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BCS L3 Digital Marketer IfATE v1.1 KM3 Digital Marketing Business Principles Sample Paper B V1.1
BCS L3 Digital Marketer IfATE v1.1 KM3 Digital Marketing Business Principles Sample Paper B V1.1
Sample Paper B
Record your surname / last / family name and initials on the answer sheet.
Multiple-choice questions allow only one correct answer to be selected, for 1 mark.
There are no trick questions.
The possible answers for each question are shown as A B C or D. Your answers should
be clearly indicated on the answer sheet.
Copying of this paper is expressly forbidden without the direct approval of BCS,
The Chartered Institute for IT.
Page 1 of 14
Copyright © BCS 2023
BCS L3 Digital Marketer (2016 IfATE V1.1) KM3 Digital Marketing Business Principles Sample Paper V1.1 June 2023
1 Which of the following is NOT a KEY benefit of using a social media
scheduling tool?
2 Once you have created your website, how often should you update it and
populate it with additional content?
A A competitor analysis.
B Link building.
C Segmentation of target audience.
D Creating a content calendar.
Page 2 of 14
Copyright © BCS 2023
BCS L3 Digital Marketer (2016 IfATE V1.1) KM3 Digital Marketing Business Principles Sample Paper V1.1 June 2023
5 Which of the following is a way of improving reach and SEO across multiple
digital channels?
A Shortening URLs.
B Hashtags.
C Alt tags.
D PPC.
6 An email subject line reads: ‘You have to act now!’ What could be done to
improve this?
A Add personalisation.
B Make the subject line longer.
C Include more action words.
D Remove the urgent tone of voice.
A a only.
B a and b only.
C a and c only.
D a, b and c.
8 Which metric would be best when analysing the success of an email as part
of a brand awareness campaign?
A Open rate.
B Click rate.
C Bounce rate.
D Conversion rate.
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Copyright © BCS 2023
BCS L3 Digital Marketer (2016 IfATE V1.1) KM3 Digital Marketing Business Principles Sample Paper V1.1 June 2023
9 Which of the following can you monitor by using listening tools on social
media?
A Post analytics.
B Brand sentiment.
C Best time of the day to post.
D Scheduled posts.
A A/B testing is a type of split testing that involves changing the content of
an email when sending it to different audiences.
B A/B testing is the process of optimising user experience by changing
small elements over time.
C A/B testing allows marketers to send different emails to the same
audience.
D A/B testing is the process of sending a test email to a smaller audience
before sending it to the rest of a data list.
11 You want to segment your customers in readiness for sending out multiple
email marketing campaigns. What would be the BEST tool to support you in
doing this?
Page 4 of 14
Copyright © BCS 2023
BCS L3 Digital Marketer (2016 IfATE V1.1) KM3 Digital Marketing Business Principles Sample Paper V1.1 June 2023
12 You receive a phone call from a customer who refuses to tell you their
complaint in any detail. They state they have already spoken to multiple staff
members about this complaint and feel it is unfair for them to repeat this
information. What is the BEST way this issue can be handled?
A Politely ask the customer to explain their issue to you so you can help.
B Gain their information for the purposes of CRM – the issue should already
be logged there.
C Ask the customer to hold on the phone while you ask your colleagues if
they can explain the customer issue to you.
D Escalate the issue to a manager.
a. All content needs to follow the same tone of voice across all platforms.
b. The tone of voice can vary depending on content and platform.
c. Technology affects how content is consumed.
A A and B only.
B B and C only.
C A and C only.
D A, B and C.
A SWOT.
B Benchmarking.
C Perceptual map.
D SMART.
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Copyright © BCS 2023
BCS L3 Digital Marketer (2016 IfATE V1.1) KM3 Digital Marketing Business Principles Sample Paper V1.1 June 2023
15 Which of the following is the main reason why long-tail keywords are used as
part of an effective SEO strategy?
16 What is one of the MAIN considerations for any business looking to build an
online presence on Twitter?
A Twitter is very fast-moving, and it is easy for content to get lost in user
news feeds.
B To build a successful online presence on Twitter, the platform must be
regularly maintained, monitored and regular content posted.
C People don’t tend to use Twitter as much as other newer social platforms.
D Twitter only works for businesses selling to customers, not business to
business (B2B).
17 Within a digital marketing team, who would be the MOST LIKELY person
responsible for managing key stakeholders in the business?
18 You have found a niche in the market for a new product, with only a few other
companies offering anything similar. Your next step is to start looking at the
potential audience for this product. What activity is this classed as?
A Positioning.
B SWOT analysis.
C Targeting.
D Segmentation.
Page 6 of 14
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BCS L3 Digital Marketer (2016 IfATE V1.1) KM3 Digital Marketing Business Principles Sample Paper V1.1 June 2023
19 You notice that your website does not have a valid SSL certificate. How could
this affect your SEO?
A HTTPS is a ranking factor on Google and can affect your website’s SEO.
