Digital Marketing: Strategies and Frameworks for Dark Woods Coffee

This document explores the concept of digital marketing and its objectives. It focuses on Dark Woods Coffee, a specialty coffee company, and discusses the strategies and frameworks they can use to promote their products and services. The advantages and disadvantages of digital marketing are also discussed, along with various tools like WordPress, email marketing, and Twitter curated feed.

Digital Marketing

Contents
INTRODCUTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
Digital Marketing and its objectives............................................................................................2
Digital marketing Frameworks and Strategies............................................................................3
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................8

INTRODCUTION
Digital marketing indicates to adverting delivered by digital tools like social media, email,
mobile application, and search engines and websites etc. Utilising and implementing these digital
tool and online media channels, digital marketing is the technique and system through which
organisations promote and publish products services and brands etc. It can be described as a
marketing approach that basically relies in the internet to connect with the target audiences by
several digital media channels and platforms. For the completion of this written document Dark
Woods Coffee company which is considered (De Pelsmacker, Van Tilburg and Holthof, 2018).
This organisation was incorporated in 2013 and it is a multi-award-winning speciality coffee
roster based in the West Yorkshire Pennines. They supply everyone from their local farm shops,
to the UK’s leading restaurants, coffee shops and department stores, considering Liberty,
Fortnum and Mason, Selfridge and many others.
The report will consider information about digital marketing portfolio and methods and
theoretical and practical strategic rational. Further, it will explained about marketing tool like
WordPress, Email marketing, Twitter curated feed and many more. The purpose of this
assessment is to examine the different digital marketing strategies, approaches and models and
assess the importance and the challenges of the integrated digital marketing plan of actions.
Utilising several conceptions and theoretical information, the administration will create a digital
portfolio using an efficient IDMS and assess the effectiveness and objective of the model for
Dark Woods Coffee.
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MAIN BODY
Digital marketing is an all-encompassing term that includes of digital tools like content
marketing, search engine optimisation, social media marketing, and mobile marketing and many
more to create elaborate plan of actions to reach and connect with prospects and target audiences.
It is the marketing and advertising of a business, person, product or service utilising online
channels, electronic device and digital technologies (Kingsnorth, 2019). A few digital marketing
examples involve email, social media, pay per click, SEO and others.
Dark Woods Coffee Ltd is wholesalers set in the north of Yorkshire Pennines. Dark Woods
Coffee act like a distributor for restaurants, coffee shops, cafes and beverages etc. They are
relatively new arrivals in the marketplace hence who have been running since 2013; it is
therefore a small to medium size enterprise. In Dark Woods Coffee Ltd, the management of the
firm use different marketing tools and channels that are used by administration of firm to
compare am contrast their marketing experience.
Digital Marketing and its objectives
Digital marketing is an all holding term that includes of digital tools to frame complex
strategies to reach and connect target audiences. Small enterprises and traditional businesses with
fewer assets are capable to invest in a more cost effective marketing tool that delivers outcomes.
The high use and adoption of the internet and digitalisation into everyday life is the single largest
event that has influence marketing over the last three decades (Bala and Verma, 2018). In
context of Dark Woods Coffee, the main motive of the firm is to offer their finest coffee which is
enjoyable and available to everyone by providing a range of roasts and styles that actually reflect
which individual want to drink.
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To contend in the market and to develop or maximise the number of target audiences that
considers some of the nation’s top cafes and restaurants, Dark Woods Coffee effectively tried to
design an assimilated marketing plan of action, by advertising their products and facilities
through online mode by using digital tools and channels to customers and other businesses. But
not before they explained their objectives like improve brand awareness, publish and promote
new commodities like organic and herbal coffee, coffee mugs etc, and develop digital presence
through formulating or creating company website and social media tools. The objectives
determined for digital marketing need to be SMART, this method permitting the business to
administrate marketing activities effectively. For example, there are some smart objective, which
can be designed by the administration of Dark Woods Coffee for the development of business as
below:
 To maximise the sales of the company by 5% within 9 months through offering its new
product organic green and herbal coffee.
 To increase customer base of enterprise up to 3% within 10 months by offering
information about coffee product of enterprise through social media tools (Hanlon, 2019).
 To improve profit margins up to 6% within 11 months by getting attention of large
customer regarding its new product with the help of social media marketing channels.
