent 3. True or false: Segmentation and personalization are pretty much the same thing.

4. What are the two key methods of personalization? a) Feedback b) User-defined c) Behavioural d) Psychological 5. Amazon personalizes through recommendations. Which of these is NOT an Amazon recommendation? a) People like you bought… b) Customers who viewed this item also bought… c) Frequently bought together… d) Things you have already bought…

6. True or false: When users provide data they may think they are giving a true information but it may not be correct.

7. True or false: The Dunning-Kruger effect in which an individual believes themselves to be far worse at a skill than is actually the case.

8.

What is populating an inbox with unsolicited emails called? a) Phishing b) Spamming c) Hooking d) DoS

9. What is the regulation in Europe that restricts the ability for organizations to obtain and use data called? a) GDPR b) PDGR c) GPDR d) DPGR 10. How can a complete single customer view (SCV) be obtained? a) Using email response data b) Using time spent on a website page c) Using call-centre data d) Combining data from all possible channels and departments 11. Which of these channels can NOT be used for collecting information on people? a) Online form b) Preference centre c) Computer hack d) Phone call e) Post 12. When asked, what kind of information may people provide? a) False b) Inaccurate c) True d) Someone else’s e) All of the above 13. Once data has been collected there are more steps before personalizing the customer journey. Which of these is not one of the steps? a) Data interpretation b) Decisions on how to use the data c) Publishing the data on your website d) Applying data usage rules 14. True or False: Data privacy rules are the same in every country.

15. Which of these is a definition of tactical personalization? a) Products and services that cannot be personalized b) The ability of a user to change some aspect of a product or service to their preferences c) An outline of a personalization campaign d) Tactically choosing segments of the market 16. What do studies show about people’s attitude towards providing personal information online to get something they want? a) People are more willing than ever before b) People were less willing in 2018 compared to 2014 c) People were less willing in 2014 compared to 2018

17. Big data is which of the following? a) Large numbers b) Data sets that can be dealt with by traditional data-processing application software c) Extremely large data sets that may be analysed computationally to reveal patterns, trends, and associations d) Storage of a large amount of words 18. True or False: If someone visits an ecommerce website and adds products to the basket but then decides not to buy, we can understand why they behaved in this way.

19. True or False: The Content Marketing Institute has reported that half of B2C marketers have a content marketing strategy that they have not documented.

20. How many B2C marketers did the Content Marketing Institute report had a documented content marketing strategy? a) 8 per cent b) 15 per cent c) 27 per cent d) 50 per cent

Discussion questions: 1) Discuss the differences between personalization and segmentation.

2) Explain why people may not always give accurate information about themselves.

3) Collecting data to inform behavioural personalization results in large amounts of personal

data being held by a company. Discuss the benefits and risks of holding information on people.

Digital Marketing Strategy 3e by Simon Kingsnorth Chapter 17: Effective Experience Design (XD) Test bank answers 1. A) and c) 2. True 3. c) 4. a) 5. b) 6. True 7. a) 8. d) 9. c) 10. b) 11. a) 12. d) 13. d) 14. c) 15. b) 16. b) 17. True 18. C) 19. a) 20. True

Digital Marketing Strategy 3e by Simon Kingsnorth Chapter 17: Effective Experience Design (XD) Test bank 1. Which of these are included in the four critical components of XD? a) Meaning b) Design c) Process d) Technology 2. True or false: UX is measured through outcomes and research.

3. Which level of XD maturity is used by the top five per cent of mature design organizations? a) Producers b) Architects c) Visionaries d) Scientists 4. How else can we describe ‘an idealized customer’? a) A persona b) A segment c) A user d) A consumer 5. Which of these is an XD Design role? a) Front-end Developer b) Interaction Designer c) Data Analyst d) Strategist 6. True or false: Both front- and back-end developers work on code.

