113 Digital Marketing Interview Questions [2022 Prep Guide]
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If you’re looking to land your next (or first!) digital marketing job, then you’ll need to ace the interview first. So in this guide, we’ll review common digital marketing interview questions, and give you the answers that will help you get hired.
General Digital Marketing Interview Questions & Answers
These questions are designed to assess your strengths, weaknesses, and career goals—as well as your foundational knowledge of digital marketing.
Use this opportunity to explain your relevant experience and communicate your interest in the role. You can also talk about your digital marketing career path. Demonstrate your capacity to convey the critical elements of a story in a condensed timeframe.
Example: “I’m a creative people-person with a B.A. in psychology. After entering the world of sales, I used my degree to build targeted outreach strategies for various buyer personas. This experience pushed me to enroll in a digital marketing bootcamp. Now I focus on using my psychology background, sales experience, and technical digital marketing skills to figure out what makes target audiences tick and develop content that meets their needs.”
What Do You Know About Digital Marketing?
Digital marketing is about connecting with consumers, so when you answer, center the needs of the consumer. Emphasize that digital marketing is a multi-channel endeavor that utilizes a diversity of techniques.
Example: “Digital marketing is about understanding the desires, needs, and habits of your target audience in order to connect with them effectively. Digital marketing encompasses all online channels and harnesses tactics like search engine optimization (SEO), email marketing, and more.”
What Is the Importance of Digital Marketing?
Show interviewers that you understand the big picture by explaining how digital marketing impacts an organization’s bottom line.
Example: “Digital marketing helps organizations reach their target audiences and generate leads. It also boosts customer engagement, improves customer retention, and builds brand awareness. A strong digital marketing strategy increases conversion rates by targeting valuable prospects and engaging them at every stage of the sales funnel.”
What Are the Different Types of Digital Marketing?
Demonstrate that you understand various digital marketing channels and techniques. Offer details about your digital marketing speciality.
Example: “Different types of digital marketing include search engine marketing (SEM), content marketing, social media marketing, email marketing, and search engine optimization (SEO). I specialize in SEO because I enjoy the challenge of optimizing websites to increase organic traffic.”
What Is the Biggest Challenge Facing Digital Marketing Teams Today?
Your response should demonstrate keen problem-solving skills and show your awareness of industry trends. Define the challenge and communicate how you would approach a solution.
Example: “Shifting privacy protocols and attendant changes to search, social, and display platforms require new lead generation strategies. In response, digital marketers must monitor changing protocols and platform updates while networking with peers to create and explore new strategies.”
What Interests You Most About This Position?
Interviewers want to understand how your career goals align with the job you’re applying for. Communicate how your pursuit of these goals will add value to their organization.
Example: “I want to move into creative, data-driven leadership roles. I am interested in this position because it offers opportunities for me to spearhead social campaigns related to alternative content and art creations, as well as platform-specific stunts.”
Why Are You Leaving Your Current Job?
Offer a brief response that emphasizes a professional reason for moving on. This frames your decision to leave in a positive light.
Example: “I’m looking for opportunities for career growth. I’ve progressed as far as possible in my current job, and I’m ready to assume greater responsibilities.”
What Do You Think Has Been Your Biggest Accomplishment?
Discuss an accomplishment that demonstrates your command of key skills listed in the job description. Use the STAR (situation, task, action, result) method to contextualize the achievement and reveal your problem-solving process.
Example: “My client’s application was not hitting click-through targets among audiences who had subscribed to push notifications. To find out why, I reviewed the client’s push notification strategy, and found that the app was sending too many notifications—32% of users will disable push notifications if they receive more than five per week. To boost click-through rates, I decreased the number of weekly push notifications, and segmented recipients into audiences that could be targeted with relevant, personalized messages. This overhaul increased push notification click-through rates by 20%.”
What Do You Like Most About Digital Marketing?
Show interviewers that your skills and interests intersect with the job you’re applying for. Demonstrate where you would fit as part of a digital marketing team. Explain which part of the digital marketing process you enjoy most.
Example: Success in digital marketing is highly measurable—and for that reason, I find data-driven campaign optimization to be a highly rewarding process. My favorite part of the digital marketing process is testing and analyzing campaign data to identify benchmarks, trends, and key levers that can be tweaked to improve performance.
What Do You Like Least About Digital Marketing?
This question is designed to determine whether you’ll mesh with the role on offer, so steer clear of mentioning tasks related to the job. Stay positive, and name a frustration with an actionable solution.
Example: “Inefficiency frustrates me. Task automation can alleviate the burden of tedious, time-consuming manual work, but not all digital marketing teams make the most of automation tools. Whenever possible, I encourage my coworkers to take advantage of automation tools and offer to help show them the ropes.”
What Are Your Most Prominent Strengths?
Highlight key skills mentioned in the job description to communicate that you are a match for the role. Quantify the impact of your strengths with metrics and statistics.
Example: “I excel at crafting compelling content that increases my brand’s share of the conversion online. By creating content that offers unique value to our target audience, I was able to increase social brand mentions by 30% in my last role.”
What Are Your Weaknesses?
Present your weaknesses as assets that position you as a good fit for the role. Think about qualities that align with your interviewer’s company culture.
Example: “I get bored when I’m not challenged. I need a fast-paced, dynamic environment to feel motivated.”
On a Scale of 1 to 10, How Would You Rate Your Knowledge of Digital Marketing?
Showcase a strong sense of self-awareness. Digital marketing is a broad field and employers often look for specialists, so don’t be afraid to identify opportunities for growth after discussing your unique expertise.
Example: “I specialize in SEO and content marketing strategy, and would rate my knowledge of these techniques as a 9 or 10. I am less experienced with email marketing, and would rate my knowledge of this at a 6 or 7—which is why I’m attending a virtual email marketing workshop to expand my skills.”
What Do You Think Is the Ideal Team Environment?
Digital marketing is collaborative, so show hiring managers that you’re a team player who will gel with their organization. If possible, investigate the company’s team structure, and reflect on your performance in previous work environments.
Example: “I thrive as part of a centralized, funnel-based team structure. In previous roles, I’ve also succeeded in integrated, process-based environments that emphasize strong communication.”
What Kind of Management Style Do You Respond to Best?
Hiring managers want to know if your leadership needs align with the management styles you’ll encounter at their company. Convey that you’re an independent self-starter who is flexible and receptive to feedback.
