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Marketing Interview
Questions

20 Questions and Answers by
| Rachelle is a job search expert, career coach, and headhunter
who helps everyone from students to fortune executives find success in their career.

Question 1 of 20

What was your least effective marketing campaign? What went wrong?

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Marketing Interview Questions

    1.

  1. What was your least effective marketing campaign? What went wrong?
    • The interviewer would like further details on a project that went sideways. This interview question is not to see what you do wrong, but more to see how you react to situations when they do not go your way. Give an overview of the situation but be sure to focus your answer more on what you did to correct the case, and how you reacted. Also, be sure to express what you learned from the situation.

      Rachelle's Answer #1

      "My least effective marketing campaign was a social media-driven hashtag campaign that was a bit of a flop. I believe that the content was not catchy enough, and the copy a bit long-winded for something meant to be shareable. I am solid in reporting and data analysis and did catch the issue early on, worked with my team to change the course of the campaign, and re-executed. Although the results picked up, we did not ever gain the momentum we had hoped. After that situation, I took additional coursework in writing copy for social and am much stronger in that area now."

      Rachelle's Answer #2

      "I am newer to my career and have not had the opportunity to create a full campaign yet; however, I did study some cases when attending University. The takeaways that I have from that research were very helpful. When a marketing campaign goes awry, I believe it usually stems from a misunderstanding of the voice of a company's ideal customer. This misunderstanding is usually a result of lack of research and data to back the idea up. Would you agree?"

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    2.

  1. Once implementing a new marketing strategy, how do you measure the results?
    • The interviewer would like to know more about your experience and willingness when it comes to tracking KPI's, looking at ROI's, and accurately reporting your findings. The more organized your thoughts are when answering this question, the more impressed the interviewer will be with your answer. Give a clear, concise explanation on exactly how you measure the successes of your projects.

      Rachelle's Answer #1

      "When I have a new client or a new campaign, I will first figure out the starting point, and then the end goal. I track progress daily, every seven days, 14 days, and 30. I use spreadsheets, diagrams, and grids. All of it! I then measure the growth compared to the clients' timeline. This way, I can more easily estimate if we are going to reach our goals, or exceed them."

      Rachelle's Answer #2

      "I have learned from my recent education in Marketing that the best way to measure the results of a new marketing strategy is first to ensure that you have the campaign planned out very well from the beginning. Then, I believe it is important to identify the metrics that you want to measure. This tracking can include lead conversion, visitors, returning visitors, click through rate, and more. Once established, it is easy to track the performance of those actions against the goals you initially set."

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    3.

  1. Do you enjoy networking? Why is networking important to you?
    • Networking, sales, marketing, oh my! As a talented marketer, you know the importance of having a secure network to rely on for new clients, resources, deals that you can pass onto your clients, industry knowledge, and more. Briefly discuss with the interviewer how well networked you are in your industry, and what you do to remain relevant in the marketing space. If you attend particular events, conferences, or are part of any associations or masterminds; this is when you should mention those.

      Rachelle's Answer #1

      "I fully understand the importance of networking and getting to know others in the industry, primarily in this region. I am part of the Chicago American Marketing Association Chapter and have been for a couple of years. This association is how I heard about your job opportunity, funny enough. Are you a member?"

      Rachelle's Answer #2

      "As a recent marketing graduate, I am fully aware of the importance of networking and getting my name out there in the industry. I plan to attend more Chamber of Commerce meetings this year and just purchased a personal annual membership. I believe that once I land a great job, I should be networking on behalf of my new company as often as possible."

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    4.

  1. What was your greatest ROI marketing campaign?
    • The interviewer wants to know that you are more than a creative mind, but that you also understand the importance of a campaign's performance, and return. These days, marketers are expected to know how to drive sales. Discuss one of your most successful campaigns, and be sure to give some numbers and results that will impress. Most marketing agencies will collect data for their client but will usually not guarantee any specific Return on Investment. ROI can be figured out by taking the gross profit minus the marketing investment.

      Things to consider when discussing the ROI of a campaign:

      - What was the traffic increase to the clients' website?
      - What was the cost per lead?
      - What is the value of the average customer?
      - What is the traffic-to-lead ratio or lead-to-customer ratio?
      - What was the organic search traffic rate?
      - What percentage of traffic came from social media channels?
      - What were the bounce rates from mobile devices?

      Rachelle's Answer #1

      "The greatest ROI I have seen recently was on a makeup brush campaign that we did for a company targeting Instagram users. We created ads that led to a sales page. We had to keep mobile bounce rates top of mind since all Instagram users seeing ads are mobile. We had a bounce rate of 26% which was great compared to our clients' previous 70% bounce rate. I believe we were successful because we created clearer call-to-actions and streamlined the checkout."

      Rachelle's Answer #2

      "When I was working on a case in University, we partnered with a local business that was struggling. The project was to makeover their website and track any increase in traffic as well as find the bulk of their traffic source. We worked on the website of a local florist, going over and above by creating a Facebook and Instagram account for the business, with a lead generator to the website. Our group won top project because we increased traffic by 578% which increased the number of website subscribers by 366%."

