Comprehensive Digital Marketing Strategy Analysis: Dark Wood Coffee

This report provides a comprehensive analysis of an integrated digital marketing strategy for Dark Wood Coffee, a wholesale beverage distributor operating in the North of Yorkshire Pennines. The report begins with an introduction to integrated digital marketing, its importance, and the challenges associated with its implementation. It then evaluates the specific digital marketing strategies suitable for Dark Wood Coffee, including online advertising, email marketing, and search engine optimization (SEO), with the goal of enhancing the company's market presence and profitability. The report also highlights the core digital skills, theories, concepts, and models required for effective digital production and marketing. The report concludes by summarizing the advantages of an integrated digital marketing approach, emphasizing its potential for long-term sustainability and growth for Dark Wood Coffee, while acknowledging the challenges and offering recommendations for overcoming them. The report draws from various sources to support its findings and recommendations.

Integrated Digital
Marketing Strategy

Table of Contents
INTRODUCTION...........................................................................................................................1
Appraise the nature, importance and challenges of integrated digital marketing strategies.. 1
Effective integrated digital marketing strategy with associated objectives............................3
Core digital skills, theories, concepts and models and apply digital production skills..........5
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Integrated digital marketing involves multiple marketing strategies through which
organisations can perform marketing function on different online platforms with use of internet.
Digital marketing is defined as a measure through which businesses can deliver their marketing
performance via digital channels like social media, search engines, mobile applications, websites
and email (Pınarbaşı and Akpınar, 2020). With use of these online media channel organisation
can promote their services and brands in marketplace. There is significant increase in the use of
internet in all around the world; it enhances opportunity for businesses to maximize their reach to
maximum number of customers. Digital marketing proves to be a measure through which
organisations can undertake use of different channels and marketing tools in order to gain more
competitiveness in market place compared to rivals. With the evolving digital age there are
number of marketing strategies and model that can be undertaken by organisation through which
the can creatively attract consumers attention.
Present report has been made on Dark wood coffee limited; entity performs their
operations as a wholesale set in North of Yorkshire Pennines. Company perform their role as
distributor for beverages and cafe, restaurants and coffee shop. Entity is however a new arrival in
respective industrial sector and presently act as a small medium size company which is looking
forward to enlarge their market presence and consumer reach. For this digital marketing tools
and channels is being undertaken by organisation as to enhance their profitability.
Appraise the nature, importance and challenges of integrated digital marketing strategies.
With the emergence of advanced technology its one of the most important component
which is digital marketing plays an important role that effectively assure success of businesses as
it enhances effectiveness of their marketing and allow them to effectively position in
competitive world for higher productivity and profitability. Digital technology enhances
competitive nature of an organisation through which they can enhance their product
attractiveness in marketplace. This makes businesses to have critical understanding and
emphasizes upon importance of digital marketing strategy while focusing on 5 p’s that are,
product development, prising, promotion, people, places and distribution.
The most important advantage of digital marketing is that it accelerates easiness of buying
and selling of products and services through the mode of internet. In this business can undertake
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advantage of three business methods like Business to business, consumers to consumers and
businesses to consumers in order to make their online presence. Digital marketing provide
different type of channels such as YouTube, Instagram, Twitter, Facebook that allows
organisations to influence consumer attention towards their business offerings.
However, despite of its importance there are many challenges that are associated with
digital marketing that requires businesses to focus upon in order to maintain effectiveness over
there marketing. According to the evaluation it has been identified that in order to effectively
maintain content and web pages it is essential for businesses to have higher talent and high
degree of technical skills that requires huge cost. In addition to this maintenance of digital
marketing channels also include heavy investments, this makes businesses of any size to set their
budget accordingly and hire best talent to perform this task in effective manner (Hamal,
Sennaroglu and Arıoğlu, 2020). Further it has been identified that in order to undertake
advantage of digital marketing it is essential for businesses to have understanding of different
factors that are:
 Creation of right marketing content and concept
 Identify marketing ROI (Return on investment)
 Understand digital technologies and tools in effective manner
 Manage and maintain website
 Identify need to train employees
In addition to this it has been evaluated that high performance websites require frequent
updating and monitoring. Along with this, continuous engagement is also required in order to
provide support to customers 24/7.
