Dark Wood Coffee: Integrated Digital Marketing Strategy Analysis

This report examines the integrated digital marketing strategies employed by Dark Wood Coffee to enhance brand awareness and customer engagement. It covers key concepts of marketing strategies and digital marketing, highlighting the importance of these strategies in achieving organizational g...Read More

Integrated Digital
Marketing Strategy

Table of Contents
INTRDUCTION..............................................................................................................................3
TASK...............................................................................................................................................3
Concept of marketing strategies and digital marketing...............................................................3
Importance of marketing strategies.............................................................................................4
How these digital marketing strategies supports the organization..............................................8
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRDUCTION
Integrated digital marketing strategy refer to developing unique form of expression which
is essential for identifying in all the channels of our customers. Digital marketing is an tool
which is utilized by company for increasing their brand and product awareness effectively in
various locations. In this process various types of strategies are applied by company for
developing strong positive relations between organization and customers. Strategies which is
applied by the firm are use of social media, online advertising, email marketing and others
(Buhalis and Volchek, 2021). The chosen company is Dark Wood Coffee for evaluating the
effects of digital marketing on organizational productivity. The company was established in 2002
and their main products which are highly popular in their shops are various types of coffees and
soft drinks. This report will cover importance and concept of digital marketing, strategies used
for promoting and supporting the products of company. The report will be prepared with help of
using secondary data which includes newspapers, journals, articles and others. Due to the use of
effective digital marketing consumer easily received the various types of information within low
time regarding company product and services.
TASK
Concept of marketing strategies and digital marketing
Marketing is basically a process where strong communication is sustained between
employee and customer. This relationship is effectively sustained only when company deliver
their best quality service and products to their previous and new customers in time. With help of
various marketing strategies revenue or profit of firm are easily enhanced at maximum level (Dar
and Tariq, 2021). In this method company are able to identify the desires and wants of customers
within low time. Then after the effective analysis of all customer segments then organization
easily create changes in their old and existing product and due to this the sale of their product are
easily increased at higher rate. In context to Dark Wood Coffee, management must use their
strategies effectively for attract the customers in large number. Strategies includes use of social
media, online advertising, email marketing and others.
Email marking is a technique which is utilized by company for sending various types of
data to multiple customers about their services and products in fast mode. But it is also true that
in this type of method many fraud messages are send from by crackers and hackers which creates

threats for the goodwill and productivity of organization. The other problem in this strategy is
that the effectiveness of this strategy are sustained only for short duration. In aspect of online
advertising, this technique is also applied for increasing the popularity of their services and
product in various locations within low time (Fortuna, Risso and Musso, 2021). But the main
difference is that in this technique advertisement of the product are repeated many times through
various devices. Devices includes Television, Radios, Hoarding and due to repeating adds many
times desires and wants of customers are easily motivated at maximum level. In aspect of
Twitter it is basically a digital plat form of social media where all types of data are shared
between multiple customers within low time. The other advantage of Twitter is that it is a eco
friendly app where all types of customers are able to use the social media platform effectively.
Importance of marketing strategies
In aspect of twitter, online advertising and email marketing various importance are involved
for increasing the success rate of organization which are described below -
Twitter created feed -
First importance, strong communication with customers. It means with help of social
media and Twitter platform connections are effectively developed between organization and
consumer. In today's time especially young generations and children's are highly used for
searching any type of information and also buy the product within low time (Kolbe, Calderón
and Frasquet, 2021). In context to Dark Wood Coffee authority must run their overall business

activity with fairness and transparency. Due to run their business in legal manner reputation and
goodwill of firm are easily sustained in market or in minds of customers for long duration.
Secondly, importance is enhancing the awareness of company products and here when
company provides their product and services to customers in time and good quality, definitely
their popularity is easily increased in social media platform effectively. Because in Twitter
previous and current status of the organization are effectively and fastly spread from their
existing consumers. Due to spreading of information in quick manner regarding company service
and products new customers are easily attracted in large number (Langston and Zhang, 2021). It
leads to increase the work efficiency of employees and also helps to sustain the objectives, vision
and mission of organization in long term. But in negative aspect when company faced any type
of difficulty for serving their products to users in time, then definitely their profit is easily
decreased at higher rate. In context to Dark Wood Coffee, management they must facilitate their
services and products to customers with best standard and quality according to the government
rules and regulations. In this way they are able to run their organizational activities in smooth
manner in any location.
Online advertising -
Reducing risk in business functions – It means due to high use of technology,
departmental and other functions of business are run in smooth manner without facing any type
of difficulty. With help of various equipment, software and technology organization easily
deliver their best quality product and services in multiple locations to users in fast manner. In
today’s time digital marketing are highly successful in comparison with traditional marketing. In
context to Dark Wood Coffee, authority must use their online advertising activity in legal way
for sustaining positive relationship with new and existing users in long term. Because due to
showing adds legally with reliable and meaningful content legal risk are highly reduced in the
business. In this way profit and revenue of the organization are highly increased for long time.

The other importance is identification of target audience and it means that digital
marketing helps the organization to target those customers who are highly beneficial for
company. For example, young and kids and young generations are coming under this category
because in today's time these two types of customers are easily consumed the various coffees, tea
and soft drinks at higher rate. Due to the effective identification of target audience organization
have the golden opportunity for increasing their market share and goodwill effectively (Lianardo,
2021). In context to Dark Wood Coffee, management always maintain their standards and
quality in their product which is essential to sustain the positive word of mouth from customers
towards company in long run.
Email marketing -
Dear Consumer,
We are informing you that our organization is going to facilitate 30% discount in our
product with better taste and various flavours. This offer is only for limited time period so, please
visit our shop and take pleasant experience while consuming the coffee.

