Start with your best-performing channel, test new channels with small budgets, and reallocate quarterly based on data.
Strong answers start with goals (awareness vs pipeline vs retention), then allocate based on historical performance data, test small before scaling, diversify to reduce risk, and set clear KPIs per channel. Best candidates discuss the interplay between channels and how to handle diminishing returns.
Tests financial acumen and strategic thinking. Do they think about marginal returns? Can they explain the relationship between brand (long-term) and performance (short-term) spending?