Digital Marketing Portfolio for Dark Woods Coffee

This portfolio discusses the objectives, advantages, and disadvantages of digital marketing, frameworks and strategies, and the application of methods of digital marketing in the context of Dark Woods Coffee. It also includes a PESTEL and SWOT analysis.

Digital marketing
portfolio
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Table of Contents
Introduction.....................................................................................................................................3
Objectives of digital marketing.......................................................................................................3
Advantages and disadvantages of Digital Marketing......................................................................4
Digital Marketing Frameworks and strategies.................................................................................5
Online Advertising......................................................................................................................6
Search engine optimization.........................................................................................................8
Web Analytics...........................................................................................................................10
Conclusion.....................................................................................................................................11
References ....................................................................................................................................12
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Introduction
Digital marketing refers to the process of promoting goods and services with the
application of several digital platforms or techniques. The concept of digital marketing is
associated with use of various techniques and methods which helps an organisation to induce
their selling activities. Through the application of digital marketing, businesses attempts to
enhance interaction with audience and display relevant information to promote its operations.
The following report discuss the concepts and terms associated with digital marketing in context
to an organisation. The chosen organisation for this purpose is dark woods coffee, which is a
wholesaler coffee roaster deals in supplying speciality coffees to retailers. The organisation has
specialised in winning several great taste awards and also being included in the list of top 50
food products situated in United Kingdom. In this report, the objectives along with advantages
and disadvantages of the digital marketing would be discussed. This digital marketing portfolio
will focus upon the application of methods of digital marketing and their relevance in the context
of Dark Woods Coffee.
Objectives of digital marketing
The primary objectives of digital marketing is to increase revenue and helps to achieve
online objectives, mission and guide promotional activities online. Its aim is to set up new brand
as internet and digital marketing is the ideal resource for building the brand. It increases sales by
combining pay per click with search engine optimization as it has chances to find online with
strategies like social media marketing and content marketing. It helps to generate income and
increase sales by building a brand which allows people directly to connect with company. It
builds trust and loyalty which takes months and sometimes years. To use digital marketing it is
the best way to reduce the cost of obtaining new customers as the cost of acquiring new
consumers is quite high in most of the companies (Carvalho and Carvalho, 2020). At a lower
cost it helps to reach the its target market faster than traditional marketing as it can perform
promotions with just a click of a button and can place paid ads on search engines. It is important
to build online reputation as now a days everyone has smartphones and computers and can share
their opinions on goods and services of companies around the world. It is necessary to monitor
company name, responding to bad reviews and maintaining social profiles. In context to Dark
Wood Coffee, it successfully tried to create combined marketing strategy by use of digital
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channels to target customers, promoting goods and services online. By social media platforms
and creating website the new ceramic coffee mugs or organic green coffee grow its digital
presence.
Advantages and disadvantages of Digital Marketing
The advantages of digital marketing is that can reached in cost effective and significant
way to its target customers. It includes driving online sales and increase brand image.
 Lower Cost – It reaches to its target customers at lower cost by well targeting digital
marketing campaigns and a proper plan. Advertisement online is more economical than
print media as it has much wider reach.
 Huge Return On Investment – It offers significant return on small investment as on
social media platforms e-mail marketing or advertising campaigns cost less compared to
traditional marketing techniques.
 Global Reach – In a small investment a website allows to trade globally and finds to new
markets and target audience. It is a time saving process and helps to build the brand
image and brand loyalty in the market (Chasanah, Abda’u and Faiz, 2021).
 Accessible Anytime – It is approachable 24/7 and customers are welcome to shop from
anywhere at anytime.
 Measure Results – It measures results of digital marketing with online metric tools and
web analytics which make it easier that how effective campaigns has been. It helps to get
know how customers respond to company's advertisements and how they are using
websites.
 Interactive Campaigns – it creates a good interaction and conversation with its
customers as they can make a purchase with just a few clicks, directly file a complain or
positive comment to company which helps the company to build its brand image and
profitability in the market.