7. What are the two faces of user research? a) Formative and summative b) Proactive and reactive c) Passive and active d) Qualitative and quantitative 8. Which of the following is NOT a tool used for UX research? a) Eyeball tracking b) Web analytics c) Heatmap software d) Analytics dashboard 9. Which type of research results in unstructured data? a) Quantitative

b) Psychological c) Qualitative d) Sociological 10. How long should a design sprint last? a) 24 hours b) 5 days c) 1 month d) 1 year 11. Which of the following is the first requirement for an exemplary user experience? a) To meet the exact needs of the customer b) To deliver a fast experience c) To create a smooth user interface d) To ensure data is collected accurately 12. According to a 2018 study, what percentage of companies ‘often’ or ‘almost always’ include design in product development projects? a) 20 per cent b) 43 per cent c) 60 per cent d) 80 per cent 13. Which of the following is a common method to generate design ideas? a) Seminar b) Workshop c) 1-to-1 d) Presentation 14. Which of the following is NOT part of the Double Diamond approach? a) Develop b) Deliver c) Delve d) Discover 15. Who developed the Double Diamond approach? a) The British Development Council b) The British Design Council c) The British Discovery Community d) The British Design Community 16. When was the Double Diamond approach developed? a) 2002 b) 2005 c) 2010 d) 2015

17. True or false: The Double Diamond approach required both divergent and convergent thinking.

18. According to Bain & Company’s research, what percentage of businesses believed they delivered superior service? a) 60 per cent b) 70 per cent c) 80 per cent d) 90 per cent 19. What percentage of customers agreed with this? a) 8 percent b) 18 per cent c) 28 per cent d) 80 per cent 20. True or false: Design thinking can help narrow the gap between businesses and customers’ perceptions?

Discussion questions: 1) From your own perspective, think of a brand that you feel has a good user experience. What makes it good and what impact do you think this has?

2) Discuss the most suitable UX methods for a new digital magazine aimed at young women.

3) What role in a digital marketing team do you feel most closely matches your own skills and interests?

Digital Marketing Strategy 3e by Simon Kingsnorth Chapter 18: Optimizing your e-commerce platform Test bank answers 1. c) 2. d) 3. c) 4. c) 5. d) 6. a) 7. b) 8. c) 9. c) 10. a), c)

Digital Marketing Strategy 3e by Simon Kingsnorth Chapter 18: Optimizing your e-commerce platform Test bank 1. According to Shopify (2021) what was the ecommerce market on track to reach by the end of that year? a) $2.98Bn b) $3.42Bn c) $4.89Bn d) 5.89Bn 2. What is not an example of an ecommerce model? a) Overdrive b) Amazon c) Ebay d) Linkedin 3. What sort of ecommerce platform is WooCommerce? a) A review site b) A subscription model c) A Wordpress plugin d) A marketing automation suite 4. What is one way personalization can be used in ecommerce? a) To deliver improved social media b) To recommend other sites to visit c) To recommend other products to buy d) To hide products from all users 5. What size will the chatbot market be by 2024 according to PRNewsWire (2021)? a) $500m b) $800m c) $1.1Bn d) $1.3Bn 6. How could you encourage social sharing of your products? a) Add a social network widget to your purchase confirmation page b) Ensure you have links to your social profiles on your home page c) Review your social insights reports d) Share your social handles to your customers via email 7. What percentage of ecommerce is caused by email campaigns (WebFX 2021)? a) 1 per cent b) 10 per cent c) 20 per cent d) 40 per cent

8. Which of these definitions is up-selling? a) Buying a similar product b) Encouraging other people to buy the same product as you c) Buying a more expensive version of the product d) Buying more products from the same range 9. What is signposting? a) Signs to promote the products you want to sell most b) Flashing boxes around selected buttons c) Clear direction to help the user complete the task d) Pages that make up the shortest sales funnel 10. What should you consider with regard to payment supplier technical integration? There may be more than one correct answer. a) Ease of integration b) Currency exchange rate c) PCI Compliance d) Up-selling capacity

Discussion questions: 1) Debate whether upselling or cross selling are more important to an ecommerce site’s profitability 2) How would you design an ecommerce funnel to maximise conversion?

3) Think of a leading ecommerce site. What makes it so successful?

Digital Marketing Strategy 3e by Simon Kingsnorth Chapter 19: Managing loyalty, CRM and data Test bank answers 1. True 2. b) 3. False 4. True 5. a), b), c), d) 6. a), b), d) 7. b), c) 8. b) 9. True 10. b) 11. b) 12. False 13. c) 14. b), c) 15. c) 16. c), d) 17. a) 18. a), d) 19. c) 20. a)

Digital Marketing Strategy 3e by Simon Kingsnorth Chapter 19: Managing loyalty, CRM and data Test bank 1. True or false: Retention is key to growth.

2. What does CRM stand for? a) Content revenue management b) Customer relationship management c) Customer revenue management d) Content relationship management 3. True or false: CRM is just a system for storing customer details.

