Digital Marketing Portfolio for Dark Woods Coffee

This document discusses the digital marketing portfolio for Dark Woods Coffee, including online advertising, search engine optimization, and web analytics. It provides an overview of each strategy, along with the planning, justification, and application of these techniques. The document also highlights the importance of keywords, content quality, and data analysis in implementing successful digital marketing campaigns. The strategies discussed are specific to Dark Woods Coffee and its target audience.

Digital marketing
portfolio

Table of Contents

INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................2
Online Advertising.................................................................................................................2
Overview............................................................................................................................2
Planning an online advertising campaign for DWC..........................................................2
Justification........................................................................................................................3
Application........................................................................................................................4
Search Engine Optimization...................................................................................................4
Overview............................................................................................................................4
Devising a SEO strategy for DWC....................................................................................5
Justification........................................................................................................................6
Application........................................................................................................................7
Web Analytics........................................................................................................................7
Overview............................................................................................................................7
Producing Web Analytics for DWC..................................................................................7
Justification........................................................................................................................8
Application........................................................................................................................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Digital marketing can be defined as the part of marketing which makes the use of internet
and online dependent services based on digital technologies for example desktop computers,
mobile phones and other online platforms and media as in order to promote products and
services. There are different types of digital marketing such as content marketing, search engine
optimization, online advertising, web analytics, pay per click, social media marketing, affiliate
and influencer marketing, Google ads, email marketing and many more (Rosário and Cruz,
2019). Organisation chosen here is the DWC that is dark wood coffee which is the coffee cafe
based in the United Kingdom. It is one of the United Kingdom community spaces for special
occasions and Cafe events along with the wholesale coffee roaster in 2013. Entrepreneurs of this
cafe bought this business many experiences in terms of roasting and sourcing along with the
training and machine development. The following discussion is based on the digital marketing
portfolio in context of dark woods Cafe which includes the online advertising containing
overview, planning an online advertising campaign for DWC, justification and application,
search engine optimisation containing overview, devising a search engine optimisation strategy
for DWC, justification and application. Web analytics containing overview, producing web
analytics for DWC, justification and application. all such are discussed with proper findings and
conclusions in the context of dark woods coffee.
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MAIN BODY
Online Advertising
Overview
Online advertising can be defined as the online marketing and is also considered as the
internet advertising for web advertising in terms of marketing and digitalization which uses the
networks and internet in order to convey the promotional marketing messages to customers.
Online advertising has different tools which support various companies in order to advertise and
promote their products and services in a comfortable manner such as Google, Bing, Facebook,
Instagram, LinkedIn, and many more. All these platforms can be used for different types of
advertising activities such as native advertising, display advertising, mobile advertising, social
ads, retargeting and remarketing, digital signage and many more. Purpose of the online
advertising is to help the companies in order to inform their customers and educate them about
the innovation and creativity in the products and services, it is also effective before launching the
campaigns as well in order to understand that who are target customers and what are objectives
and channels are to be used by the company that can improve efficient photo organisation. There
are different sites which are free to advertise such as Facebook, Locanto, OLX, classified ads,
Hoobly and many more (Berman, 2018).
Planning an online advertising campaign for DWC
Planning and online advertising campaign for dark woods coffee chosen is Facebook
which is a free online advertising platform and a very effective tool to spread the awareness
about the product and services of the organisation. It is important to create a business account on
Facebook in order to post different content and campaigns in order to attract the customers and
operate it on a daily basis so that the interaction can be frequent with the customers. Campaign
must connect with the customers so that customers pay attention to what content the company
has posted. Steps include that first the company must find the ideal customers which means the
target customers who would like coffee and have a great interest in Facebook and digitalization.
Second is to learn about the best practices which are done on Facebook in order to attract the
customers more and more to review the post and like and share in order to spread the
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advertisement of the company. Third is to select the Facebook ad targeting options which means
that it is important to select the domain in which area the advertisements belong to. Fourth is to
set up the retargeting for the customers along with the troubleshooting and optimising the same.
Fifth is to scale the campaigns with the content and attractive visualisation (Rohde, Bonner,
Dunlop and Karatzoglou, 2018).
Justification
Justification of the above plan of online advertising campaign for dark words coffee is
that the chosen content and campaign on Facebook are the webinar and social connection with
the customers. In this campaign farmers are included at farmer’s voice radio which is running a
free 1-hour webinar in order to discuss the importance of small farmers in global supply chains.
It is helpful for those people who are interested in specialty coffee or in the cosmetics domain.
Therefore, the target customers are related with these domains and the content is all about the
recent collaboration in Panama and The body shop project in Ghana. This is a campaign which is
totally free for the customers to attend and which connects with the people who are interested in
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the social issues of farmers so that this campaign can be spread more and more and can like and
share and thereby gaining the popularity of the dark woods coffee (Gruner, Vomberg, Homburg
and Lukas, 2019).