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    5.

  1. How have you improved your company's website conversion rates?
    • The interviewer would like to hear more about the results that you have been able to generate for your current employer. The more substantial numbers and achievements that you can come up with, the better! Keep your answer to the point and use results that are easy to understand, as well as memorable.

      Rachelle's Answer #1

      "I have improved my current company's website conversion rates by 15% in the last 45 days from a couple of simple tweaks on the call-to-action buttons and some easier to read web copy. I look forward to seeing additional results as time goes on!"

      Rachelle's Answer #2

      "I have not yet had the opportunity to work directly on a company website; however, I have had a small marketing blog for a year or so. I generate an increase in traffic, about 5% every month, by updating my keywords and writing compelling industry related articles. I am eager to learn more about websites and how to attract leads and convert them."

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    6.

  1. What type of marketing are you most passionate about?
    • If you had to pick one type of marketing to focus on for the rest of your career, what would that be? The interviewer would like to know more about the core of your passion when it comes to marketing. The way you answer this will help the interviewer to determine if you are a fit for the future direction of this company. If you are not sure of the organization's course when it comes to their future marketing efforts, you should certainly ask.

      Rachelle's Answer #1

      "There are so many facets to marketing that interest me; however, if I had to choose one particular area of passion, I would say that it is copywriting. I am highly interested in the way words work to create emotive appeal, and drive sales."

      Rachelle's Answer #2

      "At the moment, I am studying social media marketing and have found a deep passion for it. To understand it is one thing, but it is ever-changing, which is a challenge that I love."

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    7.

  1. What are our top products at our company?
    • This question is another one geared to checking up on the amount of research you have performed before your interview. Show the interviewer that you are well-prepared for your meeting by discussing the products offered at their company. Talk about any personal experience you may have with these products and services.

      Rachelle's Answer #1

      "From my understanding, your top products are A, B, and C. I have tried all three of these products and enjoy them all; however, Product A is the one I enjoy the most. From your knowledge, would you agree that these are your top products?"

      Rachelle's Answer #2

      "I would suggest, from reviewing your website and online reviews, that Product A is your top product. It has a strong call to action on the main page of your website as well, which was a good indicator to me that it is a top seller. Is this correct?"

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    8.

  1. What are your favorite ways of measuring website performance? Such as conversions, leads, etc.
    • There are many ways that a marketer can measure website performance, and there is a massive range of tools available as well. Briefly, mention to the interviewer which methods you prefer when it comes to measuring website performance. If particular tools or techniques show up in the company's job description, be sure to refer to those as well.

      Rachelle's Answer #1

      "I recall in your job posting that you mentioned Click-Through-Rate (CTR) a few times. I am a big fan of tracking actions taken on particular web pages and like to keep a close eye on those numbers. If it is not performing well, I know very quickly that I need to tweak the call-to-action."

      Rachelle's Answer #2

      "I have been learning recently, a lot about bounce rates and techniques to minimize bounces. This measurement is crucial because it shows how many people are so repelled by their initial page view that they leave without taking any action whatsoever. As a marketer, I feel that bounce rates should always be top of mind."

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    9.

  1. We have a new product coming out in three months. What would you do to launch it?
    • As a marketer, coming to an interview with a clear strategy for a specific product launch should be a trick that you have, in your back pocket, ready to pull out at any minute. A great marketer knows that you have to show, versus tell, and this is what will set you apart. Take the product in question and walk the interviewer through your strategy for ensuring its features and benefits become 100% irresistible to the end client or consumer.

      Rachelle's Answer #1

      "I noticed on your website that you have Product ABC as 'coming soon.' The hype for the release seems to be very strong so far. If I were to launch this product, I would take what you have but also create a custom hashtag, and add some short videos, to encourage more social sharing. Other than that, I believe your strategy is golden!"

      Rachelle's Answer #2

      "I have recently been learning about the importance of email marketing and lead magnets. If I were in charge of your new product launch, I would start by creating hype through your existing email list, which I imagine is quite significant. I would create a lead magnet, for a limited time or limited quantity coupon only for existing customers. This strategy would create a sense of exclusivity that consumers respond well to."

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    10.

  1. Have you been in control of a company's Twitter, Instagram, Facebook, or other social account?
    • The interviewer would like further detail on the experience you bring in social media management. There is no way around it these days - you need to understand and embrace social media, or risk being extinct very quickly! Discuss your experience and then highlight any results that you feel would make you stand out.

      Rachelle's Answer #1

      "Yes, I have approximately four years' experience managing social media for my current and previous companies. I have taken some coursework in Instagram and Facebook ads and would like to learn more when it comes to the Twitter algorithm. When I first took over my company's Instagram account, we had just 345 followers. We are now at over 8,000 due to my robust content and visual strategy."

      Rachelle's Answer #2

      "Although I have not worked on a company's social accounts in the past, I am very well educated, both formally and through my research, when it comes to what makes for a great Facebook or Instagram ad campaign. I have run some A/B tests on class projects, and have a successful 'personal blog' account on Instagram. I am confident that I would be instrumental as your social media manager."

