Digital Marketing Strategy: A Report on Dark Wood Coffee, UK

This report delves into the integrated digital marketing strategy for Dark Wood Coffee, a UK-based coffee roasting business established in 2013. It begins by defining integrated digital marketing and its objectives, emphasizing brand awareness, customer engagement, and value-added commodities. The report explores the advantages and disadvantages of digital marketing, including reach, accessibility, and cost-effectiveness, as well as challenges like time consumption and privacy concerns. It then outlines a digital marketing framework using the STP (Segmentation, Targeting, Positioning) model and the marketing mix (Product, Price, Promotion, Place) to achieve marketing goals. The report highlights the importance of selecting appropriate tools and tactics to reach prospective customers and convert them into loyal clients, ultimately aiming to establish a strong brand identity and maintain competitiveness in the market. Desklib offers a variety of resources, including past papers and solved assignments, to aid students in their studies.

Integrated Digital
Marketing Strategy

Table of Contents
INTRODUCTION...........................................................................................................................3
Digital marketing and objectives............................................................................................3
Advantages and disadvantages of digital marketing..............................................................4
Digital marketing framework and strategies..........................................................................6
Methods and tactics of digital marketing...............................................................................8
CONCLUSION................................................................................................................................9
REFERENCE.................................................................................................................................10

INTRODUCTION
Integrated digital marketing refers to the concept of developing a separate mode of
representation that is easily identifiable across all of the client's platforms. That is, it is a plan
that incorporates all of company marketing strategies. Then, each approach and technique builds
on the previous one, establishing a coherent impression in the customers' minds and outlining a
path for them to follow. Integrated marketing communication utilizes a variety of
communication channels to inform and develop a company’s corporate reputation between its
intended audience, including promotional strategy, advertisement, public relations, social media
and so on. It is focused on a strategy of engaging current and potential consumers with the firm
that integrates many aspects of the company's brand marketing communication to function
together and support customers along the brand awareness to commitment path. Dark Wood
Coffee is taken as base company. Dark Wood Coffee is a coffee roasting business which has
established by two entrepreneurs in 2013, UK. This report will cover the digital portfolio with
their strategic theoretical and practical justification.
Digital marketing and objectives
Digital marketing is a wide phrase that refers to the use of digital media to develop
advanced strategies for reaching and connecting with clients. Digital marketing is engaging and
addresses a certain section of the target audience. The utilising of online platforms to advertise
the company and collaborate with consumer has gained much attention due to almost 50% of the
demographic around the globe is involved on social networking platforms (Micheaux and Bosio,
2019). And with the assistance of digital marketing Dark Wood Coffee reach out towards the
particular intended audience and creates the communication with consumer collaborative with
the innovative content and graphic elements.
SMART objectives
The primary goal of digital marketing is to raise brand awareness through online and
internet channels promote value-added commodities, achieve the broadest possible audience,
create offerings widely available and interact with customers on a daily basis in order to build
healthy relationships (Blakeman, 2018). Dark Wood Coffee's goal is to make their best coffee
enjoyable and easy to access to everyone by providing a wide variety of roasts and styles that

represent what individuals like to consume. The SMART objective of Dark Wood Coffee is
mentioned below:
Specific: The objectives must be stated clearly and understood to oneself and other
contributors and stakeholders who are aware with the organization's plans (Lee and Cho, 2020).
In a limited period of time, the integrated marketing strategy aims to boost sales income by
growing its client base and retaining its presence. Incremental is a type of sales that can be
readily measured and evaluated using key performance metrics.
Measurable: A SMART objective should include indicators for assessing success. Unless
there are no criteria, the organization will be able to track total progress toward the goal.
Attainable: SMART objectives must be realistic and reachable. It could assist the
company in determining how to achieve and operate it towards the intended objective. The goal's
achievability must be improved just enough to be sufficiently specified in order for it to be
accomplished (Angeloni and Rossi, 2021).
Relevant: A SMART goal should be realistic in that it could be achieved given the
available resources and timeline. Firm is more able to achieve a SMART objective if they
believe it is attainable.
Timely: The objectives must be reachable within a certain time frame so that if changes
or improvements are required, the problem can be quickly managed.
The SMART goal is a technique that helps organisations and people establish effective and
sustainable objectives. Specific and measurable objectives establish how well a organisation’s
initiative is doing (da Costa Liberato, Alén-González and de Azevedo Liberato, 2018).
Whenever organisations have reachable and realistic objectives, they are more engaged and
driven. Time-bound objectives ensure that objectives are accomplished within a set time limit.
Advantages and disadvantages of digital marketing
Advantages
Greater reach: Also with help of digital marketing, every company would attract more
customers and increase its accessibility regardless of regional limits. Prospects and target
audiences may access the business profile internationally through social media and online
websites, making it easier to reach the widest potential demographic (Patti and et. al., 2017).

