Integrated Digital Marketing Strategy

Integrated Digital
Marketing Strategy

Table of Contents
INTRODUCTION...........................................................................................................................3
Appraise the nature, importance and challenges of integrated digital marketing strategies......3
Effective integrated digital marketing strategy with associated objectives................................5
Core digital skills, theories, concepts and models and apply digital production skills...............8
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
In integrated digital marketing there are different types of strategies that helps an organisation to
conduct their multiple digital marketing functions by using various online platforms with the use
of internet. Digital marketing is defined as a measure through which businesses can deliver their
marketing performance via digital channels like social media, search engines, mobile
applications, websites and email (Pınarbaşı and Akpınar, 2020). With the help of online media
channel organisation can promote their services and brands in marketplace. There is significant
increase in the use of internet in all around the world; it enhances opportunity for businesses to
maximize their reach to maximum number of customers. Digital marketing proves to be a
measure through which organisations can undertake use of different channels and marketing
tools in order to gain more competitiveness in market place compared to rivals. With the
evolving digital age there are number of marketing strategies and model that can be undertaken
by organisation through which the can creatively attract consumers attention.
Present report has been made on Dark wood coffee limited; entity performs their
operations as a wholesale set in North of Yorkshire Pennines. Company perform their role as
distributor for beverages and cafe, restaurants and coffee shop. Entity is however a new arrival in
respective industrial sector and presently act as a small medium size company which is looking
forward to enlarge their market presence and consumer reach. For this digital marketing tools
and channels is being undertaken by organisation as to enhance their profitability.
Appraise the nature, importance and challenges of integrated digital marketing strategies
Digital technology is playing most important role for a business organisation through
which they can assure success of businesses in effective manner, as it enhances effectiveness of
their marketing and allows them to effectively position themselves in competitive world for
higher productivity and profitability. Digital technology enhances competitive nature of an
organisation through which they can enhance their product attractiveness in marketplace. This
makes businesses to have critical understanding and emphasizes upon importance of digital
marketing strategy while focusing on 5 p’s that are, product development, prising, promotion,
people, places and distribution.
The most important advantage of digital marketing is that, it accelerates easiness in terms
of buying and selling of products and services with the help of internet. In this business can
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undertake advantage of three business methods like Business to business, consumers to
consumers and businesses to consumers in order to make their online presence. Digital marketing
is having wide range of channels such as YouTube, Instagram, Twitter, Facebook that allows
organisations to influence consumer attention towards their business offerings.
However, despite of its importance there are many challenges that are associated with
digital marketing that requires businesses to focus upon in order to maintain effectiveness over
there marketing. According to the evaluation it has been identified that in order to effectively
maintain content and web pages it is essential for businesses to have higher talent and high
degree of technical skills that requires huge cost. In addition to this, maintenance of digital
marketing channels also include heavy investments, this makes businesses of any size to set their
budget accordingly and hire best talent to perform this task in effective manner (Hamal,
Sennaroglu and Arıoğlu, 2020). Further it has been identified that, in order to undertake
advantage of digital marketing it is essential for businesses to have understanding of different
factors that are:
 Creation of right marketing content and concept
 Identify marketing ROI (Return on investment)
 Understand digital technologies and tools in effective manner
 Manage and maintain website
 Identify need to train employees
Further this has been determined that, high performance websites requires frequent
updating and monitoring. Along with this, continuous engagement is also required in order to
provide support to customers 24/7.
According to the evaluation it has been identified that, digital marketing have both
important and challenges associated with it as in terms of importance it provides organisations
with the advantage of making their presence 24/ 7 to provide efficient consumer support. It not
only enhances loyalty among consumers but also facilitate organisations to undertake advantage
of technological benefits to conduct their e- commerce business in effective way. Along with
this, it enables businesses to trade and satisfy consumer needs in all around the world with the
help of Internet Services. One of the most important advantages of digital marketing is that
through this business can attract customers towards features of their products and services
through videos, emails, contents, pictures audios and more. However in order to manage and
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maintain digital marketing entities are required to understand challenges and features. It is
important for dark wood coffee to have proper understanding of effectiveness of digital
marketing as it not only allow them to enhance their market presence, but also facilitate them
towards making significant improvement in their overall business profitability. In addition to
this, it also allows company to attract customers towards their high quality coffee and its feature
comparison to other rivals in marketplace.