Advantages and disadvantages of Digital marketing
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Advantages:
 Online promotion is cheaper than the print and other kinds of advertisement. Along with
this, it has wider reach.
 It is crucial because people are welcome to shop 24/7 hours from anywhere.
 There is not geographical obstacles which devising it available from one nation to other
through utilisation of internet (de Ruyter, Keeling and Ngo, 2018).
 It time saving and can be utilised to make brand faithfulness.
Disadvantages:
 There is immense competition as visitors have lots of options online, so unless they
cannot identify what they actually looking for, they visit many links.
 There is not facility of consumer touch, smell and taste the product before making an
online buy.
 There is weak trust and loyalty cause of large number of scams.
 Reputation of the firm can be damages easy manner by unfavourable response and slow
internet connection also cause of several complexities.
Digital marketing Frameworks and Strategies
It is hard to make postulations about organisations potential consumers, especially in a
region as active and fast moving. In order to reach and getting attention of large target market,
the business must organise a research on its customer and about substitute products and services
to those it sells. Market investigation basically considers two different kinds of research as
primary and secondary. In Dark Woods Coffee, the management can use behavioural models for
both online and offline conversations to gather data about its target audience’s behaviour and
strategic marketing frameworks as:
STP analysis
 Segmentation- In this phase, the management of Dark Woods Coffee can segment its
target audiences on the basis of geographical, behavioural and demographic (Buchanan
and et. al., 2018). In it, they can consider age, gender, income, occupation, region, nature
of purchase, brand loyalty, and distribution channels etc.
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 Target- Within it, the management of respective firm can target its customer on the basis
of size, difference, income, accessible, occupation and by measuring the commercial
value and potential; of their segments.
 Positioning- By acknowledging the perceptions and insights of target audiences, the
administration of Dark Woods Coffee can positioned its products in its customers mind
(Saura, 2020). The management of respective firm can consider digital promotion and
online advertisement to build effective position in customer mind and attracting
customers.
Marketing Mix
 Product-It refers to the process of converting raw material in to finish goods which have
some value. It can be a value proposition to the customer, physical commodities and
intangible services. In Dark Woods Coffee, the firm distribute coffee to restaurants, cafes,
coffee shops etc.
 Price- It is the cost and monetary value which is invested by the venture in running the
business and along with this it can be the cist which is set by the management to sell its
products. In Dark Woods Coffee, firm use competitive pricing strategy in term of selling
its coffee products.
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 Place- It states the place and distribution mode or channels where products are accessible
and reach in customer to use and take the benefits of them. In respective firm, the
company offer its products to different restaurant, cafes and coffee shops, Along with
this, target audience can purchase them online mode.
 Promotion- It covers all the communication strategies and tactics or tools that are used by
venture to create awareness about the products and services of the enterprise (Deiss and
Henneberry, 2020). In Dark Woods Coffee, the management of this establishment use
online advertisement, internet and news paper.
As Dark Woods Coffee is very severe when it advertises its business to accomplish it set
business objectives then they must focus on some below mentioned areas which put a marketing
strategy for respective venture:
 Getting attention of new wholesaler customer
 Getting more orders by using discount and offers strategies
 Maximising sale and order size
AIDA model
It is a concept and model which can be used and implemented by respective venture in
term of development of business and accomplishing business objectives.
Awareness- In this phase, in term of increasing brand awareness, the firm should research
and find out its targeted audience’s passion and issues and trying to get attention of them
regarding the product of establishment (Saura, Palos-Sanchez and Correia, 2019). In context of
it, the administration of Dark Woods Coffee can use social media tools because in current era
people highly use Facebook, instagram and Twiter etc. which help in attracting customers.
Interest- When people are attracted towards the firm; they show their interest in getting
more information about the brand so offering immediate access to business information’s it is the
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best option. In context of this, in term of maximising Dark Woods Coffee sales, the venture can
make innovation in its coffee products such as organic and herbal coffee and offering free WiFi
services to its target audiences.
Desire- When interests of customers are reducing and decrease regarding product, the
management should work to manage the desire of products towards customers. For this they can
offer some external benefits and offers to maintain desires of consumers regarding goods and
services of company. In context of this, Dark Woods Coffee can use online offering of coffee
through marketing tools and digital or social media marketing channels to offer information
about the new products and services of enterprise.