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    11.

  1. Have you researched our competitors marketing campaigns yet?
    • The interviewer would like to understand further the work that you have done to compare their company with their competitors. What do you notice as the most prominent differences, and the most substantial similarities, between marketing campaigns? Discuss with the interviewer what you have seen when it comes to their competitor's campaigns.

      Rachelle's Answer #1

      "I have certainly researched your competitor's marketing campaigns and noticed that they rely more heavily on traditional media such as broadcast, print marketing, and billboard advertising. I do not see how these forms could be effective for the target audience, but am interested in knowing more. How do you feel that your campaigns stack up against your competitors?"

      Rachelle's Answer #2

      "From my understanding, your competitors are Company ABC and Company XYZ. Both of these companies use a message that leads to consumer fear, with the hope that they will see ABC or XYZ as the answer to their concerns. I like your company's approach much better because it's lighthearted and rather than driving fear, it creates a sense of security and partnership."

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    12.

  1. What do you consider to be the most effective marketing campaign, you have seen?
    • The interviewer would like to know what types of campaigns catch your eye and the style of marketing that speaks to you. This question will also show the interviewer how much you keep up to date on industry trends. If there is a marketing campaign that you are primarily interested in from this agency or company, this is a great time to discuss and ask questions.

      Rachelle's Answer #1

      "I have seen some great campaigns come from your agency, which is what prompted me to apply here. I am referring to Campaign ABC and XYZ. What I enjoyed most was the creative copy for the campaigns as well as the images used. They were compelling and caught my eye immediately. I look forward to working with you on more campaigns like those."

      Rachelle's Answer #2

      "My favorite campaign as of late is the Google 'Building a Better Bay Area' campaign. They made philanthropy feel unconventional and like anyone could do it. The interactive posters placed around the Bay area were an amazing idea and caused people, who would normally remain complacent to the issue, to become involved.”"

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    13.

  1. What mediums do you have the most experience using in your marketing campaigns?
    • The interviewer would like to know the types of marketing mediums in which you are most experienced. Discuss the bulk of your experience and, if you can, rate yourself as a beginner, intermediate, or expert level user in each of the mediums that you mention. Be sure to refer to the job description and discuss those must-have and nice-to-have skills, assuring the interviewer that you are the right fit!

      Some mediums that you could mention:

      - Traditional Marketing, including direct mail, print advertising, broadcasting, billboard and outdoor advertising, or point of sale.

      - Field Marketing, whether that be B2B or B2C. These could include event and sponsorship efforts, buzz marketing, guerilla marketing, or street teams.

      - Online Marketing, including web ads, banner ads, SEO, SEM, email marketing, website optimization, blogging, content creation, Google Ads, or social media avenues such as Facebook, Twitter, Pinterest, Instagram, and more.

      Rachelle's Answer #1

      "The bulk of my experience is in B2C field marketing efforts. When you mentioned in your job posting that you were looking for someone experienced in developing street teams, I knew I had to apply. I have performed this type of marketing for many F&B companies include street teams for Excel gum and Red Bull."

      Rachelle's Answer #2

      "I just completed my degree in Marketing with a focus on online marketing efforts including Google Ads, SEO, SEM, and all social media outlets. I would say that I am an intermediate level in most areas, with social media being my true expertise. I see that you are looking for someone who can create amazing social media campaigns which I am very confident that I can do!"

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    14.

  1. Who are our competitors? What products do they have that compete with ours?
    • Researching the company before your interview is a crucial step. Discussing best selling products, company growth, news or public accolades, as well as competitors, are all excellent places for you to start your research. Make a pros and cons list of competitor products and be prepared to discuss areas where you think competition may be the most fierce.

      Rachelle's Answer #1

      "From my research, I believe that your biggest competitor is Company ABC, primarily because they have been around for many years. This company has similar products to you, such as X, and Y. I believe that your product is easy to use, and the price point is friendly, as opposed to your competitor."

      Rachelle's Answer #2

      "Before coming here today, I was sure to research your competitors thoroughly. What I understand is that your bigger competitor is Company XYZ and their Product ABC. I do know that their reviews are not nearly as strong as yours and you have a much better social media following. Is this accurate to say?"

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    15.

  1. Why did you choose a career in Marketing?
    • The interviewer would like to know what initially drew you to a career in marketing. Perhaps you have a significant interest in consumer behavior, or maybe you have a strong penchant for graphic design or copywriting. However you answer, you are showing the interviewer your strengths in marketing. Give an honest answer when you discuss your reasoning for pursuing a career in marketing.

      Rachelle's Answer #1

      "I initially chose a career path in sales and landed in marketing after completing a business development contract for a client who was heavily involved in the marketing industry. I loved the idea of helping a business put together a strategy for branding and development."

      Rachelle's Answer #2

      "I chose a career in marketing because I have always had an interest in the creative, writing, and design side of running a successful business. I have helped my parents in their own family-run business for a few years, and also some of my friends who are entrepreneurs. I decided to make my knowledge more in-depth and official, by obtaining my degree in business marketing. Now that I have graduated, I am very eager to get my career off the ground."

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