Digital Marketing Report

This report analyzes Dark Woods Coffee's macro and micro market environment, potential market segments, and digital marketing communication strategies. It also evaluates the chosen digital marketing communication mediums and reflects on the skills developed from this module.

DIGITAL
MARKETING
REPORT
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Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
P1 An analysis of Dark Woods Coffee’s macro and micro market environment.......................3
P2 Dark Woods Coffee’s potential market segments.................................................................4
P3 An explanation of the plan to target each segment through digital marketing
communications mediums ..........................................................................................................5
P4 An outline and critical evaluation of chosen digital marketing communications mediums . 6
P5 A reflection of the main skills that I have developed from this module................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9
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INTRODUCTION
Digital marketing refers to online advertisement of on various channels like search
engine, website, social media, mail, etc. It is a tool which help organisations to analyse the
productivity of advertisement as the communication is fast and use automation to tract the result
(Chaffey, 2019). Dark woods coffee is the supplier of wholesale coffee roasters and beans which
was founded in 2013 and suited in West Yorkshire, Pennines. They supply to cafes, farm shops,
restaurants and hotels. They have won awards because of their best quality products. They are
the manufacturer of the coffee beans and roasters and supply it to the wholesalers. The report
includes analysing the external and internal factors of dark woods coffee, its potential and target
market segment through digital marketing communication, evaluation of digital marketing
communication.
MAIN BODY
P1 An analysis of Dark Woods Coffee’s macro and micro market environment
The human being is drinking coffee as a beverage for more than 500 years and it has
become their mainstay for everyday. It is difficult to think the loss of the coffee industry but
there are certain internal and external factors which affects the business of Dark woods coffee.
The SWOT and PESTEL analysis will help in identifying the factors which affects the business.
SWOT analysis
Strength-
 Dark woods coffee has contributed to the World Coffee Research and coffee plants
genetic and climate which is helping the organisation in taking decisions.
 They pay small farmers good amount for growing the crops and use the waste as fossil
fuel by roasting it.
Weakness-
 The small farmers are not willing to work for them because the chemicals use in
cultivating the coffee beans for Dark woods coffee is prone to diseases, pests and impacts
the climate.
Opportunity-
 There is a growing trend for green coffee sourcing and sustainability as it will help Dark
woods coffee to have the competitive advantage (Chaffey and Smith, 2017).
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 There is a switch in vehicles from fuel efficient to electric which they can do for all the
vehicles.
Threats-
 The parts of cultivating coffee is not good for soil which is a threat for Dark woods
coffee because it is not sustainablee for long term.
PESTEL analysis
Political factors- The business of coffee for Dark woods coffee is dependent on its
internal trade so they should have to consider the trade agreements with the countries as the
markets are uncertain.
Environmental factors- The income of the people is important for understanding the
environment as they become rich they move to high quality coffee. They use sustainable process
of operations.
Social factors- They are contributing to cultivation of coffee in the markets of southern
Tanzania and eastern Ethiopia have become unsustainable because of the impact of climate.
Technological factors- Dark woods coffee is using technology in their packaging mainly
by converting their packaging to fully recycle packaging.
Economical factors- They are cultivating and trading in many countries so they consider
the taxation, agreement, income of the consumers and many other factors which will affect their
sale (Dodson, 2016).
Legal factors- There are food standards which are considered by Dark woods coffee as it
comes in the food and drink regulations.
P2 Dark Woods Coffee’s potential market segments
Dark woods coffee positioned as the high quality premium coffee roasters who supply to
wholesalers. They have won “Great taste” award in 2015 and listed in top 50 food products in
UK. There is a need for luxury food market and the consumer demand for authentication,
freshness, quality and transparency in the business (Confos and Davis, 2016).
Market segmentation
Market segmentation is dividing the market into sections based similar characteristics.
Dark woods coffee considers segmentation as it is important for making strategies for the
organisation (Key, 2017). It uses demographic and geographic segmentation and determine the
factors such as gender, income, market size, region, etc. The demographic segment of Dark
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woods coffee targets two age groups, 18-24 which is young generation of rich families and 25-40
with high income and both male and female coffee lovers. The psychographic segmentation
includes customers who are well educated and have a modern lifestyle. The geographic
segmentation is UK.
Target market
The organisations analyse one or more segments of the market and decides which
segments they have to make strategies for. Dark woods coffee targets well educated middle to
higher income groups which have a desire to purchase premium quality products. They are
looking for places where customers can relax, party and interact with each other. They provide
high quality expensive products to the customers as the price is not the most important factor for
determining the sale but quality is important (Hanlon, 2019).
Positioning
Dark woods coffee wants to create a brand which is inclusive rather than exclusive. The
coffee should be loved by the target segment but should be appreciated b all the segments of the
society. Their coffee behaviour and techniques are for converting non consumers to consumers
for the products.
P3 An explanation of the plan to target each segment through digital marketing communications
mediums
Digital marketing communications are outspacing the traditional marketing
communications and the customers are moving from offline to online buying. Digital advertising
mediums are search engine optimization, targeted display advertising, online advertising which
helps in advertising and getting the impact of the advertisement on consumers.
 Display advertising- Display online advertisement includes both animated and static
advertisement. They are at the top of the page or pop ups on the website of Dark woods
coffee. These advertisements are based on the behaviour and demographics of the
consumers and analysing the search of the customer. The use the design template which
has a wide range of products and they are displayed using the analytics of the target
customers (Deiss and Henneberry, 2020). The customers are based on their income group
and search products which are expensive. The display advertisement is effective when the
customers use online platforms to shop and it should be attracted in its visual content
using bright colour and in the poster form.
