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.
"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."
"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?"
"Nobody has had a career of perfect launches, including me! I recall, earlier in my career, a print advertising campaign that I did for a local clothing store. The campaign was for a kids store but the font chosen was difficult to read, for adults and children. Customers complained, and we had to dismantle the resources we had already ordered for print and start anew. It was a colossal waste of money and a big loss for our agency; however, a valuable lesson that less is more, and simple always wins in the end."
The interviewer would like to know more about your creative portfolio, and they also want to hear the passion in your voice when it comes to some of your favorite projects. Walk the interviewer through a project that you are most proud of, highlighting the efforts you put in as well as any big wins along the way. Express what you learned while completing that project as well.
"I recently completed a campaign for a non-profit organization which was a unique challenge in the sense that they were incredibly open to ideas but did have a tighter budget than most. We focused on social sharing to gain momentum economically. I loved this particular challenge because it caused me to elevate my creativity without leaning on any financial means."
"While attending University, we worked on a group project for a local art house that supported a lot of our school’s exceptional art students. We created a campaign to bridge the gap between students and the city’s older, more affluent crowd. My part of the campaign included designing the Instagram grid, creating unique hashtags for the event, and finding local partners to help us spread the word about the project. I learned a great deal about the importance of collaboration and community in marketing."
"Recently I worked on a client campaign with a great focus on video. This campaign was the first I have worked on with such a heavy video production component. Every video created was made so that it could be cut into 60-second clips, making them easily shareable on social media."
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.
"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."
"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."
"A good marketer will always keep a close eye on the SEO position with the use of Google Analytics and will be keeping on top of numbers by embedding code to track conversions. Regular reporting is imperative, as well."
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.
"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."
"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."
"I have many favorites when it comes to measuring the performance of a website and love using a variety of tools to analyze the data into as small of detail as possible. My favorite focus at the moment is search engine referrals. I like to see and collect data on which keywords people are using to get them to the website. This data allows me to pivot my strategy quickly, and effectively, as needed."
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.
"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."
"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."
"I have been in control of many social media accounts, throughout the last eight years or so. I would say that it is one of my favorite tasks because I truly enjoy seeing the changes from day-to-day and analyzing public engagement levels. Also, the algorithms change all the time, so I am kept on my toes and feel encouraged by continually needing to learn new skills, and tactics."
The interviewer wants to see if you are comfortable when it comes to public speaking, and giving presentations, to company executives, your team, your clients, or other groups of people. Discuss your confidence level when it comes to making presentations and be sure to talk about any formal training you have in public speaking or even putting a display together, graphically or content-wise. If you have had a challenging performance, discuss what made it such a significant challenge and how you overcame the problem.
"I would say that my comfort level when it comes to giving presentations, is intermediate. I have a lot of experience participating in the execution of important presentations, but less experience leading the presentation myself. The most challenging presentation I recall was my very first! I was incredibly nervous, did not set up in time, had technical difficulties, and some tough questions came my way. It was a sink or swim situation, so I forewent the PowerPoint and went from memory alone. Overall, I recall getting the correct information to the right people, but it could have been smoother. Lesson learned! I am always early for presentations and much better prepared now."
"I have some experience delivering presentations to my class; however, my public speaking experience is limited. When I know the content that I am presenting, my confidence level is high, and I do have some public speaking training with Toastmasters. You can certainly throw me into challenging situations, even ones that involve presenting to stakeholders, and I am confident that I will represent you in a very positive light."
"I am an expert when it comes to delivering presentations, even to the most significant of stakeholders. I have years of public speaking experience and understand that the basis of a solid presentation is to have your facts straight and know exactly the types of real numbers and results that the group is looking for."
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.
"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?"
"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."
"The art of networking has helped me to gain many important experiences, relationships, and opportunities throughout the years. I am a huge fan of in-person, and online marketing. I currently run a group on LinkedIn with about 1,000 members. It's called "LinkedIn for Marketing Professionals in Chicago." I learn a lot from the member questions, and member supplied answers, and have met many amazing clients and fellow marketers through the group. I believe that leading the group has positioned me as an influencer in the marketing space, in the Chicago area as well."
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.
"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!"
"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."
"My current company's website, after I did a complete overhaul on it, has seen a 145% increase in conversions in the past six months. I added more compelling imagery, the right keywords, and some video to add to the website's optimization. This strategy attracted more qualified leads, resulting in a deeper interest and more organic traffic. I would be thrilled to apply the same strategy to your company's website when the time comes."
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.
"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?"
"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."
"Yes, I have researched your competitors extensively and also, I have worked for one of your competitors in the past; Company ABC. I know that their campaigns are very female-focused which is fine but not the modern approach to your competing product. I believe your product is a solution for all genders and would challenge this one-track-mind thinking."
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.
"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."
"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?"
"I have performed a strong analysis of your competitive landscape and your best selling products. I have turned this into a spreadsheet for your review. Would you care to take a look?"
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.
"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?"
"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?"
"Before coming here today, I did a great deal of research and believed that your top selling products are A and B. I see that you advertise these quite often on your Facebook ads and the Google SEO for related keywords are strong. Would my research be correct?"
