Integrated Digital Marketing Strategy

This report discusses the analysis of macro and micro environment factors, potential market segment, and various digital marketing communication mediums used by Dark wood Coffee. It also reflects on the skills learned within the module.

Integrated Digital Marketing
Strategy
1

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
Analysis of Macro environment..................................................................................................3
Analysis of micro environment...................................................................................................4
Dark wood Coffee potential market segment..............................................................................5
Digital marketing communication mediums...............................................................................5
Evaluation of digital marketing mediums....................................................................................6
Reflection of the varied skills learned within module.................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9
2

INTRODUCTION
Advancement and development in technology have provided opportunities to enterprise
to expand their business operation by making use of digital technology to attract wide range of
customers. Digital marketing strategies are method related to the way brand image and business
is promoted to customers through internet. Dark wood Coffee is private limited company that
offers products to number of hotels, restaurants and coffee shops in order to enjoy profit margin.
So, this report includes analysis of macro and micro environment factors, potential market
segment and several digital marketing communications medium that are used to influence
diverse individuals residing in society (Vieira,de Almeida and Arunachalam, 2019).
Analysis of Macro environment
Macro environment is wider terms that explained prevailing condition in the economy
thus includes factors like disposable income of customers, recent trends and development,
political situation and environment. Pestle analysis is a most effective tool that could be used to
analysis macro environment of Dark wood Coffee. Such as:
Political factor: United Kingdom due to government policy i.e., Brexit have to suffer political
instability that have created difficult for Dark wood Coffee to select appropriate strategy that
could be fruitful or yield more outcome (Desai, 2019).
Economic condition: COvid-19 has resulted in economic recession in United Kingdom such as
high unemployment rate, low disposable income, more cost of raw material. Thus, cost of
acquiring raw material has been increased for Dark wood Coffee that has negatively impacted on
overall profit margin and sales volume of firm.
Social factor: There are number of companies that provide coffee products to consumers so
they have more alternative options to satisfy their needs. So, they want to be part of firm that
offer maximum value products at reasonable rates therefore Dark wood Coffee by offering
coffees at low prices can gain competitive advantages (Loonam and et.al., 2018).
Technology: More use of innovative technologies or strong interconnection between people
through internet, social media sites has influenced company to make use of digital media to
influence customers. So, Dark wood Coffee by positing videos and image on social media, using
3

content, email marketing, official websites is able to build strong relationship with maximum
number of individuals.
Environmental factor: Increasing awareness among people related to sustainable management
of resources has forced companies to take crucial measure to save resources so that need of
customers can be fulfilled in best possible manner (Kotane, Znotina and Hushko, 2019). Dark
wood Coffee in order to bring economic of scale or offer maximum value to end users have
make optimum utilisation of resources.
Legal factor: There are numerous laws that regulate business operation like employment law,
discriminative, health and safety, equal wages to all and working hours ( Company while
establishing and operating its business have abide to all legal regulatory so that it can effectively
achieve its goals (Papageorgiou and et.al., 2020).
Analysis of micro environment
Micro environment can also be termed as immediate environment that directly impact on
performance, productivity and profitability of organisation. It consist elements such as
competitors, suppliers, employees, shareholders, customers and several other individual hat are
interest in operation of business (Carvalhosa and et.al., 2017). Therefore, SWOT model is used
to analysis micro environment of Dark wood Coffee as follows:
Strength: Dark wood Coffee is well known for providing qualitative coffee at minimum prices
thus large number of customers wants to have its products to fulfil their needs. Company have
strong supply chain and relationship with key individuals that have contributed in effective
growth and expansion of business.
Weakness: The biggest weakness of firm is that it has limited availability of resources and
presences in global market that have created barrier in more diversification of business.
Opportunity: Company has opportunity to enter into international market by forming joint
venture or merging with local firm in order to enjoy higher profit margin and attract more
customers (Sozuer and et.al., 2020).
Threat: Uncertain circumstances or changes in external environment such as Covid-19, Brexit
have resulted in decrease in sales volume of firm. Increasing number of competitors in United
Kingdom is another threat for Dark wood Coffee so it needs to make use of differentiates, unique
method to retained maximum individuals in the organisation (Hwangbo and Kim, 2019).
4

