This guide prepares candidates to explain concepts and reason through real marketing situations. Use the answer frameworks to form your own responses; do not memorize unsupported claims or present campaign results you have not achieved.
Foundational questions #
- What is digital marketing? Define it, name relevant channels and connect activity to a business objective.
- How is it different from traditional marketing? Compare targeting, interaction, measurability, reach and cost while noting that both can work together.
- How would you build a digital marketing plan? Cover research, audience, objectives, strategy, channel mix, budget, execution and measurement.
- How do you select channels? Start with audience behavior, objective, offer, resources and measurement—not personal preference.
- What is a funnel? Explain how awareness, consideration, conversion and retention require different messages and metrics.
- Which KPIs would you use? Tie each KPI to the goal and define its denominator and time period.
- How do SEO and PPC differ? Compare unpaid search visibility with paid placements, time horizon, control and cost model.
- How do you improve a low-converting campaign? Validate tracking, segment the data, inspect intent and landing-page friction, form a hypothesis and test changes.
Scenario questions #
- A campaign gets clicks but few leads. Check traffic quality, offer alignment, page speed, form usability and tracking before changing bids.
- Traffic rises but sales do not. Check intent, conversion steps, audience mix, lead quality and attribution.
- Budget is cut by 20%. Protect essential measurement, rank channels by marginal business value and communicate trade-offs.
How to structure answers #
Use a concise sequence: objective, evidence, decision, action, result and learning. For past-experience questions, use only truthful examples and distinguish your contribution from the team’s work. If a result is confidential or unavailable, explain the method rather than inventing a number.
Practice #
Answer each question aloud in 60–90 seconds, then practise one case in which you calculate CTR, CPC, conversion rate, CPA and ROAS from supplied data.
