BCS L3 Digital Marketer IfATE v1.1 KM3 Digital Marketing Business Principles Sample Paper B Answer Sheet V1.1

BCS L3 Digital Marketer (2016 IfATE
v1.1) KM3 Digital Marketing

Business Principles
Sample Paper B - Answer Sheet
Record your surname / last / family name and initials on the answer sheet.
Sample paper only 40 multiple-choice questions– 1 mark awarded to each question.
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.
Pass mark is 26/40

Time allowed: 60 minutes
Copying of this paper is expressly forbidden without the direct approval of BCS,
The Chartered Institute for IT.
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Copyright © BCS 2023
BCS L3 Digital Marketer IfATE V1.1 KM3 Digital Marketing Business Principles Sample Paper – Answer Sheet
Version 1.1 June 2023
Question Answer Learning Rationale
Outcome
1 D 1.1 URL shortening is not a key benefit of social media
scheduling tools as it is possible to do this through
other methods without the need for a scheduling
tool.
2 C 1.2 There is no set number for how often to update a
website with content, as this will vary from business
to business and be dependent on industry sector.
However, it is always key that the content posted is
relevant to the target audience.
3 B 1.3 The other three answers are all part of an effective
in marketing strategy or planning. Link building is a
great way of improving a website’s authority in
search engines.
4 B 1.3 Search engine optimization (SEO) is ever evolving
and changes as user behaviour changes. This
could be the behaviour of a segment or a whole
shift in the way people use technology (e.g. long-tail
keywords, mobile optimisation and voice search).
Keyword stuffing, changing strategy and paid ads
should not be part of an SEO strategy.
5 B 1.3 Hashtags are an effective way of grouping
messages together and allow audiences to follow
and engage with relevant topics.
6 D 1.3 Using the right tone of voice via online
communication is pivotal to its success. Urgent and
immediate action isn’t the most effective way to
address an audience with promotional content. And
without changing the urgent tone of voice to a softer
more personable tone of voice, the other answers
wouldn’t change the perception of the email.
7 C 1.4 You do not need to spend all your Google Ads
budget on one campaign to work out an accurate
cost-per-click (CPC). CPC will change as the ads
run.
There are also a multitude of ways in which you can
filter to a specific audience in Google Ads to help
make your campaign more effective, one example
being location and only showing ads within a
certain city, town or radius.
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8 A 1.5 Open rate would be best as the main goal is brand
awareness and the purpose is to show a logo or
brief insight into your business at this stage.
Click rate, bounce rate and conversion rate are
more likely to be metrics tracked as part of a lead
generation campaign.
9 B 1.5 Listening tools allow you to stay on top of what
people are saying about your brand.
10 B 1.5 Effective A/B testing changes small elements like
the colour of a button or tone of voice in a call to
action to help gradually optimise email
communications.
11 A 1.6 Customer relationship management (CRM) tools
are vital to the success of email campaigns. They
allow you to create segments based on multiple
different factors such as location, purchase history
and interests, which isn’t possible in an Excel
sheet.
12 B 1.7 Using the CRM system will allow you to understand
in more detail the complaint and the reason why the
customer is calling.
13 B 2.1 Using the same tone of voice across all platforms is
not effective as audiences and the way platforms
are used change drastically, so tone of voice and
the way content is consumed need to be
considered before posting anything.
14 D 2.1 SMART objectives come after any kind of analysis
so cannot be used to effectively analyse
competitors.
15 C 2.2 Long-tail keywords are more specific to an
audience so have a lower search volume but are
likely to have a higher conversion value. User
behaviour has changed and voice searches are
usually more specific in their nature, as the way we
speak and type are different.
16 B 2.3 Twitter is a fast-moving platform and promotes
more interaction between businesses and
customers, so the key to success is regular
monitoring and content to ensure your brand is part
of the conversation.
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17 C 3.1 Of the four answers, a Marketing Manager would
be most involved with strategy and therefore have
the most involvement with key stakeholders.
18 D 3.2 Segmentation is the process of identifying a more
specific audience for a new product.
19 A 3.3 Website security is a factor in which search engines
rank a website and not having a valid SSL
certificate can make your website less secure and
therefore rank lower.
20 D 3.3 After searching using a search engine, spiders will
start to crawl all the relevant indexed webpages.
The spiders will then look at keywords, titles and
meta descriptions to rank the results.
21 A 3.4 Setting up Google Alerts for specific keywords will
send you push notifications to your email without
the need to spend time researching.
22 C 3.4 Social media listening tools allow you to monitor
