Analyzing CAFEPOD's Digital Marketing Channels and Content Strategy

This report analyzes CAFEPOD Coffee's digital marketing strategy, focusing on the channels used, the creative content deployed, and the effectiveness of their landing pages and conversion experiences. The report identifies email marketing, social media marketing (particularly Facebook and Instagram), search engine optimization (SEO), and content marketing as key channels utilized by CAFEPOD. It emphasizes the importance of creative and engaging content, including visual elements, social media posts, live chats, and interactive tools, in attracting and retaining customers. The analysis also touches on the significance of content management systems and web tools in managing and optimizing online presence. Furthermore, the report explores how CAFEPOD can leverage these channels and content strategies to enhance brand awareness, customer engagement, and ultimately, sales conversions. The report also highlights the importance of testing and optimization for continuous improvement of digital marketing efforts.

Digital marketing

Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
Which digital channels the company is currently using..............................................................3
The creative and content being used across channels..................................................................5
Effectiveness of the landing page and conversion experience....................................................7
Evidence of testing and optimisation capability..........................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Digital marketing is defined as the important component of marketing that used by
organisation to promote organisational products and services through internet as well as online
based technologies like desktop, mobile phone, computer and other digital media platforms.
There are various type of digital marketing such as social media marketing, email marketing,
mobile marketing, search engine optimisation and marketing analytics that helps organisation to
reach potential customers towards organisational products and services. In this report CAFEPOD
COFFEE organisation is taken into consideration that is established in the year of 2011 in
London. It provides quality coffee for adventurous coffee drinkers. It is founded by the
entrepreneurs Peter Grainger and Brent Hafield. CAFEPOD is available in all major supermarket
and online retailers with range of Nespresso, Roast Whole Bean and Ground coffee. This report
covers various digital channels that are used by the organisation to reach wider number of
customers. Description of creative content that is used across the communication channel and
effectiveness of leading page and conversion experience as well as evidence of testing and
optimisation capabilities are explained in this project report.
TASK
Which digital channels the company is currently using
Digital communication: Digital communication is defined as the type of communication that
relies on the use of technologies. In current business environment, organisations use various
channels of digital marketing such as email, video conferencing, phone calls that help it to
maintain communication with employees and lead their actions in right direction. Organisation
can connect with its customers and stakeholders through digital communication that provide
them seamless experience (Hofacker, 2018). At workplace, importance of digital communication
is enhanced because it keeps employees informed, connected and motivated as well as it
provides better more effective customer experience that plays important role in the growth and
success of business in competitive business environment.
Digital channels: Digital channels are defined as the communication path or platforms that are
used by organisation to promote, market and sell organisational products and services in market
through using mobile and internet. Digital channels helps organisation to reach their target
audience and spread awareness in market regarding business products and services. These

platforms facilitate customers also to ask questions directly and effectiveness of channels
maintains differentiated image of organisation in market over other competitors. CAFEPOD
Coffee shop uses various digital communication or marketing channels to reach potential
customers and influence them to purchase organisational products and services that lead business
towards higher performance and profitability (IšoraitĖ, 2020). Respective organisation creates
digital marketing strategy in which it takes decisions regarding selecting right channel to market
business products in optimal way. Some digital marketing channels in the context of CAFEPOD
are explained below:
 Email-marketing: E-mail marketing is considered as the most important personal digital
channel that is used by organisation to communicate with customers through delivering
relevant content in non-invasive manner. Organisation can send promotional emails to
customers for attracting them towards organisational offerings. CAFEPOD coffee shop
uses this channel for digital marketing as it is cost-effective option to promote
organisational products and services. It helps business to inform customers regarding
organisational new and innovative products and services.

 Social media marketing: Social media marketing is the most attractive and effective
digital marketing channel for business because now these days, all demographics has
presence on different social media platforms. CAFEPOD coffee shop promote its variety
of coffee on various social media platforms such as Facebook, Instagram, Twitter and
other that spread awareness among customers as well as influence them to purchase
organisational products. Especially, Facebook and Instagram become the robust
advertising platform that are easy and convenient to use, effective and inexpensive (Lai,
and Yu, 2021). This digital channel helps organisation through enhancing customer base

and profits that provides various competitive advantages to business than other
competitors. Facebook is the social media channel that is used by organisation mostly
because it is popular and have high number of users. It is 2.94 billion monthly active
users and 214.62 million followers that enhances its use and effectiveness. Market
capitalisation of Facebook is calculated by multiplying the share price by number of
outstanding shares. Facebook has 2.67 billion share outstanding. Customers or visitors
are highly engaged with Facebook post and reshare them that enhances application
efficiency and effectiveness. Post that are share on Facebook are relevant and original so
they plays important role in attracting higher number of customers. There are various
laws and regulations regarding the Facebook post content that are considered by
organisation to maintain relevance. It is recommended to organisation to use Facebook as
a digital marketing medium to reach potential customers.

