Integrated Digital Marketing Strategy

This report discusses the concept and importance of digital marketing strategies and how they support organizations. It analyzes Dark Woods Coffee and their use of email marketing, online advertising, and Twitter. The report is based on secondary data and covers the subject of Integrated Digital Marketing Strategy.

Integrated Digital
Marketing Strategy

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
Concept of digital marketing and marketing strategies..........................................................3
Importance of marketing strategies........................................................................................4
How these digital marketing strategies supports the organisation.........................................6
CONCLUTION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Integrated Digital Marketing encompasses the idea of creating a unique form of expression that's
easy to identify in all of the channels your customer uses. That means it's a strategy that blends
all your marketing tactics. Digital marketing is basically a method which is used by the
organization for increasing the awareness and popularity of their product and brand image
between customers. In this method some specific strategies are effectively used by the company
for build strong relationship with customers (Banjac and Palić, 2021). Strategies includes email
marketing, online advertising, Twitter created feed and others. The chosen company is Dark
Woods Coffee for analysing the effects of digital marketing on their performance. The company
was established in 2002 and their main product which are highly popular between public are
coffee and other drinks. This report will be covered the concept and importance of digital
marketing, strategies used for promoting and popularising the company product etc. The report
will be prepared on the basis of secondary data which includes newspapers, journals, magazines,
articles and others.
TASK
Concept of digital marketing and marketing strategies
Marketing is also referring to a process where strong communication is developed between
customer and employee. This relationship is maintained effectively only when organization
delivered their best quality product to customers in time (Chede, 2021). Due to the utilization of
strategies effectively the revenue or profit of company are easily increased for long duration.
With help of digital marketing organization are able to identify the desires and wants of the
customers in effective manner. After the analysis of consumer wants and desires organization
modifies their drinking product which leads to increasing their sales effectively. In context to
Dark Wood Coffee, management must use their strategies effectively for increasing the sale of
their new and existing products. Strategies includes email marketing, online advertising, Twitter
and others.
Email marketing is basically a technique which is used by organization for sharing
various types of information to multiple users regarding their product and services with low time.
But it is also fact that in this process many fraud messages are send from hackers and crackers
which creates threats for the company performance and good will. But the effect of this strategy

is comes under the category of short duration. In aspect of online advertising it is also the other
type of technique which is used by company for increasing the brand and product popularity in
market. In this strategy the awareness and popularity of their product and services are covered at
broad manner and between customers. Due to the use of advertising method customers easily
received the information repeatedly in various devices which includes TV, radio, hording and
others. Twitter is basically a social media platform where all categories of information’s are
shared between multiple users within in few minutes. In today’s time young generations are high
used Twitter for sending and information effectively.
Importance of marketing strategies
In aspect of email marketing, online advertising and twitter various importance are
involved which are described below –
Email marketing -
Dear Customer,
We informing you that our company is going to provide our product to you at 30% of with
various flavours and taste. This offer is only for limited time so, please come in our shop and
take pleasant experience while consuming the coffee as well as enjoying the time.
With Regards
Dark Woods Coffee

Due to the use of these strategies organization are able to achieve better understanding of
market and customers. With help of all this strategy organization easily understand that in which
type of services and products (Herzog, Kellmeyer and Wild, 2021). In this process
communication between company and customer are done in personal manner. The other
importance in this strategy is that in this method management are highly responsible for
considering the feedbacks of the customers effectively regarding their product and services.
Email is one of the most important factor for both customer and organization or employee and
employer which leads to increase their communication level at higher rate. In context to Dark
Wood Coffee management must use this method effectively for sending the information about
new and existing drinks to multiple customers in fast manner. It leads to increase the popularity
of their product at higher rate specially between youngsters and children.
The other importance is increase of consumer convenience and reduction in time. It
means due to use of email marketing, online advertising and twitter company are able to provide
their services and products to customer in promised and accurate time. Because customers did
not like any type of delay for receiving their product from company. For increasing the
convenience of customers it is necessary for Dark Wood Coffee that they must use advanced
equipment’s for sending the messages of company to customers quickly. Because due to the use
of this strategy customers are able to make their payment and buy the company’s products easily
within law time in large quantity. Due to using various technology or digital marketing strategy
customers also have the option to access various types of information’s regarding their services
and also able to compare the price of their products digitally.
Online advertising –
Avoiding risk in their business activities – It means due to increasing utilization of technology
and updated technology risk are highly reduced in their business. Because with help of
technology company easily deliver best quality goods to the multiple customers in time. In
today’s time digital marketing are highly successful in comparison with traditional marketing. In
context to Dark wood coffee, management must use online advertising in legal manner for
sustaining positive communication with customers for long time (KOMARIAH, Yuliatiand
Riniati, 2021). When risk is highly decreased then definitely company are able to earn their
profit and income at maximum level. The other reason for reducing risk effectively in email

