Top 50 Digital Marketing interview questions 2018
1.How would you define Digital Marketing?
Ans: Digital Marketing is about a brand’s marketing initiatives executed across digital platforms. Digital Marketing is the process of reaching out to and engaging with your customers or users through digital media. Notice the highlights here – reaching out to, and engaging with.
Traditional marketing channels definitely helped immensely in reaching out to the audience but engagement and interaction were largely missing, making it a one-sided communication. As a marketer you would agree that effective marketing communication is all about two-way communication, or about having a meaningful dialogue with customers. This is where traditional marketing channels lose and Digital Marketing scores.
Any organization or individual who wants to reach out and engage with their customers or prospects, Digital Marketing platforms are of immense use. And it is not just limited to sales & marketing efforts of brands but extends to greater pastures of a business like serving customers, finding new talent, Market Research, and needless to mention that various sales & marketing objectives like Lead Generation, brand building, Customer Acquisition could be achieved using Digital Marketing.
Digital Marketing includes multiple channels like social media, search engines, brand website, content platforms etc. and could utilize various techniques like Search Engine Monetization (SEM), Search Engine Optimization (SEO), Email Marketing and link building etc.
2.In what ways can you categorize the term Digital Marketing?
Ans: This is one of the most commonly asked questions in a Digital Marketing interview. This is also one of those trap questions that could give away the level of your understanding of basics. Even though there are many ways to categorize Digital Marketing, owing to the dynamism and vastness of available options, the term Digital Marketing is generally categorized into two major segments from the point of view of traffic and lead generation:
Inbound marketing refers to invoke audience response and attract traffic/ leads to increase the inbound traffic volume (hence the name), through various promotional activities like social media marketing, content marketing using e-newsletter/ webinars/ e-books and SEO etc. This helps the audience to learn about a company, its product and services offerings and eventually to establish a connect.
Outbound Marketing is the more traditional way of marketing in which the company consistently reaches out to its target audience with its promotional messaging. This aspect includes reaching out to potential clients via digital platforms like by running ad campaigns, emails, and calls etc.
3.Why is online marketing increasingly preferred over offline marketing?
Ans: Most of the people have started opting for Digital Marketing nowadays because of various benefits:
The online tools for marketing are SEO, Hosting, and Web Development.
The number of leads generated are extraordinary compared to the very expensive offline marketing initiatives.
One can reach a huge and diverse audience online and can even set a worldwide target.
It’s not only possible but also super-easy to make corrections in live campaigns in Digital Marketing in real-time. Optimization-on-the-go is finally a reality, thanks to Digital Marketing.
There are essentially no geographical boundaries when it comes to using online marketing platforms.
Digital Marketing feeds and thrives on consumer behavior analytics. Never before brands had so much meaningful and action-able data available to them for drawing real insights to base their marketing budget on.
Everything is measurable and track-able in Digital Marketing. Marketers are able to measure and improve upon Return-on-Investment.
4.What do you mean by a responsive website?
Ans: Responsive Website refers to a site created using Responsive Web Design (RWD). It is a fast website that responds very well to user interactions by being compatible with multiple devices and browsers.
5.Are you aware about AMP?
AMP : Accelerated Mobile Pages
The AMP Project was announced by Google in October, 2015 and was being rolled out through 2016. On the homepage of official website of AMP Project, it is defined as following:
“The AMP Project is an open-source initiative aiming to make the web better for all. The project enables the creation of websites and ads that are consistently fast, beautiful and high-performing across devices and distribution platforms.”
Search Engine Land has covered The AMP Project extensively right from the beginning:
“Accelerated Mobile Pages (AMP) by Google is a very accessible framework for creating fast-loading mobile web pages. The open-source initiative is designed to enable publishers to easily improve speed (and consequently, the user experience) for their mobile readership without sacrificing any ad revenue that they may rely upon.”
6.What is the most effective way to increase traffic to a website?
Ans: To effectively increase traffic to a website, one should focus on building referral links and to invest in consistent SEO management. It will not only help one gain visitors but will also help in building brand recognition. However, the most important factor is to focus on User Retention by providing a good User Experience.