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 Search engine optimization- SEO focuses on increasing the organic traffic on the
website of Dark woods coffee. It is an effective medium which is used to effective target
the customers and make them visit the website where they can be attracted to products of
the organisation. Dark woods coffee uses it as an efficient form of advertisement as
digital sales is based on the keywords searched by customers. The analyse the keywords
and helps in effective positioning of the organisation where it will take customers to their
website. It reduces the cost of advertisement when the targeted customers for Dark woods
coffee are attracted and they are able to analyse the results.
 Pay per click marketing- These are the paid advertisement on sites like google,
linkedin, facebook, Instagram, etc. Dark woods coffee will pay for the customers who
will click on the advertisement and visit the website. The organisation will use tools like
google adwords, web analytics, etc. to analyse the performance of the advertisement and
the increase in sales. It will help in collecting and measuring the information and make an
analysis of it which will help in making the strategies of the organisation (Nikunen and
et.al., 2017).
P4 An outline and critical evaluation of chosen digital marketing communications mediums
The evaluation of the digital marketing communication will help in analysing its impact
on the Dark woods coffee and they can improve the performance of the organisation. The
marketing communication on digital media is effective and helps the organisations in making
strategies.
The display advertising is a digital marketing advertising on the online platforms to
communicate the promotional activities of the organisation (Vien, 2015). The website of Dark
woods coffee will be effective and attract customers when they will feel that they provide coffee
which is good quality and its a luxury for them to purchase it. The high income customers will
get attracted when they find the products satisfying the needs. These advertisements will be on
the social media like facebook, linkedin, Instagram, google, etc. and will target customers to
satisfy the needs.
Search engine optimisation is helping Dark woods coffee in increasing the organic traffic
of customers to the website where they will be attracted by display advertisement. It reduces the
cost as they attract the target customers who are interested in products and it gives a large market
to the organisation (Mogos, 2015). It ranks the position of the organisation and increases
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customers and increasing the effectiveness of the advertising. The website should have the
information which are important for the customers to understand products and can take them to
shop for their websites. The website analytics will help them in analysing the organic search and
the behaviour of customers.
The pay per click is a strategy used by organisations where they will pay for those who
went to the website. It position the website on top of the search and the keywords which are used
by customers are identified and it will increase the sale of products. Dark woods coffee will
analyse the effectiveness of the advertisement and increase the performance. The well educated
customers with high income will be attracted when the advertisement is targeting their interest
and satisfying their needs which is good quality coffee.
P5 A reflection of the main skills that I have developed from this module
I am glad that I get the chance to conduct the study on Integrated Digital Marketing
Strategy of the company Dark woods coffee's. I come to know that in this advance business
environment the digital marketing strategies are on high demand and also prove high results.
They have helped in developing diverse skill set by identifying and analysing the
potential opportunities in the marketplace. I come to know that digital marketing has effective
powers that is while setting at one place and without moving, one can gain large amount of
attention in the marketplace. I also come to learn that a balance of critical and creative thinking
skills is very essential for the success of the company. The skills that I have developed while
conducting this project is that its essential to have a broad understanding and awareness on the
most important and current digital marketing strategies and techniques which are been
implemented and practices by the experts of digital marketing.
The topics I intended to cover improved my learning and knowledge of the digital
marketing mediums as it is important to have an effective learning of the organisation the report
is on and the marketing strategies used by them to increase the sale. I felt confident about the
communication and the knowledge I gained from this report. This is helped me in understanding
the importance of both online and offline marketing mediums and the effectiveness of digital
marketing mediums.
I learned about the digital search and forms of analysing the performance of the
advertisement on increasing the efficiency and carrying out the search for the report helped me
as the organisation was interesting and it became easier for me to understand the topics and
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searching on it. This will help me as I have gained the knowledge and digital marketing is the
future which I have got the glimpse of that it is useful for organisations as the market is moving
towards online platforms. I will maintain my personal and professional learning as it is important
to understand the marketing strategies which are important for the success of the organisations.
CONCLUSION
From the report it is concluded that the role of digital marketing in the success of the
organisations. The factors which impact the performance of the organisation and helps them in
making marketing strategies. The digital marketing tools are used by the organisation to
advertise online and use different communications to connect with customers. The efficiency of
these communications can be measured as they use the analytics which are analyse their
performance and finds the deviations. They help the organisations in making strategies,
controlling, measuring and taking decisions. The customers will be satisfied when they
understand that they are important for the organisation and help them in increasing profits.
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REFERENCES
Books and Journals
Chaffey, D., 2019. Digital marketing. Pearson UK.
Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
Dodson, I., 2016. The art of digital marketing: the definitive guide to creating strategic,
targeted, and measurable online campaigns. John Wiley & Sons.
Confos, N. and Davis, T., 2016. Young consumer-brand relationship building potential using
digital marketing. European Journal of Marketing.
Key, T.M., 2017. Domains of digital marketing channels in the sharing economy. Journal of
Marketing Channels. 24(1-2). pp.27-38.
Hanlon, A., 2019. Digital marketing: strategic planning & integration. SAGE Publications
Limited.
Nikunen, T. and et.al., 2017. Micro-Enterprise's Digital Marketing Tools for Building Customer
Relationships. Management (18544223). 12(2).
Mogos, R.I., 2015. Digital marketing for identifying customers’ preferences–A solution for
SMEs in obtaining competitive advantages. International Journal of Economic
Practices and Theories. 5(3). pp.240-247.
Vien, C.L., 2015. The future of marketing: Thriving in a digital world. Journal of Accountancy.
219(5). p.50.
Deiss, R. and Henneberry, R., 2020. Digital marketing for dummies. John Wiley & Sons.
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