Digital Marketing Portfolio for Dark Woods Coffee

This report is all about digital marketing and the given scenario associated with it. The organisation chosen as per the given case study is the dark woods coffee. It consists of the digital marketing portfolio of dark woods coffee where every information about online marketing is specified along with the strategies and frameworks.

Digital marketing
portfolio

Table of Contents

INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................2
Objectives of digital marketing..............................................................................................2
Advantages of Digital Marketing...........................................................................................2
Disadvantages of Digital Marketing.......................................................................................3
Digital Marketing Frameworks..............................................................................................4
Digital Marketing Strategies...................................................................................................4
Online Advertising.................................................................................................................5
Search engine optimisation.....................................................................................................7
Web Analytics........................................................................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Digital marketing can be defined as the form of marketing which is done in an online
manner with the use of the internet and networks along with the computer system and technical
devices (Peter and Dalla Vecchia, 2021). There are basically two types of marketing which are
traditional and online marketing. This report is all about digital marketing and the given scenario
associated with it. The organisation chosen as per the given case study is the dark woods coffee
Which is one of the successful Cafe of coffee established in the United Kingdom. This report
consists of the digital marketing portfolio of dark woods coffee where every information about
online marketing is specified along with the strategies and frameworks. Organisation basically
provides the special occasions and Cafe events and a specialty wholesale coffee roaster. There
are two United Kingdom entrepreneurs and the coffee lovers who started the coffee roasting
business. They have a good experience in business and operate the coffee cafe in roasting and
sourcing along with the training and machine development. Therefore, the following discussion
is based on the objectives of digital marketing and advantages of digital marketing along with the
disadvantages of digital marketing and digital marketing frameworks which is followed by the
digital marketing strategies and online advertising also with the search engine optimisation and
web analytics with proper findings and conclusion.
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MAIN BODY
Objectives of digital marketing
Increasing revenue is one of the objective of digital marketing which means that investing
in the online marketing is not expensive and therefore return on investment is more than
expected which ultimately increases the profit margin and revenue of the organisation because of
the low cost and saving time and energy as well so its objective is being cost, time and energy
efficient. Building a brand is another objective of digital marketing which means that online
marketing supports in every possible way the organisation to build its not only product and
services but also its branding strategies as well which helps the organisation in proper growth
and expansion (Minculete and Olar, 2018). Increasing qualified traffic is also one of the
objectives of digital marketing which means that the website of the organisation acquires a lot of
visitors if the company starts online marketing of its products and services because of the more
clicks to the links of the website which increases the traffic of more customers to the website.
Managing online reputation is also another objective of digital marketing which means that a
better goodwill and image is maintained with the help of online marketing if it is used in a
strategic manner and in a correct manner, it maintains reputation not only in the digital world but
also in the traditional world. Becoming an influencer in the specific field is also an another
objective of digital marketing which means that communication platform is comfortable with the
consumers and therefore interaction and feedbacks are in a systematic manner and in a quick and
fast manner and therefore customer service send helps in the long-term relationships which
ultimately helps in the influencing in the specific domain (Domazet, 2018).
Advantages of Digital Marketing
Global reach is one of the advantages of digital marketing which means that unlike
traditional marketing the reach to the customers is not at all limited or restricted and therefore
online marketing provides unlimited reach to the customers in a wider and broader way which is
considered as the global reach. Lower cost is another advantage of digital marketing which
means that there are affordable sales and marketing strategies along with the implementation in
which good return on investment is being estimated which is cost and time efficient along with
the energy efficiency as well. measurable results are also one of the advantages of digital
marketing which means that the outcomes in the form of revenues and profits along with the
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number of cells can also be measured in an easy and comfortable manner by the organisation so
that the decision-making can be proper for future consideration. Openness is also another
advantage of digital marketing which means that the customers are open in online
communication because they feel free while interacting with the help of the Internet and asked
many questions along with the appropriate feedback which helps your organisation to gain the
area of improvements and better recognition with the customers. Social currency is also one of
the advantages of digital marketing which means that content marketing currently is playing an
important role in the online marketing industry in which the attractive content is necessary so
that customers can pay attention towards it and make purchases and visit the website of the
organisation (Rosario and Cruz, 2019).
