Q1) How would you define Digital Marketing?
Ans: Digital Marketing is about a brand’s marketing initiatives executed across digital platforms. Digital Marketing is the process of reaching out to and engaging with your customers or users through digital media. Notice the highlights here – reaching out to, and engaging with.
Traditional marketing channels definitely helped immensely in reaching out to the audience but engagement and interaction were largely missing, making it a one-sided communication. As a marketer you would agree that effective marketing communication is all about two-way communication, or about having a meaningful dialogue with customers. This is where traditional marketing channels lose and Digital Marketing scores.
Any organization or individual who wants to reach out and engage with their customers or prospects, Digital Marketing platforms are of immense use. And it is not just limited to sales & marketing efforts of brands but extends to greater pastures of a business like serving customers, finding new talent, Market Research, and needless to mention that various sales & marketing objectives like Lead Generation, brand building, Customer Acquisition could be achieved using Digital Marketing.
Digital Marketing includes multiple channels like social media, search engines, brand website, content platforms etc. and could utilize various techniques like Search Engine Monetization (SEM), Search Engine Optimization (SEO), Email Marketing and link building etc.
Q2) In what ways can you categorize the term Digital Marketing?
Ans: This is one of the most commonly asked questions in a Digital Marketing interview. This is also one of those trap questions that could give away the level of your understanding of basics. Even though there are many ways to categorize Digital Marketing, owing to the dynamism and vastness of available options, the term Digital Marketing is generally categorized into two major segments from the point of view of traffic and lead generation:
Inbound Marketing
Inbound marketing refers to invoke audience response and attract traffic/ leads to increase the inbound traffic volume (hence the name), through various promotional activities like social media marketing, content marketing using e-newsletter/ webinars/ e-books and SEO etc. This helps the audience to learn about a company, its product and services offerings and eventually to establish a connect.
Outbound Marketing
Outbound Marketing is the more traditional way of marketing in which the company consistently reaches out to its target audience with its promotional messaging. This aspect includes reaching out to potential clients via digital platforms like by running ad campaigns, emails, and calls etc.
Q3) Why is online marketing increasingly preferred over offline marketing?
Ans: Most of the people have started opting for Digital Marketing nowadays because of various benefits:
- The online tools for marketing are SEO, Hosting, and Web Development.
- The number of leads generated are extraordinary compared to the very expensive offline marketing initiatives.
- One can reach a huge and diverse audience online and can even set a worldwide target.
- It’s not only possible but also super-easy to make corrections in live campaigns in Digital Marketing in real-time. Optimization-on-the-go is finally a reality, thanks to Digital Marketing.
- There are essentially no geographical boundaries when it comes to using online marketing platforms.
- Digital Marketing feeds and thrives on consumer behavior analytics. Never before brands had so much meaningful and action-able data available to them for drawing real insights to base their marketing budget on.
- Everything is measurable and track-able in Digital Marketing. Marketers are able to measure and improve upon Return-on-Investment.
Q4) What do you mean by a responsive website?
Ans: Responsive Website refers to a site created using Responsive Web Design (RWD). It is a fast website that responds very well to user interactions by being compatible with multiple devices and browsers.
Responsive Web Design (RWD)
A website design that adjusts its layout as per the view-port size and the orientation of the device. The content presented on big screens and small screens are the same but with a different layout to provide an optimal experience on that particular screen size on which the website is being viewed.
Q5) Are you aware about AMP?
AMP : Accelerated Mobile Pages
The AMP Project was announced by Google in October, 2015 and was being rolled out through 2016. On the homepage of official website of AMP Project, it is defined as following:
“The AMP Project is an open-source initiative aiming to make the web better for all. The project enables the creation of websites and ads that are consistently fast, beautiful and high-performing across devices and distribution platforms.”
Search Engine Land has covered The AMP Project extensively right from the beginning:
“Accelerated Mobile Pages (AMP) by Google is a very accessible framework for creating fast-loading mobile web pages. The open-source initiative is designed to enable publishers to easily improve speed (and consequently, the user experience) for their mobile readership without sacrificing any ad revenue that they may rely upon.”
Q6) What is the most effective way to increase traffic to a website?
Ans: To effectively increase traffic to a website, one should focus on building referral links and to invest in consistent SEO management. It will not only help one gain visitors but will also help in building brand recognition. However, the most important factor is to focus on User Retention by providing a good User Experience.
For instance, getting a Moz link and receiving 10k visitors on the website is quite a good result. Though you must note that the conversion rate will be relatively low. However, the converted leads are certain to land on the website multiple times. But if you focus on creating a good user experience and in turn on retaining users, you will experience an increased conversion rate gained from those thousands of visits in a couple of months. By focusing on engaging the user, you can build a platform on which people will keep coming back.
Q7) Do you know some useful Digital Marketing tools?
digital marketing tools
Ans: Here are some top Digital Marketing Tools:
- Keyword Discovery
- RankWatch
- Moz
- Alexa Ranking
- Google Analytics
- Crazy Egg Heatmaps
- Favicon Generator
- XML Sitemap Generator
- SubmitExpress Link Popularity
- Digital Point Keyword Tracker
- Google Trends
- Google Keyword Planner
- Kissmetrics
- SEMrush
- Ahrefs
- Buzzsumo
- Adexpresso
- Buffer App
- MailChimp
- Unbounce
- Hasoffers
Q8) Do you know the difference between branding and direct marketing?
Ans:
In branding
An advertiser needs to expose his brand on applications and sites with mass reach. The most popular methods are custom ads, YouTube ads, remarketing, and display ads target.
In direct marketing
The advertiser is interested in communicating with the target audience. The most common campaigns are dynamic search ads, shopping ads, Search Network Only etc.
Q9) What is Google AdWords Remarketing?
Ans: Google AdWords Remarketing is a targeted marketing strategy which helps marketers to reach people who previously visited their website but didn’t make a purchase. This type of marketing helps in targeting right people with the right ad, at the right time.
Q10) What are the limitations of Online Marketing?
Ans: Some of the limitations of Digital Marketing are:
- Intense Competition : since online marketing is easily accessible, cost-effective and more accountable by design, it has become a preferred method for most brands. It’s an uphill task to stand out and get noticed amongst such intense competition.
- It can get overwhelming : there is so much information, so much data, onslaught of tools for everything, too many options that it’s easy to get overwhelmed and become confused. It takes practice and experience to get your head around it.
- Analytics is only as good its user : sure, there’s analytics for every thing but you can’t do anything with plain data unless you know how to read it and how to make good use of it. It can easily become misleading and you can get stuck in chasing vain metrics and burning marketing cash at the wrong places.
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