Example: “I respond well to a pacesetting management style. Achieving daily goals gives me a sense of accomplishment and helps boost my productivity. I’m highly motivated by managers who connect the contributions of my individual role to the greater mission of our organization.”
Why Do You Want To Work for Our Organization?
Show hiring managers that you’re a perfect fit for their unique organization. Demonstrate how your skills, goals, and values align with the company’s mission and culture.
Example: I think that your mission—to expand the social reach of renewable energy innovators—is vital to the larger project of building a greener future. In my last role, I boosted social engagement for my clients by 30%—and I know my robust content strategy skills would similarly increase our client’s share of the conversation around energy issues.”
Why Should We Hire You?
Highlight the value that your unique skills and experience bring to the table. Illustrate how your value-add will alleviate a pain point for your potential employer.
Example: “As a pay-per-click specialist, my experience designing and executing PPC promotional campaigns will help your organization improve your PPC advertising ROI. My in-depth knowledge of SEO techniques will help my team create a high-performance PPC strategy.”
Where Do You Envision Yourself in Five Years?
Employers are looking for new hires who will stick around. Emphasize how this role offers growth opportunities that align with your career goals.
Example: “In five years, I aspire to be an industry expert who teammates look to for guidance. I hope to step into a leadership role and mentor new hires. I plan to expand my knowledge of digital marketing through working to advance my company’s business goals.”
What Is Your Digital Marketing Philosophy?
Focus your response on what matters most—consumer needs. Successful digital marketing initiatives bring value to a target audience by meeting their needs.
Example: “Digital marketing is about identifying the wants and needs of your target audience—and connecting with that audience through satisfying those wants and needs in the right place at the right time.”
What Brands Do You Like or Follow on Social Media and Why?
If you’re interviewing to work in an agency setting, name brands that mirror the agency’s clientele. If you’re applying for an in-house digital marketing position, name a brand similar to the one you want to work for.
Example: “Because I specialize in lifestyle brand marketing strategies, I pay close attention to the social media accounts of lifestyle brands like North Face. I’m curious to see what types of content their audiences respond to as the brand strives to reach younger demographics.”
What Kind of Lead-Generation Campaign Would You Be Excited To Work on Here?
Showcase your strengths. Explain how your unique skills will contribute to a successful lead-generation campaign.
Example: “As a content strategist, I would be excited to launch an SEO-driven series of blog posts. To drive organic traffic to our client’s site, I would design posts that rank for valuable keywords and establish thought leadership status through interviewing high-profile experts in our client’s industry.”
Name Some Recent Digital Marketing Trends.
Show interviewers that you have your finger on the pulse of digital marketing.
Example: “Google plans to sunset expanded text ads (ETAs) in July 2022. To compensate, we’ll need to start using responsive search ads (RSAs) and quickly establish vital RSA benchmarks. We’ll also need to create staged ETAs to run in the future, since Google Ads will continue to run existing ETAs. We just won’t be able to create new ETAs or edit extant ETAs.”
What Is the Most Challenging Project You’ve Encountered on Your Learning Journey?
Demonstrate your ability to learn from your experiences. Contextualize the project and articulate the primary problem it presented. Explain the actions you took to solve the problem and reflect on your results. How you would apply what you learned to the role on offer?
Example: “A client’s website struggled to retarget readers from their blog to their homepage. To remedy the issue, we place an on-site retargeting popup on all blog posts. This strategy yielded a 6% click-through-rate and increased blog referral traffic by 63%. The experience was a lesson in UX fundamentals—I learned the importance of guiding users through a website and helping them complete tasks easily. As part of your digital marketing team, I would search for opportunities to improve the usability of web products in ways that boost conversion rates.”
Situational Questions Based on Your Resume.
Interviewers will pose questions that explore the prior experience listed on your resume to get a sense of how you respond to workplace challenges.
“Tell Me About Your Role in the Ideation Phase of This Campaign. Did You Agree With the Content Strategy Your Team Settled On?”
Showcase your ability to pitch new solutions, deliver constructive criticism, and fully commit to your team’s chosen strategy—even if you disagree with the solution.
Example: “I offered two content strategy pitches informed by my target audience research. My team settled on a different strategy that I thought was weaker, but I applied the data gathered from my research in ways that strengthened our content strategy overall.”
“Your Resume Notes That You Completed This Project on a Tight Deadline. How Did You Manage Your Workload?”
Highlight your ability to rise to the challenge of a fast-paced environment. Describe the tools and techniques you use to deliver high-quality results in a short window of time.
Example: “I break each project down into smaller daily tasks to generate momentum and boost productivity. I also automate tasks whenever possible.”
Entry-Level Digital Marketing Interview Questions
These questions are designed to test your knowledge of basic digital marketing concepts and strategies. Recruiters often ask these questions to ascertain which entry-level digital marketing role might be right for you.
Which Is More Important: Follower Count or Engagement?
Engagement trumps follower count. In your response, explore why weak engagement from a high follower count produces a lower ROI on social media spending.
Example: “Even if a brand’s follower count is high, weak engagement means that few of those followers will convert to customers or become brand evangelists. Thus, a high follower count with weak engagement will yield a lower ROI. On the other hand, strong engagement with a lower follower count produces more conversions and brand evangelists, ultimately yielding a higher ROI.”
What Is Inbound Marketing?
Inbound marketing focuses on connecting audiences with the solutions they’re looking for. Explain how the three pillars of the inbound methodology facilitate growth by helping companies foster meaningful, long-term relationships with prospects and customers.
Example: “Inbound marketing cultivates leads and produces conversions by connecting consumers with personalized content and experiences. Inbound marketing strives to attract target audiences with useful content, engage them around solutions that respond to their pain points, and delight them with the support they need to succeed with their purchase. This methodology empowers people to achieve their goals at any stage in the customer journey.”
What Is Outbound Marketing?
Outbound marketing is a traditional methodology that pushes generalized messaging to a broad, untargeted audience. Many brands are embracing inbound marketing over outbound marketing, so point out the drawbacks of outbound strategies in your response.
Example: “Outbound marketing is a traditional, often invasive methodology that focuses on selling products as opposed to meeting consumer needs. Outbound marketing assumes that messaging to a larger audience will yield greater returns, but often struggles to engage audiences effectively. Examples include email blasts and unsolicited popup ads.”
Explain Search Engine Optimization (SEO).