Disadvantages of Digital Marketing
Skills and training is one of the disadvantages of digital marketing because online
marketing consists of technology and computer systems to operate and hence technical expertise
and technical skills along with the training is highly required to conduct the function of online
advertising which is expensive and difficult to find out. Time consuming is another disadvantage
of digital marketing which means that online marketing takes a lot of time because it is necessary
to measure the results along with the return on investments so that another strategy can prove
better than the previous one which causes delays in decision making as well. High competition is
also one of the disadvantages of digital marketing which means that nowadays every company
wants to do their business with the help of the internet and in an online manner because of the
increased use of the advanced technology along with the increased preference of the customers
which ultimately results in the tough competition among the companies. Complaints and
feedbacks is also an another disadvantage of digital marketing which means that online
marketing has proved the easy communication method and therefore customers find easy to
comment anything on the Internet without any restrictions which can spoil the image and
reputation of the organisation without any mistake because some people misuses this application
and find it entertaining for themselves. security and privacy issues is also one of the disadvantage
of digital marketing which means that there are different Cybercrimes which are associated with
the technologies such as data breaching and stealing the confidential information so that the
hacker can steal the money and can blackmail the company in place of money therefore the tight
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security and privacy are to be maintained by the technical systems which can be costly for the
company (Damnjanović, Lončarić and Dlačić, 2020).
Digital Marketing Frameworks
There are different types of frameworks which are associated with the digital marketing
which are used by the organisations while performing the online marketing function in the
company. Forrester's 5Is is one of the framework of digital marketing which is considered as the
digital customer communications models and digital marketing audit model which consist of
level of involvement and interaction along with the intimacy and influence of an individual with
the company. Lauterborn's 4Cs is another framework of digital marketing which is considered as
the digital marketing audit model which contains convenience to buy or consistency, cost to
satisfy your clarity, communication or competitiveness and consumer wants and needs or
credibility (Kingsnorth, 2019). 10 C's of marketing is also one of the framework of digital
marketing which is considered as the digital marketing audit tool which contains corporate
culture, convenience, competition, communication, consistency, content, customisation,
coordination, control and customer. 6 C's of customer motivation also add another framework of
digital marketing which is considered as the digital marketing communications models and
digital marketing planning model. Hofacker's 5 stages of information processing is also another
framework of digital marketing which is considered as the digital marketing communication
models and digital marketing planning model. Race planning is one of the framework of doodle
marketing which is considered as the digital marketing planning model which contains plan and
which along with the act and convert which is followed by engagement. Technology acceptance
model is considered as the digital customer communications model and digital marketing
planning model. 4 C's of marketing communications is considered as the digital marketing
strategy model. McKinsey answer consumer decision journey is considered as the digital
customer communication models and digital marketing strategy model. The honeycomb model is
considered as the digital marketing strategy model and digital customer communications model
(Herhausen, Miočević, Morgan and Kleijnen, 2020).
Digital Marketing Strategies
Social media marketing is one of the strategies of digital marketing which means that there
are different social media sites which are used by the customers and the consumers spend most
of that time in using such social media sites such as Facebook and Instagram along with twitter
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and YouTube and many more. Email marketing is another strategy of digital marketing which
means that sending bulk emails of the promotion of products and services of the organisation to a
random number of customers can help your organisation in getting their brand promoted
(Christina, Fenni and Roselina, 2019). Content marketing is also one of the strategies of digital
marketing which means that nowadays attractive content hits the customers because it makes
connectivity with the customers where consumers find convincing in buying the products and
services from the organisation. Search engine optimization is also another strategy of digital
marketing which means making the top ranking of the website on the search engines when
customers purchase something associated with the brand which also increases the traffic of the
website of the company. Web analytics is one of the strategies of digital marketing which include
Google analytics and kiss metrics and many more which are associated with the coding that
helps the company in reading about the number of visitors and what can more influence the
website along with the customers. Mobile marketing is also another strategy of digital marketing
which means developing the website of the company in such a way that it can easily and
comfortably open on the Android mobile phones and can work in a remote manner which means
anytime and anywhere by the customers (Singh, Deshmukh and Mishra, 2021).
Online Advertising
Online advertising can be defined as the internet advertising or online marketing which
uses the internet for delivering the promotional marketing content to the customers. There are
different types of online advertising which are popular in today's technical era and which most of
the companies use for their online marketing such as Google search advertising and Facebook
advertisements along with the pin interest and YouTube which is followed by the Twitter and
Instagram and also with the Google ads and many more. The purpose of online advertising is to
inform and persuade along with educating or targeting customers about the products and services
offered by the company.