For instance, getting a Moz link and receiving 10k visitors on the website is quite a good result. Though you must note that the conversion rate will be relatively low. However, the converted leads are certain to land on the website multiple times. But if you focus on creating a good user experience and in turn on retaining users, you will experience an increased conversion rate gained from those thousands of visits in a couple of months. By focusing on engaging the user, you can build a platform on which people will keep coming back.
7.Do you know the difference between branding and direct marketing?
An advertiser needs to expose his brand on applications and sites with mass reach. The most popular methods are custom ads, YouTube ads, remarketing, and display ads target.
In direct marketing
The advertiser is interested in communicating with the target audience. The most common campaigns are dynamic search ads, shopping ads, Search Network Only etc.
8.What is Google AdWords Remarketing?
Ans: Google AdWords Remarketing is a targeted marketing strategy which helps marketers to reach people who previously visited their website but didn’t make a purchase. This type of marketing helps in targeting right people with the right ad, at the right time.
9.What are the limitations of Online Marketing?
Some of the limitations of Digital Marketing are:
Intense Competition : since online marketing is easily accessible, cost-effective and more accountable by design, it has become a preferred method for most brands. It’s an uphill task to stand out and get noticed amongst such intense competition.
It can get overwhelming : there is so much information, so much data, onslaught of tools for everything, too many options that it’s easy to get overwhelmed and become confused. It takes practice and experience to get your head around it.
Analytics is only as good its user : sure, there’s analytics for every thing but you can’t do anything with plain data unless you know how to read it and how to make good use of it. It can easily become misleading and you can get stuck in chasing vain metrics and burning marketing cash at the wrong places.
10.What attracted you to Digital Marketing industry?
why you applied for this job in the first place? Did the industry’s reputation attract you? Or the high-paying jobs in Digital Marketing industry? Talk about the potential that you see in Digital Marketing in both near and long-term future. This would also help you showcase that you’re well read and updated about your chosen field.
By asking this question, the interviewer wants to know your commitment to the industry and see what makes you the best pick among all the candidates available. Therefore, it is important that you show full commitment and enthusiasm for the industry.
11.How will your experience benefit our Digital Marketing business?
Ans: All you must talk about is the personal experience, your past, and how your skills will benefit the business overall. Talk about your Digital Marketing story that helped you learn a lot of things and how this knowledge could help the business.
Focus on your unique abilities. Talk about how you are different from the rest of the applicants. In crux, talk in terms of skills, knowledge, and experience you have got so far.
The question that you should really be answering is what value will you contribute as part of the team.
12.How do you stay updated with news and latest Digital Marketing trends?
Ans: This question is asked quite often. Since Digital Marketing is a dynamic field, it is important to stay updated with the blogs, books, webinars, and podcasts to go for. Some of the popular resources to stay updated on Digital Marketing are websites like Mashable, blog by WordStream, Social Media Examiner, The Neil Patel Blog etc.
You must already be aware of these sources and if you’re not, spend some time on these and be aware of what these are. So that you don’t end up saying something that you are fully aware of, as a follow-up question can get you in trouble.
13.Do you think that Digital Marketing will completely replace traditional marketing practices in near future?
Ans: This is a popular trap question often asked to Digital Marketers, that too not just in interviews. How you answer this question would reveal the level of your professional knowledge about the field. Hence, prepare your answer with your personal opinions too and don’t just go with what you heard.
One thing that can safely be said is that it looks highly unlikely that Digital Marketing will completely replace traditional marketing in near future. Rather marketers are integrating both the platforms to optimize their marketing plans and for optimum RoI. Instead of replacing each other, both Digital Marketing and traditional marketing are becoming complementary to each other.
14.What is SEO? What is keyword and how important it is in SEO?
Search Engine Optimization or SEO is a technique in digital marketing that allows increasing the website traffic quality through organic search engine results.
The digital marketing uses the keyword for the user convenience when searching to find specific information on a search engine. For a better ranking in SEO, keywords are important and the place of applying keywords in content will reflect site ranking too.
