Integrated Digital Marketing Strategy

This report discusses the benefits and drawbacks of digital marketing strategies like online advertising, search engine optimization, and web analytics for Dark Woods Coffee. It also explores how the company uses Twitter, Google Analytics, and other tools to attract customers and improve their online presence.

Integrated Digital
Marketing Strategy

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Overview of digital marketing.....................................................................................................1
Digital marketing strategies ........................................................................................................3
Online advertising........................................................................................................................3
Search engine optimisation (SEO)...............................................................................................4
Web analytics...............................................................................................................................6
CONCLUSION ...............................................................................................................................6
REFERENCES ...............................................................................................................................7

INTRODUCTION
The term digital marketing strategy encompasses to create unique form of idea of
expression that will be need to identify some strategies in marketing and channel for customer
base (Ansong and Boateng, 2019). It is a well structured and well define plan of marketing and it
should be include various strategies, tactics, channels media and various tools for work together
towards accomplishing their goals and objectives. It must include advertising, sales promotion,
public relations and social media as well as customer relationship management which provide
customer base. For this assessment, selected organization is Dark Woods Coffee is a multi
speciality coffee based which is situated in Yorkshire Pennines. This report covers overview of
digital marketing along with benefits and demerits, various digital marketing strategies which are
named as online advertising, search engine optimisation and web analytics with benefits and
drawbacks also.
MAIN BODY
Overview of digital marketing
Digital marketing defined that advertising channels should be delivered through search
engines, websites social media sites and mobile apps should be used. It is a method where firms
are endorse their business services and brands. It is a form of selling products or services through
many channels which are named as social media, email, SEO and it should also involved
electronic devices. It can be done both wither offline and online both are significant for digital
marketing strategy. Dark Woods Coffee used digital marketing because they should used to build
or maintain their social awareness is one of strongest elements for successful campaign should be
developed through digital marketing whether business are large or small they will be helpful to
provide solutions for each and every organization to build or maintain a strong relationship and
trustworthy name (Athey and Luca, 2019). Sometimes firm can ignore digital marketing and
there is no need to improve any media strategy and being benefit for faster, cheaper and more
effective procedure as compared to traditional method of marketing. It should uses to increase
brand awareness or brand value within their business organization and also enhance sales and
income in organization. Key advantages and disadvantages of digital marketing with context to
Dark Woods Coffee are as follows:
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Advantages of digital marketing:
Brand development: Firm can only develop their brand when they have to promote their
product or services instead of deliver their message to customer which are ned to be establish in
market. The main benefit of digital marketing is to maintain their various campaign related to
brand digital marketing and getting personalized content marketing to bring or attract more and
more customer of Dark Woods Coffee.
Wider reach: Digital marketing helpful for customer or firm to reach a better position
and wide reach to presence and produce a platform to reach a vast number of clients through
digital marketing. Sometimes, Dark Woods coffee brand also global for digital marketing that
will be give their platforms to global therefore it will be allowed to nee brand or existing brand
are also established during traditional marketing (Cahen and Borini, 2020)
Engagement greater: This will be helpful to allow get hold to various customer
attention and has been successful to create brand loyalty and develop or improve their reputation.
This can be accomplished when brand is recognize by clients and firm with regular posts on
social media websites, promotion and various offers.
Disadvantages of digital marketing:
High competition: There is high competition in market through various brand and
various firm who uses digital marketing to promote their product or services in marketplace. It
will also grab their opportunity that would be create impact on target customers and competition
fooled in many past years. So digital campaigns have become every competitive because some
brands are relevant needs to be customers in market.
Time consuming: Various tasks are allocated by digital marketing campaigns and it is
time consuming nature. Many strategies may consume a lot of time even if it is related to product
or services to promote their brand each and every task are take time to improve their campaigns
(Cornwell, 2020).
Security issue: This type of privacy issue are a primary requirement of any particular
brand and secure their network to safeguard their connection through various privacy issue
security are arises through IP protection or firewalls which is most suitable for business concern.