Effective integrated digital marketing strategy with associated objectives.
Business organisation is required to make adequate investment in digital marketing in
order to increase their overall profitability and productivity. According to the evaluation it has
been identified that Dark wood mainly deal with coffee. However this company hold only four
year of experience in marketplace. Thus in order to increase their services and products
awareness among customers company is emphasizing towards undertaking use of digital
marketing strategy in order to effectively reach out towards maximum number of individuals
(Mogaji, Soetan and Kieu, 2020). In this one of the most important consideration is online
advertising for which Dark Woods Coffee is looking forward to developing a website by
identifying target market needs in order to offer them services according to their preferences.
Online Advertisement
Online advertisement is mainly related to digital advertising that include internet
advertising, web advertising and online marketing. It is one of the most important sources of
marketing and advertising that allow organisation to undertake advantage of internet and conduct
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their promotional services in effective manner (Özoğlu and Topal, 2020). In terms with dark
woods it has been evaluated that by undertaking use of this mode of advertising strategy entity
can effectively make customers aware related to their products and services. In addition to this
entity can also attract customers with the help of attractive videos and audios towards offerings
of company.
Email Marketing
Email is an essential aspect of digital marketing in which organisation can make customers
aware about their existing and new product and services directly. By taking advantage of this
measure Dark Woods can influence consumers mind set with additional features and benefits.
For instance if there any additional modification in services and products this can also be
communicated to customers in time effective manner.
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Search Engine Optimisation
Search Engine Optimisation is defined as a process through which organisation can
effectively grow their quantity and quality of website traffic by making significant increase in
their website visibility or web pages. It has been identified that is defined as a science and art
through which organisation can get pages to rank higher in search engines like Google. By taking
use of this digital marketing technique Dark Woods can increase visibility of their web pages and
can further influence attention of target audience in effective manner.
Thus according to above mention in analysis it has been evaluated that integrated digital
marketing strategy is an effective measure that facilitate organisation towards higher profitability
and growth (Jayasree, 2020). There are different types of strategies of digital marketing through
which organisations can assure hire competitiveness in respective market place. It not only
increases capability of company to attract consumer’s attention in effective manner but also
allow entity to have higher profitability. Further it has been identified that digital marketing
strategies facilitate company to satisfy needs of customer’s at large scale while assuring higher
growth and development.
Integrated digital marketing strategies facilitate Dark Woods to fulfil their objective,
which is mainly related to expansion of their marketing and business presence in marketplace.
With the help of this, they can gain higher profitability and long-term sustainability in market
segment. Thus with the help of different type of digital marketing strategy company can
effectively maximize their presence through which they can further assure higher
competitiveness comparatively to other rivals. In addition to this it has been identified that with
the help of all above mentioned digital marketing strategy company can conduct their marketing
activities in cost effective manner through which they can ensure higher growth.
Core digital skills, theories, concepts and models and apply digital production skills.
There are different types of digital skills which is essential for employees to have in order
to conduct digital production in effective manner. Some of the skills such as programming web
and app development, digital business analysis, digital design and data visualisation, digital
project or product management, digital marketing, social media are some of the skills through
which objectives of organisation can be accomplished. In terms with digital business analysis it
aid an organisation to undertake right choices by providing independent as well as objective
mind set and applying a wide range of proven analysis techniques in order to formulate a
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convincing business case for investing in digital solution. With the help of this organisations can
effectively developed a digital ecosystem of technology through which they can assure their
business growth in effective manner.