15.What is on-page and off-page optimization?
On page optimization directly handles with the structure and content of a site whereas off page optimization boosts the search engine ranking by fetching external links to point back to it.
16.What are the different types of SEO Practices?
The SEO practices can be broadly classified into two categories – White hat SEO and Black hat SEO.White hat SEO as the name refers, it is the most legitimate practices to get higher rankings in the search engine result pages. A white hat SEO practice strictly abide by the Google’s guidelines for SEO.The most commonly practiced white hat SEO techniques are publishing quality content on the website, HTML optimization and restructuring of the website, link acquisition campaigns
Black hat SEO practices are considered to be illegitimate and against the guidelines provided by Google and Google’s algorithms.Obviously Black hat SEO includes the practices that aim at finding weaknesses and loopholes in the Google’s algorithms in order to rank higher in the search engine result pages.The most common black hat SEO techniques include spam links, keyword stuffing, cloaking, hidden text, and hidden links, etc that only mislead the users and redirecting to the sites that they didn’t vouch for
18.Why is online marketing preferred more than offline marketing?
Most people today go for digital marketing as it comes with numerous benefits. SEO, web development, and hosting are some of the most useful platforms for online marketing.
The range of leads is extraordinary. It is capable for one to reach a huge number of individuals quite easily via online marketing.
On the other hand, with technological development, a number of people reading newspapers, listening to the radio or watching TV goes down.
19.What is keyword streaming?
Keyword streaming means analyzing the relevant keywords and choose the best keyword for the website based on its target, in order to get organic traffics and leads through the keywords.
20.How are bad links characterized?
Bad links have some characteristics like:
Website links that are not related to your sites. Low Pagerank and Low traffic links Links from link exchanges Link from the same anchor texts coming from multiple websites. Links from those sites that are not in Google index. Blogs or articles spammy links Paid links
21.What are the some best ways to get a natural backlink to your site?
For a newly launched website, the chances of getting fast and natural links are almost zero.One common method to get a natural backlink is to write guest posts on reputable websites in your niche. While you write do not simply do it for the purpose of getting a link instead but instead you can write for more than one time. What is more important is that you must do it only for reputed websites
22.Name some areas where keyword optimization is done?
For a better page ranking, keywords placement is important. The areas are:
Website Title Website URL Meta tag Headings Web page content
23.Why you do competitive analysis?
A competitive analysis is a very critical part while working out a marketing plan for any company. It is identifying the competitors and evaluating their strategies to determine their strengths and weaknesses relative to those of your own product or service. With this evaluation, you can establish your USP (Unique Selling Prepostion) and therefore decide on what attributes you can focus in order to attract your target market.
24.Can you explain about Google Adwords?
It works on Pay per Click model and is the only successful PPC ad system in the world. It helps business to create ads that will be displayed on Google.
25.What are the different ways to promote digital marketing?
Search Engine Optimization (SEO) Search Engine Marketing (SEM) E-commerce Marketing Content Marketing Email Marketing Social Media Marketing
Name some channels to promote digital marketing?
Affiliated Marketing Email Marketing Display Marketing Search Marketing Social Media Social Networking Social Marketing Online PR Video Advertising
26.What is a responsive website?
A website that is capable of adjusting its layout according to the orientation and viewport size of the device.
The content that is presented on the small screens and big screens appear same but with a different layout that offers an optimal experience over the display size.
27.How can you increase traffic to a website in the most efficient manner?
Ans: To effectively increase traffic to a website, you need to focus on SEO and referring links primarily. It will not only help you gain visitors but also assist in brand recognition.
However, the essential factor you need to focus is User Retention.
For example, getting Moz Link and around 10 thousand visitors to the website is a good result. Though, you need to remember that the conversion ratio will be comparatively low.
However, converted leads are very certain to land on the website various times. But if you focus on retaining the users, you are going to experience increased conversion rate gained from few thousands of visits in just a few months.
By rendering focus on engaging users, you can go ahead with building a site whereby people will come back again and again.
