Digital Marketing for CAFEPOD Coffee Shop

This report discusses the digital marketing strategies used by CAFEPOD Coffee Shop, including the digital channels used such as email marketing, social media marketing, search engine optimization, and content marketing. It also covers the creative content used across channels, the effectiveness of the landing page and conversion experience, and evidence of testing and optimization capabilities. The report provides insights into the importance of digital marketing in promoting organizational products and services through various online platforms.

Digital marketing

Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
Which digital channels the company is currently using..............................................................3
The creative and content being used across channels..................................................................5
Effectiveness of the landing page and conversion experience....................................................7
Evidence of testing and optimisation capability..........................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Digital marketing is defined as the important component of marketing that used by
organisation to promote organisational products and services through internet as well as online
based technologies like desktop, mobile phone, computer and other digital media platforms.
There are various type of digital marketing such as social media marketing, email marketing,
mobile marketing, search engine optimisation and marketing analytics that helps organisation to
reach potential customers towards organisational products and services. In this report CAFEPOD
COFFEE organisation is taken into consideration that is established in the year of 2011 in
London. It provides quality coffee for adventurous coffee drinkers. It is founded by the
entrepreneurs Peter Grainger and Brent Hafield. CAFEPOD is available in all major supermarket
and online retailers with range of Nespresso, Roast Whole Bean and Ground coffee. This report
covers various digital channels that are used by the organisation to reach wider number of
customers. Description of creative content that is used across the communication channel and
effectiveness of leading page and conversion experience as well as evidence of testing and
optimisation capabilities are explained in this project report.
TASK
Which digital channels the company is currently using
Digital communication: Digital communication is defined as the type of communication that
relies on the use of technologies. In current business environment, organisations use various
channels of digital marketing such as email, video conferencing, phone calls that help it to
maintain communication with employees and lead their actions in right direction. Organisation
can connect with its customers and stakeholders through digital communication that provide
them seamless experience (Hofacker, 2018). At workplace, importance of digital communication
is enhanced because it keeps employees informed, connected and motivated as well as it
provides better more effective customer experience that plays important role in the growth and
success of business in competitive business environment.
Digital channels: Digital channels are defined as the communication path or platforms that are
used by organisation to promote, market and sell organisational products and services in market
through using mobile and internet. Digital channels helps organisation to reach their target
audience and spread awareness in market regarding business products and services. These

platforms facilitate customers also to ask questions directly and effectiveness of channels
maintains differentiated image of organisation in market over other competitors. CAFEPOD
Coffee shop uses various digital communication or marketing channels to reach potential
customers and influence them to purchase organisational products and services that lead business
towards higher performance and profitability (IšoraitĖ, 2020). Respective organisation creates
digital marketing strategy in which it takes decisions regarding selecting right channel to market
business products in optimal way. Some digital marketing channels in the context of CAFEPOD
are explained below:
 Email-marketing: E-mail marketing is considered as the most important personal digital
channel that is used by organisation to communicate with customers through delivering
relevant content in non-invasive manner. Organisation can send promotional emails to
customers for attracting them towards organisational offerings. CAFEPOD coffee shop
uses this channel for digital marketing as it is cost-effective option to promote
organisational products and services. It helps business to inform customers regarding
organisational new and innovative products and services.

 Social media marketing: Social media marketing is the most attractive and effective
digital marketing channel for business because now these days, all demographics has
presence on different social media platforms. CAFEPOD coffee shop promote its variety
of coffee on various social media platforms such as Facebook, Instagram, Twitter and
other that spread awareness among customers as well as influence them to purchase
organisational products. Especially, Facebook and Instagram become the robust
advertising platform that are easy and convenient to use, effective and inexpensive (Lai,
and Yu, 2021). This digital channel helps organisation through enhancing customer base

and profits that provides various competitive advantages to business than other
competitors. Facebook is the social media channel that is used by organisation mostly
because it is popular and have high number of users. It is 2.94 billion monthly active
users and 214.62 million followers that enhances its use and effectiveness. Market
capitalisation of Facebook is calculated by multiplying the share price by number of
outstanding shares. Facebook has 2.67 billion share outstanding. Customers or visitors
are highly engaged with Facebook post and reshare them that enhances application
efficiency and effectiveness. Post that are share on Facebook are relevant and original so
they plays important role in attracting higher number of customers. There are various
laws and regulations regarding the Facebook post content that are considered by
organisation to maintain relevance. It is recommended to organisation to use Facebook as
a digital marketing medium to reach potential customers.

