A Digital Marketing Portfolio: Dark Woods Coffee Case Study

This digital marketing portfolio focuses on Dark Woods Coffee, a multi-award-winning coffee roaster, and their online marketing strategies. It highlights the importance of digital marketing, including cost-effectiveness, performance tracking, brand building, targeted campaigning, and global reach. The portfolio examines specific strategies employed by Dark Woods Coffee, such as email marketing for promoting products and offers, search engine optimization (SEO) for improving website traffic and search engine rankings, online advertising through platforms like Instagram and Facebook, and web analytics for understanding and optimizing web usage. The analysis covers various aspects of each strategy, including implementation, monitoring, and assessment, concluding that digital marketing is vital for businesses like Dark Woods Coffee to target customers, track performance, and promote their brand effectively.

Digital
Marketing Portfolio for
Dark Woods Coffee

Contents
Introduction.................................................................................................................................................3
MAIN BODY.................................................................................................................................................3
Importance of digital marketing..............................................................................................................3
Digital marketing strategies by Dark wood coffee...................................................................................3
Conclusion...................................................................................................................................................5
Reference....................................................................................................................................................5

Introduction
Digital marketing is a form of the marketing which exists online. It is about the using data to realize the
marketing objectives. The digital marketing has various channels such as social media, website, search
engine and emails etc. They help the businesses to connect with their potential audience. It allows the
organizations to make the calculated marketing decisions. The organization chosen in this report is dark
wood coffee, which is a multi award winning coffee roaster. They roast the finest coffees from around
whole world, retail, wholesale and other food services coffees. They also provide brewing, machines and
other café equipment such as support and training. This report will include the concept of digital
marketing, importance and different types of digital marketing such as search engine optimization, email
marketing, web analytics and online advertising etc (Casalino,Masseni and Pastrone, 2021).
MAIN BODY
Importance of digital marketing
 Digital marketing is a cost effective platform as it offers an affordable alternative to the
organizations.
 It allows the businesses to track their performance and can know that how many people viewed
their advertisements and learn about their rate of conversion.
 The organization can build their brand and the reputation by using a well developed website
that is highly interactive.
 It allows for the targeted campaigning and helps the organization to target their customers and
segment them on the basis of similarities.
 The digital marketing has a global reach and it is used by the businesses ad campaigns to be
visible in any part within the world ( Fayaz and Moidin, 2020).
Digital marketing strategies by Dark wood coffee
Email marketing- In this act, commercial messages is send to the group of peoples using email. The
email marketing is used to promote a specific company’s product and their services. It is the integral
part of the online communication and it is a significant way to keep in touch with targeted customers. It
helps in aware the customers on company’s email list about their new products, given discount sand
other offers. Email marketing is a very powerful channel of marketing or promotion. It play a vital role in
the company’s marketing strategy with brand awareness, lead generation and building a good
relationship by keeping the customers engaged in purchasing. Email marketing does not need any
necessarily requirement such as a large team and reams of the technical nous for success; it is very easy
to start this. The subscribers can easily forward the brilliant deals and other offer to their relatives at the
clock of a button. In context of Dark wood coffee, email marketing is very beneficial for their coffee
shop. It is very cost effective method. The email marketing makes enable them to convert their
prospects into the paying customers. It can grow their brand awareness among the target customers.
Positively they will be creating the awareness around their coffee shop which is very valuable. ( Yıldız,
2020).

