Digital Marketing Strategies for Costa Coffee

[Date]
Costa Coffee

Digital Marketing 1
Introduction
Costa coffee is a leading multinational coffee house that was founded in 1971 in London. Since
its inception, Costa Coffee has garnered immense appreciation and loyal customer set owing to
their excellent quality coffee and effective service offered to customers. The brand has grown to
over 3500 stores across 31 countries across the globe.
The target audience of Costa Coffee includes city customers and youth belonging to high income
groups of the world. They target every coffee lover throughout the world by promising a cup of
coffee that leaves a lasting impression. The mission of the brand is to save the world from
mediocre coffee.
Marketing strategy of Costa Coffee
Digital marketing involves the marketing of any product or service offered by a company
through digital platforms. Digital marketing has been pivotal for various organizations as a
promotional tool. Promotional tools are adopted by businesses to reach out to their target
consumers. Digital marketing along with direct marketing constitutes a complete model for
doing business (Armstrong, Kotler, Adam & Denize, 2015). These promotional tools can range
between event marketing, digital marketing, television marketing or email marketing. Digital
marketing involves all forms of marketing which is conducted on digital platforms. These
include marketing done via search engine marketing, optimization, social media or mobile
phones.
Search engine
Costa coffee has invested in its search engine marketing and optimization. SEO and SEM allows
customers to easily search about a given product or brand. Search engine marketing and
optimization enhance visibility of the brand on various search engines including Google, Bing or
Yahoo. SEO is an important part of inbound marketing which is the marketing focused on being
found by customers (Zilincan, 2015). The Costa coffee search yields results that take users to the
costa coffee official website, nearest outlet of Costa coffee and its social media page. This
depicts good search engine strategies by the brand.

Digital Marketing 2
Social Media
Source 1Instagram
Social media marketing refers to any kind of promotions conducted through social media
platforms like Facebook, Instagram, Twitter, Pinterest or even Snapchat. Social media can be
used as a tool to create buzz in the market (Tuten & Solomon, 2017). Costa Coffee is presently
active on these social media platforms and continues to put efforts in curating unique content to
target customers.
Social media marketing report (Costa Coffee)
Facebook 1.6 million followers Average 1 post every 3-4
days
Instagram 263k followers 960 posts
Twitter 237k million followers 195k tweets