Integrated Digital Marketing Strategy

This article discusses the significance of integrated digital marketing strategy in generating revenue and increasing goodwill. It covers topics such as PESTEL and SWOT analysis, market segmentation, and the impact of political, economic, social, technological, environmental, and legal factors on business activities. The article also provides insights into the importance of understanding customer behavior and using digital tools for effective marketing.

INTEGRATED
DIGITAL MARKETING
STRATEGY

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................1
PESTEL Analysis .......................................................................................................................1
SWOT Analysis...........................................................................................................................3
Market Segments.........................................................................................................................4
Reflection.....................................................................................................................................5
CONCLUSION ...............................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Digital marketing can be defined as the sets of elements such as internet, mobile devices,
social media, search engines and other channels etc. are used for marketing to reach consumers.
Digital marketing plays significant role because it helps to generate high revenue as well raises
goodwill of organization in global market. Apart from this, it provides communication between
organizational and its target audience through digital media. Integrated digital marketing refers
as the integration of multiple marketing tactics to create online approach for organization. To
understand role of integrated digital marketing there is an example of a Dark Woods Coffee Ltd.
It is small scale business which uses digital media for marketing their products and achieves
competitive advantage. It includes significance of integrated digital marketing within
organization.
PESTEL Analysis
This is an analytical tool which helps to analyse the external business environment
factors which has the potential to impact business activities negatively and positively. These
factors exert impact on Dark Woods Coffee as business has no control on the market factors and
it can reduce the potential to grow and increase profitability effectively.
Political Factors
This factor helps business to identify the degree of intervention of government activities
which directly or indirectly impact the operations of businesses and reduce their efficiency in the
market. Due to Brexit the government is unstable and it can also impact business activities of
Dark Woods coffee (Bormane and Batraga, 2018). Changes in policies of government after the
Brexit also reduced the customer’s base and suppliers of business. This increases the cost of
coffee house to increase their profit margins effectively.
Economic Factors
Economic factor helps business to understand the activities which directly impact
economy of nations and indirectly impact the business operation. This factor includes inflation
rates, unemployment rate, market demand, foreign exchange rates, GDP rates (Confos and
Davis, 2016). Brexit has created recession environment in the county and it impacted the
economy of UK and reduced the productivity of overall business industry. Increase in taxation
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and import and export rates, inflation rates and low GDP rat6es has impacted the growth
opportunity of Dark Woods coffee in UK market and also declines the sales.
Social Factors
Social factors are the variable of human behaviours influenced by their belief, cultural
values, attitudes this impact the buying decision of buyer and indirectly and directly impact
businesses in market (Armstrong and et,al., 2018). Decrease in income level of the population of
UK has also reduced the lifestyles of the customers of Dark Wood coffee and reduced the sales
and profit margins of business. As cafe provides high rates coffee to customers has impacted the
growth opportunity to increase the customer base higher profit margins. It is also very essential
for business to analyse the behavioural patterns of the customers in the market to determine
current trends and to adopt effective marketing strategies which helps to increase the potential of
Dark Woods effectively. Thus it is recommended that coffee house must use digital tools such as
online marketing, social media analysis and video marketing in alignment with the cultural and
social integrity of target market. It will help to develop better understanding of the customer
purchasing behaviour.
Technological Factors
Technology is very essential, factor as it changed with the time and business has to
analyse this factors to increase their potential in market and achieve their objectives effectively
(Chang, 2017). UK is emerging in technology due to increase in the awareness of customers and
change in user interface. Innovation of technology has made is easier for the customers to
understand all the function and increase their satisfaction effectively. This positively impacts
Dark Woods coffee house to develop digital marketing strategies and gain higher potential and
attain core competency in the market effectively. Dark Woods coffee is using various
technological platforms such as organisational website, Twitter, Face book and other social
media platform for marketing its services and to approach its customers.
Environmental Factors
Environmental factors are directly related the nature of business and its products and
services. Business organization need to determine these factors to formulate effective marketing
strategies and also protect environment from their business activities (Culley and et.al., 2017). It
is very essential for Dark Woods Cafe coffee to understand the environmental policies of UK
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government to formulate effective social responsible activities using digital tools which also
increase the goodwill of the business and to increase trust of stakeholders effectively
(Sustainable campaigns- Darkwoods coffee, 2020).
Legal Factors
Legal factors are the part of political factors which impact the business organisation
however in legal factors the focus is on regulations and compliances for specific sectors and
industries. In hospitality industry of UK it is compulsory for businesses to provide equality and
health and safety to employees to be lawful (Chaffey, 2017). Dark Woods coffee needs to adopt
all the legal factors to increase the potential and gain higher profit margins and attain core
competency effectively. For instance during pandemic situations such as COVID-19 when all
non essential services are required to remain closed due to lock down, it is also mandatory for
Dark Woods coffee to follow the rules. However coffee house can plan to deliver online services
so that such legislations are followed without affecting the operational continuity of the business.
