BCS L3 Digital Marketer IfATE V1.

1
KM3 Digital Marketing Business
Principles

Sample Paper A

Record your surname / last / family name and initials on the answer sheet.

Sample paper only 40 questions, which are all multiple-choice questions – 1 mark
awarded to each question. There are no trick questions.
Multiple choice questions allow only one correct answer to be selected for 1 mark.

Several possible answers for each question are indicated by either 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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BCS L3 Digital Marketer IfATE V1.1 KM3 Digital Marketing Business Principles Sample Paper
Version 1.0 October 2022
 1 Which of the following is NOT a KEY benefit of using a social media
scheduling tool?

A Scheduling posts on multiple platforms.

B Simple monitoring and reporting.
C Simple community management.
D URL shortening.

2 Once you have created your website, how often should you update this and
populate it with additional content?

A Daily content should be produced.

B Every month.
C Regularly but only when there is relevant content.
D You don’t need to update your website regularly.

3 Which of the following SHOULD be part of an effective SEO strategy?

A A competitor analysis.
B Link building.
C Segmentation of target audience.
D Creating a Content calendar.

4 Which of the following statements about SEO is TRUE?

A The process of filling your content with as many keywords as possible is

good for SEO.
B Improving SEO is an ongoing process which takes into consideration
user experience (UX) and relevance to the search term.
C Changing your SEO tactics regularly will help to improve its
effectiveness.
D SEO can be improved by paid ads as your content will rank top for
certain keywords or phrases.

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BCS L3 Digital Marketer IfATE V1.1 KM3 Digital Marketing Business Principles Sample Paper
Version 1.0 October 2022
 5 Which of the following is a way of improving reach and SEO across multiple
digital channels?

A Shortening URL’s.
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 personalision.
B Make the subject line longer.
C Include more action words.
D Remove the urgent tone of voice.

7 Which of the following statements about Google Ads is correct?

a) Google allows the creation of multiple ads for the same keywords.
b) All your budget needs to be spent on one campaign to allow for an
accurate Cost-per-Click (CPC).
c) Ads can be displayed only when keywords are searched in specific geo-
location.

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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BCS L3 Digital Marketer IfATE V1.1 KM3 Digital Marketing Business Principles Sample Paper
Version 1.0 October 2022
 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.

10 Which of the following statements about A/B testing is TRUE?

A A/B testing is a type of split testing which involved 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?

A The CRM system the business uses.

B An Excel spreadsheet you can import into your email marketing platform.
C An email marketing platform such as Mail Chimp.
D All of the above are to be used in collaboration.

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BCS L3 Digital Marketer IfATE V1.1 KM3 Digital Marketing Business Principles Sample Paper
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 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 whilst you ask your colleagues if
they can explain the customer issue to you.
D Escalate the issue to a manager.

13 Which of the following statements about communication is TRUE?

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.

14 Which of the following is NOT a method of analysing your competitors?

A SWOT.
B Benchmarking.
C Perceptual map.
D SMART.

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BCS L3 Digital Marketer IfATE V1.1 KM3 Digital Marketing Business Principles Sample Paper
Version 1.0 October 2022
 15 Which of the following is the main reason why long-tail keywords are used as
part of an effective SEO strategy?

A Easier to rank higher.

B More competition.
C Voice searches.
D Increased searches.

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 person MOST LIKELY
responsible for managing key stakeholders in the business?

A The Content Manager.

B The Community Manager.
C The Marketing Manager.
D The Social Media Executive.

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.

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BCS L3 Digital Marketer IfATE V1.1 KM3 Digital Marketing Business Principles Sample Paper
Version 1.0 October 2022
 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; before showing your
content on the search engine results page (SERP), the search engine will do
what to search their index of webpages?

A Search meta descriptions.

B Match titles to your search term.
C Compare keywords.
D Use spiders to crawl the database.

21 Your manager has asked you to keep up to date with industry-related updates
which could help inform your marketing campaigns. What would be the
EASIEST way to gain this information regularly?

A Sign up for Google Alerts for specific keywords.

B Spend one hour per day browsing the internet for sources of information.
C Utilise competitor websites to source relevant information.
D All of the above.

22 Out of the below, which tool would be the MOST useful to help inform you of
what your audience is saying about your business?

A Your CRM system.

