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

This report discusses the digital marketing strategies adopted by Dark Wood Coffee, a popular cafe in the UK. It covers the objectives, advantages, and disadvantages of digital marketing, as well as specific frameworks and techniques used by the company. The report also explores how Dark Wood Coffee uses online advertising, search engine optimization, and web analytics to improve its market effectiveness.

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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marketing. Dark Wood Coffee company e is properly maintaining specific applications of
digital marketing so that company cans continuously tracking and measuring all the
business operational activities in order to get most desirable outcomes.
 Personalization - It is analysed that customers database can linke with the website of
the company if customer visit the website of the company so that company can
effectively connect with them and provide them with specific offers. Dark Wood Coffee
managing all the considerations of digital marketing so that company can attract the
customers toward their website.
Disadvantages of Digital Marketing
Digital marketing is containing some disadvantages which are also experiencing by the firms.
Dark Wood Coffee is also need to consider specific disadvantages of the digital marketing so
that company can prevent themselves and improve their performance effectively. Description
about some disadvantages of digital marketing are given below -
 Time consuming - Digital marketing is a time-consuming process and it can take time
in various activities like online advertisement, campaigns, formulating and creating
marketing content. It is necessary for the Dark Wood Coffee to analyze the outcomes
and ensure return on investment (Damnjanović, Lončarić and Dlačić, 2020).
 Security & privacy issues - In this time cyber crimes cases are increasing regularly so
it is mandatory for the company to maintain specific legal and legislation so that
company can protect their company and keep confidential information about the
company people.
 Complaints & feedbacks - On digital marketing platforms , some customers are
provide negative feedback & criticize the brand it can provide adverse impact on the
brand value of the company. Dark Wood Coffee can maintain digital marketing
platform effectively so that company can effectively get good comments & feedback
from their customers.
Digital Marketing Frameworks
There are various kind of frameworks are considering by digital marketing with the motive
to enhance the online marketing & performance of the company. Dark Wood Coffee is
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considering various frameworks of digital marketing which can provide most appropriate
outcomes in order to maintain long-term sustainability at the entire marketplace. Some specific
digital marketing frameworks such as Foresters 5ls, this is container as one of the specified
framework that maintain proper communication process with customers digitally & also regulate
digital customer communication model & digital marketing audit model. All these models are
helpful to influence the customers so that company can effectively interact with them. The
another framework of digital marketing is Laiterborns 4Cs, it also maintain digital marketing
audit model so that company can improve the consistency and maintain a specific cost to satisfy
their customers. 4 Cs are convenience to buy, cost to satisfy, communication & customers needs
& wants. All these four Cs can help full to maintain the performance level of the company
(Dwivedi, Ismagilova, 2021).
Digital Marketing Strategies
There are numerous strategies are are performing by digital marketing & social media
marketing is containing as the most prominent strategy which can improve the productivity level
of the companies. Social media marketing is involve various platforms and applications such as
social media sites, Facebook, Instagram, YouTube, Twitter and many other applications. Dark
Wood Coffee catalyzing all these platforms in order to enhance the effectiveness of their
company at the marketplace (El Junusi, 2020).
The another strategy of digital marketing is email marketing, in which lots of emails can be
send for the purpose of promote the goods and services of the company. Emails can be send on
the random people so that company can effectively improve the brand awareness.
Content marketing is also utilizing by the company and also take wider place as a most
prominent digital marketing strategy. Company can publish attractive content on their sites and
other platforms so that company can effectively influence the customers so that they can take
decision to purchase the goods & services of the company. Dark Wood Coffee also utilizing and
other strategies such as search engine optimization, Google analytics, mobile marketing & many
others. All these digital marketing strategies are providing lots of benefits to the company so that
I can improve their brand value & gain high level of revenue (Erlangga, 2021).
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Online advertising
Basically online advertising is work like a practice that maintains leveraging web based
channels & spread a specific information about the brand value of the company & also maintain
specific details about products & services to its potential customers. Online advertise sing is also
known as internet advertising & online marketing which utilize internet connectivity in order to
advertise and promote goods & services of Dark Wood Coffee company to customers. There are
various techniques which utilizing vi the company in order to online advertisement of their
products like Google search advertising & advertisement on applications like Facebook ,
YouTube, Twitter, Instagram , LinkedIn and many other applications. Google ads are also
providing specific contribution in order to improve the online advertising of the company
(Herhausen and et. al., 2020). All these online advertising techniques are beneficial to target the
message number of customers. Dark Wood Coffee is also utilizing various online advertising
campaigns on Twitter. Company can follow specific steps so that company cans effectively
running their online advertising campaign on Twitter platform. Company need to set up business
account on Twitter for advertisement purpose and then select a specific objective, company can
use attractive contents in order to take more attention of the customers. Company need to set up
specific advertisement group so that company can properly target the customers towards their
products.
