How to filter out superficial marketers

The world of digital marketing has fundamentally changed by 2026. It’s no longer enough for someone to “know how to use Google Ads” or “be able to set up a Facebook ad.” In the age of algorithms and artificial intelligence (AI), a significant part of the technical settings are already done by machines, so the emphasis has shifted to strategic thinking, data security and understanding complex business relationships.

​The biggest challenge for company managers and marketing directors today is not the lack of applicants, but filtering out real expertise. Behind a well-written resume, there is often only superficial knowledge and buzzwords (fashionable technical terms). But how can we see into the candidate’s mind before entrusting them with our company’s marketing budget?

​In-depth knowledge is not an option, but a prerequisite

​The critical point of the recruitment process is the professional filter. Many people make the mistake of being satisfied with a sympathetic appearance and listing previous references. Mihály Tóth, the According to the founder of AUCTORIS corporate development, however, this is not enough for success:

“One of the steps in the company’s development process is finding and selecting the right person for the strategic areas. A resume is a first dimension, but a personal interview alone does not reveal much about the candidate. You need to ask deeper questions about the professional issues in the field to find out if they have superficial or in-depth knowledge.”

​To truly find the professional who will not only spend our money, but also set the business on a growth path, smarter questions are needed. The following 15 questions will help you map out the candidate’s tactical, strategic and human suitability.

​Tactical knowledge: Beyond the basics

​1. How do you use AI and automation to improve your campaigns?

In 2026, AI is no longer a novelty, but a work tool. Make sure that the candidate does not just talk about it in general terms. Be able to give specific examples of how you use AI for bidding strategies, testing ad copy, or analyzing data. Riding the wave of hype without understanding how the algorithm works is a risk.

​2. What is your method for building and refining audience segments?

The days of template targeting are over. A good professional knows how to combine CRM data with platforms’ own data and how to test lookalike audiences in the changing privacy landscape.

​3. When resources are limited, how do you decide which channel gets the budget?

This question highlights your ability to prioritize. The answer should include incrementality, testing frameworks, and return on investment (ROAS). Beware of the “everywhere” person.

​4. How do you leverage first-party data?

After the phasing out of third-party cookies, this question is crucial. Ask how you incorporate email lists or loyalty program data into your campaigns.

​5. Can you give an example of a cross-platform advertising strategy?

Digital marketing now thinks in ecosystems. How does Google Ads support Meta campaigns? How do you use TikTok to drive awareness and retargeting to close conversions on another platform?

​6. What metrics matter most in your reporting?

If the candidate only lists reach and clicks, that’s a problem. We look for those who align their reports with business goals (profit, LTV – customer lifetime value).

​Strategic approach: Why do you do what you do?

​7. How do you track industry changes and what was the latest dol