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DDB Canada Interview
Questions

30 Questions and Answers by
| Rachel Marcelle is a Full Desk Recruiter and Career Blogger whose passion is helping others to reach their goals.

Question 1 of 30

Tell me about one area of business-to-business market research that can be done to help improve a company's revenue and profitability.

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DDB Canada Interview Questions

  1. 1.

    Tell me about one area of business-to-business market research that can be done to help improve a company's revenue and profitability.

      To answer this question, think of a specific element that businesses can control or react to that affect their bottom line. This element can include market data like location, material costs and availability, and sector trends and regulatory changes, for example.

      Rachel's Answer

      "One area of focus that has created a lot of interest for businesses in recent years has been environmental regulation. Due to clean air and similar initiatives, many companies have been forced to change product composition and production practices. Market research helps the companies look for alternatives as changes happen, and identifies the demand for new regulation-friendly products that can be created to meet the needs of an evolving industry. Besides helping with identifying, pricing, and sourcing cost-effective new materials and methods to continue producing products, companies also reap the benefits of being able to advertise newly improved, environment-friendly products. In many cases, this attracts a new genre of consumers that are highly conscientious and often willing to spend more. This approach can even reposition a brand's reputation in terms of product quality and justify increased pricing."

      Rachelle's Answer

      "An example of areas where market research can make a direct impact relates to overhead costs and fair market values for goods or labor. These cover a broad field of interest and can include research on pricing for material, production, even salaries and payscale for industry and locale. Without having conducted proper research beforehand, a company may not be able to set realistic expectations in these areas and many others which can negatively affect spending, business operating income, ability to generate revenue, and ultimately profitability."

  2. 2.

    Reporting and analytics are crucial for DDB to monitor and gauge results and demonstrate ROI to clients. What is an example of a report you've created for a client and how the data from it helped you to plan the next steps of their campaign?

      Here, the interviewer wants to make sure that you understand the importance of measuring and delivering results to clients who need a return on their investment, and that at some point, you've been responsible for monitoring and reporting on activities and outcomes. They also want to see if you are an analytical thinker, how you react to data, and what kind of data with which you're most familiar.

      You can answer by providing an example of a report you've created to track and show marketing activities, and key results. You may choose to tell them about reporting on a campaign that was successful or not and explain adjustments you made for increased success.

      Rachel's Answer

      "One of my client's goals was to increase the number of purchases completed through their website. They had no clear direction on how to do it. I added a sophisticated analytics tool to the back end of their website to see where traffic on their website was originating from, and to analyze the behavior of customers from the different sources. After compiling the data for a set time, I put it into a simple format to allow my client to see two metrics: Traffic Sources and Completed Sales. This report helped us to realize that most visitors that made purchases came from one social media site, so we decided to increase the budget for paid advertising there to reach more potential customers."

      Rachelle's Answer

      "I'm usually working with several clients who are on similar programs at the same time. The repetition in these programs allows me to suggest the most useful KPIs that they'll want to see weekly. For these clients, I find it efficient to pull high-level reports from our system that include website and blog traffic, click-thru rates, and other data to compare week-over-week results. We have quick calls with them to review every Friday and dig further into the data, what's caused fluctuations of any activity and if needed, adjust our course of action."

  3. 3.

    DDB has worked with some of its clients on their content marketing strategy, which is an essential aspect of brand development. What role do you think content marketing plays in developing brands?

      It is vital that team members at DDB understand the purpose and importance of a well-defined content marketing strategy. Hiring managers at DDB want to know that you understand that effective content marketing builds more than awareness of a client's brand.

      In your response, convey your understanding of the purpose of content marketing which is to build a positive reputation for a client's brand. Also, stress the importance of making a connection with the target audience.

      Rachel's Answer

      "I have witnessed firsthand the importance of having a solid content marketing strategy in place. Content marketing allows you to make a connection with your target audience through educational information. A company's ability to provide content valuable to readers boosts its reputation as an expert on that particular topic. The content should be related to the products and services the client offers. Also, clients should tie their offerings into the content without losing the authentic nature of the piece by taking a strong sales tone."

      Rachelle's Answer

      "Content marketing's purpose should be both to increase the visibility of a brand and to build up a client's reputation. Also, companies should look to create value for the audience by providing educational information. The value provided to the target customers creates a connection and builds up the company's reputation from their perspective. Content marketing takes brands a step further beyond awareness."

  4. 4.

    In your opinion, what are the most significant factors to a successful brand design?

      The interviewer would like to know that your approach to brand design aligns well with the method used at DDB. Your answer could include your thoughts on proper audience targeting, consistency, or having a clear brand objective. Be clear about what you think are the essential components of a successful brand design.

      Rachel's Answer

      "I believe the most significant factor to a successful brand design first has a targeted audience. In my opinion, most of the brands' success is only possible because of customer engagement. For that reason, it's essential that a brand speaks directly to the customers it wants to acquire."