According to the evaluation it has been identified that digital marketing have both
important and challenges associated with it as in terms of importance it provides organisations
with the advantage of making their presence 24/ 7 to provide efficient consumer support. It not
only enhances loyalty among consumers but also facilitate organisations to undertake advantage
of technological benefits to conduct their e- commerce business in effective way. Along with
this, it enables businesses to trade and satisfy consumer needs in all around the world with the
help of Internet Services. One of the most important advantages of digital marketing is that
through this business can attract customers towards features of their products and services
through videos, emails, contents, pictures audios and more. However in order to manage and
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maintain digital marketing entities are required to understand challenges and features. It is
important for dark wood coffee to have proper understanding of effectiveness of digital
marketing as it not only allow them to enhance their market presence, but also facilitate them
towards making significant improvement in their overall business profitability. In addition to
this, it also allows company to attract customers towards their high quality coffee and its feature
comparison to other rivals in marketplace.
Effective integrated digital marketing strategy with associated objectives.
In order to gain more competitiveness it is essential for organisation to make their
investment in integrated digital marketing in order to gain higher profitability at great extent.
According to the evaluation it has been identified that Dark wood mainly deal with coffee.
However this company hold only four year of experience in marketplace. Thus in order to
increase their services and products awareness among customers company is emphasizing
towards undertaking use of digital marketing strategy in order to effectively reach out towards
maximum number of individuals (Mogaji, Soetan and Kieu, 2020). In this one of the most
important consideration is online advertising for which Dark Woods Coffee is looking forward to
developing a website by identifying target market needs in order to offer them services according
to their preferences.
Online Advertisement
Online advertisement is an effective type of aspects related to digital advertising that
include internet advertising, web advertising and online marketing. It is one of the most
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important sources of marketing and advertising that allow organisation to undertake advantage of
internet and conduct their promotional services in effective manner (Özoğlu and Topal, 2020).
In terms with dark woods it has been evaluated that by undertaking use of this mode of
advertising strategy entity can effectively make customers aware related to their products and
services. In addition to this entity can also attract customers with the help of attractive videos and
audios towards offerings of company.
Email Marketing
This is also an important form of digital marketing in which organisation can make customers
aware about their existing and new product and services directly. By taking advantage of this
measure Dark Woods can influence consumers mind set with additional features and benefits.
For instance if there any additional modification in services and products this can also be
communicated to customers in time effective manner.
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Search Engine Optimisation
Search Engine Optimisation is defined as a process in which organisation can effectively
grow their quantity and quality of website traffic by making significant increase in their website
visibility or web pages. It has been identified that is defined as a science and art through which
organisation can get pages to rank higher in search engines like Google. By taking use of this
digital marketing technique Dark Woods can increase visibility of their web pages and can
further influence attention of target audience in effective manner.
Thus according to above mention in analysis it has been evaluated that integrated digital
marketing strategy is an effective measure that facilitate organisation towards higher profitability
and growth (Jayasree, 2020). There are different types of strategies of digital marketing through
which organisations can assure hire competitiveness in respective market place. It not only
increases capability of company to attract consumer’s attention in effective manner but also
allow entity to have higher profitability. Further it has been identified that digital marketing
strategies facilitate company to satisfy needs of customer’s at large scale while assuring higher
growth and development.
In context with Dark Woods Coffee, Integrated digital marketing strategies facilitate
company to fulfil their objective related to expanding their marketing and business presence in
marketplace through which they can gain higher profitability and long-term sustainability in
market segment. Thus with the help of different type of digital marketing strategy company can
effectively maximize their presence through which they can further assure higher
competitiveness comparatively to other rivals. In addition to this it has been identified that with
the help of all above mentioned digital marketing strategy company can conduct their marketing
activities in cost effective manner through which they can ensure higher growth.
Core digital skills, theories, concepts and models and apply digital production skills.
There are different types of digital skills which is essential for employees to have in order
to conduct digital production in effective manner. Some of the skills such as programming web
and app development, digital business analysis, digital design and data visualisation, digital
project or product management, digital marketing, social media are some of the skills through
which objectives of organisation can be accomplished. In terms with digital business analysis it
aid an organisation to undertake right choices by providing independent as well as objective
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mind set and applying a wide range of proven analysis techniques in order to formulate a
convincing business case for investing in digital solution. With the help of this organisations can
effectively developed a digital ecosystem of technology through which they can assure their
business growth in effective manner.