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Digital marketing strategies
It is a series of actions which provide online channels of marketing through various goals
and objectives and it will be owned or paid and various action plan are should be launched or
build their online marketing strategy for success. Dark Woods coffee uses many digital
marketing strategies to promote their brand or product or services which are described below:
Online advertising
It should be defined that art of internet using as medium to deliver their message which is
need to identified and helpful to attract more and or target customers but first things is online
advertising is designed to promote or persuade their target customers and engage action plan like
purchasing (Heredia Gamboa, 2021). In case of Dark Woods Coffee, it is one of most effective
ways for firms to extend their reach to find new customers and diversify their income systems. It
is main strategy that involve use of internet and deliver some messages of marketing. Dark
Woods coffee uses online advertising in form of Twitter, Facebook that will be easy to display
their products or services and more and more customer are increased. It is gearing towards
markets through unique and useful applications and main benefit for online advertising is to
allow internet 24 hours a week and keep track those customers to their websites and nearly
constant interaction with many customer. It is very cost effective method to monitor and track all
results where they put their advertisements many be higher to perform other social media
websites when there is low effective communication to reduce their cost of online
advertisements.
The demerits is they target various people to advertisement and reach 10 will ultimately
to buy product is better than 200 people. There are various technical problems are also arises to
less opportunity to broadcast their advertisement for product or services and various problems
are arises and timings of website are clashes for browser application and various number of times
clients see online advertisements if there is any changes like how they will see them their firm
product or services. It also offer wide range of services are provided and offer various companies
to promote their advertisements and it will be helpful to attract most potential customers and
sales should be increased (Namin, Hamilton and Rohm, 2020).
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Justification of the above plan is used to determine that Dark Woods Coffee uses Twitter
account to attract more customers in which they have to promote their product or services by
creating their account on Twitter and start promoting their product on this account. Due to this
account, customer are attract but through content they can connect other firm and target
customers also with their brand in which they have mentioned about food, post images and
comment for all type of food named so it will easy for customers to learn about new food. They
have nominated their food and received feedback for same on customer side for same. This is
first and foremost accomplishment of this cafe which they have to published in social media
websites so that more audiences see this posts and visit their cafe to make purchases and order
some food and drink (Salam and Hoque, 2019). They will also order online as well as offline
also as per the requirements of customer and cafe.
There are also various other strategies that Dark Woods Coffee can be adopted like
Facebook, Instagram, You tube and so on but this firm has only adopt Twitter account strategy
so it will be helpful to improve or promote their product and services ad more and more
customer are attract towards this firm to see their post or images of food and drinks.
Search engine optimisation (SEO)
It is a procedure where firm can visibility their product or services are should be
improved which is related that individual search good and services within their business
organization. Search engine optimization are getting pages to rank in higher engines should be
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searched is one of main ways to discover their people and ranking in higher that will be lead to
increase traffic to website. It should be involved more concerned effort of various multiple
departments within their business organization and concerned about marketing and content
production. Dark Woods Coffee used this strategy to improve their site rankings and make
search engine results and it should be involved identifying which phrases their target customers
when they should be looking their products or services then working towards accomplishing
their goals and objectives (Taiminen and Ranaweera, 2019). It is important in business
organization because the main aim is to draw their traffic possible to bringing new search engine
optimisation to maximise their visibility through their websites and content to boost their traffic
in their business concern.
The main benefit of Dark Woods Coffee is to increase their high quality website traffic
means an effective search engine optimization that will be helpful to deliver a relevant
information are should be provided and hyper targeted and customer centric. It offer ROI also in
high quality strategy if there is high return on investments then their amount can be quantifiable
results should be produced. The major demerit of Dark Woods Coffee is they will take time to
get an return on investment because they will generate more efforts in ROI and take long time to
accomplish their good return on investment it may be favourable or unfavourable for their
business organization (Ansong and Boateng, 2019). There is no full control over exposure only
Google can control and determine how much traffic that will generate and what kind of traffic
should be determined for all SEO efforts.
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The justification of above plan is used that Dark Woods Coffee shown their image in
which they have used some keywords in terms to rank their traffic website and rating are also
given at the top of search engine optimization when clients searches something in main street
coffee firm with other coffee firm and it is dissimilar competition for other coffee shop also at
high level or low level in business then monthly average are also available in this image so it can
be famed as this type of keyword is more powerful and in this image different bid at different
number of dollars to analyse better biding part.
Web analytics
Google analytics is defined as a web analytic services being offered by Google that lead
as well as reports overall website traffic, presently as a platform in terms of google marketing
brand. It helps an organization to efficiently measure how all the users connect with the content
of website. Each business organization should make the usage of such analytics because it helps
them in properly understanding about the behaviour of consumers as what are their needs and
wants and whether they are providing such products to them (Paradiso, 2017). It also allows the
company to use their technology and properly evaluating the whole online business so that in
future proper interaction can be done with all the customers. All business use such tool as it helps
them to track all the data in an efficient way. The company uses different techniques with respect
to web analytics like in the form of real time reporting, PII viewer and so on. It is considered as a
very strong tool and technique for all the brands and also for bloggers. It leads to enhancement in
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certain development strategies that companies make in order become successful irrespective of
all other competitors.
