Dark Woods Coffee: Comprehensive Digital Marketing Portfolio

This digital marketing portfolio focuses on strategies for Dark Woods Coffee, a UK-based coffee shop, emphasizing the importance of integrated digital marketing for brand identity and customer communication. The portfolio explores various digital marketing techniques, including online advertising, Twitter engagement, search engine optimization (SEO), analytics, WordPress integration, and email marketing. Online advertising is highlighted for its global reach, targeted audience attraction, and cost-effectiveness, suggesting the use of website development and social media platforms like Facebook and Instagram to expand customer base and increase profits. Twitter is presented as a platform for creating genuine connections, showcasing brand voice, and providing real-time updates, while email marketing is recommended for personalized content creation, customer feedback collection, and cost-effective promotion. The report concludes by emphasizing the potential of these strategies to enhance Dark Woods Coffee's brand image, customer engagement, and overall business growth. Desklib provides students with access to similar assignments and study tools.

Digital Marketing
Portfolio for Dark
Woods Coffee

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK ..............................................................................................................................................3
Online advertising :-....................................................................................................................3
Twitter created feed :-.................................................................................................................4
Search Engine Optimization :- ...................................................................................................5
Analytics :-..................................................................................................................................6
Word press :-...............................................................................................................................7
Email Marketing :-......................................................................................................................8
CONCLUSION ...............................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
The term digital marketing is also known as online marketing or internet marketing.
Digital marketing helps the organisation in promoting their goods and services in the market.
With the help of this, the companies are able to connect with their potential customers by using
internet or other forms of digital communication(Chowdhury, 2021) . In the digital marketing not
only the emails, web based advertising or social media has been included but also text and
multimedia messaging has also included in this as a marketing channel. With the help of
integrated digital marketing the organisation are able to create unique from of expression which
can be easily identify by their customer in all channels of marketing. Organisation are able to
communicate with their customer in single language and in different situations. The following
report is based on Dark wood Coffee, which is coffee shop. The respective company deals in
distinctive flavours of coffee in a very cheaper rates. The firms basically deals in the market of
United Kingdom. The following report is going to discussed on the different form of digital
marketing strategies which can use by the management of the respective company in order to
promote their brand and expand their business. Word press, email marketing, online advertising,
twitter, search engine optimization and analytics are some of the option of the digital marketing
which have been covered in this report with their importance. Along with this, how it can be
applicable for the Dark woods coffee has also been covered in this report.

TASK
Online advertising :-
Online marketing is basically a marketing strategy in which the use of internet has been
involved. The internet is act as a medium for the business organisation in order to obtain the
traffic of the customer and delivered the marketing messages to their potential customers. Since
the early 1990s an immense growth has been seen in the use of online advertising by the small,
medium and large organisation(Das, 2021). In order to expand the customer base or attract the
more customer towards the brand it is very important for the companies to adopt the online
advertising. From the market research it has been observed that most of the people use the
internet. Along with this it also been seen that various online platform has been used by the
people in order to purchase the product from the online market.
The online advertising has came with different type of benefits which have been discussed
below :-
 Global Reach :- with the help of online advertising the organisation are able to associate
with the people all across the globe at the same time. They can offer their products
beyond the local area and reach to the target customer.
 Attract the Targeted Audience :- one of the most important point of the online
advertising is that with the help of this the organisation are able to take care of a huge
number of clients.

 Cost effective - Time efficient :- in order to host a digital marketing campaign over the
internet less capital has been required in comparison to the traditional marketing on TV,
radio and many more(Ghahremani-Nahr and Nozari, 2021).
 Measurable :- with the help of free analytics dash board the organisation are able to
measures the success and failure of the digital marketing campaigns. With the help of
this each part of the company completely computerized.
In online advertising there are different types of aspects is available which can be easily adopted
by the Dark wood Coffee. By creating a online website and appointing a expert which can
effectively handle the website by creating different offers, the respective company can increase
their customer base. By doing an immense increase has been seen in the profit of the company.
The use of social media platform like Facebook, Instagram and many more included in the online
advertising. Along with this, these platform is being considered as the most attracted platform for
the customer as these are being used widely used by the people.
Online advertising assist the organisation in connecting with the people all across the
globe at the same time. The different products of the Dark Wood coffee can be highlighted by
the management of the company beyond their local areas. This help the firm in increasing their
potential customer base by reaching to their target customers. In addition to this, the respective
company can spread their product image to millions of overseas customers without establishing
any international office(Hanlon, 2022). The respective company have to invest their money in
different platforms like Google, Facebook and Instagram in order to tell their customers that they
are open to all and ready for the business.