In recent years, the scope of digital marketing has expanded to the levels beyond measure
and excessive invention of technology also implied various disadvantages (John, 2020)
(Paranjape, 2018). Promoting brand through using platforms of digital marketing has implied
tough competition as it provides audience with numerous alternatives available through several
links. The vast networking of internet allows individuals to search a range of options until they
get what they are looking for. Another advantage that digital marketing has is the lack of
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personal touch which induces consumers towards preferring window shopping. In addition to
this, it has also implied lack of trust among consumers due to increase in number of scams and
Cyber frauds. Moreover, these Cyber frauds or negative reviews of consumers who once dealt
with online scams can easily ruin the reputation of the organization. Lastly, digital users face
difficulty in availing options of digital marketing due to problems of low connectivity of internet
and weak bandwidth. While adopting and establishing the use of digital marketing platforms.,
dark woods coffee has to consider all these issues which implies company to formulate effective
techniques and devise constructive strategies to optimize the application of digital marketing
approaches and platforms (Prabowo and et. al., 2019).
Digital Marketing Frameworks and strategies
It has became difficult to exactly know the preferences and interests of consumers where
their buying patterns keeps constantly changing and where availability of substitutes are
widespread. To define the scope of consumers and to effectively cater to the requirements of its
target market, DWC must focus upon research based analysis for inducing its target audience.
Market research usually follows two criteria for attaining information and their research is
influenced by primary and secondary methods. The company must make effective use of
secondary research as it would be very helpful for evaluating its competitors through drawing
conclusions from market trends and statistics.
DWC used both models of online and offline interaction to obtain data regarding its
customer behavior and marketing models as:
 Segmentation: Through analyzing preferences and requirements of consumes and
bifurcate market into segments.
 Target: Through examining the potential of segments which can generate high
commercial value.
 Positioning: Through gaining insights on consumer conventions and positioning brand in
their mind.
Moreover, to broaden the understanding regarding the products and services of the
organization and to influence the choices of customers, DWC has to consider some factors of
marketing mix in order to create desired patterns from the target audience which are stated
below:
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 Product: It refers to the value which provides utility to consumers through offering them
tangible goods or intangible services.
 Price: One of the most crucial aspects which decides consumer engagement.
 Promotion: Strategies and tactics used for increasing brand awareness.
 Place: Decides the availability of product.
PESTEL analysis
 Political : The political factors that are affecting the coffee industry includes trading
factors as coffee is majorly produced in Asia, South America as well as Africa. DWC is
likely to impact form any trade barriers affecting its relations with these importers.
Moreover the implications of Brexit leads to loss of labour majorly in transportation
process which further slow down distribution process.
 Economical: Growing income of consumers is major economic factor which is
impacting upon the coffee industry. The high demand of coffee among youngsters is
another significant economic aspect and the industry majorly contributes in economy of
UK. Thus DWC must focus upon consolidating its supply chain management to comply
with growing demands of consumers.
 Social: The emerging trends and inclinations of customers towards coffee beverages is a
major social factor in context to DWC. Coffee is their go to beverage which is highly
preferred as it concentrates high amounts of antioxidants. Moreover, busy lifestyle of UK
people implies high consumption of coffee to balance their workaholic schedules.
However, its high amount of caffeine is implying consumers to switch their preferences
to tea for dealing with stress.
 Technological: Growth of advanced techniques is bringing innovation in coffee
machines which is improving the process of production for DWC. Moreover, the
organisation is benefited by application of digital marketing tools which greatly helps in
increasing the brand awareness.
 Legal: Legal factors which are affecting the company implies that DWC has to maintain
compliance with standards of food and beverage industry and its regulatory bodies. The
organisation must ensure fulfillment of consumer laws and adherence to fair trade
practices to avoid any trouble.
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 Environmental: Unsustainable farming processes of coffee leads to deforestation which
declines state of environment. Moreover DWC is impacted by public's growing concerns
regarding the adoption of sustainable practices. Through avoiding plastic packaging and
promoting organic produce, the organisation can effectively contribute towards
environmental friendly operations (Banu and et.al., 2020).
