Integrated Digital Marketing Strategy for Dark Wood Coffee

This report discusses the different types of digital marketing strategies that can be used by Dark Wood Coffee to expand their business and promote their brand. It covers online advertising, Twitter feed, search engine optimization, analytics, WordPress, and email marketing. The report explains the benefits of each strategy and how Dark Wood Coffee can apply them for their benefit.

Integrated Digital
Marketing Strategy

Table of Contents
INTRODUCTION ..........................................................................................................................2
TASK ..............................................................................................................................................3
Online advertising:......................................................................................................................3
Feed by Twitter- .........................................................................................................................4
Search Engine Optimization:......................................................................................................5
Analytics:....................................................................................................................................5
WordPress:..................................................................................................................................6
Email Marketing:........................................................................................................................7
CONCLUSION ...............................................................................................................................8
REFERENCES................................................................................................................................8
INTRODUCTION
Digital marketing is also famous by the name of Internet marketing and Online
marketing. It helps any company or organization to promote their different goods and service in
the in the market through online medium. It helps the companies to build up connection with
their loyal and potential customers who are very active on the digital platform which facilitates
communication. Digital marketing not only implies inclusion of emails, web based advertising or
social media but it also includes text and multimedia messaging via this channel of marketing.
Unique expressions can be created by any organization with the help of Integrated digital
marketing because it helps in identification of customers in all the marketing channels. It helps in
simple language communication in different situations by the organisation. This report is based
on Dark Wood Coffee which is a coffee shop in UK's market that deals in cheap coffee offering
different flavours(Bala and Verma, 2018). This project will discuss in detail the different types of
digital marketing strategies which can be of great use for the management of this coffee

company so that they can expand their business by successful promotions of their brand. There
are various digital marketing options available like Word Press, Email marketing, online ads,
SEO, twitter and analytics. It shall also discuss how Dark Wood Coffee can apply them for their
benefit.
TASK
Online advertising:
It is also regarded as Online marketing which is basically a strategy in marketing that
makes the use of internet which acts as a medium of communication. By making the use of this
medium the business organization can obtain customer traffic and deliver their messages that
they want to convey to their potential customers through marketing. Online advertising has seen
a lot of growth after early 1990s among the small, medium and large organizations. It is essential
for the companies that they expand and attract their potential customers in the market and it can
be done with the help of online advertising (El Junusi, 2020) . With the growing market research
it has been seen that most people in today's time use internet. It is also noted that various
different online platforms are used the people so that they can buy products from the online
prevalent market. Thus online advertising serves various benefits which are as follows:
 World-wide reach- For the organisation with the use of online advertising makes it easier
to connect with the people present at any place at any given time globally. It helps them
to reach beyond the territorial limits of local area and reach their target customers.
 Attract target customers- Online ads are most important in helping the organization to
deal and take due care of their huge no. of customers by keeping in mind their needs and
wants(Gunelius, 2018).
 Offers efficiency in time and Cost effectiveness- It is very much less expensive to have a
digital marketing campaign which also offers efficiency with respect to time because
within seconds it can reach the consumers.
 Measurement of Reach- It is easier for the organization to measure the success and failure
rate of their marketing campaign on the digital medium because of the benefit of free
analytics. It helps in the computerization of the company.
Dark Wood Coffee can adopt different aspects which are available in the online advertising to
gain benefits. It can start with the first step that involves creation of a online website and