SEO is an amalgamation of techniques used to boost a website’s position in organic search results, so explain the value of SEO in digital marketing.
Example: “A strong SEO strategy improves a website’s search engine results page (SERP) ranking. Implementing a combination of on-page, off-page, and technical optimization best practices can improve both the quality and quantity of a website’s inbound traffic, as organic search is one of the main ways that people discover and access online content.”
What Is a Keyword? Why Are Keywords Important in SEO?
Define the function and significance of keywords, and explain the role they play in SEO campaigns.
Example: “Keywords are the words and phrases that users enter into search engines when looking for information. Keywords connect users with the content you’ve designed related to those topics. Ranking highly for relevant keywords boosts a website’s SERP position, which increases relevant, high-quality traffic.”
Where Can You Use Keywords To Optimize Site Ranking?
Keywords should be distributed throughout the body of your content, with primary keywords at the top—but that’s just the tip of the iceberg.
Example: “In addition to applying keywords within body text, keywords should be used in titles, subheaders, meta descriptions, title tags, image tags, and alt text.”
What Are Short-Tail Keywords?
Short-tail keywords are search terms that consist of three words or fewer. Short-tail keywords are highly competitive but present opportunities to draw a high volume of organic traffic to a website.
Example: “Short-tail or focus keywords refer to broad topics and are often used as a seed for longer, more specific keywords. Because they’re highly generalized, short-tail keywords yield a high search volume—but ranking for these keywords is challenging.”
What Is the Difference Between Short-Tail Keywords and Long-Tail Keywords?
Long-tail keywords are search queries that consist of four words or more. They’re easier to rank for than short-tail keywords, but pull less organic traffic.
Example: “Short-tail keywords are generalized queries that have a higher search volume but are associated with a broad range of user intent—think ‘vacation rentals.’ This means it’s challenging to create relevant content around short-tail keywords. Long-tail keywords are more targeted and carry higher conversion rates despite drawing lower volumes of traffic. Long-tail keywords are used to search for specific information—think ‘Malibu beachfront vacation rentals.’”
Name and Explain Various Types of SEO.
Demonstrate a strong command of the four primary types of SEO. Touch on key strategies or techniques related to each.
Example: “On-page SEO focuses on the optimization of digital content to ensure high rankings in search results for relevant queries. It involves keyword research, internal linking, and optimization of body copy as well as metadata. Off-page SEO focuses on link building through pitching articles to publications, earning linked mentions on authoritative websites, and offering expert quotes to reporters. Technical SEO improves your website’s user experience and helps search engines crawl your page. It focuses on mobile-friendliness as well as website structure and speed. Local SEO focuses on augmenting the presence of a business in its local community by optimizing its Google Business profile.”
Pay-per-click (PPC) is a digital marketing model in which advertisers pay a fee to publishers—often a hosting search engine—each time their ad is clicked. Organizations use PPC advertising to buy traffic.
Example: “An effective PPC campaign attracts high-value leads who are likely to convert, generating a high ROI. Keyword research is vital to PPC campaigns, as is a landing page structure that is optimized to produce conversions.”
What Are the Primary Models for Determining Pay-per-Click Rates?
Campaign success starts with choosing the right PPC strategy. Depending on your campaign goals, you’ll pursue either a flare-rate or bid-based PPC strategy. Define each and explain their uses.
Example: “With flat-rate PPC models, publishers and advertisers agree to a fixed fee that the advertiser will pay the publisher per click. Flat-rate PPC campaigns deliver cost certainty but sometimes reach fewer users. With bid-based PPC models, advertisers bid against their competitors on click fee rates in auctions hosted by publishers. Bid-based campaigns offer greater ad exposure, making this strategy ideal for lead generation and brand building.”
What Is Google Ads?
Google Ads is the backbone of search engine marketing. Explain the function of the platform and summarize the value it provides.
Example: “Google Ads is a pay-per-click advertising platform that advertisers use to drive qualified web traffic to their sites. With Google Ads, advertisers create keyword-driven ads that rank on Google’s search engine results page when users enter relevant queries, thereby connecting the advertiser’s products or services with a targeted audience that is more likely to convert.”
What Is the Character Limit for Google Ads?
Responsive search ads hosted by Google include a headline, a display URL path field, and a description. Break down the limits for each.
Example: “Google caps responsive search ads at 300 characters. Headlines are capped at 30 characters and descriptions are allotted 90 characters. The path fields, which help audiences understand where the ad will take them, carry a maximum length of 15 characters.”
Name a Few Examples of Google Ads Extensions.
Google Ads extensions offer additional information to audiences. Examples include callout extensions, affiliate location extensions, and sitelink extensions.
Example: “Sitelink extensions allow advertisers to add clickable Calls to Action (CTAs) that deliver users to specific areas of advertiser’s website—think testimonial pages, subscription forms, and more.”
What Is Responsive Web Design?
Mobile-friendliness and usability affect a website’s SERP ranking. Show your knowledge of this important aspect of technical SEO.
Example: “Responsive web design enables a website to adapt to any device and deliver a seamless user experience. Responsive design improves usability and can boost a website’s SERP ranking.”
What Are Some of the Most Beneficial Online Marketing Tools?
Demonstrate your experience creating value with specific tools that you’ll use once hired. If the role focuses on content marketing, focus on tools in your SEO stack.
Example: “As I content marketer, I find exceptional value in tools like Moz, Google Keyword Planner, and SEMRush. I use SEMrush to track the position of priority keywords and explore new search terms. It also breaks down keyword ideas, difficulty, and variations, which helps me develop content, identify search intent, and build a stronger content marketing strategy.”
What Are the Limitations of Online Marketing?
An awareness of the challenges inherent to digital marketing shows interviewers that you are prepared to tackle limitations head-on.
Example: “Digital marketing can be highly competitive because it is accessible and cost-effective. Additionally, analytics are only useful to teams who can make sense of their data and identify priority metrics.”
Why Is Online Marketing Preferred Over Offline Marketing?
Offer a brief, high-level analysis that emphasizes the core advantages of digital marketing.
Example: “Digital marketing allows advertisers to attract qualified traffic through targeted campaigns. Targeted audiences are more likely to convert, and campaign success is trackable through digital metrics. Conversely, offline marketing results are difficult to target and measure—and campaigns are often costly.”
What Are On-Page and Off-Page Optimization?
