Digital Marketing Interview Questions

What is digital marketing?

Digital marketing (also known as data-driven marketing) is an umbrella term for the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium. The key objective is to promote brands and increase sales through various digital marketing techniques.

What are the various digital marketing marketing techniques?

Various digital marketing techniques are-

  • Search engine optimization (SEO)
  • Search engine marketing (SEM)
  • Social media marketing
  • Email marketing
  • Content marketing
  • PPC (Pay per click marketing)
  • Compaign marketing
  • Display advertising
  • e-books
  • Influencer marketing

How can you categorize the digital marketing?

The digital marketing/communication is categorized into two segments
Inbound Marketing: This techniques takes the help of social media, digital content in e-books, webinars or e-newsletter for attracting the attention of prospects via content creation to increase the number of clicks on links and learn more about a company and its services.
Outbound Marketing: This segment includes placing ads, cold-calls, e-mails or reach out potential customers through digital mediums.

How can you categorize the digital marketing?

Digital marketing is the brand marketing tactics through the internet. It includes various techniques like SEO, SEM and link building.

How can you categorize the digital marketing?

“Keyword” in digital marketing is the word that a user’s or person enters into a search engine to find specific information.

From SEO point of view, for better page ranking keywords are very crucial. How and where you have used the keywords will reflect your site ranking.

Mention What Are The Key Areas Where You Can Use Keywords To Optimize The Site Ranking?

For better page ranking, you must use the keywords in following areas:

  • Keyword in Website URL
  • Keyword in Website Title
  • Keyword in Meta tag
  • Keyword in Web page content
  • Keyword density in body text
  • Keywords in Headlines

Explain What Is Ppc Or Pay Per Click Advertising?

Pay Per Click also known as Cost Per Click, is a technique used to direct traffic to websites.  In this technique, advertisers pay the publisher ( website owner or host of the website) when the ad is clicked.  In other words, it is the amount spent to get an advertisement clicked.

Mention What Are The Primary Models For Determining Pay-per-click ?

The primary models for determining Pay-Per-Click are

Flat rate PPC :

In this type of model, both publisher and advertiser agree to a fixed amount that will be paid for each click. In most time, the publisher has a rate card for PPC plan based on different areas of their website or network.   The amount varies as per the content that generally attracts more or less people.

Bid based PPC :

In this type of model, the advertiser competes with other advertisers in a private auction hosted by a publisher.  The advertiser will inform publisher for the maximum amount of bid he is willing to pay.

Explain What Is Google Adwords?

Google Adwords is the single most popular PPC advertising system in the world.   It works on Pay per click model. The AdWords platform enables the business to create ads that appear on Google search engine and their other properties.

Mention What Are The Key Elements To Optimize The Conversion Rates Per Ppc?

Conversion rate is nothing but to bring more visitors to your site.  To increase the conversion rates you have to focus on following things

  • Write compelling content on your site that is relevant to the keyword or search query
  • Maintain a high degree of relevance between your ads and corresponding landing pages
  • The webpage should easy registering process, signing up for a newsletter or making a purchase
  • Check design of your landing page which should have right combination of color, layout and GUI to attract more customers.

What Should Be The Approach For Effective Pay Per Click Campaigns?

For effective Pay Per Click campaign, you need to do following things:

Add more PPC keywords: By adding more keywords that are relevant to your business, you can expand the reach of your pay per click

Split Ad groups: By splitting up your ad groups into smaller and more relevant ad groups, you can improve click-through-rate (CTR)

Review costly PPC keywords: Review expensive and under performing keywords

Refine landing page: To align with individual search queries modify the content and call-to-action of your landing page

Add negative keywords: To improve campaign relevancy and reduce wasted spend, add non-converting terms /negative keywords. ( When search with that keyword, it will not show your website/content)

What do you understand by responsive website?

Responsive Website may refer to multiple things like a site created using Responsive Web Design (RWD), and a fast website that responds very well to user interactions.
Responsive Web Design (RWD) – A website that adjusts its layout as per the viewport size and the orientation of the device. The content presented on big screens and small screens are the same but with a different layout to provide an optimal experience on that screen size.

What are the various digital marketing tools?

Here are top Digital Marketing Tools:

  • Keyword Discovery
  • RankWatch
  • Moz
  • Alexa Ranking
  • Google Analytics
  • Crazy Egg Heatmaps
  • StumbleUpon
  • Favicon Generator
  • XML Sitemap Generator
  • Digital Point Keyword Tracker

Difference between branding and direct marketing?

In branding

An advertiser needs the exposure of his brand on major applications and sites. The most popular methods are custom ads, YouTube ads, remarketing, and display ads target.

