Integrated Digital Marketing Strategy ( Pass Criteria )

This report discusses the nature, challenges, and importance of integrated digital marketing strategies. It proposes an effective digital marketing strategy for Dark Woods Coffee, a UK-based coffee brand. The report also covers core digital skills, concepts, and models. Subject: Digital Marketing, Course Code: N/A, Course Name: N/A, College/University: N/A.

Digital Marketing
Strategy

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Nature, challenges and importance of integrated digital marketing strategies ......................3
Propose an effective digital marketing strategy.....................................................................7
Digital Marketing Portfolio..................................................................................................10
Find out core digital skills, concepts as well as models.......................................................12
CONCLUSION..............................................................................................................................15
REFERENCES:.............................................................................................................................16
Books and Journals...............................................................................................................16

INTRODUCTION
Business environment becomes very dynamic as there are continuously changes takes
place in the market that affects the operations of the business. It becomes very difficult for the
businesses to evaluate the external factors of the business on a regular basis. In the market
competitors come regularly which also affects the business activities (Pandey, Nayal and
Rathore, 2020). So there is a urgent need for the business to take effective actions in order to
survive in the market. Digital marketing plays an very important role in the development of the
business as it facilitates the business firms to find more and more customers and also helps in
adapting appropriate marketing strategy. There are various kind of marketing strategy that helps
the business to compete and helps in capturing a good share in the market. Digital marketing
strategy also helps the business to advertise their products and services in the market. For this
report, Dark Woods Coffee has been taken into account. This company is based in UK and was
founded in 2016. This report contains various challenges and importance of the digital
marketing strategy that helps the business to grow in the market. There will be also a discussion
on the effective digital marketing strategy. This report also focuses on the various types of digital
skills.
MAIN BODY
Nature, challenges and importance of integrated digital marketing strategies
Digital marketing is a strategy that is used to promote the products and services of the
company by using various types online platforms. The digitalisation of business helps them to

increase their operations of the business by reaching more and more potential customers in the
market. This strategy helps in finding the specific goals for the business. There are various
channels through which this strategy can be carried out. This facilitates the business to
communicate with large audience (Hanlon, 2021). Darks Wood Coffee is a famous coffee brand
that has operations in the country of UK. They are well established is the market as they use
effective marketing strategy to promote their coffee products in the market. There are some
nature, importance and challenges of the digital marketing strategy that are as follows:
Nature and Importance of Digital Marketing Strategy
Affordable:- Digital marketing strategy is relatively less expensive than any other
method of promotion. This strategy includes different kinds of platforms to promote the products
and services in the market (Sharma, Sharma and Chaudhary, 2020). Businesses can choose the
advertisement platform according to the budget of their marketing strategy.
Mobile Access:- Most of the people in the world uses their mobile phones in order to get
the information and news through various social media platforms. Digital marketing strategy
helps the business to reach their customers very easily while they are using phones. There are
various methods to send information like email, texting and social media on the phones directly.
This facilitates the business firms to promote their product and services in the market effectively
and in a very less time.

Expansion:- The shopping trend has been changed over the time and now most of the
people are using are online platforms to purchase new products which saves a lot of time.
Digitalisation of the business helps in order to increase the sales of the business and helps to
attract more customers towards the business (Kimand Moon, 2021). This strategy focuses on to
use various techniques to promote products in the market like google ads, campaigns regarding
to the brand awareness etc. This helps in the expansion the business activities.
Interactivity:- Digital marketing facilitates the business to directly communicate with
their customers in the market. This strategy provides the customers to write the review and
comments about the product. This helps the business to connect with the customers directly in
order to solve the problem of their customers.

Influencer Engagement:- In this time, various social media influencers are present in
the market who helps the business to reach more an more customers. Digital marketing helps the
business to connect with these influencers that helps them to increase their sales of the business.
This digital strategy is very important as it helps to create a brand image in the eyes of the people
who are connected with the social media influencers.
Darks woods coffee company uses various marketing strategy that includes , influencer
marketing, social media marketing and various marketing tools. This helps them to reach more
and more customers in the market which results in more generation of profits for them.
Challenges
Knowing the target audience:- It is very important for the business firms to select the
target audience before using the marketing strategy (Saura, Palacios-Marqués and Ribeiro-
Soriano, 2021). Business faces difficulty as sometimes they cannot meet the right amount of
customers for their business. It is very challenging especially for the new businesses to give
awareness of their brand and keep them engage through online platforms. Business sometimes
unable to find the best location and market in order to promote their products and services to the
desired audience.
Mobile-friendly approach:- Customers are now preferred online shopping more than
offline. So in order to purchase new products they use their smartphones (Behera and et.al.,
2020). It is very challenging for the businesses to attract the customers towards their websites on
mobile phones.
Dark Woods Coffee company also faces in difficulty in order to promote their products in the
market. Marketing department continuously analyse the new techniques of promotions but

