Digital Marketing Portfolio

This project report discusses the concept of digital marketing and its various tools and strategies. It covers topics such as search engine optimization, online advertising, and web analytics. The report also includes a case study of Dark Woods Coffee Ltd, a UK-based company.

Digital Marketing
Portfolio

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Search Engine Optimisation........................................................................................................1
Online Advertising.......................................................................................................................3
Web analytics...............................................................................................................................5
CONCLUSION................................................................................................................................6
REFERENCE...................................................................................................................................8

INTRODUCTION
Digital marketing refers to a marketing which include use of digital technologies in
promoting goods and service of business (Aithal and Aithal, 2019). Digital technologies include
computers, phone, social media platforms as these resources has wide approach and promote
firm's product and service effectively. Digital marketing portfolio helps to highlight work and
idea of employee to employer. It include different digital marketing tool like search engine
optimisation, online advertising and web analytics. These tools helps business to reduce cost of
business and provide higher return on investment of business. It is measurable as it allow
business to mesure success of this advertising tool. It can be modified easily, develop brand of
company and helps to increse share of business. Dark Woods Coffee Ltd is a UK based company
established by Lan Agnew in the year 2013. The company is providing roasting coffee, barista
training, artisan coffee and speciality coffee. They get best coffee around world for their
customer and supply whole sale coffee. This project report include digital marketing portfolio
including online advertising and planning of online advertising, web analytics and various tools
of web analytics. It also include search engine optimisation and process of preparing strategy for
business.
MAIN BODY
Search Engine Optimisation
Search engine optimisation refers to the process of improving website in respect to
quality and quantity of traffic (Huang, 2016). Search engine optimisation focus on unpaid and
natural resources instead of paid ones. SEO helps to target quality traffic in business and reduce
cost as SEO does not require pay of ads. It helps business to move up from their competitors in
market. It include quantity and quality of traffic and organic result. Strategy for SEO include
following process:
Creation of list of keywords: This step include creation of list which include keywords
in search engine optimisation as these key words helps to identify target customer with help of
google suggest (Im, Nam and Cho, 2020). When an individual search on google to find
something, google provide suggestions. Keywords should be selected that is related to content of
business as Dark Woods Coffee Ltd is doing business related to coffee they can take word
related to coffee.
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List of long tail keyword: In this step, long key words related to topic are identifies as it
explains main topic. It include identifying keywords which that is related to main content of page
of company. It is important for manager of Dark Woods Coffee Ltd to create content which
conducted research of key works. It helps organisation to attract more people who has variety of
interest and creating interest of offering of business. It is important for business to create blog by
using long words which explain about topics of business has selected. These long words create
bunch about topic and helps when customer are looking for information related to bunch of
information business is offering.
Building of page for each topic: This step include website and search engine's ranking.
Business should build one page to get rank for keywords. Manager of Dark Woods Coffee Ltd
should use their topic to including long words and these pages work as table of content which
include description of main topic and provide brief to customers or readers about topics which
are covered in other topics. These topics provide an idea about business and their products or
service to customers. This will provide help to customer to finds business and their offering in
search engine by using any keywords.
Setting up a blog: Blogging is important for website of company as it increase rank of
website and engage user with business website. Blog create new pages and provide business with
additional opportunity to rank up in search engine result page. Dark Woods Coffee Ltd should
create a blog post in order to get opportunity to be rank up in search result. While writing blog , a
business should follow certain things like business should not include long words as google does
not match these long words in same way. Blog should connect to page created for topic. After
publish of blog , it should be connected with page which provide support to topic.
Creation of blogging schedule: It is not necessary to related every blog with cluster
topic. It is important for business to write about topic that is not directly related to products and
brand of company for customers to create authority with google algorithms. Manager of Dark
Woods Coffee Ltd should write blog at least once in whole week for audience not for search
engine. This process require research about target audience so business write about their interest.
It also helps firm to develop strategy to focus on business goals and objectives.
Creation of link building plan: Link building refers to a process which focus on
increasing quality and number of link on websites as it helps in increasing rank of website in
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search engine. It can be done by sharing links by exchanging links in site of local businesses. It
helps Dark Woods Coffee Ltd to increase rank of website.
Comparison of file before uploading them on websites: It is important to upload
images, video and other media which support content of business. These visual effects helps
manger of Dark Woods Coffee Ltd to get viewers attention. But at the same time these can create
problem for website as it take time to load due to large size of these file. File size can create
problem for user as it is difficult to render site on internet. To solve this problem, manager of
Dark Woods Coffee Ltd can use compression tool to minimize size of file.
Up to date on SEO and its practices: There are various resources which helps a
business to up to date and be in tread. These resources include moz, digity marketing, search
engine round table, SEO book etc. By using these resources Dark Woods Coffee Ltd can make
their website in top trend.
