Integrated Digital Marketing Plan for Dark Wood Coffee Shop in UK

This report provides an integrated digital marketing strategy for Dark Wood Coffee, a UK-based coffee shop emphasizing high-grade coffees. It explores various digital marketing strategies, including online advertising, Twitter feeds, search engine optimization (SEO), analytics, WordPress, and email marketing. The report highlights the importance of online advertising through website management and social media platforms like Instagram and Facebook. It discusses using Twitter to communicate with customers and promote new coffee variations. The role of SEO in increasing website traffic and improving search engine rankings is also examined, alongside the application of marketing analytics for data-driven decision-making. Furthermore, the report emphasizes the use of WordPress for effective content management and email marketing for fostering customer loyalty and promoting products cost-effectively, ultimately aiming to enhance customer engagement and increase profitability for Dark Wood Coffee. Desklib is a platform where students can find similar assignments and study resources.

Integrated Digital
Marketing Strategy

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK ..............................................................................................................................................1
Online advertising ......................................................................................................................1
Twitter created feed- ..................................................................................................................2
Search Engine Optimization ......................................................................................................2
Analytics ....................................................................................................................................3
Word press .................................................................................................................................3
Email Marketing .........................................................................................................................4
CONCLUSION ...............................................................................................................................4
REFERENCES................................................................................................................................6