SWOT Analysis
This analytical tool helps to identify the internal and external factors of business
organization by determining strengths and weaknesses to integrate them with opportunities and
threats of particular market segment effectively (Samran and et.al., 2019). This analysis provides
brief understanding formulating effective marketing strategies based on the strengths of business.
Dark Woods coffee has to understand all the factors to adopt effective digital marketing tools for
communication with market customers and gain higher profit margins effectively.
Strengths
Dark Woods coffee provides high quality of food products to its customers with low price
strategies which help the business to increase the customer’s base and customer satisfaction
effectively (Pham, 2019). Coffee shop also has highly effective workforce which increase the
customer’s engagement and make them loyal to the business. Another uniqueness of Dark Wood
coffee shop is that it is located at very natural setting in UK which increases provide peace and
excellent for coffee lovers.
Weaknesses
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Some challenges and weakness of Dark Woods coffee is that the business does not focus
on marketing and improving the product specification according to changing needs and wants of
customers (Oluwasola, 2020). This also impacted the brand value of the coffee place increases
the bargaining power of buyer and suppliers relatively. Coffee shop is also inefficient in
identifying the competitor's market strategies which is reducing customer base of Dark Woods
rapidly.
Opportunities
Due to increase customer education level and awareness of technology Dark woods have
the opportunity to communicate their vision and mission through digital marketing and also
reduce the cost. By developing effective customer feedbacks to understand the issue and create
new food products according to needs and wants of customers will helps the coffee house to
increase customer loyalty and retention of existing customers effectively (Chaffey and Ellis-
Chadwick, 2019). By improving the infrastructure and providing high quality environment to
customers also increase the opportunity of Dark Woods coffee to attract more customers and
profit margins. Coffee House also have the opportunity to vertical integration with different level
of value chain business to attain better control over market factors and increase growth and
expansion of business in market effectively.
Threats
There are many threats due to increase in globalization which increase the number of
competitors which are more potential to reduce customer base. Change in customers preference
and to other substitute products due to effective marketing of those products in market. This can
reduce the market share of Dark Woods negatively and also reduce profit margins to grow. There
are threats of more new entries in the market with more innovative ideas and strategies to attract
customers can reduce the efficiency of Dark Wood coffee (Mekonnen and London, 2018).
Market Segments
Market segmentation is the process of segregating the customers according to different
their different factors which also help business to design effective marketing strategy and
penetrate in the market to increase sales effectively. It is very essential for Dark Woods coffee to
determine all the effective market segments which helps to increase its potential in the market
and increase customer segmentation effectively (Soedarsono and et.al., 2019).
Demographic Segmentation
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Dark Woods coffee focuses on age, income level, family situation and education level of
customer tom target them using social media marketing as majority of users on social media are
youth which will help to attract their families (Laverie, Humphrey and Bolton, 2018). For
instance the adults of age group 18-35 are more addicted to coffee due to personal preferences
and work pressure as compare to those of children below 15 years (Darkwoods coffee. 2020).
Dark Woods coffee can emphasis on promotion of its services between 18-35 years old people.
For this purpose organisation can conduct online surveys or social media profiles of such target
customer groups this types of marketing communication medium reduces the cost and increases
the market area by providing the information to all the users on social platform effectively.
Psychographic Segmentation
Social Personality, brand perceived values, positive attitude to accept new products and
have very healthy lifestyle are targeted by Dark Woods in the market effectively. Business will
need to adopt influencer marketing in which the company provides all the information about
their new products and services on their mobile phone through direct text messages which
increases the engagement level of customers effectively. For example the online order services
promoted by coffee house on social media can attract young people who wish to try new and
quick coffee services which can be even delivered to their house or office. It will make Dark
Woods coffee as convenient brand for them which are easily accessible as per their demand and
need. The promotional strategies must target such customer groups.
Behavioural Segmentation
Dark Woods coffee analyses the buying pattern of the customers in respect to their
behaviour pattern of customers (Adeleke, 2019). Like there are customers who are heavily
addicted to coffee. Thus availability of services in wee hours or late night can serve as an
additional advantage. Cafe will develop effective marketing strategies using mails which help to
provide questionnaires to gain all the information required to increase the sales of the company
effectively.
Geographic Segmentation
Customers which are located in UK are target in this market segment to increase the
productivity of digital marketing strategies effectively. Dark woods also has to adopt effectively
digital hoarding which help the customers to understand the video graphics advertising and
attract to the company effectively (Chiang, 2018).