On-page SEO determines what a website ranks for, while off-page SEO affects how high a website ranks in search engine results.
Example: “On-page SEO focuses on the optimization of content and metadata, while off-page SEO focuses on earning backlinks from authoritative domains in your niche—which in turn boosts the authority of your website.”
What Is the Difference Between Digital Marketing and Branding?
Digital marketing encompasses the tools, processes, and strategies used to meet the needs of target audiences online. Branding, on the other hand, is a marketing technique.
Example: Digital marketing is used to identify, attract, engage, and convert target audiences in online spaces. Branding is a marketing technique whereby a company defines its identity through communicating its values, aesthetic, mission, and unique selling points.”
Name Characteristics of Bad Links.
Bad links are low-quality backlinks that negatively impact a website’s SERP ranking.
Example: “Bad links come from a low-authority domain, lead to irrelevant content, or repeat too frequently. They might also fail to flow naturally with the content or exist as part of a reciprocal link exchange.”
What Makes Digital Marketing Different From Traditional Marketing?
Explore the contrast between digital marketing and traditional marketing vis-a-vis medium and approach.
Example: “Digital marketing uses social media, websites, and other online assets to reach consumers, while traditional marketing uses media like print and television. Digital marketing seeks to fill the needs of target audiences who are likely to convert, while traditional marketing pushes advertisements to broad, generalized audiences.”
What Types of Content Make Up an Effective Digital Marketing Campaign?
GIFs, memes, quizzes, infographics, guides—the content possibilities are endless. Highlight broader forms of content in your response.
Example: “Videos, podcasts, blog posts, social media posts, white papers, influencer marketing, and interactive content can contribute to an effective digital marketing campaign.”
What Is Content Marketing?
Content marketing provides valuable, relevant content to attract a target audience and drive conversions. Content is tailored to align with each stage of the sales funnel.
Example: “Content marketing connects prospects and consumers with useful, targeted content. Effective content marketing establishes domain expertise, promotes brand awareness, and nurtures a brand’s relationship with its audience in order to drive sales.”
Explain the Difference Between Content Marketing and Content Strategy.
Content strategy plans the production and management of content within a content marketing campaign. Content strategy is a subdomain of content marketing.
Example: “Content strategy focuses on content management, and plans out the creation, publication, and governance of content through its lifecycle. Content marketing focuses on the broader task of how a campaign will attract, acquire, and engage their target audience in a way that maximizes conversions.”
Describe the Sales Funnel and Explain Its Relevance to Digital Marketing.
The sales funnel represents the customer’s journey from brand discovery to purchase. Digital marketers use the sales funnel to track prospects as they move through the customer journey.
Example: “Companies tailor their digital marketing strategies to align with each phase of the sales funnel. The sales funnel often starts with a brand awareness stage, then moves to interest in a product, which progresses to desire when the company demonstrates how the product meets a unique need. This is followed by a purchasing action and finally brand advocacy. The sales funnel helps digital marketers segment marketing actions and generate leads more effectively.”
What Are the Most Effective Ways To Increase Traffic to Your Website?
Web traffic volume affects conversion rates. Provide an overview of techniques that can be used in tandem to boost inbound traffic.
Example: “To drive traffic to your website, optimize on-page and off-page factors to boost your organic search positioning. Promote your website with PPC ads and promote valuable content via social media and email that directs audiences to your website.”
What Is the Difference Between Search Engine Optimization (SEO) and Search Engine Marketing (SEM)?
Both SEO and SEM strive to boost a website’s visibility and draw traffic—but use different strategies to do so.
Example: “SEO uses organic methods to boost a website’s ranking in search results, while SEM uses paid tactics to appear in search results.
What Is the Use of Anchor Text in SEO?
Anchor text refers to the words or phrases used to display inbound and outbound hyperlinks. Explain how search engines evaluate the use of anchor text.
Example: “Anchor text is an essential component of link building and should convey what exists on the other end of the link. Google’s algorithms evaluate a page’s anchor text choices to understand the topic of the surrounding content and to flag spammy SEO practices.”
What KPIs Do You Use in Social Media Reporting?
Different social media KPIs measure reach, engagement, and customer loyalty. The metrics you use in social media reporting will depend on your goals.
Example: “To measure reach, I rely on KPIs like follower count, impressions, post reach, and share of voice. To measure engagement, I evaluate clicks, likes, shares, comments, mentions, and profile visits. To gauge customer loyalty, I review cost per lead, issues resolved, and customer lifetime value.”
Related Read: Social Media Manager Interview Questions [Prep Guide]
Explain Accelerated Mobile Pages (AMP).
AMP is a web component framework used to build websites that deliver a high-quality user experience. Cite its relevance to SEO.
Example: “AMP optimizes page loading speed and improves a website’s mobile experience—which boosts a website’s SERP ranking.”
What Is the Difference Between Page Views and Sessions?
Tracked by Google Analytics, these metrics help measure the performance of an SEO campaign. Name the key function of each metric.
Example: “Pageviews reveal what is popular on a website, while sessions offer a deeper look into overall user engagement, and show how a user interacts with a site.”
Why Is Video Content Useful for Digital Marketing?
Video is a clear, effective storytelling methodology. Explain how video content helps brands engage audiences.
Example: “Video storytelling builds empathy and communicates emotion, which strengthens a brand’s connection with its target audience. Videos can also improve an audience’s understanding of a product or service.”
What Are the Most Effective Ways To Optimize a YouTube Video?
Optimizing your YouTube videos helps connect your target audience with the information they’re looking for.
Example: “Best practices for video optimization include optimization of the video’s title, file name, and description according to target keywords. Categorize the video and tag it with popular keywords, add subtitles and closed captions, and upload a custom thumbnail image for the video’s search result link.”
How Do You Measure the ROI of Any Channel?
ROI quantifies the cost-effectiveness of a campaign or channel and reveals the value generated by your investment.
Example: “To calculate ROI of a digital marketing channel, use the following formula: (net income divided by cost. For circumstances in which monetary value is hard to attribute—for example, a campaign designed to improve brand awareness on social media—ROI can be measured by dividing time or money invested by follower count or post impressions.”
Differentiate Between No-Follow and Do-Follow Links.
Do-follow and no-follow links can both contribute to link building. Name the advantages of each.