With the help of digital marketing, the marketer of the Dark Wood Coffee can easily
access the email address of the consumers and the prospective candidates. By using auto
responding message the marketer of the company continuously follow up the customer and
prospect. By doing all these things, the management of the Dark wood coffee can effectively
established a good relation with the new as well as existing customers. Automation in the online
advertising allow the firm to stay in the touch with their valuable clients for a long period of
time after the customer made a purchase. Beyond all these raw conversation, these relationship
help the Dark Wood Coffee in becoming trustable always.
The most important element of the digital marketing or online advertising is that there is
not restriction in terms of opening hours. The digital campaigns of the Dark Wood Coffee does
not influence by provincial and universal time. In comparison to other traditional marketing
method like TV or radio, the online advertising campaigns or digital marketing campaigns is
very effective and low cost. The marketer of the Dark Wood Coffee require less amount of
capital in developing online campaigns. They can advertise their product by creating new blogs,
web based social ads and many more. Online advertising is very convenient in nature, the
marketers of the respective company see a remarkable boost in their business (Ilyas and et. al.,
2021) . Real time result can be seen by the management which help them in making changes if
required in their digital campaign, to achieve the result.

Twitter created feed :-
Twitter is basically a social networking site and with the help of this people all across the
globe communicate in the way of short messages which is known as tweets. The main purpose
of this social media site is to connect one people from another people and also allow them to
share their feelings, ideas and thoughts with large number of audience(Goldfarb and Tucker,
2019). For marketing the goods and services of the company over the internet the Twitter
created feed is also been considered as the most important online platform for the digital
marketing. Different types of big firms and branded companies use this medium in order to
develop a good image in the heart and mind of the potential consumer. As they known that
Twitter is used by millions of people and this is very effective in terms of communicating with
their audience. the APPLE INC. is being considered as the biggest example for this. The
advantages of the Twitter created feeds in marketing of the product has been discussed below :-
 Create genuine connection :- the direct messaging feature of the twitter between the two
user with utmost privacy helps the organisation in creating genuine connections with their
customers.
 Multiple time posting in a day :- according to the data and from the multiple studies it
has been identified that the Twitter is the only social networking site where the
organisation can post up to 15 times in a day. This is being act as an opportunity for the
firms in order to entertain their customers.
 Showcase the brand voice :- Twitter is being considered as that network where
organisation can develop its brand voice and public personality. The tweets which have
been done by the organisation can have an authoritative tone or sassy tone (Gupta,
2019).
The twitter is being considered as the simple platform for the organisation where they can make
their add and spread the news. In order to communicate with their customer in a very effective
manner Dark Wood Coffee can this digital marketing platform. With the help of this the
respective company can target large base of customer at the same time. If the organisation wants
to promote or plans to introduce new range of coffee in the market then they can use Twitter in
order to provide information to their customer which help them in increasing their customer base
which ultimately increases their profit.

Twitter is being considered as one of the best marketing tool which are used by the
professional after LinkedIn. This help the firm in displaying their ideas in the form of live twitter
feeds in any corporate events and trade shows. Millions of people use Twitter and this is very
beneficial for the Dark Wood Coffee. By using Hashtags(#) the company can reach to the
audience who are interested in a specific product. This platform involves two way
communication which allow the consumer as well the respective company to communicate
direct. This platform is basically is public interaction platform, if the marketer develops good
and attractive tweets then this shows their business in positive light(Krishen and et. al., 2021)
(Purba and et. al., 2021). This help the Dark Wood Coffee in developing a good brand image
and in increasing their potential customer base in a very effective manner. Along with this, this
platform is being considered as a useful resource for the marketer for gathering feedback from
their customers about their offerings. In addition to this, in order to open a Twitter account there
is no charge it is completely free. Paid ads are also available which is very beneficial for the
Dark Wood Coffee.
It has been observed that the raw conversations on the Twitter help the Dark Wood
Coffee in building and cultivating its brand community. Engagement of the consumers help in
developing loyal following along with this the content which is generated by the user and
consumer is absolutely free for the advertiser(Saura, Palacios-Marqués and Ribeiro-Soriano,
2021). The management of the Dark Wood Coffee doesn't have to pay any money for displaying
their live twitter feeds in events.

