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Digital Marketing

Developing digital strategies, programs and tools in line with organization’s branding and sales objectives.
Level 1. Demonstrates introductory understanding, directing people to the appropriate source for further information.

BEHAVIORS

  • Explains digital measurement and control concepts and principles.
  • Maintains customer database, including data entry and record cleaning.
  • Assists with general digital marketing initiatives, which could include social media and online promotions.
  • Creates editorial calendars and syndication schedules.
  • Administers contract work for a digital project and coordinates across departments.

QUESTIONS

  • Explain in detail the process you went through to develop the latest creative brief for a digital campaign.

Probing Questions

* What were the circumstances?

* How did you determine the key messages?

* How did you use the brief?

* What were the results?

Level 2. Applies the competency in common situations that present limited difficulties, working with a moderate level of guidance.

BEHAVIORS

  • Assists in the implementation of tracking on digital web properties via vendor pixels, cookies and on-site event detection.
  • Identifies opportunities for audience development and growth through analysis of digital customer behavior.
  • Supports the development of digital marketing multi-channel campaigns aimed at increasing loyalty.
  • Monitors paid acquisition budget and performance across multiple platforms and develops recommendations on daily adjustments.
  • Analyzes creative performance and determines trends based on creative category.

QUESTIONS

  • Tell me about a time you collected and analyzed data to measure the effectiveness of a digital advertising campaign.

Probing Questions

* Why was this important?

* How did you use this information?

* Who guided you?

* What were the results?

  • Give me an example of metrics you have used to evaluate a digital campaign.

Probing Questions

* Please describe the context of the campaign.

* How did you determine the metrics used?

* Who used the information?

* What was the outcome?

  • Provide a specific example of how you gathered information about the target audience for a digital campaign?

Probing Questions

* Please describe the context of the campaign.

* How did you collect the information?

* How was the information used?

* Who did you share the information with?

* What was the outcome?

Level 3. Applies the competency in the full range of typical situations, requiring guidance in only the most complex or new situations.

BEHAVIORS

  • Analyzes measurement data to inform the evaluation of the digital marketing strategy.
  • Suggests techniques to drive new customer acquisitions through paid and organic multi-channels.
  • Keeps up-to-date on trends and developments in SEM/SEO, mobile, video, email, social media, affiliate programs.
  • Develops and executes effective digital marketing plans aligned with the digital marketing strategy.
  • Manages a digital advertising budget and brings new acquisition goals in line with cost per acquisition target.
  • Sources, qualifies and negotiates third party agencies to drive new traffic within cost per acquisition targets.
  • Collaborates with internal teams to create ads and landing pages with the goal of optimizing conversions

QUESTIONS

  • Describe a time you took the initiative to increase your industry knowledge.

Probing Questions

* What was this learning opportunity?

* How did you approach this situation with your manager? (Did you take your own initiative, or were you encouraged by a manager/colleague?)

* What knowledge was gained from this opportunity, and how did it apply to your work performance?

* Why did you do it?

  • Explain a time when you researched and identified current industry trends.

Probing Questions

* What was the situation?

* What was your role in this situation?

* What was the information used for?

* To whom was the information presented?

Level 4. Applies the competency in new or complex situations and advises others.

BEHAVIORS

  • Measures and reports performance of all digital marketing campaigns, and assess against goals (ROI).
  • Performs quantitative assessment and optimization of website experience and content through Google Analytics, multivariate testing, A/B testing, and user testing.
  • Creates processes to ensure that digital capabilities and marketing program target, convert and retain goals and budget commitments are met.
  • Assesses appropriate automation tools to evaluate the impact of digital marketing initiatives on organization’s performance.
  • Leads all aspects of digital marketing including SEO/SEM, affiliate, display re-targeting and acquisition, email marketing and content marketing.

QUESTIONS

  • Describe a time you had conducted a detailed analysis of the digital marketing strategy of a company, product or service offering.

Probing Questions

* How did you go about this?

* How did you collect critical information? Why was this important?

* What did you do after the analysis?

* What were the results?

  • Describe a situation where you took the opportunity to speak about your organization's digital efforts to colleagues, industry professionals and/or potential clients.

Probing Questions

* Describe the opportunity.

* Why was this important?

* How was your presentation received?

* What lessons did you learn?

Level 5. Develops new approaches and methods in the area. Is recognized as an expert within the organization.

BEHAVIORS

  • Leads the implementation of data analytic tools in line with organization’s goals and infrastructure.
  • Establishes various control systems and processes such as data analytics tools and customer relations management systems to ensure an integrated approach to controlling digital marketing resources
  • Designs and leads the implementation of cutting edge inbound marketing strategy to scale inbound leads.
  • Approves the creation, production and delivery of digital campaigns to increase impact, ROI, and customer satisfaction across marketing campaigns and programs.
  • Develops digital marketing strategy aligned with overall integrated marketing strategy.
  • Oversees existing technology platforms to align with goals of marketing organization, and deploy new tools as appropriate.
  • Monitors costs associated with organization-wide digital marketing programs, initiatives and pilot projects.

QUESTIONS

  • Tell me about a time you recognized that your company / service / product could be badly represented in the digital marketplace.

Probing Questions

* How did you become aware of this?

* What action did you take?

* What impact did this have?

* Who did you present/talk to about this?

  • Describe a time you developed a digital strategy to address changes in the competitive position of your company / service / product.

Probing Questions

* How did you become aware of the impending changes?

* How did you develop the strategy?

* How was the strategy received within the organization?

* What were the results?