Application
Application of online advertising in terms of dark woods coffee which has used Facebook
as a promoting tool and started the campaign. This is a strong platform because a company has
taken the current issue of farmers which can directly connect to the society and therefore more
and more people will be interested in such webinars. This has helped the cafe in global reach to
the customers and attracted the target audiences in large numbers along with the better brand
engagement and optimisation using cost effective and time efficient methodologies. Application
to the organisation is that this campaign is measurable to success or failure and moreover it is
quick and convenient delivery along with the maintaining after sales relationship. In today's era,
connecting with people is most important so that they can understand the value and worth of the
products and therefore the cafe has adopted the same technique to attract the target customers
(van der Lans, Pieters and Wedel, 2021).
Search Engine Optimization
Overview
Search engine optimization can be defined as the process of enhancing the quality and
quantity of the traffic of the website to a web page with the help of search engines. This is a
platform which targets unpaid traffic instead of direct or paid traffic. It is basically the procedure
of optimising the website in order to get unpaid and organic traffic from the results of the search
engine page. This is done to get the hope that the search engine will display the website on the
top result on the results page of the search engine. Using search engine optimisation has various
techniques in terms of powerful content and images used in the website which means that there
are keywords which are used in operating the strategic search engine optimisation platform and
these keywords are powerful and most searched by the customers and in this way these keywords
are used in the website then it will definitely appear on the top of the results page. But there are
some important parts about search engine optimisation in terms of pricing and cost which
includes that average cost is from $100 to $250 per hour and it differs from different agencies
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which depends on country to country and they are basically at three levels such as navigational
search queries, informational search queries and transactional search queries (Bhandari and
Bansal, 2018).
Devising a SEO strategy for DWC
Devising search engine optimisation strategy for dark woods coffee is large in number
such as they have used different tactics to keep their website on top of the search results page so
that whenever the customer searches about coffee then they can get the website of dark wood
coffee cafe. Some of the strategies used by the cafe are that they are well aware of the words that
they have to use which is mostly used by the customers and what they have to use in their
website as a content so that it can appear on the top of the search result. They have written the
high quality content in the website which is natural in nature which means that without any
plagiarism because content is the priority for search engine optimisation practices which should
be high quality with natural framing of words and which includes the most used keywords by the
customers as well. Company uses keywords in their website page uniform resource locator and
never overlooks the page titles. Moreover, the company reviews every page for additional
keyword placement in order to improve the user experience which can only be done by the
search engine optimisation expert and therefore they have hired for the same (Das, 2021).
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Justification
Justification of the above plan used by dark woods coffee cafe is that they have used the
specific keywords which are mostly used by the customers when they search about any coffee
shop or the cafe for ordering the coffee or in order to visit for the same. Such as this image
shows the different keywords along with the volume and global clicks so that they can get to
know about the words which are mostly clicked by the customer's so that they can specify those
frames in their website content and moreover it also specifies about the global volume and word
count which has the specific teaching along with the rate. Company can even know the keyword
difficulty rate after every keyword which helps the organisation to choose the right keyword for
the café (Khan and Mahmood, 2018).
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Application
Application of search engine optimisation to the dark woods coffee café that they have
benefited by using this platform of digital marketing such as it has increased the organic
Discovery and high quality website traffic off the cafe and moreover it also offers the impressive
return on investment to the cafe. It has also enhanced the credibility and trust of the customers
towards the website because it provides the services 24 by 7 promotion by targeting the entire
marketing funnel which reaches the entire target audiences that results in optimising the user
experience by improving the pay per click success (Smelyakov, Sandrkin, Ruban and
Romanenkov, 2018).
Web Analytics
Overview
Web analytics can be defined as the measurement and collection of web data along with
analysis and reporting in order to optimise and understand the usage of web. It is not just the tool
for measuring the traffic of the web but it is also utilised as a platform for business and market
research in order to assess and enhance the effectiveness of websites. It has a major focus on the
identification of measures which are based on the goals of organisation and user and therefore
using the website data in order to examine the success or failure of such targets so that the
strategy and enhancement can be done in terms of user’s experience. There are different types of
web analytics such as content analytics tools, customer analytics tools, usability analytics tools,
social media analytics tools, open source web analytics tools and many more. There are different
analytics tools as well such as WIX analytics, Google analytics, Adobe analytics, kiss metrics
and many more. Web analytics are not simple and theoretical just like online advertising and
search engine optimization but it requires in-depth and high technical knowledge about Data
analytics and coding as well (Gour, Aggarwal and Erdem, 2021).