Example: “No-follow attributes instruct search engine not to follow the tagged outbound link, communicating the website does not endorse said link. No-follow links can boost brand exposure, build trust with consumers, and eventually lead to do-follow links. Do-follow links point back to your website, strengthening your authority by telling search engines about other sites that are linking to yours. Unlike do-follow links, no-follow links don’t directly affect your site’s SERP ranking.”
Advanced Digital Marketing Interview Questions
These behavioral questions are designed to evaluate the strength of advanced digital marketing skills and assess your fitness for a managerial or leadership role.
How Do You Keep Up With Industry News and Digital Marketing Trends? How Do You Apply This to Your Work?
Give hiring managers insight into your research process. Discuss how you use social media, search engines, networking events, and other outlets to keep a finger on the pulse of digital marketing.
Example: “I subscribe to newsletters from Marketing Dive, the Content Marketing Institute, and Marketing Land. I also monitor trending topics and hashtags via social media and Google Trends. Lastly, I monitor content produced by influencers and industry thought-leaders.”
How Would You Describe Digital Marketing to Someone Completely New to the Industry?
Summarize the central philosophy of digital marketing in layman’s terms. Show your ability to condense and communicate a complex concept in a digestible way.
Example: “Digital marketing uses online channels like social media, email, and the internet to connect with consumers. Digital marketing builds relationships between brands and consumers by offering valuable solutions to real consumer needs.”
How Do You Communicate Your Progress to Clients and Other Stakeholders?
Strong stakeholder communication improves the efficiency of a project and improves client satisfaction. Stakeholder communications should always be documented.
Example: “I schedule regular video meetings to communicate my progress to clients and other stakeholders. These meetings typically involve a presentation with visual aids. I also offer regular email updates or phone calls, and document the date and content of my communications with stakeholders in a spreadsheet.”
How Do You Stay Motivated?
Demonstrate that your source of motivation aligns with the role. Be specific, and show a strong desire to execute the responsibilities listed in the job description.
Example: “I’m motivated by opportunities to lead creative campaigns from ideation through launch. I am passionate about building collaborative environments that encourage team members to work together to build stronger solutions. These are just a few of the reasons I was excited to apply for this role.”
How Do You Motivate Your Digital Marketing Team To Do Their Best?
Effective team leaders set goals, create purpose, build trust, and cultivate a culture of recognition.
Example: “To motivate my team, I set monthly goals relevant to key campaign metrics. On the day that we achieve those goals, we take the afternoon off and celebrate with lunch. Recognition and collective goal setting pushes my team to work harder and more collaboratively.”
Tell Us About a Time When You Gave Constructive Feedback to a Colleague.
Constructive feedback enhances communication, clarifies expectations, and increases engagement. To improve outcomes, positively emphasize your desired results and explain what needs to be done to achieve them.
Example: “In my last role, one of my team members repeatedly failed to respond to emails inquiring about his progress on a social campaign. I reached out to him in person and calmly explained that I needed better communication about his progress in order to schedule our launch. I proposed a solution (daily progress updates via email) and stressed the importance of responding to messages so that I can help him develop solutions if he runs into trouble.”
Describe a Time That Your Team Didn’t Agree With Your Direction. How Did You Handle It?
Show interviewers that you rely on objective, data-driven decision-making processes. Stress the value of proven solutions.
Example: “When my team disagreed with my direction on a campaign, I pointed to data collected from user research to explain my recommendations—which earned the team’s approval. However, if team members present data that does not support my recommendations, I am quick to pivot to new solutions.”
How Do You Address a Communication Breakdown at Work?
Communication is a key soft skill. This question is a chance to showcase your problem-solving abilities and emotional intelligence.
Example: “First, I observe how our team is working together and communicating. After identifying weak points, I step forward and offer digital and in-person options that would facilitate more thorough, frequent updates. I rally the team around our common goal and ask my team members for feedback and suggestions to give them a sense of ownership.”
Tell Us About a Successful Presentation You Gave and Why It Went Well.
Visuals, simplicity, and enthusiasm go a long way when it comes to digital marketing presentations. Highlight a presentation that was well-delivered and that achieved your desired results.
Example: “My most successful presentation pushed our brand to expand our social media marketing presence to TikTok. It succeeded because I framed my proposition as a story of the popular hashtag #tiktokmademebuyit. The story grabbed my audience’s attention and effectively conveyed the value that TikTok could bring to our brand.”
Tell Me About a Situation Where You Worked as a Part of a Team To Execute a Mission-Critical Marketing Project. What Role Did You Play?
Interviewers want to know how you relate to teammates and leaders. They also want to gauge your ability to collaborate and drive results in a group setting.
Example: “I excel at connecting the dots. During the ideation stage of the project, I supported other teammates in our brainstorm by flagging elements of proposed solutions that resembled successful campaigns launched in the brand’s unique space. During the content development stage, I identified recurring topical trends to help define our campaign’s theme. During execution, I took responsibility for evaluating our content for relevance and making adjustments as needed.”
How Do You Handle Tough Feedback on Your Work Performance?
Showcase your resilience and professionalism.
Example: “When faced with tough feedback on my performance, I strive to remain objective and impartial—the criticism isn’t personal. I ask clarifying questions to get a better sense of the changes I should make, and focus on using the feedback to boost my performance.”
Tell Me About a Time You Had To Solve a Problem Where Requirements Were Ambiguous. Can You Walk Me Through Your Process?
Show that you’re adaptable and can make decisions in unclear situations.
Example: “When I was hired for my last role, the scope and responsibilities of the job weren’t clearly defined. In response, I let client objectives guide each project. I listened carefully to the needs and pain points of the client, and let that guide the process of campaign building. For emergent Gen Z-focused brands, I focused on social commerce platforms. For brands who wanted to expand their local reach, we focused on SEO and PPC campaigns.”
Have You Used Google Ads in Your Past Work Experience?
If properly managed, Google Ads can boost web traffic, improve brand recognition, and increase conversions while reducing marketing costs. Discuss how you use Google Ads to maximize returns.
Example: “In my last role, I used Google Ads to support organic traffic with PPC. My careful keyword selection increased traffic by 23%, and my clear, simple CTAs yielded a 7% increase in clickthrough rates.”
What Strategies for Attracting New Business Would You Apply To Gain New Accounts?
The process of account acquisition mirrors the digital marketing sales funnel—except in this instance, you’re marketing the services provided by your agency.
