Digital Marketing Portfolio for Dark Woods Coffee

This portfolio explores the digital marketing strategies used by Dark Woods Coffee, including online advertising, email marketing, and search engine optimization, to increase brand awareness and profitability in the international marketplace.

INTERNATIONAL
BUSINESS DEVELOPMENT
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Table of Contents
INTRODUCTION...........................................................................................................................3
Online advertising........................................................................................................................3
Email marketing...........................................................................................................................5
Search engine optimization..........................................................................................................7
Conclusion.......................................................................................................................................8
REFERENCES................................................................................................................................9
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INTRODUCTION
Digit marketing refers to the process of advertising and promoting the product and services on
the various digit or technological platform in order to attract large numbers of the customers.
With the assistance of digital marketing the organisation can expend and increase the awareness
of brand in domestic as well as international marketplace in a short period of time. The digital
marketing includes various platforms such as Facebook, Instagram , Pinterest, google, chrome,
search engine optimization in effective as well as efficient manner (Bala and Verma,2018)
( Desai 2019) .
The present report is based on the organisation Dark wood coffee which provide wide range of
product related to the coffee in order to satisfy the customers. The company is leading the market
of United Kingdom since many years as it is associated in the UK. The report will examine the
marketing strategy which company used in order to increase the value, productivity, and
profitability in the national as well as international marketplace.
Online advertising
It is the best method helps the company to sustain the brand image in internet and there
are different ways through which company uses in order to advertise their products. This
includes, Facebook, Instagram, Snapchat, Google Ads, Google Display Ads, Bing, Twitter etc.
Fir the present scenario, only Facebook is used as an advertising campaign in order to let people
know about the product offered by the company so that effective outcome can be generated
(Lund, 2019). The rationale for opting this platform as compared to other is such that 90% of the
total population uses this method over other as it is consider the powerful way in order to
communicate with customers and allow them to see the current products offered by the company
to attract the customers towards it. Moreover, there are many tools used by the company but
Facebook is highly preferable because it drive web traffic so that thousands of customer will be
able to stay connected with the firm for a longer term, as it is actually proved in secondary
studies, Dark Woods Coffee also post upon Facebook and with the help of this advertising
campaign, it is able to attract the people and as the company uses only special grades coffee with
cleaner more distinctive flavours than cheaper commercial coffees so that range of people will be
attracted (Christina, Fenni, and Roselina, D2019) . This Facebook advertisement also let attracted a
significant user base which actually translates the advertisement to revenue and it also desire to
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spend amount in the advertisement company is able to improve the brand image and raise
profitability as well (Annamalai and et.al., 2020).
Therefore, for an advertising campaign, Dark Woods Coffee already use Facebook in
order to attract the new customers and engage the existing one as well. The campaign for the
firm is as mentioned below:
Dark Woods Coffee
When it comes to coffee, many people looking for the independent and top brands but they do
not consider local brands. But if you are looking for something different then Dark Woods
Coffee offer the delicious taste of coffee because it provides healthy products to their customer
without compromise the quality of product. So, here is a BIG ANNOUNCEMENT for all the
coffee lovers because company is going to offer range of coupons and discounts in the starting
of financial year just to forget other brand taste and create a chain of large audience from your
words of mouth.
Take a trip around the world like a comfort of your own home. Just grab the opportunity with
your single visit in the near store. Also, receive a full pound bag of coffee delivered right at
your door each month in order to keep you attracted towards us. This limited option is just for
the small days so here you go.
A survey has also conducted at the end of the day on 9/4/2022, where you all are invited to
take a sip of coffee with your favourite one s and also with the start of 2022, I just want to
know from your sides regarding the improvement so that we can work on it and meet your
expectations. Please join with us and helps us to serve best for you so that you will be stay
connected with us for a longer term.
In the start of month i.e. 5th April, Dark Woods Coffee is going to serve for the community
groups and organisation who got in touch with coffee. As UK has range of companies and
organisation who offer coffee to their customers and we just share the same with others in
order to increase the importance of local provider within a country. We only want to let
everyone know about the local companies who also serve for their best in order to keep
attracting their customers. On this occasion, people also get an off of 20% for the coffee and
can also get a free soft drink if they invite more friends and let them come in the premises. The
motive of such campaign is to create awareness related to small brand and attract the new
customers in order to develop a long chain.
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Dark Woods Coffee offer you a range of coffee products that helps to cheer your mood and
can also see the website for a purchase option as well as many information. Also, you can also
revert on the same in case you have any issue as we are here for you.