 In direct marketing

The advertiser is interested in targeting the audience who are most relevant to the business. Here most common campaigns are dynamic search ads, shopping ads, Search Network Only etc.

What attracted you to Digital Marketing industry?

 Be honest here.
Answer why you applied for this job in the first place? Did the industry’s reputation attract you? Or the
High-paying jobs in Digital Marketing industry?
By asking this question, the interviewer wants to know your commitment to the industry and see what
makes you the best pick out of all the candidates available. Therefore, it is important that you show full
commitment and enthusiasm for the industry.
With an honest answer, you will reflect your commitment to the sector in long run.

Explain What Is On-page And Off Page Optimization?

Off page optimization: It is the process of boosting your search engine ranking by getting external links pointing back to it.

On page optimization: On page optimization directly deals with the content and structure of the website.

What One Should Do To Avoid The Penalty?

  • Do not link to any other site with bad page rank
  • Avoid Poison words, for example word “link”, when you hypertext this text to give the link to your site it becomes poison words
  • Avoid stealing text or imagesfrom other domains
  • Avoid re-directing users to another page through refresh meta-tags – don’t immediately send user or visitors to another page even before he or she clicked on the web page link.

Mention What Are The Characteristics Of “bad Links” ?

The characteristics of “bad links” are:

  • Links from sites that are unrelated to your sites
  • Links from low Page Rank and Low traffic
  • Links from link exchanges
  • Links from those sites that are not in Google index
  • Paid links
  • Link from the same anchor texts coming from multiple sites
  • Spammy links from blogs or articles.

What Are The Benefits Of Social Media Marketing For My Company?

Whether your business is taking advantage of it or not, social media has forever changed the way that consumers communicate with businesses, and vice versa. Being accessible to your customers – and your prospective clients – via social media is a vital means of developing relationships with them and helping them through the sales funnel.

How Should Companies Measure Their Social Media Marketing Success?

Success is measured using the same metrics you use for any other marketing activity: traffic, leads, and customers. Counting the number of fans or followers you have can help you understand your social media reach, but the bottom line that determines its success is how many people it drives to your site, how many of them are qualified leads, and how many of them actually become customers.

How Much Does Social Media Marketing Cost? What’s The Roi?

One thing is for certain – social media marketing is never free. Whether you’re spending your own valuable time on it, asking an employee to add it to their workload, hiring a social media employee, or outsourcing to a marketing firm, there is always a cost. The key is to get the maximum ROI out of the time or money you put into it. It’s important to remember, however, that ROI doesn’t have to mean revenue. It can, but it can also mean meeting other objectives, such as getting new leads, increasing email subscriptions, or even boosting customer satisfaction. The ROI you end up with is the direct result of how focused your social media marketing strategy is.

Which Social Media Platforms Should My Business Have A Presence On?

There is no set answer to this question, because you need to have a presence wherever your customers are – and different businesses have different audiences.

One demographic spends most of their time on Facebook, while another really only engages on LinkedIn, and some divide their time equally between three or more sites. Find out where your customers are, and follow them there.

Is Social Media Marketing Better For B2c Or B2b Businesses?

It’s important for both, but in different ways. While B2C businesses can focus on more light-hearted, fun social media posts, B2B businesses need to use social media to share valuable industry content. As a tool for connecting a business with its customers, however, social media is vital to both.

How Should We Be Using Facebook For Marketing?

Facebook is the social media platform of choice for over a billion people worldwide. Use it to connect and interact with your audience, and to share your content in a way that encourages your fans to share it as well.

How Should We Be Using Twitter For Marketing?

Twitter has over 313 million users, and is ideal for sharing your content and connecting with other influencers in your industry.

Should We Be Using Google+ For Marketing?

Though it started out looking promising, Google+ is one platform we don’t recommend using for marketing purposes anymore.

Is Youtube Important For Marketing?

Videos are becoming more and more important in the world of social media marketing. YouTube gets over 4 billion views per day! Promote your brand’s image through a video, let your audience have a peek behind the scenes at your business, or make a how-to video.

Is Outreach An Important Part Of Social Media Marketing?

Guest blogging is one of the most effective and widely discussed methods of outreach, but social media can help your outreach efforts significantly, as well. Connect with other influencers in your industry via social media, and then build relationships with them through conversations and helping them to promote their content. Building a relationship in this way before reaching out to ask for a guest blogging opportunity can boost your chances of success greatly – and when your audience sees that you regularly converse with other experts via social media, they’ll see you as an expert, too!

How Can I Take Control Of My Brand Online Through Social Media Marketing?