Producing Web Analytics for DWC
Producing web analytics for dark woods coffee cafe is the Google analytics which is a
type and tool of web analytics and it serves the tracks and reports website traffic as a platform
within the Google marketing platform brand. Organisation has use the Google analytics as a
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strategy such as they have created the content which are more engaging towards the customers
which determines the topics and for maths in order to focus on the most that helps in the
identification of the admins which are required for the strategy in order to change and drop all
together so that the more informed strategy decisions could be made. The company has used
Google analytics for marketing such as they have added code to every webpage by setting up
necessary goals and objectives. Moreover, they use the uniform resource locator builder in order
to track the marketing campaigns along with the e-commerce tracking and get a higher level
overview of the marketing by using the channels which have specific graphs and which can
generate reports for top landing pages for the channel (Garcia and Paiva, 2018).
Justification
Justification of the above plan used by dark woods coffee cafe is that they have used the
website data and analysed the search reports so that they can be able to examine the better
decision making for the organisation in terms of digital marketing using the web analytics tool
that is the Google analytics. Practicing Google analytics means a high level of technical
knowledge and coding as well so that the search report can easily be determined and can easily
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be read out about the percentage of increasing and decreasing of the sessions and bounce rate
along with the session duration. Company can easily examine the last day's data for either one
week or one month as per the needs and requirements of the organisation. It also provides
information about the customisation and real-time data along with the audience and acquisition,
behaviour and discovery along with the admin details (Maintz and Zaumseil, 2019).
Application
Application of the web analytics in terms of Google analytics to the dark woods coffee
Cafe are that they are now able to track the online traffic by using the Google analytics
knowledge and practice in the same with the website. They can now understand the user
behaviour along with the offline to online tracking. They have access to the data reports and
customisation in order to improve the online advertising with marketing analytics and also
enhance the search engine optimisation along with the content writing. They have also benefited
with the Google analytics conversion tracking along with finding the target audience (Jahan and
Martin, 2019).
CONCLUSION
It is concluded that digital marketing is an important concept to learn and study so that its
application can be applied in the real world organisation as discussed in the report on dark woods
Cafe. It is essential to practice because it has more advantages than traditional marketing because
products and services awareness of the company expands and wider reach to the customers
which ultimately help the company in gaining productivity and revenues along with the large
sales. Therefore, it is important to analyse the online advertising concept along with justification
and application, it is essential to examine the search engine optimisation concept along with
justification and application and it is necessary and significant to determine and gain the
knowledge about web analytics concept along with the justification and application. Hence, this
report covers all such areas in order to better understand the conception of digital marketing
portfolio.
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REFERENCES
Books and journal
Berman, R., 2018. Beyond the last touch: Attribution in online advertising. Marketing
Science. 37(5). pp.771-792.
Bhandari, R.S. and Bansal, A., 2018. Impact of search engine optimization as a marketing
tool. Jindal Journal of Business Research. 7(1). pp.23-36.
Das, S., 2021. Search engine optimization and marketing: A recipe for success in digital
marketing. CRC Press.
Garcia, J.E. and Paiva, A.C., 2018, March. Manage software requirements specification using
web analytics data. In World Conference on Information Systems and Technologies (pp.
257-266). Springer, Cham.
Gour, A., Aggarwal, S. and Erdem, M., 2021. Reading between the lines: analyzing online
reviews by using a multi-method Web-analytics approach. International Journal of
Contemporary Hospitality Management.
Gruner, R.L., Vomberg, A., Homburg, C. and Lukas, B.A., 2019. Supporting new product
launches with social media communication and online advertising: sales volume and profit
implications. Journal of Product Innovation Management. 36(2). pp.172-195.
Jahan, M.S. and Martin, M.P., 2019. Exploring the Value of Your Website Analytics. EPRA
International Journal of Economic and Business Review. 4(2). pp.66-69.
Khan, M.N.A. and Mahmood, A., 2018. A distinctive approach to obtain higher page rank
through search engine optimization. Sādhanā. 43(3). pp.1-12.
Maintz, J. and Zaumseil, F., 2019. Tracking content marketing performance using web analytics:
tools, metrics, and data privacy implications. International Journal of Internet Marketing
and Advertising. 13(2). pp.170-182.
Rohde, D., Bonner, S., Dunlop, T. and Karatzoglou, A., 2018. Recogym: A reinforcement
learning environment for the problem of product recommendation in online
advertising. arXiv preprint arXiv:1808.00720.
Rosário, 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.
Smelyakov, K., Sandrkin, D., Ruban, I. and Romanenkov, Y., 2018, October. Search by image.
New search engine service model. In 2018 International Scientific-Practical Conference
Problems of Infocommunications. Science and Technology (PIC S&T) (pp. 181-186).
IEEE.
van der Lans, R., Pieters, R. and Wedel, M., 2021. Online Advertising Suppresses Visual
Competition during Planned Purchases. Journal of Consumer Research.
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