      Rachelle's Answer

      "I look at three main factors when it comes to brand design success. One, a brand that allows for consistent messaging across multiple channels and platforms. Two, an incredible and memorable brand slogan and three, a brand story that emits value and trust."

  5. 5.

    How do you learn and grow when it comes to branding, design, and marketing?

      It is essential for DDB that their team members are interested in continuous professional development. Discuss with the interviewer what you do to make sure you are on top of industry trends. Talk about what you do to keep yourself educated on new design techniques. Show the hiring authorities at DDB that you have a desire to expand your design knowledge continually.

      Rachel's Answer

      "I agree with DDB that continuous professional development is critical to my success. In addition to my degree, I recently earned my Brand Management Certificate. I enjoy taking online courses and workshops, ensuring that I remain up to date on the latest branding, design, and marketing trends."

      Rachelle's Answer

      "I do a lot of reading, educating myself on topics related to marketing, design, and branding. Also, I grow and learn by committing to at least one online course per quarter. This past month I took a workshop on the psychology behind brand colors and other design elements."

  6. 6.

    Why has video marketing become a valuable part of many clients' marketing strategies?

      The hiring managers at DDB Canada are looking for candidates who firmly believe in the power of video marketing and its role in a company's overall marketing strategy. Companies need to have sharp and clear video strategies, and the importance of this is only growing.

      In your response, talk about why you believe that video is an essential component for many companies in their marketing strategies. Your response should reflect your keen understanding of the value video marketing provides and how it has changed how companies build their marketing strategies.

      Rachel's Answer

      "Video marketing has become an effective way for companies to increase brand awareness, conversion and even open rates for email campaigns. As the popularity of video marketing increases, it will be an important component for DDB's clients to consider when building their marketing strategy. Research has shown that consumers are looking for videos when making purchase decisions. It can play an integral part in not only sales but also customer service through demonstration and other types of educational videos. There are many opportunities to integrate video into DDB's clients' overall marketing strategies."

      Rachelle's Answer

      "Building a video strategy will allow DDB clients to build a more intimate relationship with current and potential customers. Messages are expressed more authentically through a video than through text alone. Research has shown that people are more likely to share videos as well, therefore allowing marketing message to spread more effectively. As more companies are integrating video into their overall marketing strategies, those who are slow to adopt the trend will be left fighting against stronger brands to build their awareness."

  7. 7.

    What tools are you familiar with when it comes to customer experience surveys?

      The interviewer would like a breakdown of the specific tools and software you have used in the past when it comes to customer surveys and studies. There is a multitude of options available in the customer relationship management industry. Try to find out what DDB uses, and if possible, tie in your experience with the tools that you will be using in this specific role.

      Rachel's Answer

      "The customer survey tools I have used the most include SmileBack, Zendesk, and Nicereply. I have many years' experience in utilizing these tools for the most detailed data and outcomes. Could you share with me which resources you use at DDB? I am eager to apply everything that I know to the tools used here."

      Rachelle's Answer

      "At this early stage in my career, I have used the most basic tools including SurveyMonkey. I do find that solution to be simple yet powerful when it comes to collecting customer feedback. With that said, I am most interested in learning the internal systems and robust software used at DDB."

  8. 8.

    Do you believe paid social campaigns are useful, and if so, why?

      The interviewer asks this question because as social media platforms mature, they have started requiring payment to allow companies' targeted audiences to see their content. Some marketers have expressed dissatisfaction with this trend and refuse to adapt to it, but others have embraced it, recognizing how it can further enhance their targeting and reach. To be part of a progressive agency like DDB, it's important to know why paid social promotions are helpful.

      If you take the position that paid ad campaigns are not useful, your answer will be considered to be wrong. While paid campaigns don't always deliver perfect results, sponsored content will ever be given priority over that which is not.

      Rachel's Answer

      "Organic content is less visible on social platforms than ever, and while having a good audience and engagement helps increase your content's visibility, it's almost impossible to achieve the same results as before without. A paid campaign is useful in restoring that visibility. It can also be beneficial to run paid campaigns because the social media platforms provide tools to analyze their progress, make adjustments to them as you go, and monitor your ROI."

      Rachelle's Answer

      "In recent years, it has become clear to marketers that social media platforms want them to pay for advertising. Algorithms set by the platforms often do not allow a company's content to be visible on their audience's feeds without paying for it to appear to certain members. Now, this is where a company can benefit from paid advertising the most. With a paid campaign, they essentially tap into the platform's data on their users by specifying the demographic their content will be visible. This content enables them to engage only with people that are likely to be interested in their products. It also helps them to be seen before their competitors who have chosen not to run paid campaigns."

  9. 9.

