Integrated Digital Marketing Strategy

This document discusses the concept of integrated digital marketing strategy and its application in the context of Dark Woods Coffee. It analyzes the macro and micro market environment, identifies potential market segments, and explains the plan to target each segment through digital marketing communication mediums. The document also provides an outline and critical evaluation of chosen digital marketing communication mediums and reflects on the skills developed from this module.

Integrated Digital
Marketing Strategy

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
An analysis of Dark Woods Coffee's macro and micro market environment.................................3
Dark Woods Coffee's potential market segments............................................................................4
An explanation of the plan to target each segment through digital marketing communication
mediums...........................................................................................................................................5
An outline and critical evaluation of chosen digital marketing communication mediums..............6
A reflection of the main skills that I have developed from this module..........................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Integrated digital marketing refers to the idea of creating some of the unique form of
expression in relation to identify the all channels that customer uses for themselves. It is like
using only one language for different situations. This can be said as the strategy that can blend to
all the marketing tactics. This is the process for arranging all the marketing channels to create
awareness for the product that is generally through the integrated digital marketing. In this, it is
going to be discussion about the analysis of macro and micro analysis of market environment
which is regrading the Dark Woods Coffee's. This is the company which have the production of
coffee and have various potential customer. In this, there is also discussion about the potential
market segment, and digital marketing communication medium which can give better business
result (McCorkle, 2017).
MAIN BODY
An analysis of Dark Woods Coffee's macro and micro market environment
PESTLE Analysis of Dark Wood's Coffee
Political factors: These factors determine the influence of government on industry. As
the new Brexit policy came into existence the value of coffee market in the UK is expected to
fall and won't get back to past level until 2025.
Economical factors: Factors that are influenced by the economy and the income of the
consumer. The greater difficulty of coffee trade and production establishes important sectorial
lineages in the economy. In respect to Dark Wood's Coffee, the economic development and
performance aspect the company is is largely dependent on commodity issue (Litvin, 2018).
Social factors: These factors focusses on upcoming trends and social environment in the
society. There are parts of the world where coffee growing culture will not be supported over the
coming year because those areas are now unsustainable due to climate changes. The company is
making sure that fair price is reaching to small farmers and rosters know how much of their
payment is reaching the small farmers.
Technological factors: These factors pertain to innovation of technology that affects the
workings of the company. In context to Dark Wood's Coffee, they have started to switch their
vehicles over to hybrid and electrical, installed 600 solar panels on the roof and also started
investing in new, larger capacity and more efficient roasters (Yang, 2018).

Legal factors: These factors include laws, rules and regulations that affects the
environment of business as well as country. The essence of the coffee industry is unsustainable.
The industry is sourcing cash crops from small farmers who are getting less paid than the cost of
growing it which is not good. At Dark Wood's Coffee, they are very aware of the fact and see it
as their responsibility to improve thing within the business as well as industry.
Environmental factors: This includes factors that influence by or determined by the
surrounding environment. In context to Dark Wood's Coffee, they are constantly driving towards
the path of sustainability as they are increasing the use of recycled plastic and are increasing the
quality and range of non-dairy alternatives.
SWOT Analysis of Dark Wood's Coffee:
Strengths: The company employ only 10 people to roast an exciting range of coffee from
Fortnum & Mason to local cafes. They have some nice successors winning multiple Great Taste
awards to two Golden Fork awards.
Weaknesses: The improving environmental standards making the company struggle to
keep up with the sophistication and increasing complexity of the speciality market. There is a
growing trend for transparency for green coffee sourcing and improved sustainability which is
complicated or impossible for the company to explain (Ndung’u, 2017).
Opportunities: The company is adopting wide approach towards the issue around
sustainability. They are developing a five-year strategy to address everything from how they treat
their staff as well as how they source green coffee. This will help the company to be more
transparent which will increase the reliability of the brand.
Threats: The company imports all the coffee form outside and the new policy is expected
to add new tariffs that will increase the cost. The coffee market in UK is expected to fall by
37.5%. the cost of importing roasted coffee beans would increase by 7% with no-deal Brexit.
Dark Woods Coffee's potential market segments
There are many potential market segment there in the market who are able to buy their
products. They are generally the restaurants who offer quality of coffee as the product to their
customer. Instead of this there are also many of the coffee shops, department stores and many
more are the potential customer who are there like to have the coffee. They are not larger in size
and due to this there are limited number of employees are there in business. There are adults are
majorly potential market segment who are there for the high market sales of their product. Coffee

houses, restaurants and grocery stores are the one who are there having the high potential for
market for the product of Dark Woods Coffee's there in the market. They are the one are there
equally having same potential for purchasing their product in the market (Jocevski, 2019). They
are the one who are there able to purchase maximum number of sales there in the market. In
relation to this, these three are the most important and having high potential market segment.
There are also some of the market segment which are not having high potential but they are there
in the market like coffee lovers, old age people and travellers who love to try different coffee
from different place with various varieties.
An explanation of the plan to target each segment through digital marketing
communication mediums
There are different communication mediums that are there in the market of digital marketing like
social media marketing, emails, templates, vouchers and many more. In many there is one of the
suitable medium for targetting each of the segment in effective manner is the email medium.
Email medium is the one which is able to provide better information in the formal way to any of
the business unit who are there for the business. There are many of the business unit who are
continue effective for their business (Micheaux and Bosio, 2019). Email plays an important role
in the formal way in which they are having the high potential for getting high customer base.
Each and every people use the email which is necessary in this digital world. There are many of
the people and about all business unit who like to use the email for the communication in the
formal way. This one is also able to provide the information to other business unit either for
awareness of the product or for the playing the business. Due to using by everyone there is high
chance for the Dark Woods Coffee's to create the awareness about their product. That can help to
get more business for their products. Email is able to influence each and every segment of
market in relation to create awareness about the brand. This can lead to increase the demand of
the product there in the market. Every people like to use the email and many of them regularly
active on mail that can give the opportunity to the Dark Woods Coffee's a chance to get better
business in relation to cover the potential market segment. Such is the plan that can be
implemented for crating the awareness about their product by this digital marketing
communication medium. This communication medium can help to get better chance to use this
medium for the communication purpose because this medium is having right and formal way to
communicate with other in respecting way (Zhang, 2019).