28.What are the top digital marketing tools you are aware of?
Here are some of the top Digital Marketing Tools:
Keyword Discovery RankWatch Alexa Ranking Moz Google Analytics StumbleUpon Crazy Egg Heatmaps Favicon Generator XML Sitemap Generator Digital Point Keyword Tracker Submit Express Link Popularity
29.Are you aware of the difference between direct marketing and branding?
Ans: In the case of branding, the advertiser has to expose his brand to sites and applications having higher audience reach. The most known methods here are YouTube ads, custom ads, display target ads and remarketing.
But in the case of direct marketing, the advertiser is mostly interested in establishing communication with his target audience, very common campaigns here are shopping ads, dynamic search ads, Search Network only and others.
30.What do you understand by Google AdWords Remarketing?
Google AdWords Remarketing is referred as a targeted marketing strategy assisting the marketers to easily reach out to people who visited their site previously but didn’t go ahead with any purchase.
This kind of remarketing assists in targeting the right person or clad with right ads.
31.Explain the limitations of Online Marketing
The limitations hitched to Digital Marketing are as follow:
The services and products that are offered as well as promoted are not merely tangible, and thus it is not possible for a customer to carefully analyze whether the products they are buying are perfectly Ok or not. There prevails an uncertainty almost always since the services/products quality and their authentication cannot be fully confirmed. Most of the time, the products that are seen online turn out to be differing from the products that are delivered actually to the potential buyer placing the order.
32.How relevant are digital marketing certification?
Getting Digital Marketing Certification will help you to gain and enhance your authorization at the professional level over the subject. It helps to establish knowledge and skill for digital marketing. You can take this as an advantage to gain more opportunities to work at the highly professional organization.
33.What attracted you most to be a part of the Digital Marketing Industry?
First of all, here you need to say the reason you applied for this job. Is it the reputation of the industry that attracted you most? Or is it the high pay scale of digital marketing professionals.
Via this question, the interviewer actually wants to learn about your commitment to this industry and also what factors in you make you different and the best pick from all the candidates who are available.
Thus it is essential that you reveal your enthusiasm and full commitment to this industry.
It is only with an honest answer that you will be able to reflect your dedication and commitment towards this sector in the long run.
34.How has your qualification helped your digital marketing career?
This is a good question if your degree is not related to marketing or digital marketing.
In this case, what were the skills you needed to complete your degree and dissertation and how it can be applied in digital marketing industry?
With this question, the employer wants to know what knowledge and skills you gained from the college could benefit their organization in the long run.
35.Can you mention any biggest challenge in your digital marketing career so far?
This is a tricky question as they want to know how you deal with the challenges.
Before you answer think carefully and it is fine to answer which resulted in a failure if you have learnt from it and how you could successfully implement later.
If you have a successful story, try to convince your future employer with this. Surely you will get through the interview.
36. How are you going to experience benefit from our Digital Marketing business?
All that you need to talk about here is your personal experience as well as your professional experience. Do talk about how the skills you are having is going to benefit the overall business.
Mention your own digital marketing story i.e. the things you have learned over the span of your work tenure with the previous company or team and how this very knowledge can help in the growth of the business.
Render focus upon the unique abilities you possess. Discuss what makes you different from all other applicants. In short, do talk regarding the skills, experience, and knowledge that you have acquired so far.
37.In digital marketing industry, where are you expecting to see yourself after five years?
This is a very tricky question asked in almost all interviews and your commitment, passion and career plan is scaled based on how you are going to answer this question.
The interviewer intends to learn if you are the right candidate for whom the investment can be done or not.
Note: Don’t talk about personal aspirations. Instead, discuss the following things:
Professional goals Core strengths- the way they can help the company Interest in the job profile you have applied.
38.What are the measures you take up for keeping yourself updated with the news and latest trends in the field of Digital Marketing?
This question is commonly asked. As because the area of digital marketing is very dynamic in nature, it is essential to stay updated with books, blogs, podcasts, and webinars.
Don’t simply say anything that you didn’t do till date for keeping yourself updated with digital marketing news or else the follow-up question can lead you into trouble.
