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10 Digital Marketing Interview Questions

Interviews can be incredibly nerve-wracking; there’s no denying that. However, you can help keep your nerves in check by preparing yourself in advance (also see controlling nerves at an interview).

So, when you finally get that interview for your ideal job in digital marketing, give yourself the best chance of impressing by practising and preparing answers to some of the most common questions from the field – just like you would swot up for an exam. Then, when the interview comes around, you’ll feel more relaxed and able to answer questions concisely and professionally. 

To help get you started, here are some common digital marketing questions that you may be asked at an interview.

1: How would you define digital marketing?

It might seem like a simple question; however, it can lead candidates to try and impress an employer by showing them every single little thing you know about digital marketing.

Do not do this; you will only end up waffling and confusing yourself as you try and remember about this broad subject area. Instead, keep your answer short and concise, acknowledging that digital marketing is a vast subject. At a basic level, though, it’s a type of online marketing that aims to connect and engage with customers through digital media advertising and content. You can also add in a summary of SEO and social media marketing.

You may also be asked if digital marketing can be segmented. The answer is yes - inbound and outbound. You should then go on to explain the difference between the two.

2: What are the benefits of online marketing over offline marketing?

Here you should acknowledge that both areas have benefits – especially if your potential employer has an offline marketing department – and then go on to outline the benefits of digital marketing.

This can include reasons such as:

  • You can reach a broad and diverse audience
  • It’s cost-effective for lead generation in comparison to offline marketing
  • A campaign can still be altered when live, where a printed flyer or brochure cannot be corrected easily
  • There are numerous tools to measure a digital marketing campaign in real-time.

4: Can you tell us about SEO?

The term SEO is one of the most popular buzzwords in relation to digital marketing. In fact, many clients and businesses will know that they need to improve their SEO, even if they don’t know what that actually means. Which is precisely why you’re likely to get asked to define what SEO is, as this will help an employer to extract expert candidates from those with just a good CV.

Your answer should go along the lines of defining that SEO (search engine optimisation) will look to improve the content and composition of a responsive website to increase your visibility online. This occurs through search engine indexing as well as trying to enhance your rank on various search engines. One of the most effective SEO techniques occurs through link building.

Tip: If you mention jargon in an answer be prepared to define it, i.e. a responsive website is one that is compatible with multiple devices such as smartphones and tablets.

4: How would you increase our Facebook likes?

A trick question of sorts, here your interviewer is asking if you know what’s king – likes or engagement. Impress by letting them know that first and foremost, you would like to improve engagement, as this improves reach and ultimately how many people are introduced to a company.

You can also use this question to give some tips on improving ‘likes’ and tools like sponsored ads. You could even suggest a more suitable social media site if you don’t believe Facebook is the best option for that business.

5: How would you deal with a social media complaint?

This question is looking to test your expertise with digital marketing in conjunction with your customer/client service skills. If you’re dealing with social media in your marketing role, it’s likely that you’ll come across a complaint at some point.

Here advise that speed is critical and a complaint should never be ignored. Instead, try to move a conversation to a private setting ASAP and aim to resolve the issue.  There are many famous examples where customers that have complained have been dealt with effectively and have gone on to tweet or comment on their service experience, and this has gone viral.  This can often be as effective as a social media campaign as it shows other customers you care.

6: What are the limitations of digital marketing?

Digital marketing isn’t always successful, so by having knowledge of limitations, an interviewer will know that you understand ‘what not to do’.

Common limitations include:

  • Competition – digital marketing is accessible for all businesses, which means your competitors will be working on similar campaigns to you. Getting noticed means being innovative and standing out from the crowds.
  • Data mistakes – online tools, such as Google Analytics, can provide you data in incredible detail to manipulate and extrapolate.  However, it is only useful if it’s interpreted correctly. If not analysed well, this data can be misleading.
  • Doing everything – digital marketing is a vast field, and it can become overwhelming if you try to do every trick in the book at once. Instead, a campaign should be focused on one goal, i.e. generating leads and building your campaign around that goal.

7: How would you set up and track a successful campaign?

Talk about different goals for a campaign. This could be something like generating leads, increasing brand awareness or boosting social media followers. You can then go on to outline some tools that can be used to measure the success of that goal.

8: How will your digital marketing knowledge and experience benefit our business?

Here you have the ideal opportunity to outline previous roles or experiences that you’ve had. For graduates, who might not have the most experience, you can use a question like this to show how much you’ve researched the business that you’re interviewing for and the USPs that you have that could benefit that business.