While if it is talked about social media it is one of the best promotion strategy through
which company can undertake use of Instagram, Twitter, Facebook and other countless social
media platform through which they can have direct access to consumers. In addition to this it has
been evaluated with the help of these methods entity can conduct their operations in cost-
effective manner and can further assure higher profitability (Korhonen, 2020). Digital marketing
is an another skill that allows entity to undertake use of digital marketing tools such as content
marketing analytics tool, SEO content marketing and social media marketing through which they
can enhance their business presence in marketplace.
Figure 1: Instagram Page
Source: https://www.instagram.com/darkwoodscoffee/?hl=en
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Figure 2: Facebook Page
Source: https://www.facebook.com/darkwoodscoffee
Thus, according to the above mentioned in analysis it has been identified that Dark Woods
Coffee by taking advantage of above-mentioned skills alone with digital theories like Digital
blooms can effectively enhance skills and efficiency of their employees through which they can
conduct the digital marketing performance in efficient manner.
CONCLUSION
According to the above mentioned report it has been concluded that Integrated digital
marketing strategy provide set of advantages for an organisation that not only enhances their
overall profitability but also maximize their growth and development in respective industrial
segment. By taking advantage of different type of digital marketing channels entities can serve
maximum number of consumers in time effective manner. Along with this it also enhances their
market reach through which they can maximize their profitability at great extent. However there
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are a number of challenges that can be faced by an organisation in the process of undertaking
digital marketing strategies however this can be effectively overcome with the use of certain
methods and measures. It has been identified that there are different type of digital marketing
modes like online advertisement, Search Engine Optimisation, email marketing and more
through which company can effectively conduct marketing activities in time as well as cost
effective manner does by emphasizing wood upon digital marketing business can effectively and
can further assure their long-term sustainability and high profitability in marketplace.
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REFERENCES
Books and Journals
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marketing approach with theory and cases. In Tools and Techniques for Implementing
International E-Trading Tactics for Competitive Advantage (pp. 184-202). IGI Global.
Korhonen, L., 2020. Business-to-business Digital Marketing Strategy: Case company X.
Jayasree, R., 2020. A STUDY ON DIGITAL MARKETING STRATEGY TOWARDS
HUMAN RESOURCE MANAGEMENT IN THIRUVATTAR TALUK. Studies in
Indian Place Names, 40(18), pp.2318-2324.
Oluwasola, O., 2020. 9 Digital marketing communication strategies for private universities in
South Western Nigeria. Strategic Marketing of Higher Education in Africa.
Mogaji, E., Soetan, T.O. and Kieu, T.A., 2020. The implications of artificial intelligence on the
digital marketing of financial services to vulnerable customers. Australasian Marketing
Journal (AMJ).
Hari, S. and Satish, M.D., 2020. International Conference on Redefining Human Resource and
Marketing Management Perspectives A Study on Recent Trends in Digital
Marketing. Studies in Indian Place Names, 40(60), pp.2919-2927.
Sajirun, M. and Syah, L.Y., 2020. INTEGRATED ISLAMIC SCHOOL MARKETING
STATEGIES THROUGH THE INTERNET IN 4.0 ERA. Dinasti International Journal
of Education Management And Social Science, 1(5), pp.716-723.
Özoğlu, B. and Topal, A., 2020. Digital Marketing Strategies and Business Trends in Emerging
Industries. In Digital Business Strategies in Blockchain Ecosystems (pp. 375-400).
Springer, Cham.
Hamal, S., Sennaroglu, B. and Arıoğlu, M.Ö., 2020, July. Marketing Strategy Selection Using
Fuzzy Analytic Network Process. In International Conference on Intelligent and Fuzzy
Systems (pp. 1008-1014). Springer, Cham.
Whitburn, D., Karg, A. and Turner, P., 2020. The Effect of Digital Integrated Marketing
Communications on Not-for-Profit Sport Consumption Behaviors. Journal of Sport
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