Digital Marketing Strategies for Dark Woods Coffee

Digital Marketing
Portfolio about Dark
Woods Coffee

Table of Contents
Introduction......................................................................................................................................1
References........................................................................................................................................8

Introduction
Digital marketing implies usage of mobile devices, search engines, internet, social media
and other channels for reaching their customers. It denotes advertising that is delivered via
digital channels (Atanasoff, 2019). Consumers are dependent on digital means for researching
their products like according to Google marketing insight it was identified that near about 48%
people makes inquiries via search engines, 33% search brand websites and near about 26%
search through mobile applications. This is marketing approach that chiefly depends on internet
to connect with target audiences through digital media platforms and channels. These channels
comprises of mobile marketing, search engine optimisation, analytics, email marketing and
various others for development of elaborated strategies through which customers as well as
prospects can be reached. DarkWoods Coffee is wholesale firm which supplies coffee roaster
which supplies speciality coffee to restaurants, coffee shops, cafes and hotels. In 2016 and 2017,
they were named within top 50 products across UK.
Products offered by Dark Wood Coffee
Organisation renders their consumers with grade coffees which involves cleaner as well
as distinctive flavours that are cheap in comparison to commercial coffees. The firm aims at
making sure that consumers have given wide range of options for their taste buds.
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The firm carefully roast the coffee through which they can furnish wide array of flavours
through which they can furnish impelling range of styles along with tastes (DARKWOODS
COFFEE, 2020). Dark Woods Coffee renders their customers with Arboretum Espresso, Good
Morning Sunshine (that contains nutty & toasty flavours), Crow Tree, Lamplight Decaf (breaded
sweetness that resembles fruit cake), Snow Stone (flavour of dried cherry and chestnut
sweetness) and there are many more products offered by them.
Digital Marketing Strategies
The series of actions which utilise online marketing channels for attainment of diverse
goals is referred to as digital marketing strategy. It is a action plan which aids firm within
building and launching online strategies for attaining success. This will furnish Dark Woods
Coffee with different ways through which they can achieve goals through enhancement of
conversion rate or through expanding lead generation. For having precise results, different
strategies are being opted by Dark Woods Coffee, they are specified beneath:
Online Advertising
The art associated with usage of internet as a medium through which marketing message
can be delivered for intended and identified audiences is referred to as online advertising. It will
aid Dark Woods Coffee within attracting traffic towards their website for enhancing exposure of
their services for their potential customers. This also leads them to engage their customers in
suitable actions through which they can conduct online purchase. The major reasons that firm
must opt for this strategy are mentioned below: Customer Awareness: Dark Woods Coffee is successful and well established firm but it
is necessary that they make their consumers aware about what they deal within. The
rationale behind this is that when firm will launch new products or services in
marketplace then they can reach their potential customers in an appropriate manner. For
doing so, they can utilise online viral campaign before product is made available. Paid Search: This is also known as pay per click (PPC) advertising that acts like
effective way for online advertising. This will allow Dark Woods Coffee to make bids on
peculiar keywords and phrases which might lead them to have text-based ads.
Furthermore, these ads will be displayed when customers enter within any site (Busca
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