appointing expert so that they can handle it effectively by proposing offers on it for the company
so that its customers can increase. With this, there has been a lot of increase in the profits of the
company. It includes social media like Twitter, Facebook, Instagram in its online advertising.
Moreover, it is also considered as the most attractive platform for its customers who use it very
often.
Feed by Twitter-
Twitter is a type of social networking site famous for micro-blogging. It helps in global
communication among the people by the use of short messages which are known as tweets. The
main aim of social media is to help people to connect with other people. It helps and allows them
to share their thinking, feelings, ideas and thoughts with a greater audience. Twitter created feed
is perceived as a good option in the digital marketing of the goods and services of a company due
to its wide reach (Hasyim, 2019). Big companies having brand name can make the usage of this
medium so that they can build a good professional image among the heart and minds of its
customers. It is known that Twitter is a very effective medium used by millions of people for
communication with their audience. One of the major example of this is the Apple Inc. company.
The benefits of Twitter created Feed for product marketing are as follows:
 Build Real connection- The feature of direct message in Twitter which helps to connect
two users and also provides high privacy is very useful for the organisations in creating
real and genuine contacts with their customers.
 Multiple posts in a day- It is widely used due to its feature which offers an organisation to
post multiple times somewhat around 15 times in a day which is not available on other
platforms. Thus, it offers great opportunity for the companies to post regular updates of
their upcoming products and offers.
 Portrayal of brand voice- Twitter is very helpful for the organization to develop its brand
voice and personality among the public . The company has used different tones like
authoritative, funny and sassy tone in its tweets (Kannan, 2020).
Twitter is a very simple and effective platform for the organisation where they can make their
mark among the consumers and spread their news faster among audiences. For easy
communication with the customers and in an effective way Dark Wood Coffee can make the use
of the Digital marketing platform. This can help the company in targeting its customers on a
large base. The company can make the use of twitter in the promotions and introduction of new

range of coffees in the market area so that customers can become aware of its new plans and
products and then it can earn high revenues and profits.
Search Engine Optimization:
It is famous by its short name SEO which is generally a process which helps in the
improvement of quality and quantity of the traffic of website like google. With the optimisation
of the Search Engine, the organisation can target its traffic which is unpaid instead of targeting
direct or paid traffic. Because by the way of search people discover new content and things on
the online platform (Kingsnorth, 2019). Thus Search engine ranking can help the company to
increase its website's reach by getting more traffic on it. The advantages of Search Engine
optimisation in product marketing are as follows:
 Ranking high on the result page of the search engine can help the website of the company
to improve and boost its image and credibility. By increasing the time spent and adding
content on timely basis to the website can really improve speed of the site and in the
research of the keywords so that the rank of the company's site can increase higher.
 It can help in building a company's brand image by providing content relating to the
different products of the coffee store. It helps in showing the reviews that are posted by
the customers relating to the various products of the company.
 Proper optimization of the Dark wood coffee's website can help in generating more traffic
which can help in increasing search result page ranking. And that would further lead to
attracting more consumers (Lim, 2021).
 Search Engine optimisation helps and supports content marketing. Because it helps in
creation of content which involves texts, images, videos, etc. for its customers which
helps in better search ranking.
If this medium is adopted by Dark Wood coffee in its marketing then it becomes essential for
them to take different actions which can help them to keep the pages of company's website in the
top search results. Because if the company's website comes in the top 5 of the search result page
then it will help them to attract and involve customers which will lead them towards profit.
Analytics:
Market Analytics is defined as a process which helps in the measurement of the success
and failure rate of any organisation in a set manner. It can help in the measurement of the
marketing initiative of a company. Different tools are used in digital analytics which facilitate

analysis and collection of data from the activities conducted on the online marketing platform.
With changes in time, new technologies have come in the market so it becomes essential for the
organizations to adopt these new technologies so that it can help in the promotion of the
products using digital platform in the market area (Miklosik, 2019). Digitalization has helped
and enhanced the product marketing by making it more simple and easier. The company's
marketing management makes the use of data from the individual channels so that proper
decisions can be made. Just posting on social media regularly is not enough it requires web
analytics as well. Thus for effective decisions in the area of marketing and programme execution
of the organisation web analytics plays a very important role. The advantages of analytics are as
follows:
 Provides a clear view to the marketing team- Product promotions require a lot of efforts
by the marketing team of the company. So in gathering data from different sources helps
the company to keep an understanding of what is working and what is not working for it.
 Bold approaches in campaign- Data analytics proves to be very helpful for the company
or organisation to effectively make and develop the campaign and understand their target
audience (Purwanti, 2021).
Dark wood coffee can make the use of analytics to properly understand their market based on
their techniques of digital marketing. It can help in effective promotion of the defined products
and services in the market. The company has a great availability of different tools and
applications that helps in analytics of marketing. These can better determine what is useful and
what is not for the company.
WordPress:
WordPress is basically a site that deals with content so it can be said that it deals with
content management which can be used by any person at free of cost and also any person can
create content on it. Whatever content that is written on it is in the form of PHP and CMS which
can be paired with different databases. It was originally created as a Blog Publishing system
(BPS) but as the time evolved, this also started supporting different types of web content.
WordPress comprises different mailing lists, online stores, media galleries, system of learning
management, etc (Ratnadianti, Fahmi and Hannan, 2020) . WordPress was started in the year
2003 by Matt Mullenweg and Mike Little. It is really helpful for an organization when they want
to make promotions of their product by the way of content. This can prove to be helpful for the