Action- It is the final phase, when customer has desired to purchase products; this must be
transferred into an action which is the purchase. For example, in context of online shopping
people first add to product in cart and converting them in action by ordering them.
Methods and tools of digital marketing the business demands to improve involvement into it
consider:
 WordPress
 Email Marketing
 Online advertising
 Twitter curated feed
 Search engine optimisation
 Analytics
WordPress- It is one of the most effective and powerful platforms for content management
because its functionality can be developed to fit most of the websites requires, providing a range
of plug-ins and attributes accessible (Oktaviani and Rustandi, 2018). By using this tool, the
management of Dark Woods Coffee through this plug-ins can change its website into portal
where the visitors can get the data in easier form and it offers the firm details about the
customers as the total number of visitors since the website was created, the number of daily
visitor or the purpose of visitor. The main factor of good web marketing is its execution or page
speed. In context of it, WordPress simplify the activity of making the website load faster, cause
of its generous assortments of plug-ins, framed particularly for this origin. In respective business
venture, the management can use WordPress strategy to optimise the SEO and tracking the
success. With the help of it the firm can create its own logo and use a domain name in form of
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address of the website. Along with it, respective marketing strategic tool provide a range of
variety of free website themes that are easier to customise as most of them are coming with own
alternatives panel permitting the venture o upload the logo, modify the background and alter
colours.
One of the most essential thing to do after WordPress is set up, is to analyse it and to
track the success of the website (Riyadi and et. al., 2019). It can be executed by utilising Google
Analytic tool. In this form, the business organiser will get more deep information about what the
visitors click and what keywords drove them to this page. Utilising WordPress permits the
business like Dark Woods Coffee to create more than an online shop; it is more like creating a
community. The content can be uploaded without any technical experience and the developer can
utilise and modify code without having to generate it from score. Moreover, in order to ensure
that it performs and works effectively, there need to be installed different plug-ins. updating the
site commonly might also hold back its functionality. As being an open –source platform, this
tool can also be attractive to possible hackers.
Twitter- It is an online news and social networking service tool which is acknowledged as the
SMS of the Internet, on which users post and interact with messages known as tweets, having no
more than 140 characteristics. When determining the union of Dark Woods Coffee and twitter.
Before creating a Twitter campaign business organisation must formulate their goals and
objectives, having an existing customer base, acknowledging their consumer’s interest and which
kind of content they involve with (Goldfarb and Tucker, 2019). Also, to reach of the content and
information, most enterprises utilise this digital marketing tool like Twitter ad campaigns,
supported to particular business objectives like creating awareness, increasing customer’s base,
followers and tweet involvements.
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The social media platform is a powerful tool for Dark Woods Coffee as marketing
strategy. By tweeting promotions and events, business enterprise can develop and improve its
brand and monitor the number of target audiences. In order to any business having an efficient
social media or Twitter strategy, they must connect with target people and not disregard their
disquiets and create an unbelievable good will. By following them, it can be learned more about
their life, needs and the individuals whom they interact which it is useful and beneficial in
improving enterprise’s customers self (Crittenden and Peterson, 2019). Individuals and target
audiences want their voice to be heard. So by responding to consumers instantly and performing
its best to fix or resolve the complexity which will help in demonstrating the Dark Woods Coffee
cares about the target audiences who purchase its commodities and coffee products.
Twitter also presents challenges for Dark Woods Coffee like for each and every marketer.
The fast development of technology is an element of the confront. Managing an existence on the
platform needs time commitment and the time considered may not value the cost for some
business establishments.
Online advertising- In term of online advertising of products and services of a company and
business venture, the management can consider several tools of online advertising like social
media, email marketing and content marketing etc. Social media tools advertisement is often
paid and free. These consider marketing by several social media platforms like most usually
utilised in the developing trend is Facebook, Youtube, Twitter, LinkedIn, Pinsterest, Instagram
etc. With the help of facebook, Dark Woods Coffee can sign up free with this marketing tool and
it a lowest cost advertising strategy which is very fast and effective. It can be crucial to raise
brand awareness and engage customer with products of the firm (Dumitriu and et. al., 2019). But
it is time consuming and needs impulsive expediency if following up grievances and replying
back to the comment to avoid accretion of unenthusiastic thread.
