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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