Ever since the inception of Digital Marketing, traditional marketing has taken a back seat.
Businesses prefer Digital Marketing over other forms of marketing and are ready to invest in this aspect. The demand has been unstoppable for the past 10 years and there is no sign of slowing down.
This growth is a perfect opportunity for people who are aspiring to be established Digital Marketers. Companies like Google, Facebook, Amazon, and Microsoft are already favorites among Indians and are providing several digital marketing jobs for freshers and experienced candidates.
With the rapidly increasing usage of social media, other companies too have adopted digital platforms and look for employees who can handle their digital presence.
No company can afford to ignore the promotion of its products and services through digital media. Considering the presence of the internet and digital platforms, Digital Marketing is one profession that is going to be in demand in the future as well.
This major shift in the marketing business has proved to be a boon in the job market. It has created n number of work opportunities for the youth. The job market is flooded with opportunities in Digital marketing for freshers, job seekers and working professionals.
To land a digital marketing job as a fresher one needs to have relevant knowledge and skills. Many institutes offer which anyone can enroll in.
These courses provide in-depth knowledge of every aspect of Digital Marketing. After completing certifications, a person can apply for multiple job positions such as Search Engine Optimizer, Social Media Marketing Expert, Content Marketing Manager, Copywriter and many more.
An aspiring applicant who wants to be a part of this domain and grow with it, all one has to do is to create an outstanding resume, for inspiration you will find several according to the profiles. After that look for career opportunities, apply and prepare well for the interview.
This article will give you an insight into the probable Digital Marketing Interview questions an employer can ask and how to answer them during the screening.
Question 1: What is Digital Marketing?
The employer wants to check on an applicant’s understanding of the domain. One can start with a brief history before actually explaining the term.
Answer: Digital marketing is a term that was first used in the 1990s. That’s when the first search engine Yahoo was born. Later on, Google came into the picture and went on to become the world’s most popular search engine.
In the next decade, it caught up the market with the penetration of digitally enabled devices and the internet.
The terms Digital Marketing Refers to the marketing of products and services using digitally enabled devices. It is also called online marketing, internet marketing, and web marketing. It is about brand marketing tactics through online channels. There are various methods and techniques included in digital marketing like SEO, SEM, Link building, Email marketing, PPC, etc.
Question 2: What are the segments of Digital Marketing?
Answer: There are two segments, inbound marketing, and outbound marketing.
Inbound: Inbound marketing is where we use various means to create awareness about the product in the target audience.
You try to get your information in front of a prospective customer attract them and eventually convert them. It is important to be seen by the customer at the right time. It includes activities like SEO, SEM, Blogs, and Social Media.
Outbound: In outbound marketing, the companies push their product through advertising, promotions, PR, and Sales. Companies try to reach a larger audience through TV/Radio advertising, Telemarketing/Cold calling, Email Marketing, Trade shows. Newspaper Advertising and many other means.
In outbound marketing, the companies go to a larger audience, with the hope that there are prospective customers.
Question 3: What do you understand by SEO, Keywords and how are they related?
Answer: SEO is Search Engine Optimization, it is an important aspect of digital marketing that helps in building the quality of traffic on a company website through organic search engine results.
Search Engine Optimization or SEO is a technique in digital marketing that allows increasing the website traffic quality through organic search engine results.
Keywords are specific words that are curated for user convenience. They help the user to find specific information on a search engine. They are an important aspect when it comes to better ranking in SEO.
The ranking of the site is also impacted depending on the placing of keywords. Developing keywords is one of the very first and crucial steps in search engine optimization. Together they create a winning search engine marketing campaign.
Question 4: How is PPC different from CPC?
Answer: PPC is pay per click and CPC is the cost per click. PPC is a method of payment and CPC is the actual money you pay.
If a company advertises online and agrees to pay for each click that comes to the website. If a company pays 40-50 cents for each click, it is the cost for acquiring each click i.e. cost per click.
In PPC advertising the advertiser has to pay for each click on their ads. The amount of money paid per click is sometimes fixed. More often, there is a fixed budget in which the value of each click keeps changing based on search volume and competition.
However, CPC, which is the cost per click, works as a metric, which is like a subpart of Pay Per Click.
Question 5: What are on-page and off-page optimization?
