Digital Marketing Assessments to Measure Critical Employability Skills

Digital marketing includes all strategic marketing efforts that use the internet or electronic device. Organizations make the best use of digital channels such as e-mail, search engines, social media, and other websites to interact with prospective or current customers. Although traditional marketing and digital marketing are two sides of a coin, what these undertaken endeavors entail makes all the difference. While conventional marketing finds its implementation extensively in print ads, physical marketing, or phone communication, digital marketing takes place electronically and online. 

There is much scope for brands to connect with customers via mediums, such as search engines, e-mail, video, and social media. Presently, digital marketing initiatives are crucial for brand and business awareness. Every business, whether big or small, needs a website. And if they still do not have one, they at least have a digital ad strategy or social media presence in place. 

The demand for skilled digital marketing experts is outstripping the supply. Large, mid, and small enterprises are increasingly shifting from old-school marketing methods towards digital strategies. Consequently, companies are looking for more digital marketers, and the demand for skilled experts is incredibly high. 

• Demands for digital marketing skills almost doubled between 2011 and 2016.
• There has been a staggering demand for content marketers during that period, followed by a high demand for digital analytics skills.
• According to Forrester Research, digital marketing spend is expected to reach $146B by 2023. 

Knowing how to recruit the right digital marketer is an integral part of any business’ growth. If you've also undertaken this task and been grappling with a vast pool of candidates, administering a digital marketing assessment is the most effective way to whittle the list down to find the best candidates.

About digital marketing online exam

A digital marketer is responsible for increasing brand engagement of a product or service on computers, tablets, or smartphones, etc., depending on where the target audience is. Generating leads and directing a high volume of traffic to the website are the primary responsibilities of a digital marketer. An online digital marketing test is used by hiring managers and recruiting teams to assess candidates' digital marketing skills to recruit them for consultants/executives/specialist roles. 

Subject matter experts are essential in the assessment development process. They help create high-quality online test content, identify the goal, and ensure that every test item is relevant and critical. The digital marketing exam questions are meticulously chosen and thoughtfully organized to measure your next hire's competencies, as per industry standards. The digital marketing assessment is a useful tool to screen candidates at an initial level and filter out those candidates who do not meet the criteria, helping recruiters hire candidates without bias.

Hire Your Digital Marketing Expert with Mercer | Mettl's Online Marketing Test

Mercer | Mettl's digital marketing assessment tests gauge candidates' marketing expertise on critical aspects and perspectives, allowing the recruiter to evaluate the participants' specific skills. Being a digital marketer requires critical thinking, proactive decision making, understanding of new trends to stay one step ahead of the competition.

The digital marketing aptitude test is designed so that the questions precisely test the test-taker's ability to solve complex digital marketing problems when it comes to the practical implementation of the skills. The digital marketing online test provides employers with a simple yet, remarkably efficient method to assess an aspirant's knowledge about Digital Marketing.

What does digital marketing skills assessment measure?

The online marketing test is a comprehensive test specially designed to assess digital marketing skills. This test measures the technical knowledge on the following aspects through a set of specific role-based application questions:

• Evaluate a brand’s needs and develop a powerful strategy that maximizes profits
• Execute the most modern and effective content strategies to provide the best possible organic search rankings
• Plan and execute all SEO/SEM for different media advertising campaigns with website optimization
• Execute advertisement campaigns with an expert implementation of skills such as Google Adwords and Google Analytics
• Plan and execute all paid social media channels, e-mails, and display advertising campaigns
• This test aims to assess the candidates on the technical knowledge related to basic concepts in Digital Marketing, such as applying the principles of SEO and inbound marketing, advertising and analytics, influencers’ marketing, affiliate marketing, etc.

The digital marketing skills test consists of the following critical competencies:

• Social Media Marketing: Ability to set up social media profiles and pages for an organization
• Advertising and Analytics: Ability to plan and execute online advertisement campaigns and use analytical tools such as Google Adwords for gaining insights into the performance of the campaign
• SEO and Inbound Marketing: Ability to incorporate SEO strategies to drive inbound marketing plans for converting traffic to leads by sharing relevant content and improving the website’s ranking
• Influencers and Affiliate Marketing: Ability to create marketing strategies with the help of individuals and influencers to promote a company’s brand
• E-mail Marketing: Ability to create targeted and personalized commercial e-mails for reaching out to existing and potential customers

Prominent Use Case:

The online marketing assessment brings its practical use case in hiring candidates having 0-2 years of work experience across industries like IT, ITeS, banking and finance, insurance, FMCG, retail, hospitality, and healthcare. Hiring managers can use this test for campus hiring for screening candidates from tier I and tier II colleges.

Test Details:

Answer to common queries:

What is the digital marketing skills test?

Mettl’s digital marketing assessment lets you evaluate a candidate’s understanding of marketing fundamentals and his/her ability to plan keywords for developing better SEO, knowledge of Google Adwords skills, and online traffic management. A digital marketer’s ability to effectively work towards developing business, branding, advertising, generating, and converting leads is measured through our series of questions, thus providing an overall review of his/her knowledge and expertise.

What is a digital marketing strategy?

A digital marketing strategy comprises well-laid plans that help you achieve business goals via handpicked digital marketing channels such as earned, paid, and owned media.

What are the advantages of digital marketing?

There are some substantial advantages of digital marketing that differentiate it from the traditional one, such as: 

• It offers the convenience of reaching the target audience measurably and cost-effectively. 
• It helps significantly in driving online sales and increasing brand awareness.

The other advantages of digital marketing include:

Cost-effective - A well-thought-out and adequately targeted digital marketing strategy can attract the right customers at a significantly lower cost than a traditional marketing strategy. 