Dark woods coffee has planned its online advertising campaign with the help of Twitter
application with the help of following steps such as first they have set up their business account
on Twitter advertisements and have to choose their advertising objective with the help of
attractive content so that the customers can pay attention towards it. Then they have set up their
advertisement group and started bidding the customers and specially those customers who are
targeted for their products and services which are considered as a target market and accordingly
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started their product launching campaign by choosing an appropriate advertisement layout and
placement accordingly (Vieira, de Almeida, Agnihotri and Arunachalam, 2019).
The justification of the above plan is shown in the Twitter account of dark woods coffee
in which they have promoted their products and services by creating the account on Twitter and
started promoting their services. Due to the content which can connect the audiences with their
brand which is mentioned in the image of food and farming awards they have nominated and
received for the same. This is the achievement of the cafe which they have published on their
social media sites so that more customers can read out and visit the cafe to make purchases and
also in an online manner as well as for the needs and requirements of the customers and Cafe.
There are various applications to advertise on Twitter social media application which the
dark woods coffee has benefited such as the cafe is now open up to the new channels of
communication not only with the customers but also with the suppliers and other stakeholders of
the company either internal or external. Traffic and now generate the quality leads for sales and
marketing of the company with the help of advertisement on Twitter and also can show their
brand's personality by posting new content and achievements of the brand. Cafe can also look up
the latest friends and follow the same for their own company so that customers can get attracted
towards it along with the effective and efficient feedback systems which is followed by the new
advertising platform (Niculescu, Dumitriu, Purdescu and Popescu, 2019).
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Search engine optimisation
Search engine optimization can be defined as the procedure in order to improve and
enhance the quantity and quality of the traffic of the website or the web pages from the search
engine because it specifically targets the unpaid traffic instead of the direct traffic or page traffic.
It is basically the strategy of digital marketing which targets the presence of the website when
customers search on the search results with the help of search engines such as Google or Yahoo
and many more. It is important to find out the strategy behind using the search engine
optimisation technique in order to increase the visibility of the website in the search results.
Dark Woods coffee has applied the search engine optimization techniques in the form of
digital marketing in various different ways in order to rank its website to the top of the search
engine in the search results of the customers. Such as we have improved their title cards such as
working on the keyword strategy with the help of Master keyword research by using the
mapping of keywords. They have understood the competition and the competitors who are using
the search engine optimisation technique along with the optimisation of their own site to produce
regular attractive content in order to boost the link equity and build the social media network
(Gupta, 2018).
Justification of the search engine optimisation used by the dark woods coffee is shown in
the image that they have used the attractive keywords in order to to rank their website to the top
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of the search engine when customer searches something about main Street coffee company and
coffee company on the main street along with the coffee companies and main street coffee
companies and many more keywords which are at different competition at the level of high or
low and also the average monthly searches are also available in the image so that it can be known
that which keyword is more powerful and which keyword is not moreover the image is also
suggesting the bid in different numbers of dollars to better analyse the bidding part.
There are different types of applications which the company has benefited by using the
search engine optimization in terms of their company and its promotion such as the search
engine optimization technique has increased organic Discovery along with the high quality
website traffic. It has also offered an impressive return on investment along with the
enhancement in credibility and trust. Moreover, it also provides the 24 by 7 promotion along
with the targets of the entire marketing funnel. Search engine optimization has helped the cafe in
reaching that target audience in large numbers in order to maintain the long-term relationships
with the customers along with the loyalty. It also optimises the user experiences and improves
the pay-per-click success (Slijepĉević and Radojević, 2018).
Web Analytics
Web analytics can be defined as the collection and reporting of the website data along with
the analysis of Faith which focuses on the identification of measures dependent on the
organisational goals and objectives with the help of website data in order to examine the success
or failure of the targets which is derived by the organisation for their strategy and improvement
of the user's experience. It is not only for processing or measuring the web traffic but it is also
used as a tool for market research and business in order to assess and improve the effectiveness
of the website. There are various tools available such as Google analytics and Yahoo web
analytics along with kiss metrics and Alexa internet and many more.
Dark woods coffee has used the type of web analytics in the form of Google analytics
which is defined as the services offered by Google which majorly tracks and analyse the website
traffic in the form of current data inside the Google marketing platform brand. Cafe has used
various steps to apply the Google analytics in digital marketing such as first they have set up the
Google tag manager and then created the Google analytics account and then set up the analytics
tag with Google tag manager by setting up the goals and linking to Google search console
(DeCoster and Naatus, 2018).