Measure success of content: SEO is a time consuming process and require proper
efforts, so to maintain its success it is important for manager of Dark Woods Coffee Ltd to track
process of SEO and identify area which require improvement. Organisation can monitor their
performance by using analytical tool which helps them to identify opportunity for business.
Online Advertising
Online advertising is a part of marketing strategy in which advertisement is delivered to
customer through internet (Jiao, Zhou and Du, 2016). It include social media marketing, email
marketing and mobile advertising etc. Online advertising is beneficial for business of Dark
Woods Coffee Ltd as it provide global reach to offering of company. It attract target customer
towards organisation and increase their brand engagement. These advertising saves times and
reach to mass customer, it also helps company to make good relation with customers.
For effective online advertising program, Dark Woods Coffee Ltd need proper planning
to execute their advertising campaign. Effective planning helps to increase chance of success of
advertising and helps them to send business message to customers without crossing limit of
budget (Visconti, 2020). Planning of online advertising for Dark Woods Coffee Ltd include
various steps which are as follows:
Define customer: It is important for business to define their customer and it include
identification of gender of customer, their working preference, job profile, income, education,
spending habits. It also include use of business offering for customer, their preference in buying
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online, identification of place where customer find about product and service as online or offline.
For developing effective online advertising, it is important for Dark Woods Coffee Ltd to define
their customers.
Choose target: It is the second stage in planning online advertising. It include place
where organisation put their advertising as customer user several sites like Facebook, Instagram,
snap chat, google ads etc. If business are placing their ads many place, it increase visibility of
their products. Complimentary sites also helps business of Dark Woods Coffee Ltd to promote
their product to customers. Pay per click is another dimension which also helps business to
promote their product. Google ad words helps to get effective keywords by effectively monitor
performance of keywords. While selecting social media or website, form should consider some
factors like traffic, quality of ads, external linking, SEP, message type etc.
Budget: Budget is most important decision in process of online advertising and after
knowing cost of advertising, firm should prepare budget for advertising campaign. Budget will
provide an idea to manager of Dark Woods Coffee Ltd about spending of company, so company
can estimate total cost of advertising. For selecting best ads suitable to budget of company, firm
need to prepare a list of ads and select best which is suitable to target customers.
Creation of ad content: For making marketing strategy effective, it is important to focus
on most selling product of business, targeting each product affect effectiveness of marketing
campaign. It is important to remember for manager of Dark Woods Coffee Ltd that they are
selling benefits as it helps to connect with customers. Words make advertising effective, so
manager Dark Woods Coffee Ltd should not use words like you or yours instead they should use
words like me, my ,we etc. as it create good impact on minds of customer and help company to
connect with customers. They should also use words like fun, comfort and relax. Advertising
using social media should include various photos which is suitable to ads requirement.
Tracking and monitoring of ads: Tracking and monitoring ads of business make
marketing campaign more effective (Torres-Ruiz and Ravindran, 2018). It is important to
identify which things are working according to expectation and which are not. This monitoring
helps manager of Dark Woods Coffee Ltd to know about volume of ads and how to get best
result out of it. Advertising management services helps organisation to successfully monitor and
track performance.
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For maintaining effectiveness of strategy, it is important for company to keep in mind
about medium of advertisement, budget of advertisement, message of business for advertisement.
Effective strategy helps Dark Woods Coffee Ltd to reach to target customer of business. It also
helps them to increase their profit and effectiveness of marketing campaign.
Web analytics
Web analytics refers to process of collection, measurement and analysation of web data
which helps to understand web usage (Marconi and Favi, 2020). It does not measure web traffic
but is used as tool to increase effectiveness of web. It provide various benefits to Dark Woods
Coffee Ltd which are as follows:
To know visitors: Web analytics helps business to know about their visitors. It provide
information to business who are visiting to their websites. It helps manager of Dark Woods
Coffee Ltd to know about their customer.
Their source of coming: Web analytics helps business to know about source of visitors
from which they are coming to website of company. It helps them to understand whether they are
coming from viewing advertisement or from website link available to other site. It provide
information to manager of Dark Woods Coffee Ltd about source of customer from where they
are coming to website of company.
Their view on website: It also helps business to understand what customers is viewing
on website of customer. It helps them to improve view of business and taking necessary steps to
improve website of company. It allow manager of Dark Woods Coffee Ltd to know about
customer view on website.
Their findings: Web analytics provide information to business about did customer get
what they are finding business websites. It also helps business to improve their website and
provide customer with information they are searching.
Their time spending on site: Web analytics also provide information of time spent by
customer on business website. It helps business to engage them more with business.