B It can’t affect your SEO but the web development team does need to
update the SSL.
C It could mean that your website doesn’t display correctly to users.
D Users may not be able to find your website content any longer.
20 After a search term is entered into a search engine but before showing your
content on the search engine results page (SERP), the search engine will do
what to search their index of webpages?
21 Your manager has asked you to keep up to date with industry-related updates
that could help to inform your marketing campaigns. What would be the
EASIEST way to gain this information regularly?
22 Out of the following, which tool would be the MOST useful to help inform you
of what your audience is saying about your business?
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BCS L3 Digital Marketer (2016 IfATE V1.1) KM3 Digital Marketing Business Principles Sample Paper V1.1 June 2023
23 You run a social media community page on Facebook that is for customers of
your business. You notice several customers are arguing in the social media
post comments and there is some bad language. How should you proceed to
mitigate this issue quickly?
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BCS L3 Digital Marketer (2016 IfATE V1.1) KM3 Digital Marketing Business Principles Sample Paper V1.1 June 2023
26 You work for a company that manufactures socks made from sustainable
materials, aimed at 25–35-year-old men living in the UK who are interested in
keeping fit. Which content communication would be MOST LIKELY to
resonate with this audience?
27 You have sourced an image using Google Search that contains a copyright
notice. You are planning on sharing this image on the business’s social media
accounts. What would be the correct way to do this?
A Assign the hashtag to all your social content for more visibility.
B Advise the marketing team so that the hashtag can also be added to the
website.
C Research the hashtag more to understand its origin.
D Do not use the hashtag as it may be related to a competitor brand.
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BCS L3 Digital Marketer (2016 IfATE V1.1) KM3 Digital Marketing Business Principles Sample Paper V1.1 June 2023
29 Within the role of Digital Marketing Manager, what can be used to help ensure
content is reflective of a brand and is protected internally?
A Brand guidelines.
B Copyright.
C Trademark.
D Proofreading.
30 A new fashion brand has recently reached 20,000 followers on Instagram and
wants to increase the number of sales it is getting through its online platforms.
What could be done to help achieve this?
A Instagram adverts.
B Google Ads.
C Social selling.
D Website form.
A Spotify.
B YouTube.
C WordPress.
D LinkedIn.
32 You work for a country clothing brand and have been asked to produce a
campaign to get female customers aged between 30 and 40 to upload images of
their purchases to social media. The winner will receive a gift voucher. Which
digital platform would this content be most effective running on?
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BCS L3 Digital Marketer (2016 IfATE V1.1) KM3 Digital Marketing Business Principles Sample Paper V1.1 June 2023
33 Which of the following would pose the biggest security risk to a business’s
information systems?
A Writing the code for the company Wi-Fi on a sticky note on your laptop.
B Leaving your computer unlocked in the office when you leave for lunch.
C Sending out an email copying multiple customer email addresses.
D Having a written copy of your login details to the company’s CRM system and
losing it.
34 You have found a website offering free design software, but it requires you to
download the software onto your work computer. How should you proceed with
this?
36 Which platform, if it was to suffer a data breach, could pose a risk of customers’
data being compromised?
A HubSport.
B Facebook.
C Office 365.
D All of the above.
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BCS L3 Digital Marketer (2016 IfATE V1.1) KM3 Digital Marketing Business Principles Sample Paper V1.1 June 2023
37 After putting a video out on social media, with customers’ faces in, you receive a
complaint from a customer who stated you didn’t seek their permission. How
should you have approached this situation?
A Informed the customer you would be filming and asked them to sign a video
release form.
B Informed the customer you would be filming and asked them to confirm
verbally they were happy to feature in the video.
C Show the customer confirmation that they have subscribed to your company
mailing list.
D Apologise and offer a gift voucher by way of compensation.
38 According to the GDPR, what level of personal client data should a business hold
in its business information systems?
39 Which of the following intellectual property rights work prevents a competitor from
using a similar tagline as part of a brand?
A Copyright.
B Trademark.
C Patent.
D Data Protection Act.
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Copyright © BCS 2023
BCS L3 Digital Marketer (2016 IfATE V1.1) KM3 Digital Marketing Business Principles Sample Paper V1.1 June 2023
40 A new, junior staff member receives an email that appears to be from the CEO of
the company, requesting that they click a link to input personal details. They do
this without questioning or validating the authenticity of the sender. What would
be the MOST EFFECTIVE and easiest way of dealing with this?
A The staff member in question needs to receive a verbal warning for putting
the company’s information systems at risk.
B The staff member needs to have a one-to-one session with the IT department
to get a better understanding of malicious emails.
C The business is at fault for not providing adequate training to new starters and
training procedures need evaluating.
D The whole business needs to arrange a session on cyber security.
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BCS L3 Digital Marketer (2016 IfATE V1.1) KM3 Digital Marketing Business Principles Sample Paper V1.1 June 2023
End of Paper