A01 chaf6542 06 se fm indd

5 

General online survey tools. These tools, such as Zoomerang (

www.zoomerang.com

) 

and SurveyMonkey (

www.surveymonkey.com

), enable companies to survey their audi-

ence at a low cost.

Digital marketing defined

The term ‘Internet marketing’ was widely used to refer to an external perspective of how 

the Internet can be used in conjunction with traditional media to acquire and deliver 

services to customers. An alternative term is ‘e-marketing’ (for example, McDonald and 

Figure 8.4

Kampyle interactive customer feedback tool

Source: www.Kampyle.com, Kampyle Ltd.

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Chapter 8  Digital marketing

Wilson, 1999), more commonly described now as