9: What tools could we use to improve our digital marketing?

This is effectively two questions in one. Firstly, the interviewer would like you to explain the knowledge you have about tools such as Google Analytics, Semrush, Moz, SEOProfiler, etc. However, the interviewer is also probing to see if you have looked at their website and researched the company – something which you should always do (and in particular check the source code to see what analytical tools they currently use).

10: How do you stay updated with the latest marketing trends?

Digital marketing is a field that is continually changing and evolving. A method that might have been fundamental to one marketing campaign could become outdated in just a few months. So, to show that you’re willing to learn and research all the latest methods and ideas, an interviewer will want to know what publications you regularly read.

To Conclude

These are just some of the most common digital marketing questions. Ultimately what you are asked will depend on the job you are applying for. For instance, a social media manager will focus more on social tools such as Hoot Suite and effective social media campaigns they’ve seen. While a content creator might be asked more about link building and keyword density.  Always study your own area the most, but have knowledge about other key areas, too.

Also, make sure that you make a brilliant first impression at the interview and be prepared to answer more general interview questions, as an interviewer will wish to know if you’ll fit into the culture of an office and what your ambitions are.  Finally, make sure that you prepare at least five questions to ask during the interview.

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Rob Scott - Aaron Wallis

by Rob Scott

Managing Director

Rob Scott, Aaron Wallis Sales Recruitment, Author Photo

About the author

Rob Scott

Rob is the Managing Director of Aaron Wallis Sales Recruitment, a national recruitment agency specialising in sourcing sales and marketing staff for businesses across a broad range of commercial sectors. Before setting up Aaron Wallis, Rob spent ten years at a specialist Sales and Marketing recruitment division of a £0.5BN recruitment group, leaving in 2007 as Marketing & Sales Director to establish Aaron Wallis.
 
With over 26 years of experience in sales recruitment, Rob is a History graduate with an MBA (Merit) and a PgCert in Management Practice.  In 2007, 2009 and 2013, Rob conducted the most extensive surveys of sales professionals in the UK and is a trusted authority in the sales industry. From guiding employers through the recruitment process to helping candidates find their dream job, Rob's advice has been quoted in leading publications such as the FT, Business Insider, Forbes and The Independent, as well as OnRec, which hosts The Online Recruitment Awards every year.

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I found Aaron Wallis to be very professional and efficient, taking time to understand the role and the type of candidate we were looking for. The candidates they put forward met our criteria and were of a high standard. The service they provided was exemplary and I would have no hesitation in recommending them, and will certainly consider using them again in the future.

HR Assistant, Fischer Connectors Ltd

George came recommended by a colleague and has been a pleasure to work with. He was great at updating us on his progress and ensured a great experience for both client and candidate.

HR Manager, Annapurna Recruitment Ltd

Thank you for your dedicated help during the recruitment process - we came to you after unsuccessfully searching elsewhere, and hired, not one, but two! Quick response times, and a really personal approach, without being pushy.

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UK Sales Manager, BTS Holdings Limited 

I have always found Rob to be very knowledgeable about our industry sector, and it is refreshing to see after all of these years that Rob continues to quickly and accurately understand my requirements.

HR and General Manager, THK

George is a rare find in the world of recruitment - communicative without being pushy or over-bearing. He listens and understands what the customer needs as gets to know the business to ensure he provides fully competent candidates who fit.

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Managing Director, bigHead Bonding Fasteners Ltd

We were impressed not only by the quality of candidates you found for us but also the level of information, preparation and qualification you put into the process. You continually kept us informed of each person’s feelings about the process, which is very important but often overlooked. I am looking forward to working with your company again in the future.

Commercial Director, Incentive Facilities Management

Very professional service and will certainly be in contact for future recruitment.

Director, Blakedown Sport & Play Ltd

In an industry where people over promise and under deliver, Rob and his teams have consistently provided a high-quality service. It is great to deal with someone that has an excellent understanding of UK industry, and a passion for sales.

Sales Manager, TR Fasteners

George is a joy to work with, and I'd recommend him to anyone seeking that unicorn hire - he found me mine, and I'm delighted!

Director, Education Support

Giles Phillips is a rare find in the minefield of sales recruitment; an honest and thoughtful recruiter who considers the needs of both the client AND the candidate to create perfect role matches. I look forward to working with him again in the future.

Marketing Director, City of London Police

Rob’s knowledge of the recruitment industry and his thoughts and how to make it better for his clients have always been eye opening. I would recommend Rob to anybody who is looking for a professional, knowledgeable and flexible recruitment specialist.