Ease of access: Through digital marketing, firms such as Dark Wood Coffee may create
themselves more accessible to prospective and established consumers. Dark Wood Coffee has
physical locations so having an online presence with digital marketing allows consumers to
remain engaged with the company. Customers could wish to leave reviews on websites about
their positive or negative experiences as well as suggestions for their contacts. Prospective
customers might even wish to learn more about the company, its address, operating hours,
services provided, discounts and special offers, among other things.
Brand development: A company is more than just a brand and a commodity, it is a
statement and a personality that must be developed in the market and created so that the brand
identity obtains a broader spread and is regarded as a recognised and recognized company
(Sharma, Ahuja and Alavi, 2018). Digital marketing assists Dark Wood Coffee in developing a
business relation with customized experiences and direct marketing, bringing customers tighter
and improving their journey through the corporation’s distinctive proposition and brand value.
Increased participation: This enables businesses to keep the consumers' recognition for
as extended as needed until business had established brand recognition with them and have built
a trustworthy identity. Ongoing involvement assists businesses in surviving in this competitive
environment. Maintain company competitiveness and relevance by regularly connecting with
their customers using various media platforms (Kerr and Kelly, 2017). This could be
accomplished through frequent blog posts, appropriate and timely social media content, engaging
posts such as polls, event announcements and other advertising offerings.
Lesser price: Despite conventional marketing methods, digital marketing is a cost-
effective and simple way to interact successfully with the core demographic and encourage them
to participate with the business on a regular basis.
Disadvantages
Time consuming: Among the most challenging difficulties that digital marketing faces is
time intensive and bringing in a lot of work in picking suitable tools and approaches to create the
correct marketing campaigns and messaging.
Complaints and feedback: Each and every negative feedback or complaint of the brand
would have been seen by the target audience using social media and review sites. It could be
difficult to provide good customer service online. Negative remarks or an inability to respond
appropriately could harm the company's image (Porcu and et. al., 2019).

Privacy and security concerns: Since technology and the internet become even more
widely used, security risks are becoming a major worry for the firm, as online visitors could
become exposed to data breaches and thefts. Website security and data security are critical for
maintaining a positive brand reputation and promoting oneself as a reliable company in the
industry.
Emerging markets: The increasing use of technology around the world as well as the
large number of internet consumers had also made it possible for businesses to developing a
positive appearance on digital platforms and sites (Jose, 2018). However, this has incurred eased
competition, as everyone is trying to come up with innovative content and impactful strategies to
perform better other rivals.
High internet dependability: Digital marketing appears to be meaningless without internet
and technology and the web is clearly likely to make mistakes. Hyperlinks may occasionally fail
to operate, webpage might fail to open and page buttons could stop working. All of these errors
may lead a prospective consumer away from the web and onto a rival's page.
Digital marketing framework and strategies
Marketing objectives and goals may well be effectively accomplished by selecting proper
tools, approaches and frameworks as well as developing acceptable tactics to fulfil specific
objectives. Marketing strategy is the entire plan developed by a corporation to reach out to
prospective consumers and turn them into potential clients for the firm's offerings. It is the
procedure by which a company makes better use of its limited capabilities in order to optimize
sales and achieve long-term competitive edge (Palmatier and Sridhar, 2017). A great marketing
strategy includes the corporation's brand messaging, data about the target consumer, the
business's value proposition and the utilisation of marketing strategies to reach the final mission
and targets.
STP
Among the most important and well-known marketing strategic concepts that used by
businesses is the STP method, that is an excellent way to integrate from a brand to a customer
centric approach allowing businesses to know their customers, their requires and sustainable
ways to reach while establishing themselves for achievement. It is a three-step method that helps
businesses to build precise and practical marketing strategies

