Integrated Digital Marketing Strategy

This report discusses the nature, importance, and challenges of integrated digital marketing strategies. It proposes and evaluates an effective integrated digital marketing strategy for Dark Wood Coffee, including online advertising, SEO, and web analytics. The report also evaluates core digital skills, theories, concepts, and models and applies digital production skills.

Integrated Digital
Marketing Strategy

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
LO1 Critically Appraise the Nature, Importance and Challenges of Integrated Digital
Marketing Strategies...................................................................................................................3
LO2 Propose and Evaluate an Effective Integrated Digital Marketing Strategy with
Associated Objectives.................................................................................................................4
LO 3 Evaluate Core Digital Skills, Theories, Concepts and Models and Apply Digital
Production skills..........................................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
For any business in today's world, adopting an efficient marketing strategy is of utmost
importance because there is lot of competition in the current market. In the present era everybody
is going towards a digital world so it becomes necessary for a business also to do its promotion
through various digital ways in order to attract more customers. Everywhere it can be seen that
businesses are doing the promotion through online platforms. The main objective of this report is
to develop a digital marketing portfolio for Dark Wood Coffee. Here in this study various
integrated digital marketing strategies such as Online Advertising, SEO and Web Analytics will
be discussed and evaluated.
MAIN BODY
LO1 Critically Appraise the Nature, Importance and Challenges of Integrated Digital Marketing
Strategies
In the today's time the most efficient way through which a business can be promoted is
through internet. The business can be promoted by internet through implementing Integrated
Digital Marketing Strategies. It has seen in the recent years that as compared to other methods of
promotion and marketing the advertising through internet is gaining very much importance. It is
also gaining importance in the matter of marketing a business as through this online source of
promotion will reach more people as compared to the traditional ways of marketing. It is also
very cost efficient as compared to the other methods of the marketing. For instance if Dark
Wood Coffee will be doing its promotions through putting hoardings on the road, it will only
reach to the limited number of people who will be passing by that road but if the promotion will
be done by any social media platform, it will reach more people.
There are also various challenges in implementing the digital marketing strategy. The
most important challenge which every company faces while doing the promotion and marketing
of its products through online sources is that almost every business is putting their products or
services online in order to attract more customers. So there is a possibility that the product of a

company will get lost in such a big platform. It is very challenging that customers would be
seeing the products and services of Dark Woods Coffee at first on the online platform. This
challenge can be resolved by introducing uniqueness in the products and services of the
company.
The other challenge is that for doing marketing through digital media, the human
resources of the company must be having an extraordinary knowledge of new technological
advancements. To overcome this challenge the company should focus upon various training
programmes for the employees so that they can remain aware about the recent technological
advancements. For these training programmes experts of digital media marketing should be
called for in order to improve the skills of the employees of the company in doing the marketing
and promotion of the products and services of the company.
LO2 Propose and Evaluate an Effective Integrated Digital Marketing Strategy with Associated
Objectives
Regarding Dark Wood Coffee an effective digital marketing plan will be very useful in
this competitive market. This will help the company in getting the edge over its other
competitors. The following are the ways which can be adopted by Dark Wood Coffee in
promotion and marketing of its products and services:
ONLINE ADVERTISING
Everybody in the current digital era is using various online platforms. For this reason it
has become very important for a business to promote and advertise their products and services in
order to attract more customers. There are various online platforms through which the company
can advertise its products such as Facebook, Google Ads, Twitter, Snap chat etc. Each business
must adopt for this online advertising as per their size and financial resources available because
these above mentioned platforms charges a heavy amount for publishing the advertisements
(Belanche, 2019).
Regarding the Dark Wood Coffee adopting the digital strategy of online advertising, it
will act beneficial for its business as this brand of coffee is very popular in the United Kingdom.
Majority of the people in UK uses the internet facility so the Dark Wood Coffee can make a
connection with those people also who are living in the remote areas of United Kingdom where
the traditional way of marketing is very difficult. This online advertising which may be adopted
by Dark Wood Coffee will lead to target the more customers towards its business which will