INTRODUCTION
The term digital marketing is also called as online marketing which means the promotion
of the brands or the products and services to connect with the potential customers using the
internet and other forms of digital communication. The digital marketing not only include social
media, email marketing, but also text and multimedia messages as a marketing channel. The
integrated digital marketing comprises with the ideas of creating a unique form of expression
which is easy to identify in all the channels the customer uses. It is all about to communicate in
the single4 language in the different situations. The Dark wood coffee is a coffee shop which
focuses on the grade coffees, with the more distinctive flavours than cheaper commercial
coffees. The organisation is located in the United Kingdom(Chaffey and Ellis-Chadwick, 2019).
This report will include the various topics such as the different digital marketing strategies that
can be adopted by the Dark woods coffee. The various discussion is on word press, email
marketing, online advertising, twitter, search engine optimization and analytics with their
meaning, importance and how it can be applicable for the Dark woods coffee.
TASK
Online advertising
It is a marketing strategy which includes the usage of the internet as a medium to obtain
website traffic and target a deliver marketing information to its potential customers for the
purpose of the business organisation. Since the early 1990s, it is been observed that there is rapid
increase in the growth of the online advertising which has progress into a standard for the small
and large business enterprises. It is very important for the organisations to adopt the online
advertising in order to attract the large customers. As it is observed and identified that the most
of the people are over internet and uses various online platforms for the purchase of the products.
the online advertising has the benefit of fast promotion of the product information without
geographical boundary limits. The digital technologies has become the important and essential
part in the lives of an individual which has made the company to adopt such technologies(Arora.
and Nangia, 2021).
There are various aspects in the online advertising which can be adopted by the Dark woods
coffee. The website of the shop can be managed by a person who is expert in it and handles the
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website by creating the different offers which will attract customers. This will help the
organisation in maximizing profits. The online advertising also included the use of the social
media such as Instagram, Facebook. These are the platforms which are been used by the people
and they are considered as the most attracted platforms for the consumers(Ayers, 2020).
Twitter created feed-
Twitter is the known for the news which can be through online and the social networking
site where people can communicate in the way of the short messages which is known as tweets.
Twitter is considered as the social media website where its main function is to connect people
and allow them to share their views and thoughts with the large number of people. This is also
considered as the online platform for the digital marketing of the products and services. The
twitter is used by the millions of people and is very much effective in terms of communicating
the informations to the large audience. The various large and the branded companies use the
twitter as the medium to communicate to its customers because the company knows that the
valuable and potential customers and how to reach to them. The biggested example for this is the
APPLE INC. The twitter is the simple platform where anybody can make their id and use it for
surfing the news. The Dark woods coffee can adopt this platform for communicating to its
customers. It can be very beneficial to target the large customer range for the company. Suppose
if the organisation is planning to promote or introduce any new variation in its coffee so it can
provide the information on the twitter which will be helpful for the customers and as well as for
the firm in increasing the customers which will lead in the increase in the profits of the
organisation(Varadarajan, and et.al., 2021).
Search Engine Optimization
It is the art and science of getting pages to rank higher in the search engines such as
google. The search is considered the one of the way in which people discover their content
online and focus on ranking higher in search engines which can lead to increase in traffic for the
website of the business organisation. The search engine optimization for example goggle uses
bots to crawl pages on the web, going from site to site, collecting information about those pages
and putting then in an index. algorithms analyse pages in the index, taking into account hundreds
of ranking factors or signals, to determine the order pages should appear in the search results for
a given query(Husain, Javed and Ananda, 2021). This is considered as the fundamental part of
the digital marketing because trillions of people search anything over the internet every year,
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often with commercial intent to find information about products and services. Search is often the
primary source of digital traffic for brands and complements other marketing channels. Greater
visibility and ranking higher in search results than your competition can have a material impact
on your bottom line. In the search engine optimization the per click has an impact on the
business organisations. The organisations focus to make their websites visible on the top so that
consumers can reach to the site and know about the products and services of the busienss
organisation. Dark Woods Coffee to adopt the various techniques in order to keep the pages or
the search on the top. This will help the organisation in attracting large customers if its website is
bee shown within the top 10 searches(Mehmet, Roberts and Nayeem, 2020).
Analytics
The marketing analytics comprises of the various processes and technologies which can
enable marketers to evaluate the success of their marketing initiatives by measuring their
performance. The digital analytics refers to the various tools that analyse the data collected from
the online marketing activity. As over the years, the world is changing and adopting to the new
technologies it is becoming an important aspect for the business organisations to promote
promote their products and services in a digital platforms. The world of the digitalization is
focusing on the ease of the individual. The marketing department of the organisation need to
make decisions which is based on data from individual channels such as website metrics. Here
the social media is just not enough for the organisations whereas the web analytics data alone is
not enough. Marketing analytics, by contrast, considers all marketing efforts across all channels
over a span of time which is considered the most important for sound decision making and
effective, efficient program execution. The Dark woods coffee can use the analytics in the digital
marketing and for the promotion of the products and services in the various ways such bas use of
the balanced assortment, assessing the analytical capabilities. These help the company across the
all the channels utilised by the organisation. the organisation should consider the many
applications of the marketing analytics and then can determine which one is valuable for the
business enterprise(Kaufmann and Manarioti, eds., 2017).
Word press
Word press is basically a content management system which is free and open to all individual.
The content written in PHP and this CMS is paired with MYQOL and Maria database. This word
press was originally created as a blog publishing system (BPS) but afterwords it evolves to
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support other web content types which comprises the mailing lists, medial gallerias, online
stores, learning management system and many more. On 27 may 2003, the word press was
released by its founder Matt Mullenweg and Mike Little. The word press provide a platform to
an organisation which helps the company to grow in the market and improve their sustainability
in the market for a long period of time(Sozuer and et. al., 2020) . With the help of this tool
Dark-wood coffee effectively manage their website content whenever they want. This content
management system help the firm to login from anywhere and make changes. Along with this
there is no limit of adding the content which comprises the images, text, pages, post and many
more. Different types of benefits like integrated blog posting, flexible post scheduling, easily
add the additional website editors and many more has been enjoyed by the company. Applying
this tool by the Dark wood coffee helps them to promote their product in market and also provide
them security, reliability and stability in the competitive market.
Email Marketing
Email marketing may be defined as the process of sending the commercial messages to the
people of the society by using email. The messages are sent to the potential customer to promote
the goods and services of the company and to develop a good and healthy image in the minds of
the customers. The main motive behind developing the email marketing strategies is to develop
the loyalty, trust, values, and awareness of the company's product in the market. With the help of
this tool a good and healthy relationship has been developed between the organisation and their
potential customers. The first and the foremost benefit of the email marketing is that this tool is
very economic and cost effective nature. As Dark wood coffee is a small enterprises by opting
this tool they can effectively promote their product in the market and along with this this
marketing tool are in the budget of the company. In addition to this the respective company can
effectively segment their audience into list and accordingly target the customers(Turner, 2017).
For email marketing no extra knowledge and specialisation is required so that any one can
handle this. As the future if the business is online marketing so this tool help the company to
effectively communicate with their customers and increase the sales.
CONCLUSION
From the above report it is concluded that the digital marketing is promoting the products
and services over the internet. The digital marketing involves the use of the internet and various
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platforms for communication about the informations of the new launched or the innovation in the
products or services of the business organisation. It is very important aspect for the businesses to
develop in the digital technologies and also advertise through the digital platforms. The
traditional marketing has been left over so back after the digitalization world. As people are more
over habitual of the internet and every individual owes a smartphone which has made the change
in the lives of the people. Providing with the right information to is customers is the biggest task
of the organisations. There are various methods or the platforms such as online advertising, email
marketing, twitter, search engine optimization which is discussed. All of the above discussed are
the platforms which can be adopted by the Dark woods coffee in order to promote its products
and services. This will enhance the organisation in attracting the large customer sets. I is very
important for the businesses to develop themselves in the digital marketing and use them in their
businesses.
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REFERENCES
Books and Journals
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson uk.
Arora, R. and Nangia, R., 2021. An Empirical Study of Consumer buying decision and Digital
Marketing during COVID-19 Pandemic. Transnational Marketing Journal, 9(3),
pp.553-561.
Varadarajan, R., and et.al., 2021. Digital product innovations for the greater good and digital
marketing innovations in communications and channels: Evolution, emerging issues,
and future research directions. International Journal of Research in Marketing.
Husain, U., Javed, S. and Ananda, S., 2021. Digital marketing as a game changer strategy to
enhance brand performance. International Journal of Technology Marketing, 15(2-3),
pp.107-125.
Mehmet, M., Roberts, R. and Nayeem, T., 2020. Using digital and social media for health
promotion: A social marketing approach for addressing co‐morbid physical and mental
health. Australian Journal of Rural Health, 28(2), pp.149-158.
Ayers, L.D., 2020. How to Dominate Any Market Turbocharging Your Digital Marketing and
Sales Results. AuthorHouse.
Mao, J. and Wu, S., 2020. Bestore: Supporting Omni-Channel Digital Marketing With Business
Mid-Platform. Renmin University.
Kaufmann, H.R. and Manarioti, A. eds., 2017. Encouraging participative consumerism through
evolutionary digital marketing: Emerging research and opportunities: Emerging
research and opportunities. IGI Global.
Sozuer, S., Carpenter, G.S., Kopalle, P.K., McAlister, L.M. and Lehmann, D.R., 2020. The past,
present, and future of marketing strategy. Marketing Letters, 31(2), pp.163-174.
Turner, P., 2017. Implementing integrated marketing communications (IMC) through major
event ambassadors. European Journal of Marketing.
(Chaffey and Ellis-Chadwick, 2019)(Arora. and Nangia, 2021)(Varadarajan, and et.al., 2021)
(Husain, Javed and Ananda, 2021)(Mehmet, Roberts and Nayeem, 2020)(Ayers,
2020)(Mao and Wu, 2020)(Kaufmann and Manarioti, eds., 2017)
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