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Marketing Communications Manager

30 Interview Questions & Answers

Think about a past project that resulted in a less than desirable outcome. What did you learn from that experience and how will you apply that lesson in the future?

Example #1
"After weeks of working on a new ad campaign for our agency, the launch was a total flop. Our marketing team is a very creative group, but sometimes this means that research does not get the attention it deserves, as everyone wants to jump in and start creating. The campaign would have been more successful had we devoted more time to learning about the consumer we were attempting to attract. What I learned from this experience was that we needed to lay down stronger groundwork, despite our excitement to get up and go. We could have even hired an outside research team or conducted some simple surveys before we began."
Example #2
"Recently, I have been learning more about the buyers' journey and how it affects the results of a campaign. On one particular project this year, I believe our message was great; however, our timing was off. The consumer wasn't ready for our 'ask' in that stage of their buying journey, resulting in a pretty flat response. What I learned is just how important it is to track and analyze customer interaction through all stages of their purchasing journey. I am learning how to better do this through analysis tools such as heat maps and Google Analytics."
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