SWOT analysis
Strengths Weaknesses
 The company maintains Reputed image
in the market as it has won multiple
great taste awards and other awards as
well.
 The company is Specialised in
providing finest coffees sourced from
all around the world and supply it to
major outlets and cafes of United
Kingdom.
 The operations of the DWC are only
limited to the market of UK as it
majorly supply to restaurants and shops
of UK.
 The company mainly deals as a
wholesaler which might affect its
profitability margins as retailers tend to
sell its produce at relatively higher
prices.
Opportunities Threats
 The company can expand its market
through increasing its clients base and
extending their services to other
geographical regions as well.
 The company has the opportunity to
increase awareness among audience
through effectively promoting its
operations on online media platforms
(Kardaras and et.al., 2019).
 The coffee industry is full of potential
rivals and restaurants as well as cafes
have wide availability of suppliers
which provide them with more
alternatives.
 The external environment in which the
business operates is full of
uncertainties. It make difficult for the
organisation to predict uncertain events
and develop contingency plans to cope
with them.
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Through making effective use of these tools and frameworks, the organization would
aims to create the response desired from its target market. DWC will plan and devise effective
tactics and marketing strategies through analyzing its target market and four major P's of
marketing mix as discussed above. The major focus of the DWC for formation of effective
strategies includes maximizing engagement of new wholesale customers, increasing the number
of orders and thus enhancing sales and revenues (Reddy, 2020). DWC can enhance customer
engagement through offering a range of choices in a cozy environment and provide newly
innovated drinks as well as offering the service of free Wi-Fi. The major tools and approaches of
digital marketing that the organization that would be adopted by Dark Woods Coffee are
discussed below:
Online Advertising
Online advertising refers to the method of digital marketing where online applications or
platforms are being used to induce customer base and for brand promotion. The major platforms
that the are being used by organizations includes Facebook, Twitter and Instagram as well as
YouTube and google ads. It helps in attaining maximum customer engagement and through
maintaining high interaction with customers through delivering them with creative marketing
content (Serra, Morais and Cunha, 2020).
The advertising campaign plan of DWC would make of effective use of Facebook in
order to enhance its customer base and promotion of brand. The development of Facebook page
and active presence on the application has assisted the organization in grabbing attention of
numerous retailers or audience as people are very much engaged in the usage of this social media
platform. Through delivering and creating innovative content using graphics and images, the
organization is able to show its values and the quality of goods and services that it offers to their
customers.
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This advertising campaign attempts at interacting with customers and making them aware
with goods and services offered through DWC. The organizations should acknowledge its
multiple awards while writing content to post on its Facebook page. The organization must focus
upon enhancing followers on the accounts of Facebook as all their posts and promotional
activities could effectively grab attention of its regular followers (Sibarani, 2021). For this the
company would make effective use of Facebook ads which helps in promotion of the brand.
Facebook is one of the most used online platform which helps in interacting with million of users
with active posts and content. The advertising campaign makes constructive use of hashtags to
promote their activities and to grab maximum attention. Some attractive or catchy phrases will
help in establishing effectiveness to the audience which would induce their involvement.
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The advertising campaign of DWC focused on public cupping would help in achieving
maximum attention of audience through promoting on the platform of Facebook. Moreover, it
would also shows value of the DWC which will further creates a positive image in the mind of
consumers. Public cupping is the act which induces visitors to observer and taste the aromas of
different flavors of coffee. This advertisement campaign promotes the operations and services of
organization as it would enable individuals to analyze the quality of coffee and once they will
identify all the available choices, they would be inclined towards availing the services and offers
of the DWC (Tiautrakul and Jindakul, 2019).