An outline and critical evaluation of chosen digital marketing communication
mediums
There is evaluation of the email as the digital marketing communication medium which is
there can provide different benefits that can help the Dark Wood Coffee's to get high business
due to creating awareness about the brand and its product. There is need to focus on some format
that is there used during the communication with others and with potential market segment.
There area some of the information which is there able to provide different things in mind
during the communication.
The subject line- There are numbers of mail in the inbox. There are many of the messages
which are there needed to be priorities, and to find quickly, in this, there is need to keep the
headline that is there as the subject line which can help to identify the mail having any purpose
or its spam. Without any subject line mail are generally considered as the spam mail (Thomas,
2020).
Proper grammar and punctuation- This is the one which provides the ability to get as a
formal mail that is import or not. In this, there is need to use the proper grammar that can attract
the reader to get better communication that can lead to productive result. This can help to get
better communication as friendly which can have more chance for getting acknowledge for that
mail. This can lead to take the mail seriously and can give attention towards the mail by the
client or business firm.
Length- There is need to focus on length of the mail that it should not be long and should
have the shortest length which have the correct information that contains better quality of idea or
information. It should be long enough that it can cover the topic in such a way that there should
not be any information that is not relevant to be provided.
Reader- There is need to focus on the audience who are there able to read the mail that is
being provided for specific purpose. There is need to focus on the targetted customer who are
there going to read the mail. Mail should have clear purpose that can drive the tone of target
audience.
These are the evaluation that can help to get the better outline for chosen marketing
communication mediums (Dosi, 2017).

A reflection of the main skills that I have developed from this module
There are different skills which are there learned by me during this module is about using
the email as the digital media for the communication purpose. I have learned that there are many
of the skills like using of proper communication that is used for the business purpose. I have also
learned about the use of proper grammar that is used for the better email writing for the business
purpose and for different target segment. I have learned that email can be used for the formal and
informal communication and people like to use the mail when they are there in the better and
proper manner which specific and attractive subject line. I have also learned about how to
analysis the market that can provide better information regarding the market and such
information can used for the better information regarding the business. I have improved the
learning about collecting the information about the coffee business which are there have the
better market with higher potential. I have learned the proper use of the mail for the business
purpose that can help to get better business with high benefits. These are the some of the skills
like different channel to use for the communication and the how to write the mail that can be
evaluated in better manner and analysing skill that can help to collect the information and to get
through it by interpretation has been developed and learned by me during this module
(Rodokanakis, 2019).
CONCLUSION
From above discussion, it can be concluded that there are many people like to have coffee
and in relation to this, there are many of the specification which are there for the coffee. There
are internal and external factor which are there can affect the business. In this, there is discussion
about the internal and external factors which are there able to impact on the coffee business. In
this, there is also discussion about the potential market segment. Along with this, there is also
information about the explanation of the plan that is there for target the market segment through
digital marketing communication mediums. There is critical evaluation about the chosen
communication medium which is a part of digital marketing. There is also discussion about the
learning which is learned form this module.

REFERENCES
Books and Journals
McCorkle, 2017. Using Twitter in the marketing and advertising classroom to develop skills for
social media marketing and personal branding. Journal of Advertising Education, 21(1),
pp.33-43.
Litvin, 2018. A retrospective view of electronic word-of-mouth in hospitality and tourism
management. International Journal of Contemporary Hospitality Management.
Yang, 2018. The Marketing Strategies of the Thai Rice Business in Xi’an City, Shaanxi
Province, China. Journal of International Buddhist Studies, 9(1), pp.116-140.
Ndung’u, 2017. Micro and macro policies in the Keynes+ Schumpeter evolutionary models.
Journal of Evolutionary Economics, 27(1), pp.63-90.
Jocevski, 2019. Transitions towards omni-channel retailing strategies: a business model
perspective. International Journal of Retail & Distribution Management.
Micheaux and Bosio, 2019. Customer journey mapping as a new way to teach data-driven
marketing as a service. Journal of Marketing Education, 41(2), pp.127-140.
Zhang, 2019. Vibration isolation of extended ultra-high acceleration macro–micro motion
platform considering floating stator stage. International Journal of Precision
Engineering and Manufacturing, 20(8), pp.1265-1287.
Thomas, 2020. Macro-and micro-properties of multi-recycled aggregate concrete. Journal of
Cleaner Production, 245, p.118843.
Dosi, 2017. Micro and macro policies in the Keynes+ Schumpeter evolutionary models. Journal
of Evolutionary Economics, 27(1), pp.63-90.
Rodokanakis, 2019. Vocational training in Greece: Evaluation at Micro, Meso and Macro level.
International Journal of Employment Studies, 27(2), pp.6-34.