sometimes they fails to implement it effectively. There are various elements that company should
evaluate before using the digital marketing strategy.
Propose an effective digital marketing strategy
Dark Woods Coffee is a famous coffee brand and they have variety of coffee flavours
with them. In order to promote new products in the market they uses effective marketing strategy
which helps them to reach more potential customers for their business (Nabieva, 2021). They
have variety of coffee products and coffee beans through which they can cater to the large
section of the market.
Dark Woods Coffee have various objectives that they wan to fulfil by using effective digital
marketing strategy that are as follows:
 To capture more market in the share.
 To become a coffee leader in the UK.
 To increase the sales by 10%.
For achieving of the several objectives, Dark Woods Coffee have various marketing techniques
which they can use to promote the products in the market. Several marketing techniques that
company can use are as follows:

Social Media Marketing:- This marketing is very effective for promotion of the
products and services in the market. By using various social media platforms they can target to
huge number of people (Dunakhe and Panse, 2021). As most of the people are using social media
and the company can make a huge advantage out of it by advertising their coffee products. This
will also helps the company to create a brand image in the eyes of the people as they sell best
quality of coffee products. They can use various platforms like Instagram, Facebook and twitter
which helps in attracting more customers towards their business.
Advantages of social media for DWC
 It is a low cost marketing tool that helps Dark Woods Coffee to grow quickly in the
market.
 Social media marketing facilitates the DWC to increase the sales by attracting more
customers.
 This enhances the brand image of the company in the market which builds the trust in the
eyes of their customers.
 This marketing tools helps them to reach more and more customers which will helps the
company in generation of more profits.
Disadvantages of social media for DWC
 It can prove to be a time consuming process for the Dark Woods Coffee as they have to
continuously responds to the problems of the customers through messaging and calls.
 This marketing can produce a negative impact on the business as customers are free to
provide feedback through online modes (Gupta, 2020). Sometimes unsatisfied customers
of DWC will leave a hateful comments if they are not satisfied with the product.
 It requires high cost of technical team for the company as there is a needs of daily update
of the events and products that are being held in the company.

Developing website:- Dark Woods Coffee can also make their personalised websites
through which they can easily give information about their products (Arkhipova and Gurieva,
2018). This will helps the company to create a valuable image in the eyes of the customers. Own
website of the company will saves the mediators cost as they can directly connect to the
customers.
Content Marketing:- It is very important for the businesses to give appropriate
information about the products and services. Dark Woods Coffee can use content marketing
through which they can use attractive slogans and tag lines for their coffee products. This helps
them in guiding the customers of their business about their new products. This helps the business
to find the relevant customers in the market.
E-mail Marketing:- This marketing tool is very useful as they keep on notifying the
customers about the products. Dark Woods Coffee can use this marketing strategy as this helps
them to stay top in the minds of their customers (Tsourgiannis and Valsamidis, 2019). It also
focuses on to retarget the previous customers by reminding of the new products of the company.

Search Engine Optimisation:- SEO is the most effective digital marketing tool as it
helps the business to stay at the top in the market. Dark Woods Coffee can use this strategy as
this facilitates them to use keywords and phrases related to what the customer is searching for.
Comparatively this is a little expensive tool but its give much advantages to the business but it
will help Dark Woods Coffee to attracts more number of customers.
Digital Marketing Portfolio
Portfolio Methods Contents
Email marketing campaign Through this marketing they are introducing
the new flavours of coffee in the market. Dark
Woods Coffee have also introduced the new
methods of producing coffee which helps them
to compete in the market. Their farmers have
enhances their skills in farming the coffee
beans for the company.
Online Advertising Dark Woods Coffee company is using various
promotional techniques to advertise their
coffee products in the market. Company should

use various social media platforms like
Instagram, Facebook and twitter etc. Through
using this they can post attractive photos and
videos that how they make coffee gives a
pleasure to their customers.
Search Engine Optimisation Dark Woods Coffee can use this strategy as
this will increase their online customers
engagement. This will help them to use various
kinds of hashtags and keywords in a effective
manner which keep DWC at the top of the
search bar.
STP of Dark Woods Coffee
 Segmentation:- This means that to finding the appropriate audience for the business in
relation to the products of the company. DWC sells various flavours in coffee products in
the market and this helps them to target their desired audience (Qurratu'Aini and Hapsari,
2019). This factors includes various elements like demographic, geographic, behavioural
etc.

