Digital Marketing Portfolio for Dark Woods Coffee

This report discusses the digital marketing strategies that can be adopted by Dark Woods Coffee, including online advertising, Twitter, SEO, analytics, WordPress, and email marketing. It also explains the importance of digital marketing and how it can help organizations promote their products and services over the internet.

Digital Marketing
Portfolio

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Online Advertising.................................................................................................................1
Twitter Created Feed..............................................................................................................2
Search Engine Optimization...................................................................................................3
Analytics.................................................................................................................................3
Word press..............................................................................................................................3
Email Marketing.....................................................................................................................4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Digital marketing refers to the online marketing and operations which generally involves the
advertisement of services, brand and products in order to make connection with the targeted
audience with the help of different types of digital communication. The concept of digital
marketing generally combines different ideas of development of creative form of expression. The
organization chosen for this report is “The Dark Wood Coffee” which is a coffee shop and they
mainly focuses on different grades of coffee with the number of flavours than inexpensive
commercialized coffees. The company is located in the UK and the report comprises of different
topics such as marketing strategies which could be adopted by the Dark Woods Coffee which
also comprises of discussion on email marketing, word press, search engine optimization, twitter,
online advertising and how these can be applicable for the Dark Woods Coffee.

MAIN BODY
A Digital marketing portfolio is basically a collection of best work. It also comprises of
different employers and clients who comprises of website designs, social media campaigns and
email marketing initiatives. The tools and components of marketing which are used by the
organization (Domazet and Neogradi, 2019). The concept of digital marketing is very fast and
effective. In addition to that, it basically requires ongoing upkeep of the site which basically
requires digital marketing for the purpose to maintain platforms and sites. There are various
factors which need to be taken into consideration for Digital Marketing which generally
comprises of maintaining and managing the website, constant branding, determining the Return
on Investment. Setting a fixed budget for Marketing, facilitating customer engagement, continual
requirement to generate traffic lead and creating the right marketing content and concept.

Online Advertising
Also known as online marketing or digital advertising is a form of marketing and
advertising which uses the internet as a medium for delivering promotional and influencing
marketing messages to targeted customers. It is basically marketing strategy which comprises of
utilisation of internet channels as a medium for the purpose to target marketing information and
obtain website traffic to its potential consumers in order to fulfil the objective of the company.
Since 1990s, it is analysed that there is high boost in online advertisement. For companies, it is
very essential for them to select online advertisements for attracting new customers. Online
advertising plays a really important role in offering benefits in fast promotion without any kind
of limitation in geographical boundaries (Saura, Palacios-Marqués and Ribeiro-Soriano, 2021).
Due to digital technologies, it has become very essential and important part in individual and
organizational work life. With reference to online advertising, there can be seen different factors
in online advertising which could be selected by the Dark Woods Coffee. In case of website, it
could be managed by the individual who is highly qualified and experienced and which could
attract the consumers. It will also help the company in maximization of revenues. The online
advertising involves the utilisation of different social media platforms like Face book, Instagram
etc. These platforms are used by individuals on regular basis in order to attract the customers.

Twitter Created Feed
Social Media Marketing is basically described as the free or paid marketing. It basically
involves marketing through different social media platforms which are responsible in growing
trends comprises of Face book, Instagram, Pinterest, Twitter etc. In context to organization, it has
been recommended to use Twitter or Face book which will help the company to amplify more
customer to visit the sites in a easy and quick manner. The company being a specific service
oriented organization. Therefore, it will have a very small range of services or products to offer
(Kemp, Randon McDougal and Syrdal, 2019).

In case of Twitter, it is well known platform which allows the individual to communicate
with the help of small messages referred as tweet. Twitter is considered as the social media
website which helps in connecting the individuals and allows sharing thoughts and views to a
large number of audiences. The platform is adopted by number of individuals and is highly
beneficial in context of communicating thoughts and views to a larger users. There are number of
organizations who uses twitter for communication with their customers because the organization
understand that potential and valuable customers and how to connect with them in a effective
manner. In context to Dark woods Coffee, it can adopt the platform for purpose to establish
communication with customers. It is very useful for the company to target the large customer
range for the organization (Richards and Marshall, 2019).

Search Engine Optimization
In context to organizations, Search Engine Optimization plays a very important role when
it comes to searching for search engines are not perfect. It refers as science & art of analysing
pages to the higher rank in search engines like Google. For example, in Google, the organization
utilises bots in order to crawl pages on the web, collecting information, searching from one site
to other site and putting them in an index. Searching is basically the primary information of
digital sources for the complements and brands another marketing channels. In context to Search
Engine Optimization, every click has an influence on the companies. The company's main focus
on developing website. In case of Dark Woods Coffee, the company could adopt different
techniques to keep the pages and website on top which will assist the company in engaging the
large number of audience if their website is been seen in top ten searches (Ryan, 2020).
Analytics
It is basically a marketing analytics which generally involves different technologies and
processes which allows the marketers to measure success of marketing initiatives through
performance measurement. It basically involves different tools supporting in analysing the data
collected coming from online activities. Over the years, world is constantly dynamical to new
technologies & it has become very important in order to promote services and products in a
digital platforms. The company's marketing department need to sort decisions which are
founded on data from one-on-one transmission such as website metric. In case of company, the