marketing is that legal permission are highly required in this strategy for sending and receiving
the messages in time.
Identification of target audience – It means that with help of digital marketing company
are able to target those customers who are highly beneficial for increasing their profit effectively.
For example, old and young generations are coming under the category of those customers who
liked the tea and coffee very much. In this way the productivity of the company is highly
increased in the form of expanding their services and functions in various locations. Due to
expanding their activities goodwill or reputation of organization are easily increased in
maximum level. In context to Dark Wood Coffee, they must always maintain quality in their
product which leads to increase the positive word of mouth from customers towards the
organization. Due to spreading the positive word of mouth new customers are easily attracted in
large number easily.

Twitter –
Developing awareness of company – It means when company facilitating their services
and products to their customers in good quality then, definitely their popularity is easily
increased in Twitter easily in fast manner. Because in this platform current status of the company
are easily spread at high speed from the existing consumers. It means if the information is spread
in positive manner by their clients then definitely their productivity and popularity are highly
increased in market. It leads to sustain their vision, mission and objectives in long term. But in
other side if organization are not able to facilitate their services and products to customers in
time. Then definitely company need to face financial loss at large level. In context to Dark Wood
Coffee, management must always maintain their standard and quality in their product according
to the government rules and regulations. In this way they are able to run their organizational
activities in smooth manner in any location.
Strong connectivity with customers – In this platforms customers are easily connected
organization in strong mode (Kumar, 2021). Because in today’s time customers are highly
consumed this app or social media platform for searching all types of information. In context to
Dark Wood Coffee management must run their business with transparency and fairness for run
their activities smoothly. Due to keeping transparency and fairness in their business goodwill of
the company are easily sustained in market and between customers for long duration.
After the analysis of above information, it is understood that digital marketing strategy
plays the crucial role for expanding the company’s market share and profit. Due to increasing

their revenue, activities of company are run in smooth manner. With help of effective marketing
strategies Dark wood coffee are able to facilitate those drinking product which are highly
consumable by the users according to the current trends which includes cold coffee, ice tea, soft
drinks and others. Due to facilitating these type of products users is easily attracted in large scale
and the visits of customers are also increased for long duration. Due to digital marketing
infrastructure and distribution channel of the company are also developed in effective manner.
How these digital marketing strategies supports the organisation
Email Marketing -
In aspect of Email marketing, company easily made conversation directly with the
customers. In this method customers have the option to share their problems or difficulties
directly to the company. Then after sharing their problems company will provide proper
solutions to them in fast manner. Due to this positive relationship between the employee and
customer are effectively sustained for long period. Email marketing can allow you to
create targeted and personalised messages. It can also improve response rates to your direct
marketing campaigns. Due to the use of email marketing organization are not able to send the
wrong or incorrect information to their customers. Because due to sending wrong information
chances are easily increased for decreasing the productivity and goodwill of company. The other
advantage by using this method from company is that it helps to increase the desires and wants
of the customer for short period. In context to Dark Wood Coffee, management must use this
strategy effectively for improving friendly or personal connection with customers in large
number. With help of personal communication company are able to identify the real wants and
needs of the customers effectively. The other advantage for using this strategy is that
organization are able to take feedback from their customers quickly regarding their services and
products. In this way friendly relations between company and consumers are easily sustained for
long time.
Online advertising -
In aspect of online advertising, when company used this strategy effectively then definitely then
definitely customers are easily attracted in maximum level for their product. Because here Dark
Wood Coffee highlight the features and specifications of their product in the aspect of
ingredients, taste and flavours (Madan, 2021). Therefore, natural ingredients and flavours are
highly essential for maintaining the health of customers in long time. For using this strategy in

