Integrated Digital Marketing Strategy for Dark Woods Coffee

This report discusses the significance of digitalisation for the growth and opportunities in the business environment. It analyses the challenges, importance, and nature of digital marketing and proposes an effective marketing portfolio for Dark Woods Coffee. The report also covers the core digital skills, concepts, and models for successful implementation of digital marketing.

Integrated digital
marketing strategy

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK...............................................................................................................................................3
Digital marketing........................................................................................................................3
Propose an effective digital marketing strategy..........................................................................5
Analysis of several marketing communication methods: ..........................................................5
Digital marketing portfolio ........................................................................................................7
Develop effective marketing communication plan: .................................................................10
Find out core digital skills, concepts as well as models............................................................11
Digital theories and models.......................................................................................................12
CONCLUSION .............................................................................................................................13
REFERNCES:................................................................................................................................14
Books and Journals:..................................................................................................................14

INTRODUCTION
The report aims to analyse the digitalisation for the growth and opportunities in the
business environment. The business is complex and has a lot of uncertainties in the macro
environment. Every business has their own strategies and functions which are necessary for their
success and development. In the current market environment, there are a lot of factors and
changes has arises which influencing the modern business organisations. Technological up
gradation are the most vital change which has occurred into the market. Therefore, innovation
and creativity are the two major aspects which are required for every business operations in order
to attract large customer and grow for long term purpose. This report is going to shows the
concept of digitalisation which has its utmost significance in the global market. Digital
technologies includes social media, SEO and many other tools which are necessary for the digital
growth into the market (Fang and et.al., 2022 ). This report will be based on Dark woods coffee
which was first founded in 2016 operated in UK. Therefore, the report will showcase the
strategies and development of integrated technologies to plan online sales and boost customer
base. So that, the report will showcase the challenges, importance and nature of the digital
marketing and an effective marketing portfolio will be present.
MAIN BODY
TASK
Digital marketing
Digital marketing is the component of marketing that uses internet and online based
technology. It is an activity which is used to promote the significant products and services of the
company. Digital marketing refer to advertising delivered through internet, social media, mobile
phone. Consumers are heavily rely on digital networks to search products of the company. Dark
wood coffee is present in the market of UK. Success of the brand totally depends on the
promotion strategies used by the company. Company use digital platform for effective
promotion. Digital marketing of the products is one of the effective method which is considered
by the organisation.
Nature and importance

This technique is great for small and big business houses. Dark wood coffee owner use this
market strategy for brand promotion. This is a cost-effective technique, it require minimum
investment of capital.
By applying this method company reach globally. This technique help to attract the customers
all over the world. Dark wood coffee reaches height of success after applying this market
strategy.
An established company image is everything. Digital marketing help to build brand image in the
eyes of their customer (Frolova and et.al., 2021). By using paid promotion technique,
company able to expand their brand awareness in customers mind.
With digital marketing, dark wood have real-time measurable result. Whit this the company able
to analyse the effectiveness of the promotional activities.
Challenges
In the advance world and market area, company face several challenges and difficulties, and to
overcome this they use digital marketing for advertisement. Every company face challenges
weather it small or big. Dark wood coffee used several digital marketing strategies but there are
some challenges were also arises with digital marketing which are given below :
 Organisation must have good knowledge of digital marketing tools that are used in
promotion. Less knowledge of new promotional method is a type of risk that hampers
companies profitability.
 The biggest digital marketing challenge face by dark wood coffee is finding new
customers. Company need repeating customers which is known as quality lead.
 Also, budgeting is undertaken the problem which is face by an organisation. Every
company need proper budget for the marketing. Dark wood coffee should introduce new
approaches of budgeting (Eckert, and Hüsig, 2021). Company should use suitable tricks
to finance their budget.
 Company should create those advertising content that want by people. Dark wood coffee
owner should aware about the consumers potential and current customers of business or
an organisation.
 Further, the challenging task of every organisation is to hire the qualified staff for the
company. It is necessary for every organisation to appoint skill full staff who have a good
knowledge digital marketing.