Dark wood Coffee potential market segment
Marketing manager of Dark wood Coffee have classified and segment customers on
several basis in order to get right target market for growth of firm. Psychological, incomes,
demographical and geographical are some of the factors that have been used by company to
segmented potential customers (Hwangbo and Kim, 2019). Several factors that have been used to
segment end users by company are illustrated below in more detail:
Psychological Factor: These are social needs of individuals that motivate it to prefer particular
brand products and services as compared to another so that its wants can be fulfilled.
Psychological Factor includes taste and preference of individuals, their interest level, family
background or recent trends in market (Papageorgiou and et.al.,., 2020). Dark wood Coffee have
consider all such key elements while targeting its potential market for benefit of organisation.
Demographical factor: It means company have classified people on basis of their age, gender
and race etc. to classify individuals that are potential customers for organisation. Therefore,
through demographical segmentation company is able to segment people that are belonging to
age of 1-18, 18-55 and above 55, number of males and females in society and type of social
culture followed by group of individuals (Gaitniece, 2018).
Geographical factor: It is another factor which has been used by Dark wood Coffee for market
segmentation in order to take decision regarding the place products needs to be available so that
it can be supplied or distributed to end customers.
Income factor: Customers select products and services as per their income basis so company
have segment people on income group basis in order to get right target market. So, Dark wood
Coffee has offered products to individuals in respect to their disposable income and needs.
Digital marketing communication mediums
 E Mail advertising: The digital Email marketing can be understood as one of the most
active and new functional method of digital promotion metrics for companies to promote
higher scale goals among large sections of customers and also to potentially target higher
revenue scenarios (Low, Ullah and Lee, 2020). The E mail marketing has been
understood as also as one of the new working horizons and also for creating larger
productive profits under functional new position goals, where Dark Wood Coffee cafe
will be able to yield focus towards gaining larger new synergy of goodwill. There are also
active potentialities among new working horizons where digital marketing will be able to
5

work on new scenarios by directly promoting new working goals and also to determine
larger profits. The target consumers such as young aged people, college students and
coffee lovers will be able to develop stronger effective reach among wider levels, where
email advertising is highly operational for new work goals and to leverage focus towards
wider domains of expertise (Amankwah-Amoah, Boso,and Debrah,2018). Online advertising: The online advertising is also one of the new working horizons of
promotional factors for new larger vision profits and to create larger vision for gaining
large consumers reach. There is also greater use of digital marketing within online
advertising where it can be understood as larger working shift positively to reach larger
people, and to yield focus on developing new quest horizons widely. The Dark Wood
Cafe by using online advertising and various platforms through digital marketing will be
able to attract young aged people, such as teenagers and coffee lovers and also
functionally work towards gaining best marketing strategies forward. Online advertising
is one of the best digital platform networking, for communicating among customers and
also for new workforce evocative goals enhancement which will also leverage larger
goals competitive business (Zatwarnicka-Madura, Siemieniako and Sazonenka, 2019).
Evaluation of digital marketing mediums
The evaluation of digital marketing mediums enables us to analyse that there is high
functional innovation within long diverse platforms among working avenues within business
scenarios and also for keeping up with wider functional scope. The Dark Wood Cafe will be
able to build new efficiency and competitive strengths within larger goals for promotional
functional scenarios, which will also develop new profits in future (Dwityas, Mulyana, and
Putrianti, 2020).
 It can be analysed in detail with focus towards working paradigms that email marketing
within digital marketing has been raising as one of the most common and highly
attractive parameter for great efficacy within working standards. There is also larger new
quest goals found where email marketing has wide positive goals such as operational
enhancement into new horizons, wider reach within target customers for promoting
products and services. It is also cost effective digital standards for new working leverage
profits where new horizons specialised parameters have been worked on for gaining
larger goodwill among consumers. The cafe will not only generate stronger working
6

revenue standards in future operational goals, but also keenly work towards keeping high
form of diversity in varied new growth formative patterns which will promote new
competitive paradigms of profits in business (Bala, and Verma,2018).
 The online advertising is also another new functional scenario for large scale functional
innovation within digital marketing to keenly bring larger goals, where dark wood coffee
cafe will be able to promote larger work horizons widely. It can be also understood that
there is large efficacy within customers market reach for company to progressively build
wider goals specification and to yield new functional innovation for lager efficacy on
wider digital promotion parameters. It has been also specifically analysed that there is
also larger investments planned on where new functional advancement operations have
been highly demanded and also to develop larger new training, development for all
employee (Krizanova, Lăzăroiu and Moravcikova,2019). Dark Wood Coffee cafe has to
plan on various parameters for larger investments within new working scenarios where
digital communication channels have been actively worked on. It can be also understood
that by implementing various technical instruments there will be demand grown towards
new working operations, for working with strong technology standards. It will also
promote higher diversity among operations for gaining stronger functional approach
within digital marketing scope and fort also promoting new working growth capacities
(Herhausen, Miočević and Kleijnen,2020).
Reflection of the varied skills learned within module
There are various factors of reflective learning of varied skills while working on this
report and analysing module aspects, where competitively i have also potentially also worked on
wider new growth fundamentals which have broadened my working operators on larger goals
(Cateora, Gilly and Graham, J2020).
 I have worked on learning of new working metrics such as larger efficacy in my business
scope for larger professional excellence further in my career and also informatively
there is larger work goals formed. The module learning also developed m interests for
gaining new varied scope in various subjects, marketing parameters and also to leverage
wider functional phenomenon. There is also synergy worked on within my horizons to
experience higher functional scenarios where time management skills, learning
potentialities to work on researching new aspects have been widely growing on larger
7