CEO, Friday Ad Online Services

Since joining DSGi, Rob has been a supplier of permanent staff and has performed to an extremely high standard, successfully filling 98% of roles he has worked on. If anyone is looking for a good sales and marketing based consultancy with an informal yet professional approach, I would recommend Rob.

Senior Recruitment Consultant, DSG International

I can't fault Sam or AW! Sam was a pleasure to work with and provided great support from the start. Sam always provided me with timely updates when required and provided outstanding candidates!

Director, Waste Managed Ltd

I really liked the YouTube presentations which made the service seem both simple and accessible. The company came to see me, and my management team, at short notice to present their service and I liked the support and advice that I received about maximising the results from the applicant.

Managing Director, Leisuresec plc

Rob is a true recruitment professional that goes the extra mile that I have never experienced from any other recruitment agency before. If you need sales people call Rob or someone in his team, as they really are experts in sales recruitment.

Sales Director, Inside Business

Really good service. Just the right amount of contact and easy to deal with.

HR Manager, Zircon Software Ltd

Thanks for all your help during the recruitment process. I have been extremely impressed with Aaron Wallis especially when compared to other agencies we have dealt with. I really felt you grasped the type of person we required and found strong candidates.

UK Sales Manager, Nexcom

I just wanted to thank you for your help with our recruitment process which went very smoothly and has – we hope – found us just the person for the job!

Managing Director, Citrefine International Ltd

As always we were extremely impressed with Rob's understanding of the role and our specific needs.

Managing Director, Speck & Burke

Giles is highly professional and was a pleasure to work with. He achieves excellent results through his personable skills and tenacity. I have no hesitation in recommending Giles to anyone who considers employing his services.

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Professional and responsive from start to finish. I would highly recommend. Special thanks to Sophie J for her help and support throughout.

N. Leney, Candidate

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M. Wyer, Candidate

Very good advice and support was given during the course of the interviewing process. Potential job seekers would be well advised to use this company whilst looking for their new career.

R. Speakman, Candidate

Managed to get me placed within a week! Really friendly and easy to deal with. Always available for a call and my biggest challenge was I was in work at the time I was looking for my next opportunity (which is stressful) but Sam made that easy.

P. Fitzsimons, Candidate

I had a great experience. Helped me every step of the way to get my new job. Sophie was very polite, kind and helpful!

J. Parnham, Candidate

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A. Van Der Mescht, Candidate

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T. Ashbourne, Candidate

George above and beyond to make sure I had everything I need to secure my new role. Outstanding Professional.

A. Kirkland, Candidate

The staff at Aaron Wallis were fantastic. Throughout the process, they maintained excellent communication and I always knew where I stood.

M. Owusu, Candidate

Excellent experience. Knowledgeable staff and really went the extra mile. Found my ideal position and I couldn't be happier. Special shout out to Sam and George: who made the process smooth and easy for me. Highly recommend.

K. Pearce, Candidate

Perfect from start to finish. Simon deserves a shout out. Best recruiter there is. If you need a job, this guy will get you one. He's like the super man of recruiters. Top man, can't recommend him enough.

M. Crisp, Candidate

Sophie contacted me about a role explained the details clearly and made sure I was ready for the interview. She kept in touch every step of the way till I started the job. Thank you Sophie for a great experience.

S. Powell, Candidate

The detail put into the preparation for interviews and the detail of the job description was first class. Rob and Simon in particular are amongst the best I've ever dealt with.

K. Peacock, Candidate

Wanted to say a huge thank you to Simon Bonner who has just helped me secure my new role. He was one of the most professional recruiters I have ever worked with he was supportive really quick at replying and really put me at ease.

J. Marcinkiewicz, Candidate

I had a very good experience with Aaron Wallis. The company itself is offering great content for all things related to the hiring process. I definitely recommend.

J. Ostermeier, Candidate

Rob was really helpful when I was putting together a presentation for the second stage interview. Overall their communication was great and kept me updated of any progress

J. McGrattan, Candidate

Fantastic customer service, communication was brilliant, happy polite people to talk to, made everything a lot easier and smoother. Thank you for all your help getting me back in the work force, Keep up the good work :-)

K. Everitt, Candidate

Fantastic service, helped me find my ideal job quickly and smoothly. Would highly recommend them.

C. Caine, Candidate

The service provided by Aaron Wallis has been just great. I was constantly informed about what was going on with the process interview and the agent has always been supportive and kind to me.