Search engine optimisation: Search engine optimisation is define as the process of
optimising organisational website as well as its content so it can displayed on top of search
engine results of customers desired keywords. It plays important role in enhancing traffic on

organisational website and influence customers to purchase CAFEPOD coffee shop different
variety of coffee. It helps business to enhance its market share and customer base through
displaying their advertisement and products information on the top of search engine.
Ubersuggest is the free chrome extension as well as a powerful CEO tool that reflects keywords
monthly search volume, competition data and CPC. It provides insight data related to a specific
keyword query on Google and other sites such as YouTube, Amazon and various other.
CAFEPODE uses this tool that attracts various visitors towards website.
o Content marketing: Content marketing is defined as the channels that undertake
by organisation to create content for target audience in the form of blogs, stories,

videos and infographics. All these things create higher traffic on organisational
website through delivering quality content that are required by the customers.
CAFEPOD coffee shop creates various videos regarding its coffee that attract the
attention of customers and maintains organisational strong online reputation that
led business towards growth and development.
All these digital marketing channels are used by the organisation to promote its products and
services in market (Mogaji, Soetan, and Kieu, 2020). It helps business through maintaining
organisational wider reach and enhance the engagement level of customers that facilitates
business to gain higher returns on investment. Marketing on digital channel is comparatively
easy and cost effective than traditional marketing that help business to enhance its profitability
and enable to gain competitive advantages.
There are various web tools that are used by organisation because they provide resources to help
you improve your site's structure, the way it's displayed on website. Webtools is a web
application through that is simple and easy-to-use interface which facilitates centre staff to
develop as well as maintain their published and administrative data and other functions listed
above. Web browser, HTML editor, Graphic editor and other are the tools of web tools.
The creative and content being used across channels
It is important for the organisation to ensure that information and data that is communicated
through various digital marketing channels are creative and attractive as well as capable to attract
the attention of customers towards organisational offerings. Creative content is defined as the
broad term that is related to the different types of media that are used by organisation to promote
its products and services as well as brand itself. There are variety of content is included in
content formats such as blogs, e-books, videos and others that make the advertisement or
promotion more attractive. CAFEPOD coffee shop delivered quality content of different digital

marketing platform that differentiate organisation from others and maintains its unique
positioning. Respected organisation takes specialised services of creative content agency for
create more effective content that is post on different digital platforms (Muhammedrisaevna,
Bakhriddinovna, and Rasulovna, 2021). It attracts potential customers towards organisation and
maintain strong brand identity that provides competitive advantages to organisation over other
coffee shops. Creative and efficient content fuel organisational marketing strategies.
Content management system is the application which is used by organisation for managing
content as well as allowing multiple contributors to develop, edit, publish content. It is storage
data base and used in displaying the presentation layer on the bases of templates like ab website.
Producing as well as sharing creative content on digital platforms provides various benefits to the
CAFEPOD coffee shop such as it creates trust and rapport with targeted customers, promote
organisational products and services in efficient manner, recall brand to customers, boost
organisational products sales, brand awareness and lead business towards higher sales
conversion. Respected organisation uses variety of digital marketing channels to promote
business in market and spread awareness regarding products and services. CAFEPOD
organisation need to make sure that on these platforms, effective and creative advertisements
published that boost business sales and maintains effective relationship with customers. The best

formats of creative content marketing are dependent on the type and nature of business as well as
its goals and objectives. As creativity in marketing content helps business to create better
marketing strategies because it reflects that organisation wants to enhances customer engagement
level. Creative content gives the organisational personality, stand out it from other competitors
grab attention of customers and lead business to towards attaining the objective of growth and
development (Negoiţă, and et. al., 2018). Quality content created a medium through which
organisation can communicate with its target audience and customers will remember it for longer
period of time and they will keep in touch with organisation content or website on regular bases.
Some creative content that needs to be used by the organisation across its digital channels are
explained below:
 Visual content: Organisation needs to include visual content across digital channels to
make the content more creative. CAFEPOD coffee shop includes images, videos and
infographics in its post that helps business to attract wide number of customers and create
conversion. All these visual aspects grab attention of customers and provide them better
experience with organisation. Image is the most appropriate and relevant to the customers
because it make easy to understand as well as attractive that influence customers towards
organisational products and services.
 Social media posts: It is important for the CAFEPOD coffee shop to pay attention in
social media posts in order to provide all information to customers and influence them to
purchase organisational products and services. As there are various platforms of social
media such as Facebook, Instagram, Twitter and other that allowed organisation for paid
advertisements. Posting effective advertisement on social media helps audiences to gain
depth insight of regarding brand. Sharing posts, images, videos and text post boosts
engagement of customers with brand as well as encourage them to reshare the post that
maintains strong reputation of organisation (Yoga, Korry, and Yulianti, 2019). Social
media provides opportunity to business to connect with its current and potential
customers and foster them engagement level with organisation.