areas (Chaffey, 2019). I have also learnt new goals and parameters of effective digital
marketing within business where the synergy to practically enhance new work goals is
wide. It could be also understood that there are various larger potentialities to build keen
scenarios for competencies in academic excellence and for enhanced vision formulation
where there are larger goals built on (Strycharz, van Noort and Smit, 2019).
 I have also developed stronger writing skills and generated vision for forming new
working excellence towards wider arena , to practise higher working excellence and also
to leverage new fundamentals where new quest goals are larger. The module writing have
made me learn larger goals of wider synergy within operations, to practically work
towards gaining new scenarios for more effective functional marketing and also to
operate longer working goals into business to deploy innovation. I have also practically
worked on strengthening my ideas creating expertise by working on scenarios where i
have also kept focus towards generating diversity of operations and skills such as best
team working skills (Sekarwinahy, Mand et.al., 2018).
CONCLUSION
From the above report it can be concluded that company have make best use of different
digital marketing channel to influenced diverse individuals. Marketing strategies of company
mostly depends upon type of market condition in which company is operating so that best
outcome can be gained. At last, it can be stated that Dark wood Coffee needs to make optimum
utilisation of multi- channel digital marketing to attain its objectives in limited time frame (Yoga,
Korry and Yulianti, 2019)
8

REFERENCES
Book and journals
Amankwah-Amoah, J., Boso, N. and Debrah, Y.A., 2018. Africa rising in an emerging world: an
international marketing perspective. International Marketing Review.
Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D. Verma (2018).
A Critical Review of Digital Marketing. International Journal of Management, IT
& Engineering, 8(10). pp.321-339.
Carvalhosa, P and et.al., 2017, April. Pervasiveness in digital marketing–a global overview.
In World Conference on Information Systems and Technologies (pp. 391-398).
Springer, Cham.
Cateora, P. R., Gilly, M. C. and Graham, J. L., 2020. International marketing. McGraw-Hill
Education.
Chaffey, D., 2019. Digital marketing. Pearson UK.
Dastane, O., 2020. IMPACT OF DIGITAL MARKETING ON ONLINE PURCHASE
INTENTION: MEDIATION EFFECT OF CUSTOMER RELATIONSHIP
MANAGEMENT. Journal of Asian Business Strategy, 10(1). pp.142-158.
Desai, M. V., 2019. Digital Marketing: A Review. International Journal of Trend in Scientific
Research and Development, pp.196-200.
9

Dwityas, N.A., Mulyana, A., and Putrianti, M.K., 2020. Digital Marketing Communication
Strategies: The Case of Indonesian News ‘Portals. International Journal of
Economics and Business Administration, 8, pp.307-316.
Gaitniece, E., 2018, September. Digital Marketing Performance Evaluation Methods. In CBU
International Conference Proceedings (Vol. 6, pp. 135-140).
Herhausen, D., Miočević, D., and Kleijnen, M. H., 2020. The digital marketing capabilities
gap. Industrial Marketing Management. 90. pp.276-290.
Hwangbo, H. and Kim, Y., 2019. Session-based recommender system for sustainable digital
marketing. Sustainability, 11(12). p.3336.
Idrysheva, Z and et.al., 2019. Marketing communications in the digital age. In E3S Web of
Conferences (Vol. 135, p. 04044). EDP Sciences.
Kotane, I., Znotina, D. and Hushko, S., 2019. Assessment of trends in the application of digital
marketing. Scientific Journal of Polonia University, 33(2). pp.28-35.
Krizanova, A., Lăzăroiu, G., and Moravcikova, D., 2019. The Effectiveness of Marketing
Communication and Importance of Its Evaluation in an Online
Environment. Sustainability, 11(24), p.7016.
Loonam, J and et.al., 2018. Towards digital transformation: Lessons learned from traditional
organizations. Strategic Change, 27(2), pp.101-109.
Low, S., Ullah, F., and Lee, C. L., 2020. Smart digital marketing capabilities for sustainable
property development: A case of Malaysia. Sustainability. 12(13). p.5402.
Papageorgiou, G and et.al.,., 2020, April. Towards the Development of a Digital Marketing
(DM) Competencies Framework. In 2020 IEEE Communication Strategies in
Digital Society Seminar (ComSDS) (pp. 145-149). IEEE.
Sekarwinahyu M , M and et.al., 2018. Development of problem based learning for online tutorial
program in plant development using Gibbs' reflective cycle and e-portfolio to
enhance reflective thinking skills. In Journal of Physics: Conference Series (Vol.
1157, No. 2).
Sozuer, S and et.al., 2020. The past, present, and future of marketing strategy. Marketing
Letters, 31(2). pp.163-174.
Strycharz, J., van Noort, G., and Smit, E., 2019. Contrasting perspectives–practitioner’s
viewpoint on personalised marketing communication. European journal of
marketing.
Vieira, V.A., de Almeida, M.I.S., and Arunachalam, S., 2019. In pursuit of an effective B2B
digital marketing strategy in an emerging market. Journal of the Academy of
Marketing Science. 47(6). pp.1085-1108.
Yoga, I. M. S., Korry, N. P. D. P. and Yulianti, N. M. D. R., 2019. Information technology
adoption on digital marketing communication channel. International journal of
social sciences and humanities, 3(2), pp.95-104.
10

Zatwarnicka-Madura, B., Siemieniako, D., and Sazonenka, Y., 2019. Strategic and operational
levels of CSR marketing communication for sustainable orientation of a
company: A case study from Bangladesh. Sustainability, 11(2), p.555.
11

12

13