Calculable, trackable results - Digital marketing, coupled with web analytics and various other online metric tools, can forecast an online marketing campaign's effectiveness. Strategists can gain in-depth insights into how much time customers spend on the website or how they respond to the ads. 
 
Personalization -  By linking the customer database to the website, personalized targeting is relatively easy, which means you can present them targeted offers whenever someone comes to the website. The more they purchase from you, the better you can personalize your offerings as per the customer profile.

High engagement - Customer loyalty and brand awareness can be leveraged using social media marketing - an essential part of digital marketing. 

Content Marketing - Digital marketing enables you to create impeccable campaigns using a content marketing strategy. This content (videos, blogs/articles, images) can profoundly impact users and become viral. 

High conversion rates - Digital marketing is a seamless process that can deliver immediate results, e.g., if you have a website, then shoppers can easily buy goods/services online. Unlike limitations that are evident in brick-and-mortar shopping, online shopping is pretty straightforward and easy.   

What are the 5 Ds of digital marketing?

The 5Ds specifies the avenues for consumers to associate with brands and for enterprises to connect and understand their targeted audiences in multiple ways:

• Digital media 
• Digital devices
• Digital data
• Digital platforms
• Digital technology

What is a digital marketing audit?

A digital marketing audit is an in-depth assessment of all your digital marketing initiatives. The performance of all your ads, campaigns, strategies, and practices are thoroughly evaluated to identify the missing gaps and loopholes.

How do you analyze digital marketing?

There are six useful ways to analyze digital marketing effort, namely:

• Customer retention rate
• Sales revenue
• Cost per click (CPC)
• Social media engagement
• Site traffic
• Return on advertising spend (ROAS)

What are the digital marketing channels?

Listed below are some of the most effective digital marketing channels that are known to produce favorable results:

• Video marketing
• Content marketing
• E-mail marketing
• Social media marketing
• SEO & PPC

What is the scope of digital marketing?

Analytics indicate that digital marketing is expected to demonstrate a 40% growth rate, while other industries can grow up to 5 to 10%. In subsequent years, this rate will be going to be multiplied. The demand for digital marketing professionals is outstripping the supply, and professionals certified in this domain are well-received by recruiters. Apart from that, there are various avenues for professionals in online business, such as:

• Professional blogging
• Affiliate marketing & Adsense
• Freelancing
• Starting a digital marketing agency 
• Starting a drop-shipping business
• Becoming a Youtuber

How to prepare for a digital marketing interview?

Listed below are some commonly asked digital marketing interview questions that recruiters ask during an interview:

• What is your experience in digital marketing?
• Can you tell us about a time when you worked on a digital marketing campaign from start to finish? Were you successful? Could you have done better in that task? 
• How well do you know Google Analytics or other digital marketing tools?
• How would you create a content marketing strategy from scratch?
• Explain what methods you use to define KPIs?
• How do you define progress to your clients, stakeholders, and teams?
• What do you like best about Digital Marketing?

What skills are required for digital marketing?

Given below skills are crucial for digital marketing experts to master:

• Capability to analyze data and draw insights
• Excellent project management and organizational skills
• Knowledge of automation
• Skilled in UI/UX and understanding of consumer pain points
• Knowledge of SEO
• Expertise in advanced social media 

What jobs are available in digital marketing?

Listed below are some of the most popular digital marketing jobs: 

• Content Managers/Strategists
• SEO/SEM Specialists
• E-mail Marketing Specialist
• Digital Marketing Managers 
• UX Designers
• Analysts 

Do digital marketers need to know to code?

It is not mandatory, but it certainly helps if a digital marketer knows the basics of coding. Alternatively, there are developers within an organization who can perform such tasks for digital marketing managers.

What is the next big thing in digital marketing?

AI is going to change the face of digital marketing in the immediate future. 

What are the top digital marketing trends for 2020?

Listed below are some noticeable trends:

• Facebook is losing favor among younger demographics, with Gen Z becoming highly active on these platforms - Instagram, Snapchat, and TikTok.
• Instagram is one of the most rapidly growing social media platforms, and much of its user base is especially under 30.
• Chatbots are gaining steady ground in the field of customer service.
• Video marketing has become an imperative necessity for brands to connect with the target audience.
• Good content is still the king! 
• E-mail marketing is evolving and getting more personalized than ever.
• Interactive content has become a cornerstone of a successful marketing strategy. 
• The use of voice interaction in marketing is getting bigger and better than ever.
• Marketing is focussing significantly on leveraging messaging apps.
• More and more businesses are focusing on omnichannel marketing.

How do you measure the success of a digital marketing campaign?

Listed below are the parameters that govern the success of digital marketing:

• Total site traffic
• New vs returning visitors
• Traffic sources 
• Average time spent per visit
• Mobile traffic

What are the KPIs for digital marketing?

Listed below are the top KPIs for digital marketing professionals:

• Brand awareness
• Cost per lead
• Web traffic sources
• Web traffic leads
• Click thru rate
• Customer lifetime value
• Lead conversion rates
• Returning visitors
• Online conversion rates

Related Tests:

• Facebook Marketing Skills Test

• Email Marketing Skills Test

• Assessment for Content Writer

• Search Engine Optimization Skills Test

• Google Adwords Skills Test

• Aptitude test for Designers

• Social Media Marketing Skills Test

• Marketing Communications Manager Test (Apply on request)

How it works:

step 1

Add this test to your tests

step 2

Share test link from your tests

step 3

Candidate take the tests

step 4

You get their tests report