enhance its revenue. The most beneficial way through which the company will enhance its profit
is promoting its brand upon Google Ads as this is the platform which is used by majority of the
people now a days(Woodruff, 2016). For adopting this digital marketing strategy it is necessary
for Dark Wood Coffee to follow an efficient process and by step by step only the company
should include this marketing strategy in their business:
Identification of Ideal Customers: This is the most important step while choosing the
online advertising as the marketing strategy. Before publishing any advertisement on Google it
must be taken into consideration that this advertisement is going to attract which types of
customers. For identifying the ideal customers which would be youth in the case of Dark Wood
Coffee, it must be considered that what are the keywords which they are majorly using and what
are their interests and beliefs. Here the DWC can use keywords such as “Most Famous Coffee of
UK” or “Best Coffee Brand in UK”(Fuchs, 2018).
Identifying Other Competitors: It will be necessary for Dark Wood Coffee to
determine that what types of online promotions has been adopted by its other competitors. It
must be taken into consideration whether the other competitors are using paid or unpaid
advertising. For DWC this identification is very necessary so that it can determine that what
online advertising tactics are used by its other competitors such as Nescafe, Kenco and Maxwell.
Determining the Needed Financial Resources: The Dark Wood Coffee must determine
the amount which they have to spend upon this online advertising. They also have to consider
about the availability of funds whether the finance is available with them or they have to borrow
some amount for the same. It is also recommended that DWC should raise funds if necessary by
issuing of the shares and debentures so that the lack of fund does not hamper the online
advertising of Dark woods Coffee(Zhang and Cabage, 2017).
Initial Testing: After arranging the funds for online advertising there must be an initial
test campaign in order to find out that whether through the proposed advertisement people will
buy the products and services of Dark Wood Coffee or not. As the Dark Wood Coffee is
planning to launch their advertisements on Google Ads it must be ensured that people will be
searching what DWC is offering them. With the help of initial testing the DWC will come to
know that what improvements are needed for them to implement to attract more people to their
brand of coffee.

Optimization: While ensuring a continuous profitability through an online advertising it
is necessary to keep checks and balances upon the methodology which a company is using.
There may be some chances that at initial stage the this online advertising is showing profit but
not afterwards. In order to ensure the profitability in a long run Dark Wood Coffee must be
focussed upon the testing the prices of its products and various offers etc. Also it is necessary to
increase the number of customers in this phase by Providing them with the new products and
services(Khan and Mahmood, 2018).
Scaling it Up: This is the final stage when the Dark Wood Coffee will be done with all
its testing regarding its Online advertising and their promotion of its products and services
through Google Ads has become profitable. Now the main aim of the DWC would be expanding
the level of traffic on the original source i.e. Google Ads and also to increase the traffic upon
other online platforms also such as Facebook & Twitter.
Email marketing for Dark woods coffee: Email marketing is a digital marketing strategy
with the help of which the organisation can send emails to the people in order to develop
relations with the prospects. They further enables them in converting the prospects of the
company in their recurring customers. With the help of various commercial mails either
individually to the prospects or in the groups the Dark Wood Coffee can easily increase their
number of customers. This will facilitate the business managers of Dark Wood Coffee in making
people aware of various offers provided by them along with their menus on a particular day as
they keep on offering differentiated combination each days. Email marketing will enables them
in achieving their three primary objectives which are related with building loyalty, trust and
brand image among the customers. Apart from these the benefits of email marketing for Dark
Wood Coffee are given below:
 this will enable them to reach to a large number of people with minimum cost with the
help of their specialised software that can automatically identify the people and evaluate
the mails
 the business managers of Dark Wood Coffee can easily segment the market on the basis
of their offerings each day and this will enable them, to convert the prospects into
customers

 with the help of this method of digital marketing their marketing team can easily identify
the changes that they have to make so that they can make improvements in their
campaign
 this can make their customers active in sharing the attractive offers made by the company
to their friends as it is easily and economic to share the best deals as per their taste and
preference
 this can ensure the reach to the global audience due to which it will become easier for
them to attract a large number of people across nations
SEARCH ENGINE OPTIMIZATION(SEO)
Search Engine Optimization can be defined as the process so that the online content of a
company can be optimized in such a way that it appears on the top of the search engine when a
certain keyword is being searched by some person. For instance if a person has uploaded an
article regarding how to prepare pizza, the person who has uploaded that article wants that it
should appear on the top if anybody searches for a keyword “Pizza Recipe”. The content which
has been uploaded on the Google must contain such attractive information that Google is likely
to show that content at top if the search has been made by using that particular keyword. The
Following are the certain measures which Dark Wood Coffee must ensure while optimizing
SEO:
What types of keywords are being used by people and what type of content people
want to see: Generally there are certain keywords which a person will write while searching for
a particular product or service. For instance if a person has to search for a coffee brand he will
search “Best Coffee Brands in UK”. Here while implementing SEO as their digital marketing
strategy the DWC must ensure that their brand of copy must come in the top results whenever
the above mentioned keyword is being used(Liu-Thompkins, 2019).
The Title Must be Attractive: The title of the article in which the details regarding the
products and services of DWC are there must be attractive in nature so that the searchers should
click on their link in order to enhance their digital marketing strategy. The title which would be
used by Dark Wood Coffee must be descriptive as well as attractive in nature so that it can show
its uniqueness to the interested customers. If it is possible then the certain keywords should be
included in their title by DWC so that Google shows it at the top of their website.