 Conducting live chat: Conducting live chat helps business to interact with audience and
understand their point of view and problem with organisation and its offerings. It
provides effective chance to interact with audience at real-time. CAFEPOD coffee shop
encourage customers to ask questions that help them to learn more regarding the
organisation and its products and services (Nunan, and Di Domenico, 2019). Respective
organisation conducts live chatting on different digital channels such as Instagram,
Facebook and other that attract customer and enable business to create effective and
creative content that fit the requirement of customers.
 Interactive content and tools: There are various interactive content and tools that are
used by the CAFEPOD coffee shop to develop creative content of digital channels. It

enhances visitors’ engagement on organisational websites through conducting quizzes,
survey, polls, infographics and videos. It helps business to gain various information and
data regarding needs, demands and preferences of customer that can be utilised in
developing organisational marketing strategies and sharing creative and important
content that is valuable for customers.
All these aspects helps business to post creative and attract content that enhances organisational
reputation on online platform and attract larger number of customers. It helps business to attain
higher market share and improve sales. CAFEPOD coffee shop creates various attracts videos on
its offering that influence audience to purchase organisational coffee and make them loyal
towards it (Oklander, and Oklander, 2017). Thus, creative content helps organisational
communication activities through making mutual understanding between customers and
employers as well as make them feel that organisation provides similar products that are required

by them. Content of digital medium that enable business to communicate information to targeted
audience in efficient manner and lead business towards success.
Effectiveness of the landing page and conversion experience
In digital marketing, a leading page is defined as the standalone web page that is created for the
purpose of marketing and advertising campaigns. It is the place where the visitors are land after
clicking on an e-mail, or aids from google, Facebook, Instagram as well as other similar pages on
web. Landing page is designed for the single or specific goals that is determined as the goal to
action. It is considered as the best option to enhance conversion rate of organisational marketing
campaigns and reduces business cost of acquiring a lead or sales. It is different from other web
pages as in that evergreen navigation of a website is not available. It has specific purpose in
specific movement during an advertisement campaign that is conducted to target specific
audience. As CAFEPOD coffee shop uses different digital platforms so it created landing page
that facilitates it to gather visitor’s contact information in the exchange of resources such as an e-
book. It helps business to generate lead for its marketing campaigns as well as enhances overall
effectiveness of organisational marketing strategies (Santoso, Kauf, and Aristo, 2019).
Some effectiveness of lending page in the context of CAFEPOD coffee shop are explained
below:
 Increase conversion: Having landing page helps business to enhances it conversion rate
through encouraging the new site visitors through provide them information in exchange

for an immediate, tangible resources. CAFEPOD coffee shop can get information of
customers who visits its website and target them to convert into organisational customer.
 Provide additional insight of target audience: CAFEPOD coffee shop creates various
lending pages with segment offers that helps business to analyse which topic convert at
highest rate. It provides valuable information to the organisation regarding targeted
audience. Organisation can collect data and information of customers from lending page
to create effective marketing strategies and provide high value to customers.
 Measure metrics that tied with business goals: Organisation creates specific lending
page to market new products and services than it will be used to measure the metrics that
are tied with organisational goals and objectives. CAFEPOD coffee shop also measure
the conversion rate customers and determine how marketing campaign are performed to
achieve business objectives.
CAFEPODE organisation uses landing page which website use SSL certificate that help
organisation to create an encrypted channel between the server and the client. It facilitates
organisation to protect their sensitive information from eavesdropping.
Cookiebot CMP is related to perform automated monthly scan report through emails.
Through tracking all cookies as well as trackers organisation can maintains transparency and a
real choice of consent that is required by CCPA, LGPD and other data privacy laws and
regulations around the world. It uses all privacy policies and protect data from trackers and it is
the trusted website because it secure user’s information.

Conversion experience: Conversion experience is defined as the act or process that is related to
the changing something into a different state of form. In the context of digital marketing,
conversion is when visitors of website complete a desired goal. It is related to the process that
converts visitors into leads and if they purchase something than in customers (Sholihin, 2019).
Conversion occurs when someone changes from a passive visitor to an active visitor or customer.
CAFEPOD coffee shop provides effective experience to its visitors that lead them towards
conversion and influence to purchase organisational products and services. It is effective for
business because it enhances organisational sales, customer base and profitability ratio.

