Integrated Digital Marketing Strategy

Integrated Digital Marketing
Strategy

Table of Contents
Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Dark Woods Coffee’s macro and micro market environment................................................1
Targeting the segments through various social media mediums............................................4
Evaluating the social media communication system..............................................................5
Marketing plan of Dark woods coffee....................................................................................6
REFLECTION.................................................................................................................................6
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................8

INTRODUCTION
Integrated digital marketing comprises of the vision of making a unique way of
expression which is comfortably recognized through customers and users all across the channels.
It is a strategic approach that blend in all marketing manners and give out a single language for
all different situations. In today’s time almost all sort of companies or businesses are using this
platform to spread awareness about their products and services all across without any limitations.
Digital marketing has completely changed the manner of communication of businesses and
organizations with their audiences. Like many companies Dark Woods Coffee which is a UK
based wholesale company, is using this space to expand the way of approaching and advertising.
The company was established in 2013 after having many years’ experience in roasting, sourcing,
consultancy, training, and machine development in the UK industry. Dark Woods Coffee roast
the coffee on a Probat drum roaster of 1950’s by hands. Their exceptional coffee flavors are
inspired by the surroundings of windswept valley. The company provides various coffee
services, besides roasted coffee, it serves as Barista school and a pop up cafeé on the outskirts of
Marsden village in West Yorkshire Pennines. They work with aim to provide the finest coffee
that can be accessible and enjoyed by everyone that’s why offers the wide range of coffee roasts
and the way of working reflects choices of people. Because of this aim and collective knowledge
of versatility in coffee the company has rapidly established a growing customer base that have
UK’s top cafes and restaurants. In this report below we will analyse the micro and macro market
environment with how the company plan to target potential marketing segments. This report
evaluates the digital marketing communication medium.
MAIN BODY
Dark Woods Coffee’s macro and micro market environment
The micro market environment is given by PESTLE analysis given below: Political factor
The coffee business depends on international trade. To expand the business all across the
world relationship with countries that want to consume the products should be good. The
trade policies of UK with other countries might affect the growth of business. Economic factor
1