Example: “I would approach attracting new accounts in the same way that I would approach attracting new leads. I would conduct market research to identify potential new accounts and ascertain their needs and pain points. I would segment these accounts and tailor personalized approaches to build their awareness of our agency. I would then develop a sales funnel that would engage and nurture these prospects to conversion.”
How Would You Increase the Adoption of a New Product or Feature? How Would You Measure Success?
Adoption is the process by which users discover a new product or feature and begin using it to achieve their goals. Successful product adoption generates brand loyalty and boosts user retention.
Example: “To increase adoption, I would engage with audiences outside of the product via targeted emails that facilitate an easy onboarding process. I would then support in-app experiences with behavioral emails that reinforce the use of recommended features. To gauge my success, I would measure breadth, depth, and duration of adoption—as well as the length of time required to adopt.”
Do You Have Any Feedback on Our Current Digital Marketing Tactics? What Would You Improve on Our Website?
Focus on constructive criticism and show your ability to add value to the company.
Example: “Your website is very user-friendly and easy to navigate. However, I would optimize your subscription page for conversion by reducing the number of steps necessary to subscribe, reducing your number of form fields, and offering one-click options for signing up. This should generate a higher ROI for all of your SEO and PPC campaigns.”
How Would You Increase Conversion Rates?
Pop-ups, chatbots, and testimonials are just a few reliable ways to increase conversion rates.
Example: “Pop-ups carry an 11.09% conversion rate—and the top 10% of the highest-performing pop-ups convert 42.35% of leads. To create a high-converting pop-up, I would add a timed trigger pop-up with a compelling CTA. I would also make the pop-up easy to close and set a cookie to ensure that it only appears once per user.”
How Have You Handled Disagreements With Your Manager?
Discuss a professional disagreement that was resolved through compromise. Highlight your ability to facilitate mutually beneficial solutions. Present both sides of the argument in a positive light.
Example: “In my last role, a client told my manager that they felt I had mismanaged a social media marketing campaign for their brand. I disagreed—the campaign was informed by extensive, in-depth research. My manager agreed with the client. I advocated for my execution of the campaign and explained the reasoning behind my decisions. My manager pointed out areas in which my decisions worked, but also offered critiques. I realized my missteps and was able to apply the feedback to build better campaigns. I worked to make things right with the client, and we designed a new campaign together. After that, I had a more comfortable and open relationship with my manager. I also earned the client’s trust and continued to manage their account for four more years.”
What Strategy Would You Use To Rank for a Keyword?
Guide the interviewer through your approach to SEO. Explain the characteristics of valuable keywords.
Example: “I would start with research to identify target keywords that are high in search volume and low in competition. I would evaluate the search intent for these keywords and research competitor keywords and content. After selecting my target keywords, I would apply on-page SEO strategies to my content and work to earn high-authority backlinks. Finally, I would measure my results and adjust as necessary.”
Walk Me Through One of Your Digital Marketing Campaigns. How Was It Structured, Implemented, Executed, and Reported On?
Traffic and followers are important, but conversions are the gold standard. Discuss a campaign that yielded a high conversion rate, and back up your story with quantitative results.
Example: “I lead a social media campaign to improve a client’s visibility and conversions. It was structured to boost engagement through retargeted ads. Most of the campaign budget was allocated to Facebook and Instagram ads designed to drive conversions by reconnecting with users who engaged with the company before. We created consistent content to boost the brand visibly via organic impressions. As a result, impressions increased by 31%, clicks and engagement increased by 28%, and conversions increased by 123%. The majority of new conversion paths originated on social media.”
What Is a Brand That You Think Is Being Well Marketed?
Show that you’re up to date on industry trends by exploring a successful campaign for a competitor brand.
Example: “Volkswagen’s ‘The Last Mile’ campaign bid goodbye to the brand’s most iconic car—the Beetle. The campaign also showcased the company’s commitment to electric vehicles in a way that connected with the emotions of its audience. This campaign harnessed nostalgia to show how far they’ve come and to communicate their commitment to continual evolution.
How Do You Work on a Collaborative Project?
Highlight a focus on empowering your team to succeed. Demonstrate a knack for facilitating accountability and building trust amongst teammates.
Example: “I keep teams small, set clear outcomes, create opportunities to contribute, give and receive real-time feedback, and celebrate our wins.”
How Do You Approach Cross-Functional Work?
Cross-functional teams can produce fresh ideas, boost productivity, and strengthen company culture—but they need to balance competing priorities.
Example: “I make an effort to get to know coworkers outside of my team before collaboration begins. I strive to understand everyone’s priorities, lead meetings with a clear agenda, and create a high standard of communication.”
How Do You Make Decisions Under Pressure and Time Constraints?
Show that you’re able to think on your feet and act decisively.
Example: “I focus on the desired outcome. Then I break the problem down into more manageable tasks and allot myself a specific amount of time for each of those smaller tasks.”
What Is Your Experience With Co-Marketing Campaigns?
Companies partner on campaigns to present co-branded offers. By leveraging their combined reach, they can often attract more leads and expand brand awareness.
Example: “As a content strategy intern at Spotify, I supported the app’s ‘Soundtrack For Your Ride’ co-marketing campaign with Uber. I helped my team execute Instagram content that conveyed how the apps could be integrated to facilitate even more enjoyable experiences for users of Uber and Spotify.”
How Do You Work With Multiple Stakeholders?
To successfully manage multiple stakeholders, you’ll need to align their interests and maintain strong communication throughout the project.
Example: “To manage multiple stakeholders, I determine their needs, priorities, and relationships with each other in order to better reconcile conflicts of interest. I prioritize outcomes, organize regular updates via preferred channels, and establish reporting methods to communicate my progress.”
How Do Data and Google Analytics Drive Digital Marketing?
Google Analytics collects, measures, and analyzes data about web traffic, engagement, and conversions.
Example: “Google Analytics facilitates data-driven decision-making. Digital marketers interpret data gathered from analytics tools to assess and optimize campaign performance. Google Analytics helps companies better understand customer behavior.”
How Do You Develop a Digital Marketing Strategy?
A marketing strategy outlines how a campaign will reach specific goals in a focused, measurable, and achievable way.
Example: “First, I diagnose the challenge at hand and identify my goals. Next, I develop a strategy to address the challenge and meet the goals. Then I assemble a set of target actions that will accomplish this, and select metrics by which to measure the strategy’s success.”
