I am currently working on the study in subject and would like to gather some ideas of interview questions I can ask my participants.
I will be conducting semi-structured interviews with around 20 local companies.
The themes of my research are: Content Marketing, Social Media Channels and Website Optimisation.
First of all, you have to read previous research in this area as your interview guide will be based on the previous research. There is lots of interesting material available.
Building on Brian Lee's answer about figuring out the metrics and talking about effectiveness, it's also a good idea to see where the digital marketing stuff fits with more traditional marketing--do companies use only digital, or as part of a broader marketing toolkit, and what's the balance between different forms?
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