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Apart from this, Instagram is another effective marketing tool that can be used by the
administration of Dark Woods Coffee to promote and publish its coffee products. This tool can
assist bloggers make money hence it a revenue model and any kind of business can create an
Instagram business account. Here, venture can share coffee items images with price as well as
provide the link through which or where they can purchase products or make an online buying.
Apart from this, this marketing tool is time taking and commitment strategy because it needs
regular updates of events and organisation’s activities. Along with this, dissatisfied consumers
can leave hateful comments that can be of demerit to the business.
Email marketing is often completed by creating marketing poster and assimilated through
email. In order to create the marketing campaign, it has to be done by an agent like Mailchimp or
Active Action which is a paid service (De Pelsmacker, Van Tilburg and Holthof, 2018). Once the
Email campaign is organised, the individual can sign a package with the firm to pay monthly or
one lumpsum. Along with this, by adopting this social media tool in term of promoting business,
the establishment can send mail to its target audiences regarding its existing products with their
benefits and new coffee items.
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Dark Woods Coffee requires an effective strategy and approach to get attention of right
individual to its sites and products, so it can use content marketing which is a method in creating
a website by concentrating on generating consistent information and producing reliable values to
get attention and retain the target customer and to constrain profitable target audiences action. By
creating a content including brief information about the coffee products, their prices, place of
accessibility etc. The establishment can aware its consumer about its existing new commodities
and services (Kingsnorth, 2019). This will assist in accomplishing the business goals and
objectives of sales maximisation, increasing revenue and customer base in more developed
manner.
Apart from the administration of respective venture can use other current and innovative
digital marketing strategy like video marketing, voice search SEO, programmatic advertising,
blogging and Vblogging to promote organisations products and attracting consumers.
CONCLUSION
From the defined content, it can be analysed that digital marketing is a most essential
process and procedure that has become crucial in each business in current era and it is taking
over the traditional marketing tools and channels. Its tools are highly available and effective and
the internet has helped commerce to connect with target people and offering information about
goods and services to them in real time. By using different digital marketing channels and
strategies like WordPress, Twitter, social media marketing, content marketing and email
marketing etc., the firm can create awareness about its commodities and facilities etc.
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REFERENCES
Books and Journals
De Pelsmacker, P., Van Tilburg, S. and Holthof, C., 2018. Digital marketing strategies, online
reviews and hotel performance. International Journal of Hospitality Management, 72,
pp.47-55.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers.
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.
Hanlon, A., 2019. Digital marketing: strategic planning & integration. SAGE Publications
Limited.
de Ruyter, K., Keeling, D.I. and Ngo, L.V., 2018. When nothing is what it seems: A digital
marketing research agenda. Australasian Marketing Journal (AMJ), 26(3), pp.199-203.
Buchanan, L. and et. al., 2018. The effects of digital marketing of unhealthy commodities on
young people: a systematic review. Nutrients, 10(2), p.148.
Saura, J.R., 2020. Using Data Sciences in Digital Marketing: Framework, methods, and
performance metrics. Journal of Innovation & Knowledge.
Deiss, R. and Henneberry, R., 2020. Digital marketing for dummies. John Wiley & Sons.
Saura, J.R., Palos-Sanchez, P.R. and Correia, M.B., 2019. Digital marketing strategies based on
the e-business model: Literature review and future directions. In Organizational
Transformation and Managing Innovation in the Fourth Industrial Revolution (pp. 86-103).
IGI Global.
Oktaviani, F. and Rustandi, D., 2018. Implementasi Digital Marketing dalam Membangun Brand
Awareness. PRofesi Humas, 3(1), pp.1-20.
Riyadi, S. and et. al., 2019. Digital marketing strategies to boost tourism economy: A case study
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Goldfarb, A. and Tucker, C., 2019. Digital marketing. In Handbook of the Economics of
Marketing (Vol. 1, pp. 259-290). North-Holland.
Crittenden, V. and Peterson, R.A., 2019. Digital disruption: The transdisciplinary future of
marketing education.
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Dumitriu, D. and et. al., 2019. A perspective over modern SMES: managing brand equity,
growth and sustainability through digital marketing tools and
techniques. Sustainability, 11(7), p.2111.
Online
Dark Woods Coffee Ltd. 2020. [Online]. Available Through: <
https://www.linkedin.com/company/dark-woods-coffee-ltd/about/>.
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