Email Marketing :-
In this marketing technique commercial message has been sent to the people of the
society by using email. With the help of this email marketing technique the organisation is able
to message their potential customer in order to promote the goods and services. Along with this,
a good image in the mind of the customer has been developed by the company. In order to spread
the awareness of the companies product in the market or to develop trust, loyalty and values the
email marketing technique is very good. The benefits of the email marketing has been discussed
below :-
 Personalized content has been created :- with the help of email marketing the
organisation are able to customized their marketing campaign and along with this create
targeted content according to them(Suleiman, Awan and Javed, 2021).
 Feedback and surveys :- with the help of email marketing they can continuously interact
with their customer by sending customer satisfaction surveys in order to obtain the
customer feedback by email campaign.
As this tool is very economic and very cost effective in nature, if the Dark wood coffee adopt
this they can enjoy the cost benefit. As Dark wood coffee is a small firm and this tool is in the
budget of the company so, in order to promote the different variants in the market they can use
this tool. In these uncertain time Email marketing is very viable option for the respective
company because of low cost and highest returns on investment (ROI). It has been observed that
around £40 has been generated by spending only £1 which is very profitable.
By using email marketing, the management of the Dark Wood coffee can develop a good
image of their product in the market. With the help of targeted content and influencing calls to
action the respective company can convert their expected customers into real consumer. Email
marketing also assist the business in sending prospects and receiving the quotation.
It has been observed that the success of digital marketing campaign start with
determining the result. This method of marketing is being considered as one the easiest method
to track and measure over time (Saura, Palos-Sanchez and Rodríguez Herráez, 2020). This assist
the firm in removing the guesswork about whether the employees of the company are working
with productivity or not. Along with this the company also identify whether the recipients open
the mail or not. After the arisen of COVID 19, this method of marketing allow the Dark Wood

Coffee to spread their product awareness in the competitive market and also allow them to retain
their potential as well as loyal customer. The Email portfolio of the Dark Wood Coffee has been
mentioned below :-
Dear customer,
We are glad to share this information with you is that our organisation is going to organize a
“Fun Fest” at our cafe. Customers is going to have a pleasing experience while consuming the
coffee and extra ordinary fast food items and enjoy the time. We are pleased to inform you that,
the company is going to give 20% off on all the products. So that customers can enjoy while
consuming their coffee and other fast food and beverages. In this FEST some fun activities has
been organized by the company so that new customers has been made and existing one can be
promoted.
We are so happy if you join our fun fest. So come and join us to enjoy the real taste of coffee.
There will be enjoyment as well as consumption at the same time.

CONCLUSION
From the above report it has been concluded that it is very important for the management
of the company to use the digital marketing techniques in order to promote their goods and
services in the competitive market. Without the use of internet digital marketing cannot be
possible. In order to give information of the newly launch product or about the branding of the
company digital marketing is very important. In this report different types of digital marketing
method has bee concluded which can be used by the Dark Wood coffee in order to promote their
product in the market. This enhance the performance of the company and helps them in
attracting large base of customer.

REFERENCES
Books and Journals
Chowdhury, R.A., 2021. Digital marketing. In Building a Salesforce-Powered Front Office (pp.
97-109). Apress, Berkeley, CA.
Das, S., 2021. Search engine optimization and marketing: A recipe for success in digital
marketing. CRC Press.
Ghahremani-Nahr, J. and Nozari, H., 2021. A Survey for Investigating Key Performance
Indicators in Digital Marketing. International journal of Innovation in Marketing
Elements, 1(1), pp.1-6.
Goldfarb, A. and Tucker, C., 2019. Digital marketing. In Handbook of the Economics of
Marketing (Vol. 1, pp. 259-290). North-Holland.
Gupta, G., 2019. Inclusive use of digital marketing in tourism industry. In information systems
design and intelligent applications (pp. 411-419). Springer, Singapore.
Hanlon, A., 2022. Digital marketing: strategic planning & integration. Sage.
Ilyas, G.B and et. al., 2021. The Influence Of Digital Marketing And Customer Perceived Value
Through Customer Satisfaction On Customer Loyalty. Journal of Legal, Ethical and
Regulatory Issues, 24, pp.1-14.
Krishen, A.S and et. al., 2021. A broad overview of interactive digital marketing: A bibliometric
network analysis. Journal of Business Research, 131, pp.183-195.
Purba, M and et. al., 2021. The effect of digital marketing and e-commerce on financial
performance and business sustaina-bility of MSMEs during COVID-19 pandemic in
Indonesia. International Journal of Data and Network Science, 5(3), pp.275-282.
Saura, J.R., Palacios-Marqués, D. and Ribeiro-Soriano, D., 2021. Digital marketing in SMEs via
data-driven strategies: Reviewing the current state of research. Journal of Small
Business Management, pp.1-36.
Saura, J.R., Palos-Sanchez, P. and Rodríguez Herráez, B., 2020. Digital marketing for
sustainable growth: Business models and online campaigns using sustainable
strategies. Sustainability, 12(3), p.1003.
Suleiman, D.A., Awan, T.M. and Javed, M., 2021. Enhancing digital marketing performance
through usage intention of AI-powered websites. IAES International Journal of
Artificial Intelligence, 10(4), p.810.