Taking “control” of your brand isn’t really possible anymore, thanks to social media. Whether you’re in the conversation or not, people will talk about you online, and there’s no way for you to “control” what they say. But what you can do is join in those conversations, and influence them by being a part of them. From negative reviews on Yelp to customer complaints on Twitter, the way to influence your audience’s perception of your brand is to participate in the conversations, and steer them in a direction you’re happy with.

Should Each Department In My Company Have Its Own Social Media Initiatives?

A company’s social media activities don’t have to all come from the same place – but they do need to be coordinated, and that can be hard to do when each department is doing their own thing. Sending differing messages causes more confusion to customers than anything else – consistency is key.

How Much Time Should Social Media Marketing Take Each Week?

Timing is everything in social media marketing. The good news is, by using social media you have the opportunity to reach your specific audience in real-time. But even though there are many tools you can use to schedule and automate posts to save some time, you’ll also want to keep track of the activity on your social media accounts throughout the day, so that you can provide timely responses to audience questions and comments. Between strategizing, creating and posting content and images, responding to your audience, and checking analytics, social media done right can be a full-time job.

What Are Some Common Social Media Marketing Mistakes Business Make?

One of the worst mistakes is inconsistency – only posting sporadically, and not responding when consumers reach out to engage. Another biggie is using social media as a place to announce your own content and nothing more, without ever engaging in discussions or adding comments to the post that make your audience want to click or like or share.

Do I Need To Send An Email Newsletter?

For some businesses, a newsletter is the way to go. For others, a different approach works better. Newsletters usually feature several different pieces of content, such as recent blog posts and current specials. But it’s also perfectly fine to send an email featuring only one piece of content, or an individual marketing message. Tailor your email structure to your unique audience, and see what works best through experimentation.

How Long Should My Emails Be?

The average person will only spend about 20 seconds reading an email, so use that as a guideline. If your email will take longer than 20 seconds to read, make sure that the most important information, as well as your call to action and links, are located near the top, where they can be seen without having to scroll down.

How Do I Write A Great Marketing Email?

The single best piece of advice we can give when it comes to writing a marketing email is to keep the following in mind: The purpose of every email you write is to deepen your relationship with each individual subscriber. That means writing to them as if they were a friend, or at least a real-life person, rather than sounding like a used car salesman.

How Can I Get Subscribers To Open My Emails?

The key to getting subscribers to open your emails is by writing a stellar subject line every time. Other than your company name, that’s all they have to help them make that split-second decision when they see your email in their inbox.

Should I Segment My Email Lists?

If you have the resources to write that extra content, and the flexibility within your niche to divvy your subject matter up into segments, then by all means, yes! Segmenting your email list is a great way to personalize marketing messages according to subscribers’ individual interests, making them that much more effective.

How Can I Increase My Click-through Rate?

Amazingly, people are much more likely to do something if you simply ask them to. By placing a call to action in your email, specifically asking subscribers to “click here” or “shop now,” you’ll see a boost in your click-through rate.

How Do I Write A Great Call To Action?

Your call to action should be very clear, and very simple. It should be somewhere towards the top of your email for those who won’t finish reading the whole email, and then repeated again at the end for those who do read all the way through. It should spell out exactly what you want subscribers to do, such as, “Click here to download our report.”

What Does The Can-spam Law Say?

This law requires anyone sending commercial emails to include an unsubscribe link within each one, include the company’s physical address or P.O. Box as well, and to honor any subscriber’s request to unsubscribe by never emailing them again. Noncompliance with this law can be as high as $300 per email recipient.

What Is Content Marketing Exactly?

Content marketing turns traditional marketing on its head. Instead of focusing on a company and its products or services, it focuses on the consumer’s needs first. The goal of content marketing is to provide valuable, genuinely helpful information to consumers for free, in order to create a relationship with them based on trust, which eventually leads them to make a purchase.

What Qualifies As Content?

When most people think of content marketing, they think of a blog. And blogs are certainly one of the easiest and most effective means of content marketing available. But they aren’t the only forms of content that can be employed in a content marketing strategy. Any valuable information, conveyed via any medium, can be considered content. Videos, infographics, slideshares, PDFs, blogs, articles, podcasts, white papers, ebooks, webinars – the list goes on and on.

How Should I Get Started With Content Marketing?

Though it can be tempting to jump right in and start writing a blog without much forethought, the only way to ensure that your content marketing will be effective is to take the time to create a strategy first. Without a clear plan in place, all the time you put into developing content is wasted.

What Are The Steps To Developing A Content Marketing Strategy?

First, determine who your target audience is. Develop a customer persona to whom your content should speak. Then, based on that persona and your company’s brand image, decide on your company’s voice, and the type of content you will be creating. Your content needs to be informative and valuable, as well as interesting and engaging, to your target demographic. And once you start producing content, constant tweaking of your strategy is in order, based on how successful each post is.

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