4. True or false: CRM is a proactive strategy and retention is a reactive strategy.

5. Which of the following are steps to CRM success? a) Segmentation b) Personalization c) Content d) Customer service 6. Which of the following are principles of CRM? a) Frequency b) Relevancy c) Activity d) Accuracy 7. Which of the following refer more to B2B CRM than B2C? There may be more than one correct answer. a) Short, single touchpoints b) One-on-one interactions c) Goal of increasing up-sell d) Larger and more complex programmes 8. What is spam now considered to be? a) Unwanted emails which a customer has not signed-up to b) Any unwanted emails, whether a customer signed-up or not c) Multiple communications to a single customer d) Retention campaigns to try and stop customers from leaving 9. True or false: Contact strategy should consider the customer journey.

10. What can single campaigns lack? a) Analytics b) The halo effect

c) Spam d) Brand loyalty 11. What kind of messaging would a ‘how-to’ guide be? a) Follow-up b) Warm-up c) Reward d) Surprise and delight 12. True or false: Surprise and delight messages are not commercial, directly or indirectly.

13. What type of strategy is a win-back message? a) Retention b) Repeat c) Acquisition d) Surprise and delight 14. Which of the following are ways to maximize revenue? a) By-selling b) Up-selling c) Cross-selling d) Down-selling 15. Which of the following is a definition of cross-selling? a) Where you encourage customers to stay with your brand b) Where you encourage customers to buy competitor products c) Where you encourage customers to buy another one of your products d) Where you encourage customers to upgrade their products to the next level 16. Which of the following are types of predictive analytics? There may be more than one correct answer. a) Rules-based models b) Up-selling models c) Propensity models d) Collaborative filtering 17. In Gartner’s 2003 study, what percentage of CRM data was found to go unused? a) 41 per cent b) 42 per cent c) 45 per cent d) 47 per cent 18. Which of the following does customer support automation allow? There may be more than one correct answer. a) Email b) Re-tweets c) Keywords d) Self-service

19. Which of the following is the correct order of the steps on the ladder of loyalty? a) Prospect, suspect, customer, client, advocate b) Customer, suspect, prospect, client, advocate c) Suspect, prospect, customer, client, advocate d) Suspect, prospect, advocate, customer, client 20. What is the description of a high-perceived value loyalty scheme? a) It offers value to the customer but not at high cost to the company b) It offers high value to the customer but at high cost to the company c) It offers high value but on products which customers would buy anyway d) It offers low value but on products which customers would not otherwise buy

Discussion questions: 1) What CRM have you experienced as a customer, either through regular contact, a winback offer, or loyalty scheme? How did this affect your thoughts and buying behaviour towards that brand? Where are you on the ladder of loyalty?

2) What kind of predictive analysis and strategy do you think a mobile phone company should put in place?

3) Think of some examples of surprise and delight messages. How can these have impact whilst not being overtly commercial?

Digital Marketing Strategy 3e by Simon Kingsnorth Chapter 20: Measuring success through data analytics and reporting Test bank answers 1. False 2. True 3. a), c) 4. True 5. a), c) 6. b), c) 7. False 8. a), b), d) 9. a), c) 10. a), c) 11. a), b), c) 12. b), c) 13. a), b), c), d) 14. c) 15. c) 16. True 17. d) 18. a), b), d) 19. a), b) 20. a)

Digital Marketing Strategy 3e by Simon Kingsnorth Chapter 20: Measuring success through data analytics and reporting Test bank 1. True or false: How to analyse and use data is not as important as how to collect it.

2. True or false: ‘Big data’ refers to data sets so large they cannot be analysed using standard tools and techniques.

3. What are the two primary challenges to making data-based decisions? a) Human factors b) Big data c) Data alignment d) Databases 4. True or false: Server-based analytics are stronger on SEO than tag-based analytics.

5. Which of the following are web analytics? a) Page views b) Mentions c) Bouncebacks d) Followers 6. Which of the following do social analytics measure? a) Open rates b) Content c) Promotion d) Bouncebacks 7. True or false: ‘Vanity metrics’ are those which look good and also give an insight on success.