 Targeting:- This means selecting and targeting the customers by knowing of their taste
and preferences through which they can satisfy their wants. Dark Woods Coffee usually
targets young generation towards their business.
 Positioning:- This helps to create a brand image of the Dark Woods Coffee company in
the market. It also enhances the trust of the customers and helps to build a powerful
position in the market.
Find out core digital skills, concepts as well as models
Dark woods coffee is an organisation that offers large range of coffee related resources.
The enterprise is located in United kingdom in west Yorkshire Pennines. To gain competitive
advantage in the region the company must have digital skills and use it for the beneficiary of the
company. The company needs employees who have skills about complex digital skills to create
and use effective digital marketing plan.
Digital business analysis:
Digital business analysis is a review performed by business analyst. The digital business
analysis helps in reviewing business performance and look for opportunities in various digital
channels which includes websites and applications. By this method dark woods coffee company
will be able to review company's online performance, with producing reports and providing
instruction based on data analysis done (Leung and Mo, 2019). The task which will be involved
will be analysing and reporting on information made available from channels, helping in
collaboration of teams with multiple business areas like marketing, sales etc.
Digital project management:
It is a process of managing digital and online projects from concept of completing it
within budget and using resources in the capacity available. It involves methods such as
planning, tracking, reviewing and measuring results. The whole process is managed by
management software's. Dark wood coffee uses this management tool to grow business and see
return on investment on projects. Dark wood must get aware of various types of projects like
websites, mobile apps, videos, games,events, content, advertising etc. the role of this skills is to
ensure all the important resources for a project are delivered on time and considering budget.
The projects are handled by project managers it is must made sure that goal of the project for

dark woods must relate with business growth. To move on smoothly while using this process
requires assigning tasks and deadline, clearing roadblocks, communication and engagement and
others.
Digital theories and models
Various theories and models of digital marketing facilitates the Dark Woods Coffee
company to understand the techniques and tools in relation to their company. There are some
theory and models that are discussed below:
Technology acceptance model: This models helps the company to find out the best
techniques of production in the market. It focuses on to select the effective technology through
which they can carry out their operations (Deiss and Henneberry, 2020). This facilitates the
company to use and introduce the latest tools of the company which helps in serving the relatable
information.
Honeycomb Model: This models helps in organising and selecting the effective social
media marketers which helps the business to use effective digital marketing tools and techniques.
This model includes seven blocks which defines the overall system. This model helps the
marketer department of the Dark Woods Coffee company to use all the seven blocs in a effective
manner which helps them in growth of their business.

CONCLUSION
From the above report it can be analysed that digital marketing strategies plays as
important role in the growth of the business. There are various kinds of importance and nature
digital marketing strategies have been discussed. Challenges of the marketing strategy have also
been taken into account that affects the operations of the business. This report included an
effective digital marketing plan for the business which helps the company to grow in the market.
In above report there is a discussion of digital marketing portfolio. STP of the company have
also been discussed. At the last of the report various types of digital skills and models are taken
have been taken into account.

REFERENCES:
Books and Journals
Arkhipova, N.I. and Gurieva, M.T., 2018. Modern trends in the development of digital
marketing. RSUH/RGGU Bulletin. Series Economics. Management. Law.
Behera, R.K and et.al., 2020. Personalized digital marketing recommender engine. Journal of
Retailing and Consumer Services, 53, p.101799.
Deiss, R. and Henneberry, R., 2020. Digital marketing for dummies. John Wiley & Sons.
Dunakhe, K. and Panse, C., 2021. Impact of digital marketing–a bibliometric review.
International Journal of Innovation Science.
Gupta, S., 2020. Digital marketing. McGraw-Hill Education.
Hanlon, A., 2021. Digital marketing: strategic planning & integration. Sage.
Kim, K.H. and Moon, H., 2021. Innovative digital marketing management in B2B markets.
Industrial Marketing Management, 95, pp.1-4.
Leung, K.H. and Mo, D.Y., 2019, December. A fuzzy-AHP approach for strategic evaluation
and selection of digital marketing tools. In 2019 IEEE International Conference on
Industrial Engineering and Engineering Management (IEEM) (pp. 1422-1426). IEEE.
Nabieva, N.M., 2021. DIGITAL MARKETING: CURRENT TRENDS IN DEVELOPMENT.
Theoretical & Applied Science, (2), pp.333-340.
Pandey, N., Nayal, P. and Rathore, A.S., 2020. Digital marketing for B2B organizations:
structured literature review and future research directions. Journal of Business &
Industrial Marketing.
Qurratu'Aini, H. and Hapsari, A.Y., 2019. Interests influence of digital marketing product sales
in exports by SMEs in bandung. Global Business and Management Research, 11(1),
pp.217-225.
Saura, J.R., Palacios-Marqués, D. and Ribeiro-Soriano, D., 2021. Digital marketing in SMEs via
data-driven strategies: Reviewing the current state of research. Journal of Small Business
Management, pp.1-36.
Sharma, A., Sharma, S. and Chaudhary, M., 2020. Are small travel agencies ready for digital
marketing? Views of travel agency managers. Tourism Management, 79, p.104078.
Tsourgiannis, L. and Valsamidis, S., 2019. Digital marketing in tourism: why Greek tourists use
digital marketing applications like Airbnb. International Journal of Culture, Tourism and
Hospitality Research.