Some effectiveness of conversion experience in the context of CAFEPOD coffee shop are
explained below:
 Assess the performance of multiple advertising channels: Effective conversion
experience and rate helps business to evaluate the effectiveness of various advertisement
channels that are used by CAFEPOD coffee shop for promoting its products to
customers. If organisational campaigns are conducted in appropriate manner than it
facilitates business through lead generation and converting them into customers.
 Retain customers: Strong conversion experience convert leads into customers as well as
retain them with organisation for longer period of time. It enhances organisational overall
performance, sales and profitability. It leads CAFEPOD coffee shop in the direction of
attaining determined goal and objectives and maintain differentiated positioning on
online platform.

 Measure the effectiveness of website: Conversion rate and experience of customers helps
to measure the efficiency and effectiveness of website through revelling the rate of
investment of website and best performing contents that attract the attention of c
ustomers towards organisational products and services (Sihare, 2017). It also
facilitates business to develop effective marketing strategies.
Evidence of testing and optimisation capability
It is important for the organisation to testing its actions and strategies on the bases of evidences
that ensues organisation regarding the efficiency and effectiveness of digitals channels that are
used by organisation to enhances its reach and attract higher number of customers. There are
various evidences of testing are conducted by the CAFEPOD coffee shop such as test evidence
that provides whole information to development team with a full history of what history
regarding what actions are taken to perform in operations related to digital marketing. It helps
organisation to take effective actions before an error occurred. On the other hand, for compliance
evidencing, test evidence recording that detailed information regarding what actions are taken to
perform organisational digital operations (Sinha, Healey, and Sengupta, 2020). It helps business
to analyse its performance in specific area and take corrective actions that lead business towards
attaining determined goals and objectives with greater efficient and effectiveness. CAFEPOD
coffee shop test its digital marketing strategy in various digital channel that take actions to
promote its products and services in efficient manner that enhances organisational sales and
customer base.
Optimising capabilities are defined as the process, methodology that is related to making
something as fully perfect and effective as possible. It can be added to improve functionality as
well as comply smoothly with industry specific requirements. CAFEPOD coffee shop ensure that
its operation are performed with greater efficiency and effectiveness in order to attain specific
goals and objectives on time. organisation provides training to its employees so they conduct
digital campaigns and handle all problems and issues that are faced from organisation products to
provide them quality experience (Theodoridis, and Gkikas, 2019). In the context of digital
marketing, it is the process related to improving marketing efforts of organisation to attain
desired goals and objectives of organisation. Organisation enhances the capabilities of marketing
operations through leveraging the power of automation, take advantages of data and analytics,
researching target audience, making search engine optimisation a priority as well as using

internet to reach wider customer base. All these optimisation capabilities help business to reach
their desired goals and maintain strong and efficient positioning in the minds of customers that
provides competitive advantages to the organisation over other competitors.
GTmetrix is defined as the free tool to test as monitor the performance and load time of
webpage. GTmetrix grades are used to represent the visitor’s page load experience to analyse
both how well its build and actual performance. It helps organisation to develop fast and efficient
webpage that enables organisation to engage users.
BuiltWith.com is the website profiler, competitive analysis, lead generation and business
intelligence tool that provides technology adoption e-commerce data as well as usage analytics
for internet.
All these are the Google Analytics built in that help to monitor going forward and
provide statics and basic analytic tool for search engine optimisation aa well as marketing
purpose. These are Google marketing platform that is available to everyone with a Google
account. It is used to manage the usage of dotCMS sites.

Semrush is defined as the all-in-one tool suit for improving online visibility and discover
marketing insights. Organisation uses it for free with limited functionality or select one of the
three main plans such as Pro, Guru and Business. It is leading online visibility management SaaS
platform that is used by the 10,000,000 digital marketers. AT Semrushl’m is the CEO of
Semrush website and its mission is not revolutionizing the but to conquer it too.

Broken Link Checker is reliable and flexible tool that helps organisation validate their
sites and identify which pages are dead as well as show where those stale hyperlinks are locate in
HTML code, highlighting problematic tags. CAFEPOD use it to check their website, blog and
dead links, scan unlimited number of webpages and HTTP error code such as 404 and others.
These error sites impact negatively on the user experience.
In second project is specific channel is chosen because it is important for the business to
conduct its operation in efficient manner in this digital adge and competitive business
environment.
CONCLUSION
From the above report, it can be concluded that digital marketing plays important role in
business growth and success through promoting organisational products and services in market
with the helps of internet and other digital technologies. It maintains wider reach of organisation
and spread information and data regarding business products in order to attract potential
customers. There are various digital communications are used by organisation such as social
media marketing, search engine optimisation, content marketing and others. It is important for

the business to develop creative content that attract customers and influence them to purchase
organisational products. For gaining competitive advantages, it is essential for business to
conduct effective marketing campaigns and enhancing organisational conversion rate.

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