So, you have a job interview for a profile in digital marketing. Well, that’s great, but you should know that the questions asked during the interview aren’t that straightforward as ‘what is SEO?’. If you want to crack the interview, not only will you have to get thorough with the basics of digital marketing but also the advanced levels.
The interviewer may ask any question, and since it is a vast topic, it can be challenging to answer quite a few. Don’t worry! We can help you prepare these digital marketing interview questions.
Consider the following interview questions and the answers that we have prepared.
Digital Marketing Basic Level Questions
Q1. Why is digital marketing preferred over traditional marketing?
In this digital era, where everybody has access to seamless internet connectivity and smart devices, the prospects of digital marketing are extraordinary. Digital marketing is better than traditional marketing in so many ways. For starters, the majority of the population is online, some scrolling through social media platforms while others are buying shoes on ecommerce sites. You don’t have to go looking for your audience nowadays; they are always already available online. You only need ways to attract them. This is where digital marketing comes into play. The salient features of digital marketing include:
- Easy access to service/product information for consumers
- Global reach
- Real-time optimization
- Better interaction with consumers
- Better performance-focused ROI, better tracking of leads, and easy analysis
- Higher internet penetration
Q2. What are the different segments in digital marketing?
There are different segments in digital marketing and based on your requirements and purpose; they are implemented. They include:
- Social media marketing
- Email marketing
- E-commerce marketing
- Search engine marketing
- Search engine optimization
- Content marketing
For a successful digital marketing campaign, all these segments must be adhered properly. Search engine optimization or SEO is the most crucial segment in digital marketing. SEO helps a marketer to rank his /her
website higher on the search engine results page. Moreover, with social media marketing, you gain the opportunity of attracting new leads through social media platforms while ensuring that you retain your existing customer base. Content marketing, on the other hand, helps you to optimize your content like articles, blogs, and other write-ups and make them gain top spot on search engines.
Q3. What are the key areas for using keywords in order to optimize webpage ranking?
Keywords play the most important role in ranking your website and pages online. It is an integral part of search engine optimization. Keywords are disbursed equally and intelligently all over the content, allowing the search engine algorithm to optimize the key phrases. Therefore, whenever a search is made using your keyword, the search engine will place your webpage and content on top of the results page, telling the searcher that your webpage contains the most relevant information regarding his/her search.
The key areas where keywords should be included are:
- Text content
- Meta description
- Image alt tags
- Title tag
The primary keyword should be included in these areas at least once (in the text content, it can be included multiple times).
Q4. What do you think is better – SEO or PPC?
Well, it ultimately depends on business requirements, and most essentially, budget.
PPC or pay-per-click is a digital marketing model where you pay a fee every time anyone clicks on your advertisement. In simple terms, it is a form of paid marketing where you can display ads in the sponsored results section of the search engine results page by paying a certain amount of money. PPC ad campaigns are made effective by optimizing the use of ad groups, keywords, improving quality score, reducing costs, and the addition of negative keywords. It is important to pay special attention to keywords and ads that perform well in terms of ROI. Unless you are doing it for branding, this is the most common objective of running a PPC campaign.
Search engine optimization or SEO, on the other hand, is a free activity that allows you to build traffic by gaining high ranking on organic search results.
They both are critical to any digital marketing campaign.
Digital Marketing Intermediate Level Questions
Q.5 What do you mean by a responsive website?
A responsive website is a website that is created using Responsive Web Design. In simple terms, a responsive website, as compared to a
non-responsive website, is incredibly fast that responds well to user interactions as well as is compatible with multiple browsers and devices.
A responsive website adjusts its layout according to the orientation and view-port size of the device automatically. Moreover, the content presented on small and big screens are the same; however, they contain a different layout for providing an optimal experience on that specific screen size on which the website is opened.
Responsiveness not only means how well the website fits on different screen sizes. It also means how quickly the website is loaded when the user clicks on the link, and how well and efficiently it takes the user from one page to the other of the website.
Q6. Are you aware of AMP or accelerated mobile pages?
Yes, it was a project announced by Google in 2015. It is considered as one of the most revolutionary changes in the world of technology, and of course, digital marketing. The AMP project is based on the concept of boosting web speed.