Benefits of web analytics: -
 Google analytics help in tracking up complete online traffic. It is significant for a
company to assess their website on continuous basis in order to run the business
efficiently. While seeing the traffic across website it becomes easy for company to
develop certain decisions with respect to growing the business online (Stone and et.al,
2020). In context with chosen organization, they also used the way of google analytics
because it was helpful for them in running their organization efficiently and proper
decisions are being taken.
 The analytics also helps in understanding the behaviour of users. Through this,
companies get to know about how visitors and customers use their websites. On the basis
of such data, the company improves certain things and make changes in their respective
website. Dark woods coffee also received valuable information after assessing the
behaviour of individuals and through this make certain changes on their website pages.
 It enables business organization to track their offline to online marketing campaigns very
well (Cole, DeNardin and Clow,2017). Through Google analytics companies can track
whole traffic on the basis of both online as well as offline tasks and activities. It was
beneficial for Dark woods coffee also to set up their marketing campaign efficiently in
the case of both online as well as offline.
Drawbacks of web analytics: -
 It leads to the problem of accuracy because the data which is being showed on the
website is not accurate enough as Google cannot track each path which is happening on
the companies website. So, each numbers being shown should always be considered as
approximations.
 Business organizations may not get full information through the website and it is a
disadvantage for them because some data is missing from the website. In case of selected
company, it was a drawback for them also as they were not getting complete information
from the website (Kittelberger and Allramseder, 2019).
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Justification: - From the above information, it has been justified that Dark woods coffee uses
the way of google analytics as it helpful for them in certain terms (Nealis, 2018). Being a retail
store, it is necessary for them to indulge into both offline as well as online terms. The company
set up all the prices, capital as per the information being showed on the website.
CONCLUSION
From the above report it has been analysed that there are several terms which a company
uses in context with attracting large customer base like in the form of online advertising, search
engine optimisation and web analytics too. It is helpful for the company to enhance their certain
prospects both online as well as offline marketing. In today's marketplace, it is important that
everything is being done as per the consumers demands because there are large number of
competitors in the market.
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REFERENCES
Books and Journals
Ansong, E. and Boateng, R., 2019. Surviving in the digital era–business models of digital
enterprises in a developing economy. Digital Policy, Regulation and Governance.
Athey, S. and Luca, M., 2019. Economists (and economics) in tech companies. Journal of
Economic Perspectives. 33(1).pp.209-30.
Cahen, F. and Borini, F. M., 2020. International digital competence. Journal of International
Management. 26(1). p.100691.
Cornwell, T. B., 2020. Sponsorship in marketing: Effective partnerships in sports, arts and
events. Routledge.
Heredia Gamboa, D. A., 2021. Marketing digital y posicionamiento de la marca en el sector
inmobiliario: caso AH arquitectos (Bachelor's thesis, Pontificia Universidad Católica
del Ecuador).
Namin, A., Hamilton, M. L. and Rohm, A. J., 2020. Impact of message design on banner
advertising involvement and effectiveness: An empirical investigation. Journal of
marketing communications. 26(2). pp.115-129.
Salam, S. and Hoque, A. S .M. M., 2019. The Role of Social Media and Effect of Relationship
Marketing on SME Performance in Bangladesh: Multi-Group CFA. Asian People
Journal (APJ). 2(1). pp.12-31.
Taiminen, K. and Ranaweera, C., 2019. Fostering brand engagement and value-laden trusted
B2B relationships through digital content marketing: The role of brand’s helpfulness.
European Journal of Marketing.
Paradiso, M., 2017. E-commerce and digital marketing in China Pirelli case study (Bachelor's
thesis, Università Ca'Foscari Venezia).
Stone, M., and et.al, 2020. Artificial intelligence (AI) in strategic marketing decision-making: a
research agenda. The Bottom Line.
Cole, H.S., DeNardin, T. and Clow, K.E., 2017. Small service businesses: Advertising attitudes
and the use of digital and social media marketing. Services Marketing Quarterly, 38(4),
pp.203-212.
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Nealis, K.K.P., 2018. Recruiting and engaging generation Z: an integrated marketing
communications plan for West Virginia University Visitors Center (Doctoral
dissertation, West Virginia University).
Kittelberger, D. and Allramseder, L.S., 2019. The digital strategy: The guide to systematic
digitization of the company. In Performance Management in Retail and the Consumer
Goods Industry (pp. 123-136). Springer, Cham.
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