8. Which of the following are challenges with SEO analytics? There may be more than one correct answer. a) Search rankings can be influenced by cookies b) Some search engines hide keywords from analytics c) SEO metrics can pick up backlinks d) Search rankings can change day by day 9. Why are some UX tools less quantifiable than other analytics tools? There may be more than one correct answer. a) Because they show behaviour but not intent b) Because they show intent but not behaviour c) Because they show behaviour but not cause d) Because they show cause but not effect

10. What are the two types of tag management? a) Synchronous

b) Asymmetrical c) Asynchronous d) Cyclical 11. What is the benefit of tag management? There may be more than one correct answer. a) A simple interface where anyone can manage the tags themselves b) All tags are hosted together so they can be dynamically managed c) Marketers can add, edit or remove tags as needed d) Tags fire data for analytics purposes.

12. What are the two types of attribution modelling? a) Channels b) Data c) Rules-based d) Reporting 13. Which of the following models places all credit with one channel? a) Position-based b) Linear c) Future-proofing d) Reputation 14. Which of the following are considerations when selecting an analytics supplier? a) Integrating with existing systems b) Data ownership c) First-interaction d) Custom-attribution 15. What does SLA stand for? a) Standard licence agreement b) Service licence agreement c) Service level agreement d) Standard linear agreement 16. True or false: Analytics are useless unless reported on.

17. Which of the following tools is used to pull analytics together? a) An aggregator b) A deck c) A portfolio d) A dashboard 18. Which of the following is part of the reporting process? There may be more than one correct answer. a) Forecasting b) Patterns c) Collection d) Themes 19. Which of the following can help with presenting a report? There may be more than one correct answer.

a) Telling a story b) Using graphics c) Telling jokes d) Avoiding data 20. Which of the following is a definition of analytics? a) Reporting tools that show key performance statistics b) Reporting tools that show dashboards c) Reporting tools that show key objectives d) Reporting tools that show key performance goals

Discussion questions: 1) Discuss the impact of not using analytics for a campaign 2) Think of an example of a recent brand campaign you’ve seen. What analytics do you think it would be valuable to measure?

3) What are the risks or challenges associated with these analytics?

Digital Marketing Strategy 3e by Simon Kingsnorth Chapter 21: Providing a smooth online service and customer experience Test bank answers 1. True 2. a), b), d) 3. False 4. a), b), c), d) 5. True 6. b), c), d) 7. a), b) 8. a), c) 9. True 10. a), b) 11. False 12. a), c) 13. a), c) 14. a), b), c), d) 15. a), b) 16. a), b), d) 17. b), d) 18. b) 19. a) 20. c)

Digital Marketing Strategy 3e by Simon Kingsnorth Chapter 21: Providing a smooth online service and customer experience Test bank 1. True or false: Customer service has merged with marketing as it increasingly becomes a twoway conversation.

2. Which of the following can customer service influence? There may be more than one correct answer. a) XD b) Reputation c) Bouncebacks d) NPS 3. True or false: Interacting with customers through social media is an add-on and is not essential.

4. Which of the following are customer service principles? a) Empathy b) Transparency c) Integration d) Responsiveness 5. True or false: It is important to understand individual customers for personalization, as much as to look at trends.

6. Which of the following conveys empathy? There may be more than one correct answer. a) AI b) Tone of voice c) Vocabulary d) Humour 7. What should a company do if they can’t address a customer service issue immediately?

There may be more than one correct answer. a) Send a holding response b) Let the customer know when they can expect a resolution c) Wait until they can respond fully to contact the customer d) Be transparent that they have staffing issues 8. Which of the following is live chat NOT suitable for? There may be more than one correct answer. a) Mobile users b) Customers who are on a laptop c) B2B customers d) Customers who want an immediate response

9. True or false: Chatbots can respond to simple queries through voice recognition.

10. Which of the following would count as ‘online self-help’? There may be more than one correct answer. a) How-to videos b) FAQs c) Email d) Live chat 11. True or false: Cobrowsing is the same as screen sharing.

