Marketers develop and execute ideas to promote a company’s products, services or overall brand identity. Marketer duties and responsibilities typically include creating advertising campaigns, monitoring market trends, writing engaging sales copy and working on ads spanning TV, radio, social media, print and/or email.
When hiring for a marketing role, look for strong organization and prioritization skills, creativity and storytelling skills. Great candidates for your marketing role may also have A/B testing skills, experience working within limited budgets and strong interpersonal skills.
Ask 5-10 of the following interview questions to get a better sense of a candidate’s marketing skills and experience.
- A customer left a negative review of our product on a social media site. How do you respond to the customer? See answer
- Tell us about a product that you successfully marketed. What was your strategy? See answer
- In the case of the product that you successfully marketed, how did you assess the impact of the campaign? See answer
- Tell me about a working situation in which you had to market a product with a team of people who had very different ideas and values from you. How did you manage the situation? See answer
- How do you decide which marketing channels to use for your target audience? See answer
- What is an innovative marketing strategy that you'd like to implement while in this position?
- Tell me about a marketing campaign you conducted that wasn't successful. What did you learn from that?
- You have been charged with the task of creating a new branding campaign for a product that hasn't been doing well. What is your process?
- What tools do you use to measure the impact of a marketing campaign on sales?
- How do you stay knowledgeable on marketing trends? Do you read any digital marketing publications?
- What is your process for researching, writing and publishing a blog post?
- What methods do you use to drive social media engagement?
- What aspect of marketing interests you most and why?
- How do you organize your priorities and keep clients updated?
- What would you change about our company's online presence?
- Are you comfortable balancing multiple project deadlines at once?
- How will you use this role to grow your skills and career as a marketer?
- What strategies do you use to provide effective feedback and edits to other creatives?
8 Marketing Interview Questions and Answers
What is an innovative new marketing strategy that you’d like to implement while in this position?
The goal is to see how up to date the customer is regarding new innovations in the marketing field. What to look for in an answer:
- Can they name one or more innovative marketing tactics?
- Do they appear fluent in how these tactics can be implemented?
- Are they confident about new strategies?
“I’m really excited about the prospect of creating an experiential marketing campaign, where we can activate the brand in the wild, where our customers are. I’ve researched a variety of marketing activations, such as one where a vegetable company brought branded trucks to a festival and served vegetable snacks to health-conscious consumers.”
A customer left a negative review of our product on a social media site. How do you respond to the customer?
The goal is to understand how the candidate deals with negative press. Negative press is something any marketing strategy has to take into account and have a plan to deal with. What to look for in an answer:
- Do they feel comfortable talking about the issue of negative attention?
- Are they able to produce a plan for converting negative attention to positive branding?
- Do they see a negative post as an opportunity rather than a setback?
“I would take the opportunity as a representative of the brand to address the customer in a respectful and holistic way, assuring them that our brand feels accountable to making the customer happy and discussing how we can best accomplish that in the customer’s future interactions with our brand.”
Tell us about a product that you successfully marketed. What was your strategy?
The goal is to have the candidate discuss his process of creating and implementing a marketing plan. What to look for in an answer:
- Do they have an answer ready to hand?
- Do they enjoy discussing the experience of deploying the strategy?
- Is the strategy they discuss a sound one?
“I was charged with introducing a new brand at a tech conference in Las Vegas. We created a strategy that involved physical signage and giveaways at the conference center, along with a Twitter account that posted about the next locations where customers could find our product. We integrated the campaign with general conference tweets through the use of hashtags. It was a lot of fun.”
In the case of the product that you successfully marketed, how did you assess the impact of the campaign?
The goal is to understand how the candidate quantifies success with data. What to look for in an answer:
- Does the candidate point to ways of measuring customer awareness online and off?
- Do they demonstrate a good facility with metrics?
- Do they demonstrate interest in quantification and data?
“Our team tracked mentions of our product throughout the conference to see how many conference attendees were engaging with the product. We also tracked hits to our website, as well as attendance at the giveaways. Other metrics we computed were sales after the conference, mentions on social media and engagement through other channels like email.”
Tell me about a marketing campaign you conducted that wasn’t successful. What did you learn from that?
The question is designed to understand how the candidate deals with failure. What to look for in an answer:
- Are they overly discouraged by failure?
- Are they able to learn from failure?
- How do they creatively implement these lessons?
“A brand I marketed did not experience strong engagement online from customers. In research done after the campaign, we learned that our sense of who the customer was inaccurate, and the true customer should be targeted differently. We adjusted our marketing language and targeted differently via ads and outreach and experienced greater success the next time.”
Tell me about a working situation in which you had to market a product with a team of people who had very different ideas and values from you. How did you manage the situation?
The goal is to find out how the candidate deals with people who work and believe differently than they do. What to look for in an answer:
- Do they exhibit an ability to bridge differences?
- Are they open minded?
- Can they grapple with and manage disagreement?
“I worked on a team with several people who came from very different backgrounds and disagreed on many things. The way I worked to bridge this gap was by defining what our product was together and focusing on the product rather than on our personal differences. By focusing that way, we were able to work together.
You have been charged with the task of creating a new branding campaign for a product that hasn’t been doing well. What is your process?
The goal is to find out how the candidate changes the course of a brand. What to look for in an answer:
- Do they see the opportunity to rebrand as an interesting challenge?
- Do they have experience in rebranding?
- Do they have creative ideas for rebranding?
“I came into a team that had a brand that had released a faulty product and accumulated negative associations with customers. We rebranded by creating a bright and cheery new logo that signaled the change in the product. We acknowledged to customers that the product had had issues and was being reformulated, and we communicated throughout the rebrand. Customers gave us a chance, spread their satisfaction with friends and the new brand became successful.”
How do you decide which marketing channels to use for your target audience?
A key role of marketing professionals is to identify a target customer base and determine how to reach them most effectively. This question allows the interviewer to assess the candidate's knowledge of what marketing channels are most effective for various customer personas. Look for these elements of an effective response:
- An example of pairing a customer persona with a marketing channel
- Reference to market research
- Knowledge of the various marketing channels available on and offline.
"To decide which marketing and promotion channels to use on a new campaign, I would first study any available market research about our target audience about where they spend their time, what kinds of media they consume and what types of messaging they connect to. I would also consider fragmentation within the target audience to use a combination of channels that would capture our entire customer base. For example, when targeting a health-conscious audience, I'd use influencer marketing to connect with the younger wellness movement and community partnerships to reach an older audience."