The URLs must be Short: While opting for a SEO the Dark Wood Coffee must ensure
that the URL they are using is of short nature. Having short URL leads in attracting more people
to visit their article.
The Language of the Content Must be Easy and Clear: The Dark Wood Coffee must
ensure that the language of the content which they have uploaded through SEO is not very
complex. It is a general tendency that people want to read that content more in which less
complex and less technical words has been used. It will give them more clarity also regarding the
products and services which are being provided by DWC. It will ensure the success of DWC's
digital marketing strategy(Michaelidou and Moraes, 2016).
WEB ANALYTICS
Web Analytics can be defined as collecting, reporting and analysing the data which has
been there on the website of a company. The main focus of this web analytics will be upon the
identifying the thing that how usage of the company's website is leading in the success or failure
in achieving the goals and objectives of the company. This web analytics is used so that the
experience of the people who are using the company's websites can be improved. For DWC it
must use Google Analytics for the purpose of web analytics. Following are the some tools of
Google Analytics which can be used by DWC:
Google Tag Assistant: It is an Extension of chrome which can be used by DWC in order
to troubleshoot the data which is available on its website(Redkina, 2017)
WASP: This tool of Google Analytics can act as a very important tool because it helps in
exploring and debugging the GA tracking issues. With the help of this the web analytics can
become very efficient in Dark Wood Coffee.
Ghostery: This feature of Google Analytics will also be very beneficial for DWC as it
will detect and block the tracking technologies of Dark Wood Coffee in order to page loads and
will also lead in protecting the data of the company(Saura, Palos-Sánchez and Cerdá Suárez,
2017).
Alexa Ranking: The DWC can also adopt the Alexa Ranking. Alexa ranking basically
means the calculation of proprietary methodology that combines a site’s estimated traffic and
visitor engagement over the past three months. By this the DWC will be able to find out that how
this adoption of web analytics will become beneficial of the company by determining the traffic
on the website.

LO 3 Evaluate Core Digital Skills, Theories, Concepts and Models and Apply Digital Production
skills
As in the recent era usage of internet has become a necessity for all the people. A digital
marketing strategy must be used by the company on the basis of various theories and models
which will help the company in efficiently applying in the promotions and marketing of the
products and services offered by the company. The following are the some models and theories
which a company should consider while implementing the digital marketing strategy:
RAT Model: As per this model the technology and online platforms should be used as
Replacement, Amplification and Transformation in the company. Here the replacement can
be defined as use of technology in such a manner so that there will be no changes in the
instructional practice. Amplification means when the task remain the same but using the
technology in the marketing and promotion will increase the efficiency which will lead in
attracting more customers. Transformation basically means that the ways of promoting the
business will change as digital media and various online platforms will be used to promote the
company.
6 Cs of Online Customer Motivation: As per this model which was evolved by Dave
Chaffey 6cs of customer motivation stands for a useful marketing plan which leads in defining
the value proposition for the company's website or online community to help communicate the
benefits of the digital brand. As per this model the right content must be used with appropriate
details of the product.
Hofackers 5 Stages of Information Processing: This model has been developed by
Charles Hofacker in which it was focussed that how the companies and the marketers will frame
the website so that valuable information regarding the products and services will be given. The
stages includes Exposure, Attention, Comprehension and Perception,Yielding & Acceptance
and Retention.
By applying the above mentioned models and by applying the various digital marketing
options which has been discussed above such as Online Advertising, SEO and Web Analytics the
Dark Wood Coffee will be getting the upper hand in the market over its other competitors as
there types of digital marketing strategies and models will help it in expanding its business not
only in UK but also overseas.

CONCLUSION
By the above study it has been concluded that adopting the digital marketing strategy will
be very helpful for Dark Wood Coffee. This type of marketing strategy will increase the
customers of the company, also it will ensure that the data which they are providing is being
protected. By introducing online advertising, web analytics and SEO the awareness about the
products and services of the DWC will be increased among its customers which will eventually
lead in the growth of the company.
REFERENCES
Books & Journals
Belanche, D., 2019. Ethical limits to the intrusiveness of online advertising formats: A critical
review of Better Ads Standards. Journal of marketing communications. 25(7). pp.685-
701.
Fuchs, C., 2018. The online advertising tax as the foundation of a public service Internet (p.
102). University of Westminster Press.
Khan, M. N. A. and Mahmood, A., 2018. A distinctive approach to obtain higher page rank
through search engine optimization. Sādhanā. 43(3). p.43.
Liu-Thompkins, Y., 2019. A decade of online advertising research: What we learned and what
we need to know. Journal of advertising. 48(1). pp.1-13.
Michaelidou, N. and Moraes, C., 2016. Internet users’ attidutes towards advertising on
Facebook. In Looking Forward, Looking Back: Drawing on the Past to Shape the
Future of Marketing (pp. 222-225). Springer, Cham.
Redkina, N. S., 2017. The development tendencies of web analytics tools. Automatic
Documentation and Mathematical Linguistics. 51(3). pp.112-116.
Saura, J. R., Palos-Sánchez, P. and Cerdá Suárez, L.M., 2017. Understanding the digital
marketing environment with KPIs and web analytics. Future Internet. 9(4). p.76.
Woodruff, T., International Business Machines Corp, 2016. Using a bloom filter in a web
analytics application. U.S. Patent 9,256,686.
Zhang, S. and Cabage, N., 2017. Search engine optimization: Comparison of link building and
social sharing. Journal of Computer Information Systems, 57(2). pp.148-159.