Have You Worked With Someone You Disagreed With? How Did You Handle the Project?
Interviewers want to see that you’re able to move forward with the most effective solution—even if it’s not yours. Emphasize your flexibility and your ability to put the project first.
Example: “In my last role, was confident that a new content strategy emphasizing thought leadership would improve conversion rates generated by a client’s blog. My teammate, however, insisted that producing a large volume of fresh content was time-intensive and inefficient, and advocated that we use our resources to update and optimize old blog posts instead. Data showed that his approach would produce higher conversion rates more quickly and efficiently—so I dedicated myself to keyword research that would support our new plan.”
How Do You Handle Conflicts?
Explain how the qualities that make you an effective digital marketer help you resolve workplace conflicts. Demonstrate an ability to approach conflict resolution respectfully and professionally.
Example: “I approach professional conflict much like I approach user research—with empathy, curiosity, active listening, and a desire to uncover information that points towards solutions.”
How Do You Manage a Team With Conflicting Personalities?
Management roles require diplomacy, leadership skills, and a strong ability to assess each team member’s strengths, challenges, and compatibility with coworkers.
Example: “From the outset, I emphasize that our team is striving towards a common goal. I then assign clearly defined roles to each team member to eliminate competition. I delegate unique responsibilities to each role and encourage team members to focus on their individual tasks, and outline how those tasks contribute to the achievement of our common goal.”
Technical Digital Marketing Interview Questions
These questions are designed to assess your knowledge of key digital marketing tools and technical concepts.
What Are the Top Tools for Social Media Marketing?
Review the job description to see which tools you’ll be expected to use. Discuss those tools if you like them, but don’t be afraid to recommend your favorites and explain the value they would offer to the company.
Example: “My favorite overall tool is Sprout Social, which I know your social media marketing team uses. I would argue that Hootsuite edges out the competition for analytics, and MeetEdgar offers superior automation capabilities.”
How Do You Select Effective Digital Marketing KPIs?
To set a digital marketing KPI, you’ll need to choose which metrics to measure. Often, these are sales or leads. Leading indicators are also important for reporting, as they show the impacts of your digital marketing efforts before significant results are readily available.
Example: “I choose channel-specific KPIs as well as KPIs that relate to overall business goals. For social media channels, my primary KPI is often conversions, and my leading indicator is follower count. For SEO, my primary KPI is revenue and my leading indicator is impressions.”
What Is Your Usual Approach to SEO Strategy?
Walk the interviewer through your process. Help them envision how you would contribute to their team on a daily basis.
Example: “First, I benchmark our current SEO performance across metrics like organic visibility, keyword ranking, and branded vs. non-branded traffic split to identify opportunities for improvement. Next, I analyze competitor strategies, set goals, and choose KPIs that will demonstrate progress towards those goals. I conduct keyword research to define primary keywords, pillar pages, and long-tail keywords. Then, I map out topic clusters to own the SERPs for our chosen topics and establish topical relevance for various pages on the website. I then develop my cluster content strategy and audit the site’s existing content before deciding what to keep, update, and delete. To create content that ranks, I utilize on-page, off-page, and technical SEO. Finally, I analyze and refine my strategy as I go according to my KPIs and goals.”
Discuss Some Digital Marketing Tools You Have Experience With.
Highlight your experience with tools mentioned in the job description or tools that could bring additional value to the company.
Example: “I use Mailchimp to capture emails, manage email lists, automate email outreach, and analyze engagement. In e-commerce roles, I prefer to use Drip because of its sophisticated workflows and advanced list segmentation, which allow for subscribers to receive personalized emails triggered by their shopping behaviors.”
Describe a Digital Marketing Campaign You Worked on From Start to Finish. What Approaches Did You Take, What Challenges Did You Face, and What Did You Learn From the Outcomes?
Don’t be afraid to discuss a campaign that required you to change course. Give your interviewer a window into your flexibility and problem-solving capabilities.
Example: “During a campaign for the launch of a disruptive app designed to help first-time homebuyers close on homes, we knew we had to start providing unique value to audiences from the jump. We facilitated webinars and offered free resources targeted at audiences by state, as first-time buyer incentives vary by region. We had high engagement and excellent reach, but this didn’t translate to app downloads. We adjusted our strategy to focus specifically on small and mid-sized metropolitan areas where first-time buyers can still realistically afford to buy property. Downloads increased markedly.”
What Do You Think Is the Biggest Challenge in Digital Marketing?
Interviewers want to see that you’re prepared to tackle emergent challenges in the digital marketing landscape.
Example: “I believe generating qualified leads is the biggest challenge in digital marketing right now. Lead generation is competitive, and the cost of Facebook Ads and Google Ads will likely rise. We’ll need to lean into less costly lead generation strategies like LinkedIn networking and interactive channel development. Above all, we’ll need to keep delivering real value to our audiences.”
What Do You Think Is the Next Major Trend in Digital Marketing?
Demonstrate that you have a keen ability to identify high-ROI opportunities and new ways to connect with audiences.
Example: “TikTok has over a billion users and extremely high engagement. TikTok was also the top-earning non-game app of 2021—users spent $110 million. The app has a high earnings potential for marketers looking to drive sales amongst young audiences.”
What Do You Know About Email Marketing?
Explore the value that digital marketers can generate through effective email campaigns.
Example: “Email marketing can be used to build relationships with prospects through personalized engagement. It can also boost brand awareness, positioning your company advantageously when prospects are ready to buy. Effective email marketing campaigns will promote content while generating and nurturing leads.
How Would Build an Effective Email Marketing Strategy?
Walk the interviewer through your process and offer a glimpse into the value your work would add on a daily basis.
Example: “First, I define my audience through building buyer personas. Next, I establish goals and KPIs. I build a robust email list, select an email campaign type based on audience needs, and create a consistent outreach schedule. I track my results using metrics like open rates, clickthrough rates, and subscriptions.”
What Is a 301 Redirect? How Different Is It From a 302 Redirect?
Proper use of redirects will protect your SEO efforts. Explain the purpose of each redirect and how redirects can impact a website’s ranking.
Example: “A 301 redirect permanently guides users and search engines to a new URL when the original page no longer exists. In this instance, search engines remove the old page from their index and transfer link equity to the new URL. A 302 redirect is temporary, and should be used to test out a new page or gather user feedback without affecting the SERP ranking of your original page, which retains its rank, traffic value, and authority. However, using a 302 as a permanent redirect will hurt your ranking, as none of the value from the original website will transfer.”