Tools of Web analytics which helps Dark Woods Coffee Ltd are as follows:
Google Analytics: It is a effective tool used by business to track and monitor web traffic
to their websites (McKenzie, 2020). It is duty of manager to identify keywords which bring that
increase traffic of visitors to business websites and what factors lead them leave website of
business. This tool helps to create report of website of company that include visitors information,
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goals, e-commerce, traffic source etc. The drawback of this tool is that it take lot of time to
update information.
Kiss metrics: Kiss metrics is a tool that also helps business to track activity and
movement of customer (Shea and Parayitam, 2019). It allow business to see changing behaviour
over time, recent and typical referrer and identify pattern. It provide visitor activity in a most
easy format which can be easily understood by business.
Yahoo Web Analytics: Yahoo Web Analytics is a highly customise system which helps
business to increase satisfaction of customer along with increase in sales (Stanton and Stanton,
2016). It helps in reducing cost of business and provide new insight to customer. It helps in
storing data in raw form and non aggregated form. This data analytics tool is powerful and is
highly flexible. It has executive dashboard which is used to complete needs of business. It collect
real time data which allow business to monitor reporting data after visit of user.
Alexa Internet: Alexa internet is a web analytical tool which helps business in tracking
web traffic, global ranking and other information (Sunder, Kim and Yorkston, 2019). It helps
business to get measurable result. It provide gauge value to business which helps them to
compare value in term of their competitors. It provide movement of traffic of visitors to website
of organisation. It helps to evaluate opportunity of outreach marketing and convey value of
business own sites.
CONCLUSION
From above mentioned project report it can be concluded that digital marketing is a
strategy that helps business to increase product reach in market. Digital marketing has a global
reach and has low cost which is affordable by business. Digital marketing portfolio is a group of
digital marketing tool which helps to improve productivity of business. It include email
marketing, search engine optimisation, word press, web analytics. Search engine optimisation is
a tool which improve quality of website and increase traffic to business. It include keywords
which helps to improve ranking of website and increase engagement of user on website. This
strategy include various steps which helps company to increase user of their website. Online
advertising is a process of advertising using internet technology. The process of designing
advertising include kn ow customer of business, choose target, estimate budget and creation of
ad content. It also include tracking and monitoring effectiveness of online advertising. Web
analytics is that measure and process web data and helps organisation to make changes in their
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marketing strategies. It include various tool which make its working easy including google
analytics, kiss metrics, yahoo web analytics, alexa internet etc.
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REFERENCE
Books and Journal
Aithal, P. S. and Aithal, S., 2019. Management of ICCT underlying Technologies used for
Digital Service Innovation. International Journal of Management, Technology, and
Social Sciences (IJMTS). 4(2). pp.110-136.
Huang, J. Y., 2016. Patent portfolio analysis of the cloud computing industry. Journal of
Engineering and Technology Management. 39. pp.45-64.
Im, K., Nam, K. and Cho, H., 2020. Towards successful business model management with
analytic network process-based feasibility evaluation and portfolio
management. Electronic Markets. 30(3). pp.509-523.
Jiao, R. J., Zhou, F. and Du, J., 2016, December. Key issues of incorporating social network
effects in product portfolio planning. In 2016 IEEE International Conference on
Industrial Engineering and Engineering Management (IEEM) (pp. 1898-1902). IEEE.
Marconi, M. and Favi, C., 2020. Eco-design teaching initiative within a manufacturing company
based on LCA analysis of company product portfolio. Journal of Cleaner
Production. 242. p.118424.
McKenzie, M. D. J., 2020. Micro-assets and portfolio management in the new platform
economy. Distinktion: Journal of Social Theory. pp.1-20.
Shea, T. and Parayitam, S., 2019. Antecedents of graduate student satisfaction through e-
portfolio: Content analysis. Education+ Training.
Stanton, A. D. A. and Stanton, W. W., 2016. The relationship between Big Data, data science,
digital analytics and the skills and abilities needed to optimise marketing
decisions. Applied Marketing Analytics. 2(3). pp.265-279.
Sunder, S., Kim, K. H. and Yorkston, E. A., 2019. What drives herding behavior in online
ratings? The role of rater experience, product portfolio, and diverging opinions. Journal
of Marketing. 83(6). pp.93-112.
Torres-Ruiz, A. and Ravindran, A. R., 2018. Multiple criteria framework for the sustainability
risk assessment of a supplier portfolio. Journal of Cleaner Production, 172, pp.4478-
4493.
Visconti, R. M., 2020. Portfolio of Intangibles, Smart Infrastructural Investments, and Royalty
Companies. In The Valuation of Digital Intangibles (pp. 449-490). Palgrave Macmillan,
Cham.
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