#coffeelover #newyear #sustainability #support local #lattee #coffeearoundtheworld
Email marketing
Email marketing is renowned as the oldest method of marketing which attract the large numbers
of customer from different market segments. Basically, it is the procedure of delivering the
effective content to the people with the assistance of mail in order to target the potential
customers. The aim of marketing campaign is to promote and introduces the business product
and services. Email marketing is the most affordable and powerful communicational channel to
interact with the customer about the commodities and services of the organisation. In context to
that the Dark Wood coffee creates strong content for increasing the awareness among the
targeted customers. The Email marketing play essential role in increasing the sales of the
organisation. Along with that it also contributes in the delivering the loyalty and improving the
brand value in different marketplace ( Djakasaputra, and et.al 2021).
The motive of the company is to use the email marketing is to change their perspective of
buying the product and meet their taste and preferences of individual person with the help on
delivering strong message in the email campaign. Due to the utilization of email marketing the
company keep engaging the customers as well as employees of the company in the production of
the business enterprises. By the utilization of digital marketing the company make sure that the
firm is target the right or potential customer in order to deliver effective production and acquire
the great returns. Apart from the advertisement and promotion it helps in connecting with the
customers and build business relationship for the long period of time. Moreover, due to that the
company prepare for dealing with the forthcoming challenges ( Hanlon, 2021).
The email marketing allow the customers to access the values, features of the product and
services that company is offering to the people for creating impression on the customers. Due to
that the consumer involve all the information and the data is provided to them at the tine of
making decision regarding the purchase of the item. Furthermore, the organisation keeps the
customer up to date with the latest trends in the marketplace (Chaffey, and Ellis-Chadwick,
2012). The Dark Wood company already target the potential customer for email marketing
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campaign that increases the sales of the company. The brand is continuously increasing the the
email marketing campaign because it is increasing the awareness among the people and
developing the interest of the buyers in the production of the company ( Herhausen, and et.al
2020).
The Email marketing campaign used by the Dark Wood Coffee is deliver in effective style which
is evaluated as follow:
Dark wood Coffee
We are glad you’re here with us
Whoo-hoo it’s all about coffee, did u tired our new delicious taste of coffee? NO don’t worry
here we are to offer you new delight and delicious coffee exclusively for you. Dark Wood
Coffee is going to deliver the unique taste and new sip of coffee to the all-loving coffee
lovers at just high price, can you believe it? Let’s go and join us with all your loving people
for a cup of coffee for making the moment more memorable and cherishing. The Dark wood
coffee is going to organised a get together on 5th of April only for you. Where the
organisation is going to provide you wide range of coffee just to meet you and your taste to
improve productivity. So come up share your experience with the Dark wood coffee and we
are glad to know the area of improvement. Our only motive is to make your better
experiences and deliver you delicious sip of coffee to make your morning more energetic and
happier for the whole day.
Make your better experiences
Manage your Dark wood coffee profile, join our loyalty programme to earn
Contact info and preferences free coffee and exclusive offers
Stay connected with us, Stay safe
Privacy policy Stores Terms of use
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Search engine optimization
Search engine optimization is the process of creating and optimizing the relevant information
over the internet which give assistance in generating the traffic on the websites of the company
in order to create the visibility of the company brand on the internet. It increases the capability of
increasing creativity as well as quality of the product in effective as well as efficient manner.
With the assistance of the search engine optimization the company can create organic ranking of
the business enterprise. The search engine optimization increases the online presences in the
domestic as well as international marketplace ( Kingsnorth,2019) . In the current period, it is
important to create the online presences in the marketplace as the large numbers of the people
buy the product after checking out the products on the sites on search engine. With the assistance
of dark wood coffee company is generating the traffic on the websites which Is attracting the
large numbers of the customer, for instance the people make the decision of buying the product
after checking out on the internet. Basically, the search engine provides the result of the query
the customer by the formulation of the sophisticated algorithm that identify the result which
supposed to show to the individual person. According to the survey of the Dark wood coffee the
94% of the people belongs to different areas, culture, race etc utilized the google for the
searching. With the assistance of the SEO marketing campaign the dark wood coffee is
increasing the brand image in the marketplace (Mandal, and Joshi, 2017) .
