BMP6008 - Dark Wood Coffee: Digital Marketing Portfolio Design

This report provides an analysis of the digital marketing strategies employed by Dark Wood Coffee (DWC), a small UK-based company specializing in tea and roasted coffee. It defines digital marketing and highlights its advantages and disadvantages, emphasizing the importance of SMART objectives for brand awareness and sales growth. The report explores digital marketing strategies, including the AIDA model, and details the strategic tools used by DWC, such as WordPress, Search Engine Optimization (SEO), and email marketing. It concludes that digital marketing is crucial for promoting products at both local and international levels, summarizing the benefits and challenges faced by organizations using these strategies, and highlighting the specific digital tools leveraged by Dark Wood Coffee to expand their business.

BMP6008 - INTEGRATED DIGITAL
MARKETING STRATEGY - DIGITAL
MARKETING PORTFOLIO DESIGN

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Presenting digital marketing........................................................................................................3
Describing the Strategic tools used by DWC..............................................................................4
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................1

INTRODUCTION
Digital marketing can be defining as the process of promoting the goods and services
through internet platforms. Moreover, it allows the business to sell their products world wider
through mobile phones and other digital media. The present report is based on Dark Wood
Coffee shop that is a part of grocery and related product merchant. The headquarter of the
company is situated at Huddersfield, UK (Dark Wood Coffee LTD., 2021). It is a small company
with 16 employees at this location and generates revenue of $2.07 million from sales. Moreover,
the company is famous for its tea and roaster coffee. Furthermore, the report will discuss on the
digital marketing tools for enhancing the overall business in the competitive market.
MAIN BODY
Presenting digital marketing
Digital marketing is a combination of various digital channels that help the organization in
advertising their products in the market. That contributes in attracting targeted customer as well
as increase the sales of the company (Vieira. and et.al., 2019). Moreover, it helps the
organization in planning strategies for interacting with customer as well as to meet the goals of
the company more effectively and efficiently. Furthermore, for advertising their products
through digital marketing Dark wood and coffee has to make SMART objective such as brand
awareness, innovative products and organic food materials that will contribute in growing the
business. Along with this, there are a various advantage and disadvantages of digital marketing
that are mentioned in details below:
Advantages:
 It helps in reducing the marketing cost of the company and allow the organization to
serve in large market.
 It allows the customer to buy the products any time it wants to.
 Helps in increasing the brand authority of the firm in the market
Disadvantage:
 The company face high competition and the competitors can see the promotional
strategy.
 The organization image can be destroying due to any bad comments on the official sites
or page.

 It is very time consuming because it required more research to identify the new trends
going on in the market.
Digital marketing strategies:
The digital marketing strategies helps the organization in segmenting their customer on the
bases of their taste and preference. Moreover, it helps the company in understanding the products
and also the methods of influencing the customer purchase (Olson and et.al., 2021). Along with
this, the firm needs to focus on attracting new customer, increasing the sales through digital
channels that will contributes in getting more orders. In addition to this, the company can make
use of AIDA that stands for attention, desire, interest, action. Digital marketing is made on the
model of marketing funnel as it helps in creating the awareness of the products that results in
grabbing the attention of the audience. In the second stage, it a create the interest of the
consumer that contributes in growth of the business. Moreover, in the third stage the company
should make the content proper so to attract the customer. In the last stage the organization needs
to make the action plan in order to accomplish the targeted goals.
Describing the Strategic tools used by DWC
Nowadays there is high competition in the market and for growing the business continuously
organization has to invest in various marketing activities for being unique. Moreover, the
marketing strategies are very necessary to sustain in the business environment (Bala and
Verma, 2018). DCW falls under the category of small and medium size business and it wants to
expand the business in local as well as international market. The company first choice is to
advertise their coffee products on the various social media side in order to increase the demands
and supply of the company. The organization has used various digital marketing tools for
accomplishing the short and long term goals that are explained in details below:
 Word press: This is one of the most famous tool that are being used by the various
company. It helps in creating the most attractive and powerful content and offer various
plugins and features (Miklosik and et.al., 2019). Moreover, with the help of the plug in it
transfer the online website of the company into portal that allow the customer to get the
information about the company. Furthermore, it also provides the organization with the
insights related to the number of audience visit. The advantage of having the word press
is that it creates the website of the company much faster and simplify the process of
making the website load faster.

 Search Engine Optimisation (SEO): It is the process of improving the official website
of the company in order to improve the brand image of the organization and increase the
visibility of the firm on the sites like google and search engines. Moreover, the more the
more awareness of brand increase the customer ranges as well as increase the profit.
Generally, it helps in building the brand website by organizing and create the multiple
chance of increasing the brand visibility (Kuma and Singh, 2020.). Furthermore, the title
tags will help SEO in determining the page information as well as the URL of the page
relevant to the search history.
 E- Mail marketing: It a form of marketing that allow the organization to send
commercial message to the customer. That include the information about the company.
Details of product such as description of the material use in the goods and services
(Bakhtieva, 2017).. Moreover, it includes the price and the marketing activities of the
firm and allow the increase the brand awareness of the firm in the competitive market.
CONCLUSION
From the above report it can be concluded that digital marketing plays crucial role in
promoting the products of the company at local as well as international level. Moreover, the
study has summarized about the advantages and disadvantages that organization face while using
digital marketing strategies. Lastly, it has thrown light on the digital tools such as e-mail
marketing, SEO and Word press use by Dark Wood Coffee in order to expand their business.

REFERENCES
Books and journals
Vieira, V. A. and et.al., 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.
Bakhtieva, E., 2017. B2B digital marketing strategy: a framework for assessing digital touch
points and increasing customer loyalty based on Austrian companies from heating,
ventilation and air conditioning industry. Oeconomia Copernicana. 8(3). pp.463-478.
Olson, E. M. and et.al., 2021. Business strategy and the management of digital
marketing. Business Horizons. 64(2). pp.285-293.
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.
Miklosik, A. and et.al., 2019. Towards the adoption of machine learning-based analytical tools in
digital marketing. IEEE Access. 7. pp.85705-85718.
Kumar, P. and Singh, G., 2020. Using social media and digital marketing tools and techniques
for developing brand equity with connected consumers. In Handbook of research on
innovations in technology and marketing for the connected consumer (pp. 336-355). IGI
Global.
Online references
Dark Wood Coffee LTD., 2021. [Online]. Available through < https://www.dnb.com/business-
directory/company-
profiles.dark_woods_coffee_ltd.315b80e94c5ec9882a99bfa4a7456b66.html>
1

2