Digital Marketing: Macro and Micro Environment Analysis, Targeting Segments, and Communication Strategies

DIGITAL
MARKETING
Table of Contents

INTRODUCTION.......................................................................................................................................3
MAIN BODY..............................................................................................................................................3
Macro and micro environment.................................................................................................................3
How plan to target each segment through digital marketing communications.........................................6
CONCLUSION...........................................................................................................................................8
REFERENCES............................................................................................................................................9

INTRODUCTION
The term digital marketing defines an act that they are promoting and selling of product
or services by various online strategies such as social media marketing and email marketing
(Dash and Sharma, 2019). It is a component that utilizes their internet savings and various online
based technologies such as websites, social media and mobile apps. For this assessment, there is
a Dark Woods coffee businesses is a multi award specialty coffee which is based in UK. In this
report, various topics are covered such as macro and micro environment and its potential market
segments, plan to target each segment, critically evaluate digital marketing communication
mediums and brief about skills which they have to develop.
MAIN BODY
Macro and micro environment
Macro environment consist of external factors which are related to outside the
organization which influence firm decision making and have a directly impact upon its
performance. It includes political, economic, social, technological, legal and environmental
aspects of businesses. It describes a economic situation that will be established to overall
economy instead in a region or sector. Key PESTLE analysis is identified with context to Dark
Woods coffee businesses are as under:
Political: These factors determine their government rules and regulations which may be
directly impact on particular industry or sector. It influences all government things which include
taxation, political stability, policy like trade or tax and restriction related to law (Dinis, Breda
and Barreiro, 2020). In case of Dark Woods coffee, this firm is highly dependent on international
trade and agreements between manufacturing and consuming to enable this industry again. It will
directly affect coffee industry and enhance their production cost.
Economic: It consist directly impact on economy conditions of business and effect on
long term success. Factors which have influence and include affect the economic conditions such
as growth rate of economy, inflation rates, exchanges rates and unemployment of consumers’
rates. With relation to Dark Woods coffee, population in growing firm are able to afford luxury