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Justification of the above plan of the Google analytics used by the dark woods coffee as
shown in the image provided with all website data in which the interest along with the behaviour
and Technology is mentioned that is followed by the mobile and benchmarking and many more
sections. Device category data is also mentioned from which devices the most searches are
conducted along with the numbers such as new sessions and new users along with the bounce
rates and many more types of data which companies want so that they can analyse it for better
analytics.
There are various applications of Google analytics which the dark woods coffee has
benefited such as the cafe can now track the online traffic by understanding the user behaviour.
They can also track the offline to online forms with the help of data reports and customisation. It
has also enhanced the online advertising with marketing analytics and improved the content
marketing and search engine optimisation as well. Moreover, it has helped in conversion in the
tracking and finding out the right target audience (Dwivedi, Ismagilova, Hughes and Kumar,
2021).
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CONCLUSION
It is concluded that digital marketing or online marketing is an important concept to learn
and study in order to apply this application in real world organisations. There are expertise and
specialists who are involved in conducting the digital marketing function in an organisation who
have a good knowledge about computers and internet along with the strategies and frameworks
that how they can perform online marketing in the organisation (Dimitrova and Sin, 2018). As
per the given scenario the dark woods coffee has used the digital marketing portfolio to promote
and advertise their products and services and not only to create awareness but also to sell and
purchase in an online manner. This report shows the power of online marketing. Therefore it is
important to analyse the objectives of digital marketing, it is essential to examine the advantages
of digital marketing, it is necessary to determine the disadvantages of digital marketing, it is
significant to gain the knowledge about digital marketing frameworks, it is crucial to assess the
digital marketing strategies, it is vital to investigate about the online advertising, it is imperative
to study about the search engine optimisation technique and it is required to learn about the web
analytics. hence this report covers all such areas in order to better understand the conception of
digital marketing.
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REFERENCES
Books and journal
Christina, I.D., Fenni, F. and Roselina, D., 2019. Digital marketing strategy in promoting
product. Management And Entrepreneurship: Trends Of Development. 4(10). pp.58-66.
Damnjanović, V., Lončarić, D. and Dlačić, J., 2020. TEACHING CASE STUDY: Digital
marketing strategy of Accor Hotels: shaping the future of hospitality. Tourism and
hospitality management. 26(1). pp.233-244.
DeCoster, D. and Naatus, M.K., 2018. Experiential learning in digital marketing: a library social
media takeover.
Dimitrova, P. and Sin, I., 2018. Digital Marketing in Start-Ups: The role of digital marketing in
acquiring and maintaining business relationships.
Domazet, I., 2018. Digital transformation of business portfolio through DCRM. Digital
Transformation-New Challenges and Business Opportunities, pp.214-235.
Dwivedi, Y.K., Ismagilova, E., Hughes, D.L. and Kumar, V., 2021. Setting the future of digital
and social media marketing research: Perspectives and research propositions. International
Journal of Information Management, 59, p.102168.
Gupta, S., 2018. Digital marketing. McGraw-Hill Education.
Herhausen, D., Miočević, D., Morgan, R.E. and Kleijnen, M.H., 2020. The digital marketing
capabilities gap. Industrial Marketing Management, 90, pp.276-290.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers.
Minculete, G. and Olar, P., 2018, June. Approaches to the modern concept of digital marketing.
In International conference Knowledge-based organization (Vol. 24, No. 2, pp. 63-69).
Niculescu, A., Dumitriu, D., Purdescu, C. and Popescu, M.A.M., 2019. Enhancing Brand Value
of Modern Organizations through Digital Marketing Tools and Techniques: A Study on
Top Ten Romanian Companies. TEM Journal. 8(1). p.171.
Peter, M.K. and Dalla Vecchia, M., 2021. The Digital marketing toolkit: a literature review for
the identification of digital marketing channels and platforms. New Trends in Business
Information Systems and Technology, pp.251-265.
Rosario, A.M.F.T. and Cruz, R.N., 2019. Determinants of innovation in digital
marketing. Journal of Reviews on Global Economics, 8, pp.1722-1731.
Singh, A., Deshmukh, P. and Mishra, U., 2021. Digital Marketing its Scope Growth and
Development. International Journal of Recent Advances in Multidisciplinary Topics. 2(6).
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Slijepĉević, M. and Radojević, I., 2018. Current trends in digital marketing
communication. Faculty of Management, Belgrade Metropolitan University.
Vieira, V.A., de Almeida, M.I.S., Agnihotri, R. and Arunachalam, S., 2019. In pursuit of an
effective B2B digital marketing strategy in an emerging market. Journal of the Academy of
Marketing Science. 47(6). pp.1085-1108.
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