    Most of DDB's client advertise through digital channels. Which digital channels are you most familiar with and what has been your experience using these particular channels?

      Digital marketing channels have quickly become a cost-effective way to deliver consumer advertising. DDB's clients use many different types of digital channels depending on the industry, the product or service offered and the target market.

      Because digital is a highly used channel, DDB is looking for candidates who have a variety of experiences with it. This experience may include email marketing, blog writing, Search Engine Optimization and Search Engine Marketing, among many others. Talk about the two to three types of digital marketing channels you are most familiar with and the advantages and/or disadvantages of each.

      Rachel's Answer

      "While working at advertising agencies, I have gained experience with writing emails and blogs and applying SEO to marketing content. I have found that email marketing is a personalized way to reconnect with past customers or reach out to potential customers who have shown some interest in a company's product or service. Blogs are an effective way to build a company's reputation on a particular subject related to its product or service. SEO helps potential customers find your content and ultimately a company's website. It is an effective means to promote the visibility of its website to the right audience."

      Rachelle's Answer

      "My advertising agency experience has given me opportunities to work with Social Media Marketing and Email Marketing. Social Media channels such as Instagram, Facebook, and Pinterest provide an excellent vehicle for a company's well-developed ads to reach a large targeted audience. These social media platforms also make it easy for interested people to share the ad with their network of friends, thereby quickly increasing a company's reach even further. Email Marketing allows for a high level of personalization based on the data a company has collected. However, I have learned that both of these channels may not be appropriate for every target group or service/product. For example, users of some social media channels may skew younger, and if that is not a company's target audience, it may not want to use that particular channel."

  10. 10.

    Outside of work, what type of creative activities do you like to pursue?

      The interviewer would like to know how you express your creativity, outside of the workplace. A genuinely creative minded person will have outside activities aside from what's happening in the workplace. Tell the interviewer about the variety of ways in which you express your creativity.

      Rachel's Answer

      "I have a lot of energy, so I like to bring out my creative side on the weekends by attending local art events, going to the theater, or trying a new paint and sip class."

      Rachelle's Answer

      "Outside of work I love to explore my creative side. I practice photography for fun and take painting and sculpting classes. I do love the arts."

  11. 11.

    In your opinion, what would be the top three most important questions to ask in a customer survey?

      There is a multitude of approaches a client could take with a customer survey. The interviewer is curious to know what your favored approach is. How questions are framed in a survey is very important so be sure to have a few thoughtful questions prepared.

      Rachel's Answer

      "First and foremost, I believe it's important to eliminate as many yes/no questions as possible and move into interval questions or multiple choice. The most important questions to ask in a customer survey would be 'What changes would most improve our service?', 'Would you recommend us?', and 'What do you like most about our services?'."

      Rachelle's Answer

      "It's essential to ask effective questions that do not lead the survey taker in any way. From my studies, I believe the questions that have the most impact and offer the best insight, include 'What did we do best?', 'What can we do better?', and 'Would you recommend us?'. These questions will reveal a lot about a company, product, or service performance."

  12. 12.

    Explain Enterprise Feedback Management (EFM) and Customer Experience Management (CXM).

      EFM and CXM are terms often used in the relationship management and management consultancy industries. Show the interviewer that you are familiar with these terms by breaking them down briefly. If you have exposure to a particular type of EFM or CXM software or tool, be sure to mention that experience. If DDB suggests a specific resource in their job posting, do some research to familiarize yourself.

      Rachel's Answer

      "Enterprise Feedback Management gives a company the ability to collect and manage customer feedback, then use those results in various ways. This tool gives companies the ability to be actionable as it relates to the customer experience. Customer Experience Management lets a company oversee every customer interaction, allowing for fast improvements and exceptional service. I see in your job posting that you are asking for experience in Verint and Wootric. I have around three years of experience with each and consider myself an advanced user. I look forward to using these critical tools at DDB."

      Rachelle's Answer

      "EFM tools allow a company to increase its efficiency by collecting and evaluating customer data and feedback. A CXM will take that data and provide real-time insight related to every customer interaction. When a company has deep insights, they can better service their clients, earn more revenue, and gain a larger customer base. The software and tools which I am most experienced include Medallia and ForeSee. I was pleased to see that you use these tools at DDB as well."

  13. 13.

    Talk about your experience with or knowledge of artificial intelligence in regards to online marketing.

      Artificial intelligence allows systems to learn from past experiences to complete human tasks such as decision making. In the realm of Online Marketing, examples where artificial intelligence may be used is in building marketing campaign strategies and with chatbots.

      DDB Canada would like to gauge your knowledge of and experience with artificial intelligence. Relate any experiences you may have with it to how it may be used in the Online Marketing industry. If you do not have direct experience with artificial intelligence, then make sure you understand well the definition of it and how it can be used by online marketers.