L. Colagrossi, Candidate

I have to say using Aaron Wallis Recruitment has been nothing but an absolute pleasure. I've used many agencies over the years as the client and the candidate and its not always been a pleasurable experience!

L. Knowles, Candidate

I have to say coming across and having dealings with Aaron Wallis proved to be very successful. Being highly experienced did not seem to count for much during my job search bit a conversation with Robert Scott gave me a real confidence boost and enabled to get a position at the age of 63. Great service!!!

D. Burgess, Candidate

For anyone looking for work, I can't recommend Aaron Wallis highly enough.

C. Rockliffe, Candidate

Simon was knowledgeable on his clients history, background and what their requirements were and he worked around time zones, holidays and a pandemic to get the right result.

J. Tooze, Candidate

George Humphries was a complete professional at every point, from our first phone conversation to his “good luck tomorrow” text on Sunday before I started in my new role.

E. Fry, Candidate

Less than two weeks after joining Aaron Wallis I was offered my new job. I got a £10,000 rise in my basic salary, car allowance, a laptop and many other perks, which will help to further my career. I definitely would not have found my dream job without the help of Aaron Wallis.

C. Hoy, Candidate

I would highly recommend Aaron Wallis Recruitment, Darren was extremely helpful and provided me with plenty of advice and support throughout the whole process.

D. Bretherton, Candidate

Friendly, proactive, communicative. Overall a really positive experience.

R. Houston, Candidate

The Recruitment agent I used, Simon, was extremely helpful and really went the extra mile to ensure all of my questions were answered, and that I felt as comfortable and prepared as possible. Very professional company and would definitely recommend to others. Thank you Aaron Wallis!

A. Callaby, Candidate

Aaron Wallis Sales Recruitment are a very friendly and professional recruitment organisation who listen to your needs, work with you and act on your behalf which sets them apart from many of their competitors who in my experience are willing to throw anything at you. We discussed my history, my preferences and my wishes - one opportunity was introduced. It was perfect. I start at the end of June.

R. Buckley, Candidate

Aaron Wallis is an outstanding recruitment agency specialising in high calibre sales positions. I was working directly with Darren Dewrance who went above and beyond my expectations in sourcing me my perfect role. I was kept in regular communication with Darren and he worked extremely hard to secure my dream job. Highly recommended and Thanks Darren for all your expertise and hard work.

R. Sealy, Candidate

Darren at Aaron Wallis was really encouraging and helpful. He was very responsive and regularly made phone calls to explain the job opportunities available, and guided me through the application process.

A. Brown, Candidate

Aaron Wallis (and in particular Rob Scott) have been fantastic throughout the recruitment process, and even a few months down the line, still continues to care. Rob clearly cares about each individual and has a wealth of knowledge and expertise, which shows in the work he does. Each candidate is not just a number, and the support received from Aaron Wallis has helped me get a career which I truly enjoy.

M. White, Candidate 

Good swift process with Aaron Wallis, informative regarding the role and the process was moved at a good pace with healthy interaction. Would recommend them to anyone pursuing a change.

S. Bartlett, Candidate

Wanted to say a huge thank you to Simon Bonner who has just helped me secure my new role. He was one of the most professional recruiters I have ever worked with.

J. Marcinkiewicz, Candidate

I would highly recommend thank you to Darren for helping me secure my new job role! Excellent service all round!

G. Thompson, Candidate

When talking with Simon you felt relaxed cared to help you find a position that suited your needs

D. Pinder, Candidate

Sophie helped me secure a new role I have been searching for. She took her time to explain clear and concisely all I needed to succeed at the interview stage. Thanks again Sophie!

O. Oladejo, Candidate

Excellent service, very professional and friendly, would and have, recommended Aaron Wallis.

E. Heley, Candidate

I can honestly say that the time and expertise you gave me was way beyond any other recruitment consultant I dealt with. You are a rarity in your industry.

S. Akers, Candidate

A great recruitment company to work with. Excellent experience with Aaron Wallis through the entire recruitment process. The team was really professional and extremely helpful. Darren was a pleasure to work with. He was friendly, supportive and gave me great advice. Thank you very much!

A. Bauchet, Candidate

George is a fantastic recruitment agent and provides a great service. It was a pleasure I thoroughly recommend George to anyone.

C. Beaugie, Candidate

Very polite and friendly and was very helpful finding me my next new role.

K. Craggs, Candidate

The most professional recruitment agency I've ever worked with. Robert Scott was extremely proactive and send me a detailed briefing before each interview, ensuring I was well prepared.

D. Bermant, Candidate