Search engine optimization
It refers to the activity which focus upon bringing improvement in the website traffic
both in terms of quality and quantity to a website from various search engines. This practice is
used by organizations to optimize the content in a manner which helps in induce the level of
engagement of visitors in searching data related to the companies and their services. This is one
of the most effective tactic of digital marketing which attempts to enhance the ranking of a
website in lists of search engines. The major motive behind adopting this technique is to acquire
high rankings on search engines in order to grab attention of a large audience base. DWC make
aims to attain higher ranking on search engines through ensuring that they post quality content as
it is one of the critical drivers which influenced customers and enhance online traffic. The
quality content must be supported with appropriate use of keywords and these must be identified
in order to know what customers most frequently search on regular basis. The role of keywords
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is major in SEO techniques and thus the organization must focus upon identify most searched
keywords and make effective use of those in creating content. The optimization of keywords is
the most important aspect and DWC attempts to identify most popular relevant keywords
through using tools such as KeywordsFX which helps in finding relevant terms for the purpose
of campaign of DWC (Varma and et. al., 2022). The SEO strategy for DWC is devised below:
Creating constructive meta description: The meta description refers to a short text which is
given below the title and link when searching results. Creating appropriate meta description is
crucial as it helps in determining the gist of whole content and enables audience to make their
choices according to that description.
Content back-links: Optimizing back-links is crucial in order to build brand authority and the
concern of trustworthiness have became more critical than ever. It basically refers to the
inbound link of a website which is linking back to original website .
Optimizing page speed: Page speed is how fast an individual is able to load information or any
content while visiting certain pages on a website. Google has started taking this page speed in
consideration to enhance rankings which make it a relevant tactic for SEO strategy.
Local SEO: It refers to the process of enhancing visibility so that users can easily access your
business location. This would help in surfacing your content when individuals will search
queries within local area and would let them know the existence of your business to fulfill their
requirements.
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Web Analytics
Web Analytics refers to the process of collecting data and measuring as well as analyzing
and reporting for the purpose of optimization of web usage. It is a constructive technique of
digital marketing which is used as an effective tool of conducting market research in order to
assess and enhance effectiveness of website of the organization. There are various tools that is
available to dark woods coffee for the purpose of performing web Analytics such as google
Analytics, yahoo web Analytics, Kiss metrics as well as Alexa Internet etc.
Dark woods coffee will make use of google Analytics which assist in tracking and
analyzing the website traffic in the form of data and statistics. The steps performed in order to
optimize and benefited form the services of google Analytics are explained below:
Setting up a google account: The first step is very obvious that is to create a google account in
order to register for google Analytics.
Creating a google Analytics account: The next step is to create a google Analytics account by
deciding upon the options including an account name, data that a company wants to share with
google, criteria of measuring performance(website, apps or both), website name, industry and
timezone.
Adding name, URL and industry of website: The next step is to select the account to which the
company or organization wants to add property. In this step, the company is required to create
and name the property as well as entering the URL of website.
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Adding view to property: google Analytics provide the option of adding upto 25 views per
property.
Adding a tracking code: At this step, the organization will be given a unique ID which is to be
used for tracking purpose.
Verification: Finally access to google Analytics portal in order to ensure that code is working
properly.
Through the use of google Analytics, DWC can review their real-time reports at any
point in order to monitor activities of users and responses on campaigns. It enables the cafe to
track online traffic and understands the behavior of individuals through knowing their
preferences and interests. It enables the cafe to measure their performance through analyzing
engagement of audience on their content and advertising campaigns as well as their social media
sites and applications (Zare, Shakeri and Mahmoudi, 2020).
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Conclusion
From the above portfolio report, it has been concluded that through optimising the
approaches of digital marketing, DWC would be benefited a great deal. The frameworks and
techniques of digital marketing helps in inducing customer base through effectively attracting
customers and maximise their engagement. From the above portfolio report of Darks woods
coffee, it has been analysed effective strategies and tactics of digital marketing helps the
organisation in conducting advertising campaigns and promote the overall operations of the
DWC. With adopting online advertising, search engine optimisation and web analytics the cafe
can track its online traffic and know the interests and preferences of its websites in a constructive
manner.
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References
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Carvalho, S. and Carvalho, J.V., 2020. The Implications of Digital Marketing and e-Commerce
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