B Google search.
C Social media listening tools.
D Your email marketing platform reporting page.

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BCS L3 Digital Marketer IfATE V1.1 KM3 Digital Marketing Business Principles Sample Paper
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 23 You run a social media community page on Facebook which 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?

A Hide the comments due to them being offensive.

B Delete the user from the social media page immediately.
C Direct message the user, reminding them of the page etiquette.
D Remove all offensive comments and post a reminder of social media
etiquette.

24 When creating a Pay-Per-Click campaign for a local business to generate

brand awareness of your new bakery, what would be the biggest
consideration for you to ensure success?

A Creating long-tail keyword phrases for search.

B Bidding for keywords which included the brand names of competitors.
C Setting a minimal budget per day so you can change the campaign if it
isn’t generating clicks.
D Asking the Copywriter to produce a blog detailing the location of the
bakery and the products you are selling.

25 Which of the following actions could be detrimental to the visibility of a blog

written for the business?

A Having rich and varied content included.

B Including several relevant links to other pages on the website, you are
referring to.
C Having a large number of keywords included within the blog.
D Including a call to action (CTA) for people to share the blog.

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BCS L3 Digital Marketer IfATE V1.1 KM3 Digital Marketing Business Principles Sample Paper
Version 1.0 October 2022
 26 You work for a company manufacturing socks made from sustainable
materials, aimed at 25-35-year-old men living in the UK who are interested in
keeping fit. Which of the below content communications would be MOST
LIKELY to resonate with this audience?

A The price of socks.

B The manufacturing process and the fact they are ethically sourced.
C The breathable quality of the socks compared to other brands.
D The fact socks are produced in the UK.

27 You have sourced an image using Google Search which 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 You should not share this, it is a copyright infringement.

B You can share this along with an attribution to the author, stating it is their
work.
C You can share this image without any attribution to the author as the
image is already on Google.
D You should ask your line manager for permission to use the image first.

28 As a social media assistant, part of your role is to research trending hashtags.

You notice the number 1 trending hashtag is #Beans and you happen to be
pushing a product set to rival the leading brand of tinned beans. How should
you proceed?

A Assign the hashtag to all your social content for more visibility.
B Communicate to 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 IfATE V1.1 KM3 Digital Marketing Business Principles Sample Paper
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 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.

31 Which of the below digital platforms would be best for communicating a guest
speaker interview to an audience of industry professionals?

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 30-40 to upload images of their
purchases to social media. The winner will receive a gift voucher. Which of the
below digital platforms would this content be most effective running on?

A LinkedIn, YouTube and Facebook.

B Pinterest, Instagram and Facebook.
C Snapchat, Instagram and Reddit.
D Twitter, Facebook and YouTube.

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BCS L3 Digital Marketer IfATE V1.1 KM3 Digital Marketing Business Principles Sample Paper
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 33 Which of the below 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 whilst 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 this.

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?

A Check that the software has got credentials before downloading.

B Research other similar free design tools online for your manager to see so
you can build a business case before deciding to use this particular one.
C Forward the URL of the website to your line manager and ask for their
approval before downloading.
D Forward the URL of the website to your line manager, copying it into IT
support before downloading.

35 Customer Relationship Management Systems (CRMs) contain sensitive

customer data. What is the main reason for ensuring this data is up to date?

A Emails would have higher bounce rates.

B This would violate data protection.
C Customer data is financially valuable to a business.
D Account managers wouldn’t be able to contact customers.

36 Which of the below platforms, if they were 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 IfATE V1.1 KM3 Digital Marketing Business Principles Sample Paper
Version 1.0 October 2022
 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 GDPR Regulation, what level of personal client data should a

business hold in its business information systems?

A The minimum amount necessary.

B Name, address, email address, phone number, date of last contact and
details of any customer complaints made.
C As much information as they can source and the client is happy for the
business to store.
D Payment details such as bank account, card details and frequency of
purchase.

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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BCS L3 Digital Marketer IfATE V1.1 KM3 Digital Marketing Business Principles Sample Paper
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 40 A new, junior staff member receives an email which 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 IfATE V1.1 KM3 Digital Marketing Business Principles Sample Paper
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BCS L3 Digital Marketer IfATE V1.1 KM3 Digital Marketing Business Principles Sample Paper
Version 1.0 October 2022