Search engine optimization- It is the process of improving quantity and quality of the website traffic to a
web page from the search engine. It maximizes the number of the visitors to a particular websites by
make sure that site appears high on the list. The SEO activity involves optimizing each core component
of the search engine algorithms to rank higher in search result. An organization need to make some
valuable contents in their websites. The capacity of search engine depends on the speed of websites.
The search engine process includes six phases:
 Research- it include the business research, current state assessment, competitors analysis and
keyword searching (Ghasemi-Marzbali, 2020).
 Planning and strategy- It include the decisions on about how to handle a content, manage the
social media presence, build the links to websites and the technical implantation strategies.
 Implementation- In this, it is about where the optimization decisions on the site’s web pages and
websites as a whole are executed.
 Monitoring- It is about, where the activities of the traffic, web spiders and other metrics are
observed.
 Assessment- It involves checking the summarized impacts of the strategy against their SEO
process.
 Maintenances - It is about, where both the minor and major problems with their website’s
cooperation are handled as they arise.
In relation to Dark wood coffee, it ensures the display of the search engine results in the appropriate
spot. The regular update of the content in the search engine optimization brings many positive
outcomes on that coffee shop’s websites. Dark wood coffee need to increase their websites speed and
also make sure high ranking, so that customers easily find their websites in Google search engine. They
should very simple to follow this as well as easy to navigate for the users and other search engine. It can
be used the data dictionary to create inter link among the websites’ pages. The link building strategy of
the dark wood coffee should conduct outreach to ensure divers relationship between their different
websites ( Wang and Xie, 2021).
Online advertising- It is an online marketing, digital advertising and internet advertising which uses the
interaction to deliver the promotional marketing information to the customers. It helps to attract the
website traffic. It quickly promotes the product information without any geographical boundary. The
online advertising has a global reach and better brand engagement of the customers. The online
marketing is less expensive to use because in this method there is no travel cost and no need to pay for
the printing to distribute material. The online marketing allows an organization to be everywhere their
clients look. It can also used to reach the influencer and the invisible prospects. An organization can
generate a greater profit to leads the online marketing. In context of Dark wood coffee, it uses the
online advertising to attract their target audience. It uses Instargarma and Facebook to promote their
brand among the customers. They use the online advertising that allows them to utilize their reach and
also promote their brand on social media platforms. They create video polls in Facebook and share the
videos with images. A Facebook page is created by the Facebook manger to share the dark wood
coffee’s ad in this page ( Sisodia, 2020).

Web analytics- It is the measurement, analysis, collection and reporting of the internet data with the
purpose of the understanding and optimizing the Web usage. It focuses, to understand the users of
sites. It is also used for the business and a market research as it assesses and improves the website
effectiveness. It is helpful to estimate that how the traffic to a website changes after the launching a
new advertising campaign. It helps to know that how many visitors a company have on their websites at
a given times. Where do these visitors come from and how much time are they spending on their
website. The web analytics is beneficial for the business growth. It helps them to measure the web
traffic. It counts the numbers of visitors who visit their sites. It also tracks the bounce rate when the
visitors leave the site without any action or clicking. It helps to identifies the target market and address
the needs of different clients. The web analytics keep an eye on the customers being loosed, so they use
this tool to improve their websites. In relation to Dark wood coffee, it can see important data from the
dashboards. It can choose the new dashboard and add the several widgets. It has to find a most
effective online campaign which can bring effective traffic and the conversion. It also needs to identify
place of the best visitors. Dark wood coffee has to uncover their top content and need to show it in the
front of the page under the site content of website. Hence, the web analytic helps the dark wood coffee
to improve quality of their website and attract more customers ( Kamil and Fahmi, 2020).).
Conclusion
Form the above report it is concluded that, digital marketing play a vital role in a business. It is
very essential for any business. There are various types of digital marketing such as email marketing,
search engine operation, online advertising, social media and web analytics etc. these are very helpful
for the organization to target their customers and track them in many ways. The dark wood coffee uses
the digital marketing platform to promote their product and brand. The digital marketing helps them to
market their brand and allows them to attract more customers. They use Facebook and Instagram as a
promotional tool for their organization. They make ads and some video with attracting image and
upload them different social media sites, because mostly customer are engaging there. They have their
own website where customer can visit there and aware about their product and brand. Thus, the digital
marketing is an effective tool for the businesses or organizations.
Reference
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Sisodia, S., 2020. REINVENTING MARKETING COMMUNICATION POST COVID
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