Hence, from the above it has been evaluate that integrated digital marketing techniques is
very essential for an organisation. This technique is beneficial for increasing the profitability of
the company. While applying this strategy company face some challenges also. Company need
to use all digital marketing techniques in an effective manner.
Propose an effective digital marketing strategy
The digital strategies are the most concerning factor for the dark woods coffee. The
company has large competitors which might affect their sales within the UK. The company
needs to move towards the integrated digital technologies which would be helpful for the dark
woods coffee. Therefore, it is required to create effective marketing plans and SMART
Objectives which will be necessary for attracting customers towards their products and services.
As marketing require much techniques and methods which will be helps in achieving objectives
of dark woods coffee (Wanotayapitak, Saraubon, and Nilsook, 2019). The Dark woods smart
objectives are defined below:
 To engage E-commercial platforms in order to grow sales and profits.
 To enhance the customer engagement rate by 10% within 2 months time period.
 To achieve great sales and turnover by the rise of 15% within 3 months duration. To
increase sales in every 3 months by 2.5%.
The dark woods coffee have their significant strategies in order to achieve their stated
objectives. They are performing these tasks in the below stated manner:
Analysis of several marketing communication methods:
There are several marketing social communication strategies which are useful for the
organisation to take growth and customer engagement. These communication tools helps the
organisation to take the best measures and tools like E-mail, social media and content creation.
There are many areas which helps in achieving digital strategies in order to enhance growth of
dark woods coffee.
 By E-mail marketing: The dark woods coffee has the Dark Woods Coffee use E-mail
marketing method in order to make the customer aware about the schemes, offers and
new products and services (Weltin, Zasada and Hüttel, 2021). This will keep them
informed and engaged with the dark woods. so that, they could offer varieties of schemes
across large number of customers that will help in enhancing their customer engagement.

 Content marketing This communication method is also much effective which will be
needful for the company. Content creation must be creative and inspiration so that, large
number of customer would be interact with the organisation. They could reach through
delivering good slogans, tag lines and ,messages which will create positive impact on the
customers and market (Borthwick, 2021). This has done through by the dark woods by
analysing its importance to be attractive for the customers and seek their attention.
 social media marketing is one of the crucial ways of doing online business and
marketing. It connected huge number of people with the organisation and provide
opportunities for growth and development. These are the widely used platforms by the
people that helps Dark woods coffee to seek their interest through posting content on
Twitter, Facebook, Instagram and other sites.

Facebook: This is the most traditional and used platforms in the current market. The people
gets connects with Facebook all day long. So, it become the great channel to communicate with
the customer directly and get aware about their needs and wants. Dark woods coffee make use of
this platforms to give updates about coffee range and offers so that, large customer would come
and experience the great coffee.
Twitter: This is also the another great used channel of social media marketing. There are
millions number of people who are engage with the channels. The organisation using this
platforms to give necessary updates in the operations. Therefore, Dark woods coffee also use this
platform to achieve its growth and objectives (Rad, and Rowzan, 2018). It makes the reach
possible for the company to attract customer and increase engagement on social sites.
Digital marketing portfolio
Portfolio methods Contents

Email marketing campaign To provide the best coffee flavours by using
best coffee beans. All the coffee flavours will
be hand produced to satisfy cravings.
So that, the Dark woods will showcase their
procedure and skills of farmers to attract
customer. Hence, by advertising the suitable
skills of farmers. Therefore, The company has
established its brand name into market through
their cheap and quality coffee beans.
Online advertising In order to launch promotional campaign, it is
necessary to use effective channels for
advertising.
The Dark woods coffee has to promote their
products and services among the large
customer base. These online advertising
challenges mainly are Facebook(Meta),
Twitter, Instagram (Marcondes and et.al.,
2018). The company will specify their finest
coffee beans among people this will make the
customer excite to taste it ones. Mainly these
advertising helps in attracting on occasion like

Christmas, food Fridays.
Twitter curated feed Twitter is the most engaged platforms which
helps the Dark woods Coffee to promote their
coffee beans and services through providing
updates. They take changes in their operations
by analysing audience engagement.
So that, the dark woods will provide certain
offers and schemes and also pre views for new
launch of flavours.
Search engine optimisation This is the most required tool in digital
marketing. This would helps the dark woods
coffee to promote websites and gain insights
about their relevancy of content. This will
engage large customer engagement.
Web Analytics Through this strategy, the dark woods would
able to gain analytics about customer insights,
these will lead their actions, responses and
excitement for the product and services.
Through this, the dark woods coffee will check
click per view through on-site web tools
(MacLennan and et.al., 2018). This will tend
to result in assessing customer engagement on
their content and page.
WordPress Keyboards are the most important part of the
web analytics and websites. The more keyword