It is an open-source initiative aimed at making the web a better place for all. Accelerated mobile pages enable the creation of ads and websites that are consistently fast, high-performing, and beautiful across distribution platforms and devices. In simple terms, it loads web pages instantly, allowing users to access online content irrespective of the data network.
It is designed to enhance the user experience. With millions of users preferring mobile devices for accessing content on the internet, AMP has become a critical part of website development and digital marketing.
Q.7 What is the most effective way to increase traffic to a website?
There are several ways to increase traffic to a website, some are free, and some require investing. If you are a small business, consider working on local SEO. You can do this by creating a free Google My Business listing. It is a great way to get more traffic to your website. If the listing you create provides all the necessary information your potential customers need to make a decision, they will visit your website or visit/contact your business directly.
Apart from local SEO, you can perform on-page SEO on your web pages to increase their rank and get more visitors. On-page SEO requires producing high-quality content that your customers are searching for. You will also need to write concise meta descriptions for your pages.
You can build backlinks from industry influencers or complementary businesses that will help you in getting your business in front of a broader audience. Backlinks will also help you in driving qualified traffic to your website. Email marketing is also a great way to increase traffic to your website.
Q8. What is the difference between branding and direct marketing?
There is a significant difference between direct marketing and brand marketing. Direct marketing is when you are directly telling people what your business is all about and giving them an opportunity to do business with you right away. It works in a way that you buy ads, measure everything and determine how much it costs you to grab attention. It is a form of action marketing where if you cannot measure it, it doesn’t count. In simple terms, you make your product, tell everyone what it is capable of, and that’s it.
Branding is completely the opposite of direct marketing. It is all about building awareness. With a whole lot of zing, you announce that your business is up and running, telling people what it does. Brand marketing is more expensive than direct marketing, as it requires a whole lot of creativity and attention-grabbing material.
Types of direct marketing include:
- Solo ads
- Email marketing
- YouTube ads
- Facebook ads
- Google ads
These ads can track directly to sales!
Types of branding include:
- Company culture
- Networking events
- Costumes and Uniforms
- The way you answer your phone
- Billboard signs
There are certain limitations to brand marketing like it is costly and difficult, no immediate cash, and no way to measure ROI.
Digital Marketing Advanced Level Questions
Q9. How would you determine whether the digital marketing campaign you conducted was a success?
There are several steps involved in tracking the results of any digital marketing campaign.
First, you need to plan the campaign and how you want to track it. This is a self-explanatory step. You need to start your campaign with an effective and well-thought-out plan. Once the plan is in place, you need to decide the methods that you are going to use to track the campaign’s effectiveness.
Once the plan is in place, you must define the channels you want to track. The easiest way to do this is to divide your marketing derived traffic into channels, also known as subgroups. Some of these channels include:
After that, you should define the marketing metrics you want to measure in order to determine the ROI you are getting from the campaign. Marketing metrics are nothing but a collection of numerical data that gives you a clear perspective on your marketing campaign. This will allow you to see if the campaign met the goals of your company. There are several ways to generate data:
- Form conversion rate
- Email openings
- Social media effectiveness
- Search engine referrals
- Page views
- Bounce rate
- Click through rate
- Tracking frequent visitors versus new ones
- Individual visitors
- Lead conversion
- Web content
Finally, you can track your campaign once it has gone into effect. You can use Google Analytics to measure traffic pertaining to your website. Moreover, the rank of your website or the SEO position will also help you in determining how effective your campaign was.
Q10. What should be the right approach for effective PPC campaigns?
You need to add more PPC keywords that are appropriate to your business, service, or product. This way, you can expand the reach of your PPC.
Moreover, you can split ad groups into smaller segments to improve the CTR. Make sure that you review underperforming and expensive keywords.
Further, you will need to refine your landing page by modifying the call-to-action and content of the page.
These are the most prominent digital marketing questions asked during the interview. Check out our digital marketing section and stay updated about the latest digital marketing trends. Additionally, Great Learning offers Digital Marketing course to understand the nuances of this domain. Upskill to avail all the opportunities that this new marketing technique brings.
5 Source: GreatLearning Blog