The interviewer is checking to see if you have done your homework! Take a look at the company's website, the products, and brands they represent, and then take note of the ones that appeal to you the most. If you can, before your interview, think up a quick marketing plan that you could pitch in your interview. By showing the interviewer how you would pitch these products, you are taking action and positioning yourself as an engaged team member, from the get-go!
"The fact that you have so many incredible products is one of the reasons why I want to work here! If I had to choose just one great product, it would be Product ABC because I see the need for it in the market, but not a lot of other companies are doing it right. I have already thought up a slogan and a sharable ad campaign for social media. Would you like to hear it?"
"I recently did a case study on a product similar to yours, Product ABC. I think this product has a huge amount of potential because the need spans all ages, genders, and regions. Would you agree?"
"You represent Brand ABC which I think is amazing, and you are doing an incredible job. I see that you also have Brand XYZ and, although different, I believe represents a similar target audience. My first thought is that Brand XYZ could be very solid with the same type of strategy applied to it."
The interviewer would like to know that you are aware of what makes a great marketing team. Perhaps you believe it's teamwork or a diverse range of skills and abilities. There are many ways for a marketing team to work effectively. If you have been part of a great marketing team, take the time to explain to the interviewer what made your experience so enjoyable.
"In my opinion, an effective marketing team is full of individuals with unique skill sets and varying levels of experience. I like to know that I can learn from those around me and that I will also have the opportunity to teach my skills to someone else. When this diversity is present, very creative things can happen."
"I have learned that having a firm sense of purpose, which the entire team has bought into, is what makes an effective marketing team. It is important that everyone agree on the common goal so that the vision remains clear through all steps in each project."
"A team with a variety of opinions is incredibly important. When you get a marketing team full of 'yes-men,' or people who merely agree for the sake of conforming, marketing campaigns can become very stale. I understand that your team is full of individuals who are unafraid of challenging each other, and the status-quo in marketing."
The interviewer is testing your knowledge in marketing. When you answer this questions, you should discuss elements of marketing that the interviewing company utilizes. Here are some ideas for a great discussion: - Hash out the theme of your campaign before committing to any ideas. What do you want the campaign to say, from the start, middle, and the end? - Set clear goals. What do you want to accomplish with this campaign? Break those goals to be as detailed as possible. - Figure out your audience. Many marketers will create an avatar of their ideal client, and speak directly to that avatar of 'Mr. or Mrs. Perfect Client.' - Work with a team of people who possess a wide variety of skills and knowledge. Your campaign will not be as diverse if everyone thinks the same! - Run A/B tests before you commit to one particular campaign. Collect data on what is working, what is not working, and pivot from there.
"Many components go into an effective marketing campaign; however, I believe that the most important is to have a team with diverse skills and a broad range of ideas. I have worked in smaller groups where creativity can become stale if the team members are not continually educating themselves and bouncing ideas off of each other. So, I believe that a well-educated, well-rounded group can create amazing campaigns together."
"From what I have seen so far, I think that the backbone of an effective marketing campaign is proper research. Setting a solid foundation for any project, big or small, will make the entire campaign run a lot smoother."
"In my years of experience, I have seen many marketing campaigns go awry because there are no clear goals set from the beginning. The client, or company, need to know what it is they want to accomplish. From there, a great marketing service will reverse engineer those goals, to create the basis of their campaign and plan of action."
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.
"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."
"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.”"
"I have come across many amazing campaigns in my marketing career. The one that stands out most to me is the "Know Your Lemons" campaign by Worldwide Breast Cancer. Stats from that particular campaign show that they exceeded their target for fundraising by over 300%, with the bulk of action happening through their lighthearted hashtag on Facebook, #knowyourlemons. The power of social media is incredible."
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.
"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."
"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."
"Marketing has been the focus of my career since attending University nearly a decade ago. I love sales and also have a keen interest in what makes people tick. Put these two interests together, and you have marketing. The industry is always changing so I feel that I am constantly learning something new, which adds to my motivation."
Marketing professionals have the skills and expertise required to identify and implement effective techniques and strategies to attract customers to their company's brand. Marketing professionals include a broad range of roles including brand managers, product managers, business development executives, marketing managers, social media marketing managers and marketing coordinators. The specific tasks that a marketing professional is assigned depend on their exact role within marketing.
A bachelor's degree in a business or marketing related field is the minimum educational qualification required to work in marketing. Marketing professionals must have excellent communication, interpersonal, organizational and customer service skills. They must also understand consumer behavior, product development, marketing concepts and have an eye for branding. Marketing professionals must stay on top of the latest buying trends.
As the role is largely about using your creativity to market your company's products or services, prospective employers will play close attention to this particular aspect. They may ask you to create a marketing plan based on the information they give you. They are also sure to ask you to explain what you like about being a marketing professional and what are your strengths and weaknesses in relation to this particular role. If you mention any weaknesses, you must emphasize that you are working on improving in that area. Before you head out to your interview, go to Mock Questions and check out the interview questions that are listed there. Practicing your replies to these questions can help you be better prepared for your upcoming interview.