Segmentation: A market is segmented into smaller groups in order to seek distinguishing
and basic elements between individuals in the targeted community and comparable product
demands with the goal of identifying and choosing acceptable intended audience (Chitty and et.
al., 2017). Segmentation enables the firm to create more appropriate and appealing marketing
efforts that have a far greater impact than larger marketing initiatives. Demographics,
geographies, values, life phases, behaviours and psychographics could all be used to segment
people.
Targeting: Based on the identification of the right segment, the following stage is to find
the greatest feasible possibilities for the firm. The initial and most important stage in this process
is to determine the size of the chosen segmentation group in order to determine if it is
worthwhile to pursue with the chosen market (Saputra and et. al., 2020). The larger the client
segment, the greater the possibilities of success for the products. This stage is to determine the
quantitative differences between the segments that set them different, that would serve as the
foundation for the STP method. Next then, the financial point of view should be reviewed in
order to determine the appropriate number of revenue produced by the target audience to protect
the marketing costs. Finally, it is critical to determine whether the intended audience is
effectively reachable as well as whether Dark Wood Coffee can get their message next to people.
Positioning: DWC may utilise the concrete data linked to the target audience's
preferences, requirements and wishes to emphasise the distinctive characteristics of items and
build its unique selling proposition by providing suitable information at right time, correct
location.
Recognizing these possibilities will help the firm to effectively respond to the consumers' unique
demands (Gupta, 2018).
Marketing mix
The marketing mix is the collection of techniques, activities and techniques utilized by
businesses to advertise and sell products and services to their intended audience. The marketing
mix has major elements in influencing the effectiveness of the marketing initiatives and goals.
Product: Products are items that are provided by businesses in effort to match the
unfulfilled requirements of their consumers with additional value. Dark Wood Coffee provides
enticing items that entice customers to purchase them, therefore increasing desire. It is important

to comprehend the product's life cycle in ability to engage with it at each step and meet consumer
preferences (Vranes, 2017).
Price: It is the sum of money that customers spend to fulfil its demands and desires for
the items. The price must reflect the true and actual worth of the product by the consumer and
also the targeted audience's budget, manufacturing costs, distribution methods and pricing tactics
used by rivals.
Promotion: These are the actions carried out by the firm to market and keep the firm’s
commodities and services accessible to the consumer through various communication platforms
and marketing technologies (Pantano, Bassano and Priporas, 2018). Dark Wood Coffee uses
digital marketing to interact with consumers and encourage them to start engaging with the
company. This is essential to analyze the best media by which target demographic could be
reached successfully and comprehend the message when choosing relevant platforms.
Place: The importance of location in influencing marketing effectiveness and achievement
cannot be emphasised. It is also the location from which the firm provides its products to the
target audience as well as the means of distribution by which the product is made accessible.
Methods and tactics of digital marketing
Digital marketing incorporates a variety of strategies and tactics to increase the
effectiveness of marketing campaigns and assist businesses in achieving their goals and
objectives. These strategies are extensively utilised in a variety of sectors to broaden their reach
and establish a strong company impression in the industry.
Pay per click: Pay per click is a powerful online marketing strategy that enables
marketers to position its website url at the top of search engine results by using selected key
words. Pay per click advertising requires advertisers to pay a set fee every time its advertisement
link is visited in ensure that it remains visible, generate and drive website visitors to the website
and enhance the possibilities of transforming prospects into genuine purchases (Cai and Lo,
2020). Dark Wood Coffee uses efficient and relevant key phrases for the Google search that are
chosen based on the most frequently researched terms and places the advertisements on web
search site search rankings.
Website: The phrase website refers to a compilation of website pages and associated
material that is specified by the general term. The authorized webpage of a company function as

an important tool for customers to engage with the company and obtain its commodities and
services. Websites are developed to provide customers with the required details associated with
the products and services, their distinctive qualities, the corporation's back story and other
business-related details. Websites describe the credibility and trustworthiness of a company and
assist in the establishment of a powerful label reputation in the minds and among the core
demographic.
Social media: Social media marketing is the promotion and sale of goods and services to an
intended audience using social media sites and webpage such as Facebook, Instagram and
Twitter and so on. It is a type of internet marketing that includes creating and distributing content
on social media networks in order to increase brand recognition and achieve marketing
objectives. This is the best effective tool utilised by many organisations of all kinds to reach out
to prospects and transform them into valued and committed clients (Borges and et. al., 2020).
Dark Wood Coffee uses social media marketing to provide customized experience for their core
demographic, that engages a huge number of people and produces a lot of website visitors
through social networking sites. A further important benefit of social media marketing is that it
raises brand recognition by creating ability to communicate effectively and keeping customers
involved with the company.
CONCLUSION
From the above discussion, it can be concluded that integrated marketing interaction assists
corporate in coordination and balance content in a variety marketing platforms so that all
marketing promotional activities and commercials appear to be mutually related and convey a
particular response to the intended audience through the use of distinguishable networks of
communication. Aside from this, this has been established that executing the correct marketing
strategy in accordance with the organizational strategy, purpose and value proposition supports
in the achievement of marketing and advertisement targets.

REFERENCE
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