Search engine optimisation: Search engine optimisation is define as the process of
optimising organisational website as well as its content so it can displayed on top of search
engine results of customers desired keywords. It plays important role in enhancing traffic on

organisational website and influence customers to purchase CAFEPOD coffee shop different
variety of coffee. It helps business to enhance its market share and customer base through
displaying their advertisement and products information on the top of search engine.
Ubersuggest is the free chrome extension as well as a powerful CEO tool that reflects keywords
monthly search volume, competition data and CPC. It provides insight data related to a specific
keyword query on Google and other sites such as YouTube, Amazon and various other.
CAFEPODE uses this tool that attracts various visitors towards website.
o Content marketing: Content marketing is defined as the channels that undertake
by organisation to create content for target audience in the form of blogs, stories,

videos and infographics. All these things create higher traffic on organisational
website through delivering quality content that are required by the customers.
CAFEPOD coffee shop creates various videos regarding its coffee that attract the
attention of customers and maintains organisational strong online reputation that
led business towards growth and development.
All these digital marketing channels are used by the organisation to promote its products and
services in market (Mogaji, Soetan, and Kieu, 2020). It helps business through maintaining
organisational wider reach and enhance the engagement level of customers that facilitates
business to gain higher returns on investment. Marketing on digital channel is comparatively
easy and cost effective than traditional marketing that help business to enhance its profitability
and enable to gain competitive advantages.
There are various web tools that are used by organisation because they provide resources to help
you improve your site's structure, the way it's displayed on website. Webtools is a web
application through that is simple and easy-to-use interface which facilitates centre staff to
develop as well as maintain their published and administrative data and other functions listed
above. Web browser, HTML editor, Graphic editor and other are the tools of web tools.
The creative and content being used across channels
It is important for the organisation to ensure that information and data that is communicated
through various digital marketing channels are creative and attractive as well as capable to attract
the attention of customers towards organisational offerings. Creative content is defined as the
broad term that is related to the different types of media that are used by organisation to promote
its products and services as well as brand itself. There are variety of content is included in
content formats such as blogs, e-books, videos and others that make the advertisement or
promotion more attractive. CAFEPOD coffee shop delivered quality content of different digital

marketing platform that differentiate organisation from others and maintains its unique
positioning. Respected organisation takes specialised services of creative content agency for
create more effective content that is post on different digital platforms (Muhammedrisaevna,
Bakhriddinovna, and Rasulovna, 2021). It attracts potential customers towards organisation and
maintain strong brand identity that provides competitive advantages to organisation over other
coffee shops. Creative and efficient content fuel organisational marketing strategies.
Content management system is the application which is used by organisation for managing
content as well as allowing multiple contributors to develop, edit, publish content. It is storage
data base and used in displaying the presentation layer on the bases of templates like ab website.
Producing as well as sharing creative content on digital platforms provides various benefits to the
CAFEPOD coffee shop such as it creates trust and rapport with targeted customers, promote
organisational products and services in efficient manner, recall brand to customers, boost
organisational products sales, brand awareness and lead business towards higher sales
conversion. Respected organisation uses variety of digital marketing channels to promote
business in market and spread awareness regarding products and services. CAFEPOD
organisation need to make sure that on these platforms, effective and creative advertisements
published that boost business sales and maintains effective relationship with customers. The best

formats of creative content marketing are dependent on the type and nature of business as well as
its goals and objectives. As creativity in marketing content helps business to create better
marketing strategies because it reflects that organisation wants to enhances customer engagement
level. Creative content gives the organisational personality, stand out it from other competitors
grab attention of customers and lead business to towards attaining the objective of growth and
development (Negoiţă, and et. al., 2018). Quality content created a medium through which
organisation can communicate with its target audience and customers will remember it for longer
period of time and they will keep in touch with organisation content or website on regular bases.
Some creative content that needs to be used by the organisation across its digital channels are
explained below:
 Visual content: Organisation needs to include visual content across digital channels to
make the content more creative. CAFEPOD coffee shop includes images, videos and
infographics in its post that helps business to attract wide number of customers and create
conversion. All these visual aspects grab attention of customers and provide them better
experience with organisation. Image is the most appropriate and relevant to the customers
because it make easy to understand as well as attractive that influence customers towards
organisational products and services.
 Social media posts: It is important for the CAFEPOD coffee shop to pay attention in
social media posts in order to provide all information to customers and influence them to
purchase organisational products and services. As there are various platforms of social
media such as Facebook, Instagram, Twitter and other that allowed organisation for paid
advertisements. Posting effective advertisement on social media helps audiences to gain
depth insight of regarding brand. Sharing posts, images, videos and text post boosts
engagement of customers with brand as well as encourage them to reshare the post that
maintains strong reputation of organisation (Yoga, Korry, and Yulianti, 2019). Social
media provides opportunity to business to connect with its current and potential
customers and foster them engagement level with organisation.