Answer: Search engine optimization strategy can be divided into two different categories: on-page SEO and off-page SEO.
On-page optimization directly handles 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.
Question 6: Why is online marketing preferred more than offline marketing?
Answer: Considering the usage of the internet in today’s world, it is natural for businesses to go online and market their products. Online marketing is preferred more than offline marketing because of its audience reach geographically.
Companies that have good online marketing strategies reach a larger target audience than those who follow traditional marketing strategies. Another factor is the instant availability of information. Online marketing strategies provide information about products and services instantly to the customer.
Along with that, customers can get in touch with the company if there is any concern or query and similarly the organization can provide feedback in no time.
Question 7: Explain Online Behavioral Advertising
Answer: Online behavioral advertising refers to collecting the information about the online activities of a user, their browsing patterns and then serving them relevant advertisements.
The browser monitors types of sites a person visits, links clicked and time spent when the person visits various websites and pages.
All this information about the browsing patterns allows the publishers to serve relevant information to the audience.
Question 8: What are some areas where keyword optimization is done?
Answer: Keyword optimization is important for page ranking and can be used at various places such as:
Question 9: What do you mean by Data-Driven Advertising?
Answer: Data-Driven Advertising is also called as People-based marketing.
These days publishers are trying to be as people-focused as possible and they try to target the prospective customers, based on the data they have provided while browsing the websites, physical stores.
For example, if a person has visited a store to purchase a product and he/she is asked to fill up a form, the information asked would be- date of birth, anniversary and based on that the sore provides discounts and offers.
This is nothing else but Data-Driven Advertising as it is based on the data that the customers have provided.
Question 10: What are some best ways to get a natural backlink to your site?
Answer: For an established website, it is easy to get natural backlinks, however for a website that us new, the chances of natural backlinks are almost zero.
The best way to figure it out is to write guest posts for established and reputed websites.
Other ways are the broken link-building method, through infographics, building internal links and many more.
Question 11: What do you understand by remarketing?
Answer: Remarketing is a technique that is used by companies to adverse the product or service to the audience that has already taken some action or visited the company website.
This ensures that the advertisement is shown to people who have some interest in the product/service.
These users are very near to closing the deal, remarketing increases the chances of a sale. For example, if a person has looked at a particular product but hasn’t bought it, the person will start seeing the ads of the same product on different sites he/she visits.
Here, the site knows that the person has a certain level of interest in the product and that is why they are trying to remarket the product.
Question 12: How would you build a comprehensive Digital Marketing Strategy?
Answer: (It is always good to answer these questions in a structured way)
Digital Marketing Strategy is a set of steps you take to achieve your marketing goals. The first and foremost step is to know your goal.
The goals should be in line with the business goals, for example, if the company goal is to increase the business online revenue, the digital marketing strategy goal should be to increase the leads that help in increasing the revenue.
The next step would be knowing the audience before a company starts online marketing, they need to know the buyer’s persona. They should know the age, income, location, job, etc to get the correct target audience.
Content Creation and Media Plan so that the company can execute the strategy effectively. At the same time, the digital marketing tools that would be required to implement the plan and measure the results.
Once everything is implemented, one must evaluate the results regularly. Ensuring that things are going in the right direction is very important.
Question 13: What are the top digital marketing tools you are aware of?
Answer: Examples of some tools:
Question 14: Why you do a competitive analysis?
Answer: Businesses undergo competitor analysis to gain knowledge about their competitors, to understand their marketing strategies and counter that by finding ways to market their target audience.
It is finding the weaknesses and strengths of the competitor and then plan accordingly. With this evaluation, the company can establish USP (Unique Selling Proposition) and then decide on which attributes they can focus on to attract its target market.
Question 15: Are you aware of the difference between direct marketing and branding?
Answer: To put in simple words, direct marketing refers to direct communication with the audience. The campaigns that are used in direct marketing are shopping ads, search networks only, dynamic search ads and others.
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.
Question16: What attracted you to the Digital Marketing Industry?
Answer: Be honest while answering this question. Mention the reason for which you applied for this job.
By asking this question, the interviewer is trying to check on your commitment to the industry and if you are interested in working in this field or not.
Your answer will also help the interviewer to find the best among all the candidates. That is why you must answer with honesty and enthusiasm.