      Rachel's Answer

      "I believe artificial intelligence helps companies make informed decisions more quickly. It also allows companies to mimic human interaction online, thereby making it more likely to create a personal connection with customers in a cost efficient manner. I have experience implementing artificial intelligence into chatbots for a large e-commerce company. Our team used large data sets to develop algorithms used by chatbots to address customer service issues online. The development was an ongoing process of adjusting algorithms to ensure customer communications effectively and efficiently addressed the issues."

      Rachelle's Answer

      "I do not have experience working directly with artificial intelligence, but I am confident my knowledge and interest in the subject will add value to the client work at DDB. From an online marketing perspective, artificial intelligence helps marketers to create personalized online messages with little or no human intervention. This approach will allow companies to quickly send messages to targeted populations with the most effective messaging at the right time and through the right channel. Also, with the advent of voice assistants such as Alexa, voice search will be an essential aspect of online marketing and artificial intelligence plays a role in this as well. As algorithms improve over time, voice search will become more reliable and used more frequently."

  14. 14.

    What steps would you take to build lasting relationships with our clients and clearly communicate what we can offer to our clients?

      Client relationships are a crucial focus for any marketing agency. If there is no effort to build and maintain a lasting relationship, then clients are more likely to look elsewhere for help. An essential part of client relationships is the ability to communicate what DDB can offer to its clients. This transparency is how client relationships can expand.

      In your response, talk about the steps you have taken with past clients to ensure that their relationship with your agency remained strong. Also, include any instances where you may have communicated with clients to expand the services the agency provided.

      Rachel's Answer

      "Over the several years I have worked in an agency environment, I have worked with many clients with differing needs and personalities. It is important that clients feel their projects get the attention they deserve. I communicate with clients frequently to update them on projects and campaigns they are running, so they know that their projects are a priority for me. Also, I am continually looking for ways to offer them additional services that would be beneficial for their marketing efforts. This approach assures them that I have their best interests in mind and am looking for ways to improve the impact of their marketing efforts."

      Rachelle's Answer

      "Client relationship building has always been a priority for me throughout my years working for agencies. To maintain strong relationships with clients, I am diligent about holding regular monthly client update meetings for me to learn about changes in their business as well as suggesting additional ways we can help them reach their business goals through advertising. It is important to update clients with changes to our business as well. With one particular client, I offered to bring some of their marketing research, as it relates to advertising, in-house so it would provide a more integrated approach to their advertising efforts. Providing this additional service strengthened our agency's relationship with that client."

  15. 15.

    Name some solutions for customer experience optimization.

      When it comes to client relationships and the client experience, the interviewer wants to know that you have solutions that will optimize the customer experience. DDB works hard to ensure that their clients are very well set up to serve their customers, and it's essential that you can express how you are ready to contribute to this goal.

      Rachel's Answer

      "When a company is engaged, has defined values, and a clear understanding of the customer journey, they are then ready to optimize the customer experience. I believe that true optimization comes from strategic customer engagement and segmented customer solutions versus a 'one-size-fits-all' option."

      Rachelle's Answer

      "I believe the best solutions for optimizing the customer experience include identifying gaps between your service and that of your biggest competitor. Also, segmenting your offering and advertising. Next, continually evaluating the capabilities of your organization while immediately repairing any identified gaps."

  16. 16.

    What are your favorite design tools right now?

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  17. 17.

    The customer avatar is key to building the right audiences for DDB's clients. How do you collect data needed to create an ideal customer profile, then determine the strategy for targeting prospective customers that are a match?

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  18. 18.

    Helping clients with their brand strategy is one of the first phases of brand development. How can your experience with brand strategies be of value when working with DDB's clients?

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  19. 19.

    Research is an integral part of the brand development process. What is your analytical experience as it relates to brands?

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  20. 20.

    What knowledge do you have about the role videos play in search engine marketing?

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  21. 21.

    Brand development is a continuous process. At DDB, we help our clients with brand tracking efforts. Describe your experience with the brand tracking process.

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  22. 22.

    What types of marketing videos have you found to be effective in strategies you have worked on?

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  23. 23.

    The technology available to our campaign managers is continually changing and improving. How do you remain current with the changing industry?

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  24. 24.

    Great data visualization will present data in a convincing way. How do you improve human perception when presenting data?

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  25. 25.

    What are the benefits of customer journey mapping? Which part of their journey is the most critical?

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  26. 26.

    What do you believe is the most significant upcoming trend in brand design?

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  27. 27.

    How does data drive a business' success?

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  28. 28.

    DDB believes that results should be measured to determine the success of marketing efforts. What are some key performance metrics you look at to decide whether marketing efforts have fallen short of, met, or exceeded expectations?

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  29. 29.

    Describe your experience working with digital advertising.

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  30. 30.

    What would you say are your biggest influences, or sources of inspiration when it comes to design?

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