In context to that the company is courteously improving the quality of the website that help in
developing the impression on the customers. Moreover, with the assistance of that the company
is increasing the awareness among the people and building the consumer trust as the consumer
highly trust the google for the better result. In order to that the dark wood company create
sophisticated websites that is simply designed and have the best quality of the content. Due to
that the company is boosting the organic rank as well as sales of the company. In general, the
dark wood company can share the values o the customers. Dye to that the company is provide the
only relevant information or the awareness to the potential or target customers. The company is
encouraging the people to try the sip of coffee which is manufactured by the dark wood coffee.
Due to the SEO practice the organisation is providing the certain benefits to the consumer, for
instance, the consumer is purchasing the product by making the research on the product of the
company, discounts and offers are displayed on the internet which attract the attention of the
consumers (Minculete and Olar, 2018). Due to the marketing on the SEO the company is
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attracting the customers from different marketplace as well as focusing on the targeted customers
(Jacuński, 2018. ) . Moreover, due to that the company is delivering quick respond to customer
which also increase the experiences of the customer with the organisation. Along with that the
Dark wood company is enjoying certain benefits like tracking the taste and preferences of the
potential customer and determine the area which suppose to improve by the organisation in order
to accomplish the company goal. Beside this the company is engaging themselves with buyers of
product and services which the company is offering in order to satisfy the needs and wants of
individual person.
In context to that the company is adopting the strategy of well design and responsive website as
in the modern era it is becoming the main mode of attracting the people and becoming the
valuable assets for the company. Along with that the company created the well-designed
websites that attract the customers and encourage them to buy the product of the company and
increase the economical value of the company (Hanlon, A 2021).. The company is offering the
specified content on the internet due to date the organisation increases the visibility in effective
manner.
Conclusion
From the above report it will be concluded that the in the modern era the large numbers of the
people are depending on the internet due to that the company is using the digit marketing
platform for the promotion of the product and services of the company ( Soedarsono, and et.al
2020). from the analysation of the report, it is analysed that digital marketing is the best plan of
action to create the awareness among the people and provide the product in domestic as well as
international marketplace. The study examined the marketing process of the leading company
named as Dark wood coffee. In context to that the organisation is increasing the value by
utilizing the the Facebook, e-mail marketing, and search engine optimization. Furthermore, the
report highlighted the process and scenario that indicate the impact and effectiveness of digital
marketing on the individual person as ell as rank of the company moreover company has the
better opportunity of expending the network as well as business all over the world. Due to the
utilization of digital marketing the company is continuously increasing the scale of growth and
earning huge profit as the online marketing boost the sales of the organisation.
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REFERENCES
Books and Journals
Annamalai, N. and et.al., 2020. Needs and Facebook addiction: How important are psychological
well-being and performance-approach goals?. Current Psychology. 39(6). pp.1942-
1953.
Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D. Verma (2018).
A Critical Review of Digital Marketing. International Journal of Management, IT &
Engineering, 8(10), pp.321-339.
Chaffey, D. and Ellis-Chadwick, F., 2012. Digital marketing: strategy. Implementation and.
Christina, I.D., Fenni, F. and Roselina, D., 2019. Digital marketing strategy in promoting
product. Management And Entrepreneurship: Trends Of Development, 4(10), pp.58-66.
Desai, V., 2019. Digital marketing: A review. International Journal of Trend in Scientific
Research and Development, 5(5), pp. 196-200.
Djakasaputra, and et.al 2021. Empirical study of Indonesian SMEs sales performance in digital
era: The role of quality service and digital marketing. International Journal of Data and
Network Science, 5(3), pp.303-310.
Hanlon, A., 2021. Digital marketing: strategic planning & integration. Sage.
Hanlon, A., 2021. Digital marketing: strategic planning & integration. Sage.
Herhausen, and et.al 2020. The digital marketing capabilities gap. Industrial Marketing
Management, 90, pp.276-290.
Jacuński, M., 2018. Measuring and analysis of digital marketing. RESEARCH PRIVACY, 11.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers.
Lund, B., 2019. Universities engaging social media users: an investigation of quantitative
relationships between universities’ Facebook followers/interactions and university
attributes. Journal of Marketing for Higher Education. 29(2). pp.251-267.
Mandal, P. and Joshi, N., 2017. Understanding digital marketing strategy. International journal
of scientific research and management, 5(6), pp.5428-5431.
Minculete, G. and Olar, P., 2018, June. Approaches to the modern concept of digital marketing.
In International conference Knowledge-based organization (Vol. 24, No. 2, pp. 63-69).
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Soedarsono, and et.al 2020. Managing Digital Marketing Communication of Coffee Shop Using
Instagram. International Journal of Interactive Mobile Technologies, 14(5).
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