Integrated Digital Marketing Strategy

Integrated 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.....................................................................5
Find out core digital skills, concepts as well as models.......................................................11
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
In today's world business environment is becoming more complicated because of various
developments on daily basis. It is becoming very difficult for organisations to take rightful
actions in order to survive in this complex environment. Furthermore, as new companies are
entering in the market this increases the competition. It has become very important for
organisations to develop unique strategies that could help them in gaining advantage over their
competitors (Hassan and Dadwal, 2018). To overcome certain challenges organisations are
trying to identify the solutions. There are different marketing tools that help the organisation to
promote its products or services in the market.
In the present time of digitalization, the strong tool that helps in achieving success is digital
marketing. In this report the focus is paid off on social media marketing, email marketing and
search engine optimisation. For the purpose of this report Dark Woods Coffee which is a UK
based company is being taken to understand the impact. The company was established in the
year 2016. Further in this report the integration of digital marketing strategies and what skills are
required to implement practices is being discussed in detail. The end part of this report focuses
on different models that are used to support digital marketing.
MAIN BODY
Nature, challenges and importance of integrated digital marketing strategies
Digital marketing is an activity used to promote products or services of a company with
the help of internet on various social platforms by a bunch of people. In this world of

digitalization this marketing activity helps a company in expanding its reach to customers as well
as attracting them towards company.
Dark Woods Coffee is in the market of UK since 2016 and the success of the company is
based upon the utilization of marketing strategies to promote their products. The main focus of
digital marketing is on developing schemes to achieve the desired goals and objectives. To
deliver the objective of promotion this approach is one-of-a-kind which supports customers in
recognising it among various channels.
Nature and importance
 To provide a perfect solution for an organisation Integrated digital marketing is the
mixture of various marketing strategies.
 The integrated digital marketing is concerned with the marketing in order to attract
potential customers towards purchasing of products or services of an organisation.
 Dark Woods Coffee to advertise its products could use various marketing strategies such
as content marketing, paid advertisement, web development, social media marketing
and other marketing strategies (Backaler and Shankman, 2018).
 By implementing effective digital marketing, a company could make its products or
services recognisable among customers.
Challenges
As in a marketplace companies may face various challenges that is the why they choose
digital marketing for promotions. Dark Woods Coffee has implemented various digital marketing
strategies but there are certain issues with digital marketing which has been discussed below:
 Budgeting is considered a major problem that companies are facing nowadays as every
organisation needs budget for marketing (Chaitra and Nijaguna, 2019). It is very difficult
for Dark Woods Coffee to examine the budget while promoting their products and
services. It is becoming an issue for businesses to examine how they could promote their
products and services with little resources.
 Companies must have a knowledge of all digital marketing tools as they change
regularly. The companies must hire people who have the complete knowledge of digital
marketing tools.