organization could use analytics in digital marketing and to promote the services and products
in different methods. It will support organization across different channels utilized by company
(Morrison, 2022).
Word press
It is fundamentally a management system which is open & free to all people. The
platform was basically make as blog publisher but soon evolved as a assistance to web content
type which generally involves online stores, mailing lists, medial gallerias, learning management
system and much more. The platform basically provides a platform to the company in order to
develop themselves in marketplace and improving sustainability in marketplace for a long time
period. With the support of such tool, the company could efficacious manage website content
(Homburg, Theel and Hohenberg, 2020). The content management system helps the
organization to log in from anywhere in the world and develop changes. There are different types
of benefits offered which comprises of flexible post scheduling, integrated blog posting and
much more to the company. Through using such tool, company could easily encourage their
products and also providing them stability and reliability in competitive market. With the
support of this tool, the company could effectively attract new consumers and easily promote
their services and products which could help the company in seeking growth in the eyes of
customers. The Dark wood coffee could effectively manage their website content whenever they
want.

Email Marketing
It is basically done through creating marketing poster or assimilated by emails. For the
objective to generate the marketing campaign, it has been done through an agent such as Active
Action or Mail chimp which is a paid service. It can be defined as the process which involves
sending commercial texts from one person to another. Under email marketing, the messages are
basically sent to the potential consumers in order to promote the services and goods of the
company and also developing a better healthy and good image in mind of the consumers. The
main objective is to develop email marketing strategies in order to develop values, loyalty,
awareness, trust of the organization’s product in the market (Dolega, Rowe and Branagan, 2021).
With the support of email marketing, it helps in establishing a better relationship with the
potential consumers. The foremost and first advantage of email marketing is that it is highly cost
effective and economic in nature. In context to organization, the organization is a small
endeavor, which can use such tool for the objective to promote the product in market and along
with tools of marketing. Moreover, organization could impressive section end consumers into
list and conformity targeting consumers. When it comes to email marketing, there is no
requirement of specialisation and extra knowledge. Through online marketing, it could help the

organization in effectively communicating with the end users and boosting up the sales in a
effective manner.
CONCLUSION
From the above, it could be determined that digital marketing is considered to be a
important tool for the purpose to promote the services and products over the internet. The
concept of digital marketing basically comprises of internet usage and different platform for
establishing communication in relation to data or information of new launched services or
products of company. Its crucial for company to germinate in digital technology and also
advertising different digital platform. Moreover, the individuals are becoming more and more
habitual of the internet and are really addicted to smart phones which have implemented different
changes in the life of people. For organizations, offering right data to consumers is the biggest
project. Different methods used involving twitter, email marketing, search engine optimization
which are obdurate. These are basically different platforms which could be used by enterprise to
promote the services or product. It intent to support in enhancing company in draw in larger
customer set. Its crucial for company to evolve themselves in digital marketing process.

REFERENCES
Books and Journals
Dolega, L., Rowe, F. and Branagan, E., 2021. Going digital? The impact of social media
marketing on retail website traffic, orders and sales. Journal of Retailing and Consumer
Services, 60, p.102501.
Domazet, I.S. and Neogradi, S., 2019. Digital marketing and service industry: Digital marketing
in the banking industry. In Managing Diversity, Innovation, and Infrastructure in Digital
Business (pp. 20-40). IGI Global.
Homburg, C., Theel, M. and Hohenberg, S., 2020. Marketing excellence: nature, measurement,
and investor valuations. Journal of Marketing, 84(4), pp.1-22.
Kemp, A., Randon McDougal, E. and Syrdal, H., 2019. The matchmaking activity: An
experiential learning exercise on influencer marketing for the digital marketing
classroom. Journal of Marketing Education, 41(2), pp.141-153.
Morrison, A.M., 2022. Marketing. In Encyclopedia of Tourism Management and Marketing (pp.
128-131). Edward Elgar Publishing.
Nabieva, N.M., 2021. DIGITAL MARKETING: CURRENT TRENDS IN
DEVELOPMENT. Theoretical & Applied Science, (2), pp.333-340.
Richards, M.B. and Marshall, S.W., 2019. Experiential learning theory in digital marketing
communication: Application and outcomes of the applied marketing & media education
norm (AMEN). Journal of Marketing Development and Competitiveness, 13(1), pp.86-
98.
Ryan, D., 2020. Understanding Digital Marketing: A complete guide to engaging customers and
implementing successful digital campaigns. Kogan Page Publishers.
Saura, J.R., Palacios-Marqués, D. and Ribeiro-Soriano, D., 2021. Digital marketing in SMEs via
data-driven strategies: Reviewing the current state of research. Journal of Small Business
Management, pp.1-36.