appropriate manner organization must use talented employees and advertising agencies. Because
with help of effective add agencies company are able to repeat their product features and details
on regular basis on different devices. Devices includes Television, Radio, hoardings and others.
In this way the popularity of their product are easily developed in the minds of customers for
long time. In this method Dark Wood Coffee Shop have the ability and potentiality for
introducing wide range of drinking products according to the customers wants and desires. In
comparison with others it is the highly effective strategy which leads to increase the company’s
success at higher rate. In online advertising like other strategies reliable and meaningful
information’s are highly essential for the customers for taking right decision before buying the
product.
Twitter created feed -
In aspect of Twitter, it is basically a social media platform where lot of information are
shared between multiple users in fast manner. Twitter is also known as the particular app which
easily accessible for types of customers. In context to Dark Wood Coffee shop they must use
social medial platform for increasing the publicity of their product at higher rate within short
period. Because in today’s time Twitter are highly popular between all categories of customers
and in this facility customers use their mobile and other devices for reviewing the company’s
product quickly. The other and main benefit by using this strategy is that positive word of mouth
are effectively spread within short duration towards. Due to this company portfolio are easily
increased unlimitedly in various locations. But when we compare the twitter with online
advertising and email marketing, twitter is highly capable for spreading the awareness of
company’s product at large scale. Due to the effective utilization of Twitter it is necessary for
management that they must provide their information to customers in short, sweet and attractive
manner. Because in today’s time mostly customers did not like read the full details which are
highly time consumable.
From the above analysis it is understood that in email marketing and twitter investment are very
low. In these strategies meaningful and reliable information’s are moved in fast manner in
multiple locations and between multiple users (Malesev and Cherry, 2021). The other highlight
of these strategies is that legal formalities are very less for expanding the business activities and
services. These two strategies are eco-friendly in nature which leads to increase the desires and
wants of the customers in effective manner. But when we compare with online advertising only

one disadvantage is there that is in consumer’s mind product awareness are not effectively
developed. Because in today’s time in these two methods are highly generated by the hackers for
decreasing the goodwill of organization. But in aspect of online advertising huge amount of
investment are made by organization for displaying the correct information to the customers
regarding their product. Due to heavy investment company always maintained their standard and
quality in their services which leads to sustain their profitability ratio at higher rate for long time.
In this strategy misleading activities are highly reduced by company due to the various rules and
regulations of government. In this way customers always received the valuable and reliable
information’s from company for long duration.

CONCLUTION
From the above information it is concluded that digital marketing plays the major role for
increasing the productivity and work efficiency of organization. In digital marketing effective are
highly used by organization for popularising their new and old product in the market at higher
rate. Strategies includes advertising, email marketing, use of social media like twitter, Facebook
and others. Due to using these strategies the overall growth of the company is easily increased at
large level which is not good for competitors. In digital marketing information’s are easily
accessible for customers which leads to increase the convenience of customers for buying the
company product with in low time from any location. Online advertising refers to digital adds
which are shown in various devices by company. It includes big size hording, radios, televisions
and others.

REFERENCES
Books and Journals
Banjac, I. and Palić, M., 2021. ANALYSIS OF BEST PRACTICE OF ARTIFICIAL
INTELLIGENCE IMPLEMENTATION IN DIGITAL MARKETING
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Chede, B., 2021. Scope of Digital Manufacturing in India after Covid-19. Turkish Journal of
Computer and Mathematics Education (TURCOMAT), 12(10), pp.4197-4201.
Herzog, L., Kellmeyer, P. and Wild, V., 2021. Digital behavioral technology, vulnerability and
justice: towards an integrated approach. Review of Social Economy, pp.1-22.
KOMARIAH, S., Yuliati, L. and Riniati, R., 2021. Pemanfaatan Bio-Economy dari Glycine Max
dan Digital Marketing bagi Pengrajin Tempe.
Kumar, P., 2021. Enriching Blended Learning and Teaching Through the Use of Digital
Marketing and Information Technology. International Journal of Advanced Research in
Education and Society, 3(2), pp.116-127.
Madan, P., 2021. Digital marketing: a review. V Paradigm shifts in management practices in the
era of industry, 4, pp.64-71.
Malesev, S. and Cherry, M., 2021. Digital and social media marketing-growing market share for
construction SMEs. Construction Economics and Building, 21(1), pp.65-82.
Maylinda, S. and Sari, I. P., 2021. Optimalisasi Integrated Digital Marketing dalam Strategi
Pemasaran UMKM Imago Raw Honey. JABE (Journal of Applied Business and
Economics), 7(4), pp.521-533.
Muhammedrisaevna, T. M., Bakhriddinovna, A. N. and Rasulovna, K. N., 2021, March. Use of
digital technologies in marketing. In E-Conference Globe (pp. 281-284).
Nuseir, M. and Refae, G., 2022. The effect of digital marketing capabilities on business
performance enhancement: Mediating the role of customer relationship management
(CRM). International Journal of Data and Network Science, 6(2), pp.295-304.
Sari, J. I. and Susilo, J., 2021. STRATEGI BERTAHAN CAFE MELALUI PENDEKATAN
INTEGRATED MARKETING COMMUNICATION DI MASA PANDEMI COVID-
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