12. Which of the following as advantages of forums? a) Customers can give each other support b) Customers are free to post anything c) They can save the company time d) They need to be moderated 13. Why is email a useful customer service too? There may be more than one correct answer. a) It provides a written record b) They use AI c) Customers can more fully explain themselves d) Companies do not have to respond as quickly 14. Which of the following are true of social media customer service? a) Customers expect immediate responses b) It requires coordination of messaging c) It can increase workload d) It can affect reputation 15. What is AI developing to do? There may be more than one correct answer. a) Recognize emotion in text b) Recognize emotion through voice recognition c) Provide empathy co customers d) Replace human customer service entirely 16. How can content engagement be measured? There may be more than one correct answer. a) Likes b) Downloads c) Response time d) Clicks 17. What does ‘hold time’ and ‘abandonment’ apply to? There may be more than one correct answer. a) Email b) Phone calls c) Social media d) Live chat

18. What does ‘first-contact resolution’ mean? a) A customer service issue being resolved by a chatbot b) A customer service issue being resolved within one communication c) A customer service issue being resolved within the first minute d) A customer service issue being resolved by another customer 19. What does NPS stand for? a) Net Promoter Score b) Net Price Score c) Net PR score d) Net Performance Score 20. What NPS would indicate a detractor? a) 9 and 10 b) 7 and 8 c) 6 and under d) 0

Discussion questions: 1) How do you think the development of AI will impact on customer service? Is this a negative or positive impact?

2) Discuss the pros and cons of using forums for customer service. Have you any experience of using customer forums to base this one?

3) Think of a well-known brand that you have been a customer of. What NPS would you give that brand and why?

Digital Marketing Strategy 3e by Simon Kingsnorth Chapter 22: Putting together your digital marketing strategy Test bank answers 1. c) 2. a), b), d) 3. a), b), d) 4. c) 5. b) 6. a) 7. a), c) 8. True 9. a), c), d) 10. a), c) 11. a) 12. True 13. a), b), c), d) 14. a), c) 15. b) 16. True 17. d) 18. False 19. b) 20. True

Digital Marketing Strategy 3e by Simon Kingsnorth Chapter 22: Putting together your digital marketing strategy Test bank 1. Which of the following are the phases of an effective strategy? a) Alignment, Foundations, Sophistication, Formalize, Continuous improvement b) Assessment, Foundations, Structure, Formalize, Continuous improvement c) Assessment, Foundations, Sophistication, Formalize, Continuous improvement d) Assessment, Foundations, Sophistication, Familiarize, Continuous improvement 2. Which of the following are cultural considerations of the business? There may be more than one correct answer. a) Whether it is risk-adverse b) Whether it is creative c) Whether it makes a profit d) Whether it is analytical 3. Which one of the following is NOT a data strategy consideration? a) Cleansing b) Maintaining c) Targeting d) Collecting 4. Which of the following is NOT a regulation consideration? a) Privacy b) Accessibility c) Gender d) Data protection 5. What strategy consideration does ‘last-click’ relate to? a) Distribution b) Attribution c) Attrition d) Retention 6. When should partnership discussions take place? a) Early in the strategy formation b) Once the strategy has been agreed c) In the sophistication phase d) As part of continuous improvement 7. What can be used to create personalized experiences? There may be more than one correct answer. a) Data b) Channels

c) AI d) Pricing 8. True or false: Payment methods are a cultural consideration.

9. Which of the following are cultural considerations with regard to content? There may be more than one correct answer. a) Religious beliefs b) Pricing c) Language d) Gender 10. Why should local stores be SEO optimized? a) Because search engines focus on relevancy b) Because local businesses may be influencers c) Because social media focuses on relevancy d) Because it is a cultural consideration 11. Which one of the following is NOT part of the 6S Framework? a) Strategy b) Surprise! c) Sums d) Story 12. True or false: Strategy needs to be documented and communicated to become embedded in the organization.

13. Which of the following should be communicated to get buy-in to the strategy? There may be more than one correct answer. a) Costs b) Steps c) Goals d) Audience 14. Which of the following is a type of individual decision making? There may be more than one correct answer. a) Pros and cons b) Voting-based decision making c) Personal preference d) Consensus decision making 15. What is Flipism? a) Customers switching their preferences b) A type of decision making c) A cultural consideration d) A social media platform 16. True or false: Strategy needs to stay flexible.

17. How often should a strategy be reviewed? a) Weekly b) Monthly c) Bi-annually d) Annually 18. True or false: If successful, a strategy ends once it is implemented.

19. What do reporting dashboards need to be set up to do? a) Customize email templates b) Report data over time c) Report for email only d) Get buy-in to the strategy 20. True or false: Digital is an ecosystem – you cannot implement some of it without considering the rest.

Discussion questions: 1) Why is sophistication an important part of marketing strategy?

2) Think of a specific global brand who have diversified. What do you think their cultural considerations would have been for the new product or service?

3) How could you use storytelling to get buy-in from consensus decision-makers?