Explain “personalization” in a digital marketing context.

1. Explain “personalization” in a digital marketing context. (chapter 6)
2. How can customer concerns about privacy be responded to when conducting one-to-one
marketing using digital communications? (chapter 6)
3. What is website prototyping? Give three benefits of this approach. (chapter 7)
4. How can customer analysis be used to develop a more effective online service? (chapter 7)
5. Outline the range of goals that should be used to define success criteria for an online
marketing campaign. (chapter 8; see also Figure 8.3).
6. Which factors are important in governing a successful display advertising campaign? Why are they important? (chapter 9)
7. How can a company promote itself through a search engine? (chapter 9)
8. How should companies evaluate the relevance and effectiveness of the digital media
channels discussed in this chapter to their organization? (chapter 9)
9. Why are standards necessary for controlling website maintenance? What aspects of the
site do standards seek to control? (chapter 10)
10. Explain the difference between hits and page impressions. How are these measured?

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