company to grow, develop and improve its sustainability for a longer time in the market. The
benefits of WordPress in the area of marketing are as follows:
 Free of cost- WordPress is in demand and is most widely use due to its free services. The
company can market their product and also promote it free of cost by this medium if they
wish to do it with content creation.
 It offers various themes and design- Themes are defined as the outer layer of the website
which help in creation of a positive, unique and creative face for the company. Due to the
availability of different themes and designs free of cost it is very much preferred for
improving the no. of customers.
 Easy to use- Website creation and its designing is a very complex process for any
company. But with WordPress it becomes simple and easier to do this task.
The WordPress tool can actually help in managing the website content of Dark Wood Coffee.
The company can have an effective management system of the content because it is easy to
manage from anywhere at any time. It also comes with no limit feature with respect to the text
and images which can essentially prove to be really helpful and attractive for a website in
increasing its customer base(Redondo and Aznar, 2018).
Email Marketing:
This technique of marketing helps in the creation of a commercial message which can be
sent to different people by the way of email. Goods and services can be promoted by the way of
email marketing which helps the company to reach its customers. It helps in the creation of a
good and positive image regarding the company in the minds of its customer. Thus, this
technique can prove to be very helpful in creating awareness of the product of companies in the
market place and also to develop trust, loyalty and value for the brand. Following are the benefits
of email marketing:
 Creation of personalized content- Email marketing can really help the company to create
a marketing campaign which is customized according to the needs of the customers so
that content that is targeted to the customers can be created.
 Feedback and Surveys- Email marketing can help in developing interactions with their
customers by obtaining feedback from them so that they can work in a way that can
satisfy the customers.

This tool can prove to be very effective because of its low cost so Dark Wood coffee can enjoy
cost benefits. This tool can fit in the budget of the Dark wood Coffee company because it
operates on a small scale. So with its help it can promote its different products in the market
easily without spending much on it (Tiwari, Ansari and Dubey, 2018).
CONCLUSION
It can be concluded from this project that it is essential for the management of the
company to make the use of the digital marketing techniques in an efficient manner so that goods
and services can be promoted in the market competition. Use of internet is very essential for the
digital marketing because it facilitates easy launch of products and their promotions also
promoting the brand of the company. The different digital marketing methods can be effectively
utilized by the Dark Wood Coffee for its product promotions. These can help the company in
enhancing its performance and attracting a larger base of consumers for its company.
REFERENCES
Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D. Verma (2018).
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El Junusi, R., 2020. Digital marketing during the pandemic period; A study of islamic
perspective. Journal of Digital Marketing and Halal Industry, 2(1), pp.15-28.
Gunelius, S., 2018. Ultimate guide to email marketing for business. Entrepreneur Press.
Hasyim, M., 2019. Online advertising: how the consumer goods speaks to
women. Opcion, 35(89).
Kannan, P.K., 2020. Key Components of a Digital Marketing Strategy. In The Routledge
Companion to Strategic Marketing (pp. 231-244). Routledge.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers.
Lim, W.M., et. al., 2021. How do digital natives perceive and react toward online advertising?
Implications for SMEs. Journal of Strategic Marketing, pp.1-35.
Miklosik, A., et. al., 2019. Towards the adoption of machine learning-based analytical tools in
digital marketing. IEEE Access, 7, pp.85705-85718.
Purwanti, Y., 2021. The Influence Of Digital Marketing & Innovasion On The School
Performance. Turkish Journal of Computer and Mathematics Education
(TURCOMAT), 12(7), pp.118-127.
Ratnadianti, A., Fahmi, I. and Hannan, S., 2020. Digital marketing strategy of small and medium
enterprises for snack in Bogor city. Jurnal Manajemen & Agribisnis, 17(1), pp.74-74.
Redondo, I. and Aznar, G., 2018. To use or not to use ad blockers? The roles of knowledge of ad
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Tiwari, A., Ansari, A. and Dubey, R., 2018. An Effective Email Marketing using Optimized
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