39.Which is essential: engagement numbers or the likes/followers?
In case you are not curious enough and don’t like to explore, you will never get to know that social media is not just about the number of followers or likes.
If those followers and likes don’t convert into sales or boost your business, what is the point to run after increasing them?
Therefore, it is the engagement that is better than those followers or likes.
40.What made you apply for this position in digital marketing?
With the answer you give, the employer needs to know about the business you worked in and what made you apply here. The role? The company? The salary? Or the location? If it is the salary please hide it from the employer as you will get a bad impression in this regard.
41.How are you going to drag the attention of more and more number of potential buyers for the products /services offered by our business via Facebook or some other social media forum?
The interviewer intends to learn whether you have come up for the interview mugging up the answers or you are well acquainted with every aspect hitched to digital marketing and hence know who should be your target audience.
You should not talk regarding tactical approaches for taking marketing decisions. Instead, you should take time for taking few stepping back and analyzing the situation minutely before ending up with a solution.
Ask your interviewer some questions like ‘Are you intending to read something or especially jump to what you intend to have?’ His/her answer to this question will help you land up with the right answer meeting the situation.
42.How are you going to set up-track-analyze whether a campaign you conducted was a success?
Here discuss regarding the campaign’s driving goal which can vary from enhancing brand awareness, lead generation or boost up social media followers.
As per the objective of the campaign, there is the need to lay out strategized planning.
You need to talk regarding tracking the campaign’s progress via Google Analytics or any other sort of monitoring tool for staying updated with the progress of the campaign.
Explain the manner you are going to take a leap. It is essential that you minutely mention your visions upon which you can act.
43.How would you setup, track, and analyze if a campaign was a success?
Ans: Talk about the driving goal of the campaign which could vary from increasing brand awareness, generating leads, or boost social media followers. According to the objective of the campaign, a strategic plan would be laid out.
You must also talk about tracking the progress of the campaign via Google Analytics or any other reputed monitoring tool to stay updated with the campaign’s progress. Explain how you are going to go about it. It is important that you mention visions which can be acted upon.
44.How would you approach budgeting for marketing expenses?
Don’t be afraid of talking about the budget distribution planning and the expected RoI figures. Running a marketing campaign mimics the running of a business. There are huge financial implications involved and you should be comfortable with managing marketing budgets.
Keep some examples from your past work handy to demonstrate how you’ve done it already and effectively.
Many marketers fidget while talking about financial planning. Knowing your finances and to confidently talk about it would make you stand apart as a digital marketing leader, who can function and deliver independently and whose domain expertise the company can rely upon.
45.How do you think your knowledge of digital marketing will benefit our company?
Think about your skills which could benefit the business. Don’t forget to mention Digital Marketing campaign that you have learnt in the past. The interviewer is really asking what makes you different from the other candidates in term of knowledge, experience and expertise that can help the company or the existing clients.
46.What enticed you to this digital marketing vacancy?
When the interviewer is asking you about what attracted you to this vacancy, there are some things he is trying to know. Give interviewer a good idea about your values and preferences that match up with the requirements of the company. Be honest and ask yourself what made you apply for this job – was it location? The company? Or a superb opportunity? Focus on the role and say that you wanted to work for one of the best organizations and the opportunity was a stepping stone in taking the career ahead.
47.How do you stay updated with new digital marketing trends?
This is often asked by the interviewer. It is important to scout various digital marketing blog and subscribe the newsletter to get the regular updates. You can also talk about network and marketing events where you interact with people that in turn help you with your business. Some of the famous resources are social media examiner, mashable, the neil patel blog, etc.
48.How does google AdWords work?
It works on an auction system, which occurs every time a user carries out a keyword search. Besides this, it works on PPC (Pay per click), which means you pay the price you quoted.
49.How you can improve conversion rates?
By testing different elements on site, especially on landing page. You can also experiment with functionality, layout and style on landing pages.
50.Name some Google AdWords ad extensions?
Affiliate location extension
Structured snippet extension