brand sentiment and your choice of keywords
without your business having to be ‘tagged’, giving
a greater insight into what people are saying about
your business.
23 D 3.5 Having clear community page guidelines or rules
will help to keep the majority of your community
happy and feel safe. Keeping things public and not
private messaging members will instil trust and
transparency around your brand.
24 A 4.1 Using long-tail keywords as part of a pay-per-click
campaign will give you better conversation rates as
long-tail keywords are more specific and likely to be
searched by a more engaged audience. This will
also help to manage the campaign budget and
long-tail keywords are searched less and therefore
have less competition.
25 C 4.1 Keyword stuffing or having too many keywords in a
blog can affect the readability of the content, and
search engines will rank these webpages lower due
to the ‘spammy’ nature of the content.
The other three answers are positives and would
help the visibility of the blog.
26 C 4.2 Considering the target audience and their interest in
keeping fit, the most valuable feature of the product
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to this audience would be the breathability of the
sock.
27 A 4.2 If an image is copyrighted, you cannot share it.
28 C 4.3 Before including hashtags in any of your content, it
is important you research and understand the
origins of the hashtag. This prevents any possible
PR issues where a hashtag is misused to promote
your business.
29 A 4.4 Brand guidelines are a great way to ensure that all
content that is created both internally and externally
is consistent and follows a set of rules to prevent
any intellectual property issues, miscommunication
of brand or infringements on brand assets.
30 C 4.5 Social selling allows brands to sell their products
through social platforms and without the need to
take users away from the social platform. Making
the purchase journey quicker is likely to increase
the number of conversions and improve user
experience.
31 D 5.1 LinkedIn would be the most effective platform due
to the typical user of the platform and the
perception of LinkedIn being a professional social
network.
32 B 5.2 Pinterest, Instagram and Facebook are the most
suitable due to the visual nature of both Pinterest
and Instagram, and the community capabilities of
Facebook. These are also the most used platforms
for the target audience.
33 D 6.1 Login details should not be stored in the same
place. Storing login details on a CRM system that
multiple users have access to would also risk
internal security.
It is advisable that login details are easily
remembered by that specific user and not written
down in the same location. When sending login
details, always encrypt the file or send usernames
and passwords separately.
34 D 6.2 Before downloading any software onto any
company hardware (computer), check with your line
manager and IT to ensure this is a trustworthy
source and doesn’t breach any IT safety protocols
that may be in place.
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35 B 6.3 When gathering, storing and using personal data,
businesses have a responsibility to ensure this data
is stored and used in a safe way that is compliant
with the GDPR. Using data that is out of date is a
breach of the GDPR. It is a business’s responsibility
to ensure the personal data they store is up to date.
36 D 6.4 A data breach from any platform can pose a risk for
customers’ data being compromised.
HubSpot – a common CRM system will contain
personal customer data as well as purchase
information.
Facebook – any conversations or interactions with
customers will be logged in Facebook and the
content of those conversations may be of a
sensitive nature.
Office365 – internal and external information is
often communicated through Outlook, and Excel
files often contain sensitive business and customer
data.
37 A 6.5 When including people in any visual content it is
important that you get their permission and make
them aware of how the content is going to be used
(e.g. being used on social media, websites etc.).
Getting signed permission protects a business from
any potential backlash.
38 A 6.5 A business should always look to gather the least
amount of personal information possible. Only
gather the information you’re going to use. This
protects your business from any possible
unnecessary data breaches and also means there
is less data that needs to be kept up to date.
39 B 6.5 Trademark – protects a sign, design or expression
that is associated with a brand or business.
Copyright – protects against the copying of written,
visual or audio work.
Patent – this protects an invention or the process of
making a product.
Data Protection Act – this has nothing to do with
intellectual property and relates to customer data.
40 C 7.1 It is vital that businesses train staff correctly on
cyber security and how to be aware of possible
spam or phishing emails.
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End of Pape
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BCS L3 Digital Marketer (2016 IfATE

v1.1) KM3 Digital Marketing

Sample paper only 40 multiple-choice questions– 1 mark awarded to each question.

Pass mark is 26/40

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