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Reflection
From the above report I have learned that it is important for me to learn all the skills to
increase my personal development to achieve objectives. While making this report. I learned that
research-based skills helped me to increase my knowledge and also gave an effective idea about
all the factors which can impact my decision in the future. I also experience many difficulties in
the preparation of the report as it is very essential for a person to have effective communication
skills and specifically written communication with proper grammar and vocabulary. I learned
how to use the academic writing in the formal manner for report. This report also helped me to
understand the different market factors and analytical tools which help to9 increase the
efficiency of business organization to gain market share and profit margins effectively. It was
very essential for me to have proper information and communication technology skills to write a
report on digital marketing and communication. I leaned while making the project the
importance of time management skills to increases my efficiency in completing my project in
limited time without stress and mental instability. Time management helped to understand how
to plan before starting any task and also separate the task according to urgency to reduce the
efficiency of failure (Paranjape, 2018). Strategic planning is very essential to determine all the
information at the initial stage this also helps me to analyse all the required resources and
available resources which can improve my performance in wri9ting the report without missing
the deadline. Coordination skills and technical played an important role in providing me better
vision while research I lost internet connectivity as I had the technical knowledge I fixed my
internet router and avoided the wastage of time effectively (Kingsnorth, 2019).
From this report I learned that to become successful in my career I have to develop
interpersonal skill which will also help me to become good leader and influence other to do
achieve objectives in my career (Ingle, Desai and Kale, 2020). I gained a better perspective about
marketing strategies which are majorly based on the needs and wants of customers to increase
the profitability and market share effectively. This provided me information that it is very
essential for me to gain a better knowledge to make decision and ability to solve all my issues. I
am now able to use different management throes of behaviours to self asses myself and other to
make better forecasting this will improve my experience to become successful in my career
effectively.
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CONCLUSION
It can be concluded strength and weakness of marketing communication elements such as
cell phones, search engine, e-commerce, social media, internet and other digital media to reach
customers. Pestle analysis which concludes political, economical, socio cultural, technological
and environmental factors that give positive and negative impact on organization has been
summarized in report. Market segmentation is used to promote goods and services in business
market so that enhances purchasing behaviour of customers can be concluded in report.
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REFERENCES
Books and Journal
Adeleke, A., 2019. Marketing Strategies of Successful Coffee Shop Owners.
Armstrong, G.M and et,al., 2018. Marketing: an introduction. Pearson UK.
Bormane, S. and Batraga, A., 2018. „Digital Promotion as Solution for Integrated Marketing
Communication in Business”. In Proceedings of the 2018 International Conference"
Economic Science for Rural Development (No. 48, pp. 338-347).
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Chaffey, D., 2017. Digital Marketing Planning Template. Viitattu. 21. p.2017.
Chang, T.Y., 2017. Action Research of Importing Digital Service into Local Brand Marketing—
The Workshop Practice. In Advances in Affective and Pleasurable Design (pp. 269-
280). Springer, Cham.
Chiang, W.Y., 2018. Applying data mining for online CRM marketing strategy. British Food
Journal.
Confos, N. and Davis, T., 2016. Young consumer-brand relationship building potential using
digital marketing. European Journal of Marketing.
Culley, B and et.al., 2017. Digital Marketing Plan: Naked Wines Australia. Newcastle Business
School Student Journal. 1(1). pp.68-89.
Ingle, P.S., Desai, A. and Kale, R.D., 2020. Digital Marketing: An Overview. Our
Heritage, 68(30), pp.3645-3649.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers.
Laverie, D., Humphrey, W.H. and Bolton, D.E., 2018, May. Integrating Customer Journey
Mapping and Integrated Marketing Communications for Omnichannel and Digital
Marketing Education: An Abstract. In Academy of Marketing Science Annual
Conference (pp. 205-206). Springer, Cham.
Mekonnen, A. and London, G.S.M., 2018. Digital Marketing Strategy for Affinity
Marketing. Digital Marketing and Consumer Engagement: Concepts, Methodologies,
Tools, and Applications: Concepts, Methodologies, Tools, and Applications. p.87.
Oluwasola, O., 2020. 9 Digital marketing communication strategies for private universities in
South Western Nigeria. Strategic Marketing of Higher Education in Africa.
Paranjape, S., 2018. Role of Digital Marketing for Developing Customer Loyalty. Sansmaran
Research Journal. pp.1-7.
Pham, Q.H., 2019. Digital Marketing Planning: Case Blooming Grace.
Samran, Z and et.al., 2019. Determination of Digital Marketing Strategies As Effective
Communication Techniques For GoOntravel Brand Awareness. Journal of Research in
Marketing. 9(3). pp.752-757.
Soedarsono, D.K and et.al., 2019. Managing Digital Marketing Communication of Coffee Shop
using Instagram.
Online
Darkwoods coffee., 2020. [Oniline]. Available Through:<https://darkwoodscoffee.co.uk/> .
Sustainable campaigns- Darkwoods coffee., 2020. [Online]. Available Through:<
https://indycoffee.guide/sustainable-champions-dark-woods-coffee/>.
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