While if it is talked about social media, it is one of the best promotion strategy through
which company can undertake use of Instagram, Twitter, Facebook and other countless social
media platform through which they can have direct access to consumers. In addition to this it has
been evaluated with the help of these methods entity can conduct their operations in cost-
effective manner and can further assure higher profitability (Korhonen, 2020). Digital marketing
is an another skill that allows entity to undertake use of digital marketing tools such as content
marketing analytics tool, SEO content marketing and social media marketing through which they
can enhance their business presence in marketplace.
Figure 1: Instagram Page
Source: https://www.instagram.com/darkwoodscoffee/?hl=en
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Figure 2: Facebook Page
Source: https://www.facebook.com/darkwoodscoffee
Thus, according to the above mentioned in analysis it has been identified that Dark Woods
Coffee by taking advantage of above-mentioned skills alone with digital theories like Digital
blooms can effectively enhance skills and efficiency of their employees through which they can
conduct the digital marketing performance in efficient manner.
CONCLUSION
As per according to the above mentioned report it has been concluded that Integrated digital
marketing strategy provide various forms of advantages to an organisation that not only enhances
their overall profitability but also maximize their growth and development in respective
industrial segment. By taking advantage of different type of digital marketing channels entities
can serve maximum number of consumers in time effective manner. Along with this, it also
enhances their market reach through which they can maximize their profitability at great extent.
However there are a number of challenges that can be faced by an organisation in the process of
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undertaking digital marketing strategies however this can be effectively overcome with the use
of certain methods and measures. It has been identified that there are different type of digital
marketing modes like online advertisement, Search Engine Optimisation, email marketing and
more through which company can effectively conduct marketing activities in time as well as cost
effective manner does by emphasizing wood upon digital marketing business can effectively and
can further assure their long-term sustainability and high profitability in marketplace.
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REFERENCES
Books and Journals
Pınarbaşı, F. and Akpınar, H.M., 2020. E-Trading decision making: An integrated digital
marketing approach with theory and cases. In Tools and Techniques for Implementing
International E-Trading Tactics for Competitive Advantage (pp. 184-202). IGI Global.
Korhonen, L., 2020. Business-to-business Digital Marketing Strategy: Case company X.
Jayasree, R., 2020. A STUDY ON DIGITAL MARKETING STRATEGY TOWARDS
HUMAN RESOURCE MANAGEMENT IN THIRUVATTAR TALUK. Studies in
Indian Place Names, 40(18), pp.2318-2324.
Oluwasola, O., 2020. 9 Digital marketing communication strategies for private universities in
South Western Nigeria. Strategic Marketing of Higher Education in Africa.
Mogaji, E., Soetan, T.O. and Kieu, T.A., 2020. The implications of artificial intelligence on the
digital marketing of financial services to vulnerable customers. Australasian Marketing
Journal (AMJ).
Hari, S. and Satish, M.D., 2020. International Conference on Redefining Human Resource and
Marketing Management Perspectives A Study on Recent Trends in Digital
Marketing. Studies in Indian Place Names, 40(60), pp.2919-2927.
Sajirun, M. and Syah, L.Y., 2020. INTEGRATED ISLAMIC SCHOOL MARKETING
STATEGIES THROUGH THE INTERNET IN 4.0 ERA. Dinasti International Journal
of Education Management And Social Science, 1(5), pp.716-723.
Özoğlu, B. and Topal, A., 2020. Digital Marketing Strategies and Business Trends in Emerging
Industries. In Digital Business Strategies in Blockchain Ecosystems (pp. 375-400).
Springer, Cham.
Hamal, S., Sennaroglu, B. and Arıoğlu, M.Ö., 2020, July. Marketing Strategy Selection Using
Fuzzy Analytic Network Process. In International Conference on Intelligent and Fuzzy
Systems (pp. 1008-1014). Springer, Cham.
Whitburn, D., Karg, A. and Turner, P., 2020. The Effect of Digital Integrated Marketing
Communications on Not-for-Profit Sport Consumption Behaviors. Journal of Sport
Management, 1(aop), pp.1-18.
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