With Regards
Dark Woods Coffee
With help of email marketing organization are able to gain effective understanding of
consumers and market. Due to using this strategy employee easily understand that which type of
product and services are needed by consumers. In this type of process only professional
coordination and communication are done between customer and organization more effectively.
The other importance of this strategy is that here management of Dark wood coffee shop are
fully responsible for solving the query and problems of consumers in time regarding their
services and products. Email marketing is one of the most important strategy for both customers
and employees within organization (Muazu and Shehu, 2021). It leads to increase the
communication level employer and employee effectively. In context to Dark Wood Coffee,
authority must utilize this strategy effectively for sending reliable and meaningful information to
users in time. In this way the productivity and popularity of the company are highly developed
for long duration
The next importance is that reduction in time and increase in customer convenience. It
means due to the effective use of email marketing and other marketing strategies consumers
easily received services and products from organization in accurate time. It leads to increase the
satisfaction level of customers at higher rate for long duration. For enhancing the convenience of
customer it is mandatory for Dark Wood Coffee Company that they must use updated technology
for sharing various messages to users in quick manner. In this strategy customers also have the
options for make their payment easily from any location during the time of buying their products.
Due to using digital marketing strategy and various technology effectively consumers also have
the options for accessing various data within short period regarding the services and product of
company.

From the analysis of above data, it is understood that digital marketing strategy plays the
crucial role for enhancing the portfolio and market share of business. Due to expanding their
revenue and organizational activities convenience of customers are easily increased for
consuming variety of products in less time. With help of various marketing strategies Dark wood
coffee are able to facilitate those drinking product which are highly consumable by the users
according to the current trends which includes cold coffee, ice tea, soft drinks and others. With
help of digital marketing strategy strong distribution channel and effective infrastructure are
easily developed for long duration.
How these digital marketing strategies supports the organization
Twitter created feed -
In aspect of Twitter it is also a digital platform where all categories of customers are
integrated socially with each other. Due to the use of this social media platform information’s are
easily spread in large scale between customers regarding product and services (Mullins and
Agnihotri, 2022). In this way the goodwill and popularity of the organization are effectively
increased for long duration. In context to Dark Wood Coffee management must use the social
media platform socially for enhancing the publicity of their product at higher rate within few
time. Because in today’s time Twitter are highly consumed by all categories of customers for
accessing the various types of information in fast manner. Due to high popularity of the company
portfolio of the company are easily enhanced in various locations effectively. The main and
ultimate advantage for using this strategy is that here information’s are shared in short and sweet
manner which is highly liked by user for read the data in low time. When we compare this
strategy with others it is the highly eco friendly app which is suitable for all customer segments.
The other highlight of these strategies is that legal formalities are very less for expanding the
business activities and services.
Online Advertising –
In aspect of online advertising when organization used this method efficiently then,
definitely needs and desires of the customers are easily increased in maximum level for their
products. In context to Dark Wood Coffee Shop, they must highlight their specifications and
features in their product in their product such as flavours and taste, ingredients etc. It means
natural ingredients are essential for protecting the health of consumers. For the effective use of

this strategy it is mandatory for organization that they must hire popular advertisement agencies.
Due to the use of these agencies company are able to display the features and offers in their
product repeatedly in various devices (Saputra, 2021). Devices includes hoardings, radios,
television and others. In this way product and brand popularity of company are easily in market
and also in the minds of the consumers for long time. Due to using this method Dark Wood
Coffee Shop have the potentiality and ability for launching wide range of flavourful drinks
according to the desires and wants of consumers. When we compare this strategy with others it is
highly effective for increasing the company’s growth at maximum level. Like other strategies in
online advertising always reliable and meaningful information are displayed by organization.
Email marketing -
In aspect of Email marketing, due to utilizing this method organization has the option
for making direct conversation with customers in personal way. The main benefit in this process
for customers is to share their real problems directly with organization. Due to this it is
mandatory for organization that they sought out the problems and queries of consumers in time.
In this way the positive relationship between employee and customer are easily sustained for
long time. Due to the effective use of email marketing company did not have the permission for
sending incorrect and wrong data to the customers (Thaworn, Wei and Wiriyawit, 2021).
Because due to sending irrelevant data organization need to face huge penalties from the
government in the form of punishment and it is not good for company performance and
productivity. The other advantage for using this technique by organization is desires and wants
of users are easily increased for short duration. In context to Dark Wood Coffee Shop, they must
apply this strategy for developing personal and friendly relations with all customer segments
effectively. Due to this maintaining friendly relations employees are able to effectively identify
the real needs and desires of the customers in short duration. The other benefit in this strategy is
that company easily take the feedback of their employees from various customers effectively
regarding their product and services.
From the above information it is concluded that out of these three strategies online advertising is
the best way for attract the consumers easily regarding their product and services. Due to using
this method adds are repeated easily in front of consumers for long time. Due to repeating adds
the features of their product are permanently feed in customer mind effectively. In simple words

we can say that digital marketing is highly essential for maintaining strong connectivity with
customers easily. It leads to create positive impact on company performance for long time.

CONCLUSION
After the analysis of above information, it is concluded that process of digital marketing
plays crucial role for enhancing company's work efficiency and productivity. Due to the use of
digital marketing brand image of company are easily sustained in long term. The strategies
which is used by company for attracting the customers in large number are advertising, email
marketing, use of social media like twitter, Facebook and others. Due to using these strategies
the company and employee overall growth are highly developed which is not good for
competitors. In digital marketing information’s are easily accessible for customers which leads to
increase the convenience of customers for buying the company product with in low time from
any location. Online advertising refers to digital adds which are shown in various devices by
company. It includes big size hording, radios, televisions and others.

REFERENCES
Books and Journals
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