What Are the Hallmarks of a Successful Marketing Email?
Opt-in emails are the only way to build sustainable email list growth. Only send emails with permission from the recipient, and contact subscribers as frequently as promised.
Example: “A successful marketing email uses a responsive, mobile-friendly template. Every email should provide value in a way that fulfills promises made to subscribers at the time of sign-up. Finally, each email should push readers to achieve a specific objective with a clear, compelling call to action (CTA).”
Which Metrics Do You Use To Measure the Success of a Marketing Email?
A successful marketing email tailors content to the needs and interests of consumers.
Example: “To ensure the success of a marketing email, I focus on improving deliverability, personalizing messages through advanced list segmentation, and running pre-send tests.
Explain an Effective Sales Funnel You Built.
An effective sales funnel deepens a prospect’s commitment to the purchase goal at every stage. Break down the steps you took to guide prospects through the customer journey.
Example: “To build a high-converting sales funnel, I first researched the interests, pain points, and preferred social channels of my target audience—which I segmented into unique buyer personas. I targeted each persona with a personalized approach to facilitate brand awareness and generate leads through SEO, PPC, and social media marketing. I then focused on engaging those audiences with valuable content that would help them build a relationship with the brand. Finally, I optimized our website for conversion by making purchases easy, with fewer steps, fewer form fields, and one-click options for sign and sign up.”
Why Are Backlinks Vital in SEO?
Backlinks connect your website to external sites, and have the capacity to improve your domain authority and SERP ranking.
Example: “Backlinks help search engines understand the content of your website. Backlinks from relevant, authoritative websites boost the credibility of your website and help it rank higher in searches.”
Do You Have Experience With Marketing Automation?
Marketing automation streamlines repetitive tasks like email marketing, social media posting, and more. In your response, emphasize how automation can be used to provide a more personalized experience for audiences.
Example: “I deploy marketing automation strategies across the customer lifecycle to nurture long-term customer relationships. I use marketing automation to track customer behavior and to better understand how to deliver the right content at the right time. This drives qualified prospects to valuable content, creating warm leads that can be nurtured into customers.
How Do You Handle and Create Digital Marketing Budgets?
Showcase your ability to build accurate long-term budgets while remaining agile as campaigns unfold.
Example: “First, I take stock of my costs and revenues and define my marketing goals. These goals should align with the company’s larger goals and growth vision. Typically, I prioritize working within my annual budget, but strive to be agile on a weekly and monthly basis. My budgets always allot for seasonality, holidays, and industry events. I continuously track my budget and results over time and make necessary adjustments as I go.
What Indicates That a Digital Marketing Campaign Is Unsuccessful?
Broad, unclear campaign objectives typically lead to campaign failure.
Example: “Unsuccessful campaigns generate the wrong leads, which produce low conversion rates, high bounce rates, and low engagement.”
What Social Media Platforms Do You Think Would Be Best for Our Brand?
Consider platforms on which the brand’s target audience is most active. Where are competitors finding success? Be selective—a strategy focused on just a few platforms will be more effective.
Example: “Because you have an eco-friendly skincare brand that targets Gen Z women and girls, you should prioritize social commerce platforms like TikTok, Instagram, and Pinterest.“
How Would You Develop a Social Media Campaign?
Think about social media campaigns you’ve built in the past. Guide your interviewer step-by-step through your development process.
Example: “First, I set campaign goals that are specific, measurable, attainable, relevant, and time-bound. I then create buyer personas to target the right audience, and focus on the channels that our audience interacts with most. I analyze competitor strategies to see what’s working in our space. I outline the campaign’s content using a social media calendar and set up a performance tracking system.”
How Can You Drive Traffic to Our Site Immediately?
The fastest way to increase your traffic is to improve your website’s SERP rankings. Explain the first step you would take to improve the site’s SEO and name the expected outcomes.
Example: “I would start by optimizing your website—especially old content—to generate organic traffic, convert leads, and target your current audience.
How Do You Prepare for a Digital Marketing Interview?
To ace your interview, you’ll need to present your skills, experience, and attitude as a match for both the role and the company. Here’s what you can do to prepare:
- Review your resume. Be ready to discuss your work experiences in a way that emphasizes your ability to problem-solve and generate results.
- Do your research. Review the requirements of the role and familiarize yourself with the company. Identify how your skills and experience align with the employer’s needs.
- Brainstorm improvements. Prepare strategic recommendations that could improve the performance of channels you would focus on within the role.
If you’re nervous, write out a list of topics you could comfortably discuss during pre-interview small talk. Review the LinkedIn profile of your interviewer and identify interests and experiences you might have in common.
Digital Marketing Interview FAQs
We’ve got the answers to your most frequently asked questions about digital marketing interviews.
How Long Should You Prepare for a Digital Marketing Interview?
If this is your first digital marketing interview, aim for 10 hours of prep time. Here’s how to break it down:
- Research (20%). Learn about the company and the industry landscape.
- Q&A prep (40%). Review the job description and identify key concepts and techniques you’ll need to discuss, as well as questions you might be asked.
- Q&A practice (40%). Answer practice questions out loud to build confidence. Ask a friend to do a mock interview with you.
Are Digital Marketing Interviews Hard?
With adequate preparation, you’ll have the confidence to move seamlessly through the interview. Think of the interview as a conversation, and remember that you’re there to evaluate the company as well.
Is Digital Marketing a Good Job?
Digital marketers are in high demand across industries, which translates to job security and plentiful job opportunities. According to the U.S. Bureau of Labor Statistics, marketers will see a 22% increase in employment opportunities in the coming year. Digital marketers also enjoy creative, analytical roles that impact their company’s mission as well as the public at large.
The average salary for a digital marketer is $58,458—although digital marketers in large cities tend to earn more.
Is Digital Marketing Easy To Learn?
If you go about it in the right way, digital marketing can be very easy to learn. Consider the differences between a digital marketing bootcamp, certificate, or degree if you’re looking to learn more. A digital marketing bootcamp can teach you how to create, implement, and measure successful digital marketing campaigns. In just eight weeks, you’ll learn how to develop and target buyer personas, utilize content, and analyze campaign results. You’ll also learn how to use SEO, SEM, social media marketing, and email marketing to create high-converting campaigns.
Since you’re here…
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