will be simple and easy, the more it will
engage huge people. The Dark woods coffee
needs to use different key words through
hashtags and repetitive words for their coffee
flavours. This will engage reach and brand
name into market.
Develop effective marketing communication plan:
Marketing strategy is the most crucial part for every business. Marketing enhance
companies profitability and growth into market. It involves customer interaction and knowledge
about market demand for the specific products and services. An effective communication plan is
important in order to connect with customer and analyse own potential customers. This is
depends on the crucial market factors that will help the Dark woods to launch their new flavours
of fine coffee beans. In order to prepare the marketing plan for Dark woods, it could be done
through STP analysis:
 Segmentation: As per this factor, the organisation needs to segment their customer very
well. This segmentation is crucial to divide customer as per their demographical,
physiological change into market. The Dark woods needs to segment above the age
group of 12 (Chien, and Huynh, 2018). As their products are mainly built with fine
quality which can be consume by every individual. Also, the company will provide the
their coffee to the many geographical locations such as UK and US.
 Targeting: targeting makes the marketing simpler and easy. The organisation will target
most prominent customer form the market, these customer are the most feasible to
contribute in organisation product and services. The Dark woods coffee needs to mainly
target young age group customer as they are mainly involved In consuming coffee at
most often. Positioning: It is the most vital process for the organisation. Positioning makes it easy to
create a valuable brand name into market. Dark woods will positioning a great image
through being active on digital platforms.
Understand the decision making process of customers:

It is also the most crucial process for the Dark woods. Customer decision making is
necessary for the company which shows the customer mapping journey, their thoughts and ideas
while purchase product. Understanding decision making process of customer will be helpful to
take necessary actions for Dark woods.
Execute the marketing communication plan:
The marketing communication plan needs to be execute within limited time period. As the
market trends and technologies are rapidly changing, so that, the company should not miss the
opportunities in current time. They needs to set specific time for launching campaigns and giving
offers which will help in attracting large customer.
Find out core digital skills, concepts as well as models
Digital skills are necessary for the organisation. The more employees would have prominent
skills, the more they could make necessary steps for executing effective marketing plan. These
digital skills are quire complex and a lot of techniques to be performed in better way. Dark
woods employees must have competences in digital marketing to make the best strategy for
attracting customer.
Digital Business Analysis: Digital business analysis skills are important for the
organisation. This analysis influence on the online business and create a sense of image in the
eyes of customer (Zakharova and et.al., 2019). Therefore, it shows that, an employees must have
those skills to transform the trends and come up with creative strategies for digital environment.

Figure 1: Digital Business Analysis: Essential Competencies, 2018
Digital project management: There are various projects takes place in the organisation to
make it regulate among the customers (Garrick, 2021). The managers and employees of Dark
woods coffee needs to have skills to manage these projects and achieve its aims and objectives.
So that, company would not suffer any loss and expand business at other locations.
Digital theories and models
There are effective theories of digitalisation which can be effectively utilised by the Dark
woods. These techniques helps to achieve goals and digital objectives which are described
below:
Technology acceptance model: This model is vital for all the business working in
modern world. Every organisation has impact of technology somehow (Kumar and Park, 2019).
So that, this model influence on the dark woods to select and choose most appropriate
technology by analysing company potential, targets, customers and their preferences.

Figure 2: The Technology Acceptance Model and Attitude (TAM), 2020
Honeycomb Model: As per this model, the organisation takes care of using all the stages
and relevance of social media marketing. The marketeers and social media experts gets to know
the approaches and insights which strategy will work best for the company. So that, this model
provides techniques through seven blocks system (Borovička, 2021). The Dark woods coffee
marketers will effectively use it for their social media marketing strategy.
CONCLUSION
The report has concluded that digital marketing is the most vital concept for today's
current marketing environment. The organisation needs to provide digital marketing campaigns
and communication strategy. It can be done through using effective digital skills such as digital
web analysis and customer decision making. The marketers of the respective company needs to
use tools like SEO, web analysts and word press. Also, the models like honeycomb, technology
acceptance model are also necessary for the company.

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