Digital Marketing Strategies for Dark Wood Coffee: Objectives, Advantages, Disadvantages, Frameworks, and Techniques

Digital Marketing
Portfolio

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................2
Objectives of digital marketing..............................................................................................2
Advantages of Digital Marketing...........................................................................................3
Disadvantages of Digital Marketing.......................................................................................3
Digital Marketing Frameworks..............................................................................................4
Digital Marketing Strategies...................................................................................................4
Online advertising..................................................................................................................5
Search engine optimisation.....................................................................................................7
Web Analytics........................................................................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
The scope of digitalization is taking the wider place in everyone life which can help full to
improve the work efficiency and living standard of the people. This modern generation is totally
depending upon technologies in order to maintain their regular working operation (Bakhtieva,
2017). The parameter of businesses are totally changed & now the main concern of entrepreneur
is to use digital marketing platform in order to make their business successful rapidly. This
project is associated with various digital marketing strategies which are adopted by Dark Wood
Coffee that is containing as popular cafe of the UK. This company mainly incorporated in the
year 2013 & proving best value of money by their delicious products. This report will discuss
about the digital marketing objectives, advantages & disadvantages & also provide specific
digital marketing framework. Moreover, this project will focus on digital marketing strategies
which are considered by the company in order to improve their market effectiveness.
MAIN BODY
Objectives of digital marketing
Digital Marketing is working like a key element of marketing which can helpful to boost the
selling process of the enterprises. Digital marketing is performing their operations with specific
objectives. Dark Wood Coffee is also considering digital marketing with a specific purpose so
that company can easily accomplish the organizational objective is the company (Busca and
Bertrandias, 2020). The explanation about specific objectives of digital marketing in context of
Dark Wood Coffee are given below -
 Increase Direct Sales - Digital marketing helpful to enhance the direct sale of the
company so that company can appropriately improve their business operations & gain
high level of productivity. Dark wood Coffee is utilizing digital marketing platforms so
that company can directly target the various customers which can helpful to increase the
selling process of the company.
 Enhance the constant flow of new lead - digital marketing is useful to formulate the
Hike qualified leads at the fractional cost price. With the help of digital marketing
activities, dark wood cafe can effectively improve the customer walk in into the stores
as an outcome of marketing campaigns (Chaffey and Ellis-Chadwick, 2019).
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 Decline the cost of acquiring new customers - Through specific applications of digital
marketing platforms, Dark Wood Coffee can reduce the cost of acquiring new
customers and this customers also turn into a loyal brand follows of the company.
 Improve the customers engagement with brand - Digital marketing platforms is
containing as the best medium which create a specific engagement between the
customers and the brand. With the help of digital marketing Dark Wood Coffee is
maintaining good relationship with their customers and gain more profitability.
 Increasing revenues - As per the proper usage of digital marketing strategies, company
can appropriately increase their revenue and improve their market value. Dark Wood
Coffee is utilizing constantly Digital Marketing concept so that company can effectively
increase their revenue (Chaffey and Smith, 2017).
Advantages of Digital Marketing
As for the current scenario, the significance of digital marketing is more and its strategies
are providing lots of advantages to the business. With the proper utilization of digital marketing,
company can appropriately get various advantages. Dark Wood Coffee is also considering all the
digital marketing activities so that company can get more advantages to improve their market
effectiveness. Explanation about appropriate advantages of digital marketing is as follows -
 International Appearance - The main concern of the digital marketing to enhance the
global reach so that company can effectively target number of people. Dark Wood Coffee
is using digital marketing so that company can enhance the international appearance and
break all the boundary limitations effectively.
 Lower cost - Digital marketing is performing all the activities at a low cost as compared
to the traditional marketing methods. Dark Wood Coffee is using is specific strategies of
digital marketing so that company can maintain their business operations digitally at the
low cost (Christina, Fenni and Roselina, 2019).
 Measurable & tractable outcomes - This is also contain as the main advantage of digital
marketing which company can take the proper utilization of all the applications of digital
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