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Dark Wood Coffee is showing their active participation on Twitter platform and effectively
advertises their products & gaining more responses of the customers. The specific justification
about the Twitter account of the company , through Twitter platform company can publish
attractive content , high quality images & videos of their products so that company can gain
more attention of the people which can improve their marketing . Company also demonstrates
their achievements on social sites so that public can visit their site and check their reviews
(Gupta, 2018). Through proper usage of Twitter for online advertisement, Dark Wood Coffee
can get various benefits such as company can provide specific information about their product
and services to the customer. Company can communicate properly with their customers & take
from them appropriate feedback. Twitter also showing the specific brand value of the company
& helpful to enhance the engagement of the company with the customers. The number of
followers of the company are increasing day by day on Twitter this also show the positive impact
to improve the advertising of the company (Kingsnorth, 2019).
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Search engine optimisation
This is containing as the very useful digital marketing strategy which is popularly known as
SEO. This is containing as the process which can enhance the quality & quantity of the website
traffic to a web page or website from the search engine. SEO is consider as the professor which
can evolved the effectiveness of the company by get more traffic. It can specifically determine
the unpaid traffic rather than direct traffic (Minculete and Olar, 2018). This is strategy is helpful
to target the websites present in which customers can search about the company e and get
specific search results with the help of search engine like Google , Yahoo and many other. Dark
Wood Coffee is applying SEO strategy in an effective way which can help full to provide
specific rank on the company's website so that company can get top position on the search engine
so that if the customer can search specific products about the company then they can find this
company name as a search result. There are various benefits which company can get to use as
digital marketing strategy such as this technique is helpful to improve the title cards through
keywords & master key words strategy. SEO technique is helpful to get more competitive
advantages by producing more effective content on the site in order to enhance and boost largest
social media network of the company (Peter and Dalla Vecchia, 2021).
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The justification about SEO in context of Dark Wood Coffee is that, it can demonstrate the
positive image of the company in front of people via utilizing attractive keywords as per to rank
the company's website on the top at the search engine result. It is beneficial for the company
because it can provide fair results in front of customers like if customers are searching about
coffee and cafe & coffee companies so that they can get Dark Wood Coffee on top. SEO can
helpful to create the positive brand image of the company & keywords are play a powerful role
to improve the marketing of the company (Richards and Marshall, 2019). SEO is helpful to
promotional activity level of the company and also enhance the organic discovery by providing
high-quality website traffic. SEO provide 24/7 advertising facilities so that company can
improve the long term relationship with their potential customers so that company can gain more
customer ways as per to improve the pay per click methods.
Web Analytics
Web analytics refers as measurable, analytical, reporting and collecting method which can
help to maintain the internet data to understand the optimizing of the web usage. It strategy can
helpful to analyze the performance or the website against the target. It is helpful to determine the
users behavior and requirement so that it can helpful to meet the needs of the customers. Strategy
is helpful to determine the success and failure of the business in order to target the people. Web
analytics is also helpful to enhance the user experience and analyze the web traffic. There are a
specific tools like Google analytics & Yahoo web analytics, Alexa internet & many more who
can help full to improve the brand image of the company. Dark Wood Coffee is utilising various
kind of web analytics Hindi term of Google analytics that determine specific services which are
offered by the Google so that company can effectively track and determine the website traffic as
for the current data inside (Slijepĉević and Radojević, 2018). Company is utilizing specific steps
to apply Google analytics like company to maintain Google tag manager and formulate Google
analytics account & then maintain analytics tag with Google tag manager so that company can
set up a goal & and link with the Google search console (Vieira and et. al., 2019).
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As for the justification about the wave analytic it can be determined that Dark Wood Coffee is
demonstrate the specific image and it can consider specific benchmarking and technology. There
are various benefits which provided by the web analytics to the company like it can help phone
to track the online traffic so that company can understand the behavior of the customers. It can
also improve the online advertising and marketing. It can also helpful to measuring and
analyzing the right target audience (Thomas and Housden, 2017).
CONCLUSION
On the basis of this assessment about digital marketing portfolio, it can be concluded that
digital marketing is playing a prominent role in the overall development of the business
operations so that company can effectively improve their growth rate. This project discussed
about specific objectives , advantages & disadvantages of the digital marketing in context of the
company so that company can effectively identified the significance of digital marketing as per
to gain more positive outcomes. This project also so focused on specific frameworks of digital
marketing so that company can use this entire framework to maintain the consistency and
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reliability of their business. Apart from this, various strategies of digital marketing also discussed
which provide numerous benefits & evolve the effectiveness of the firm. This project also
determined the specific strategies like online advertisement, search engine optimization & web
analytics.
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REFERENCES
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Bakhtieva, E., 2017. Digital Marketing Maturity Models: Overview and
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Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing and
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Damnjanović, V., Lončarić, D. and Dlačić, J., 2020. TEACHING CASE STUDY: Digital
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Erlangga, H., 2021. Effect Of Digital Marketing And Social Media On Purchase Intention Of
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Management, 90, pp.276-290.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing.
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Slijepĉević, M. and Radojević, I., 2018. Current trends in digital marketing
communication. Faculty of Management, Belgrade Metropolitan University.
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Thomas, B. and Housden, M., 2017. Direct and digital marketing in practice. Bloomsbury
Publishing.
Vieira, V.A. and et. al., 2019. In pursuit of an effective B2B digital marketing strategy in an
emerging market. Journal of the Academy of Marketing Science. 47(6). pp.1085-1108.
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