Strategic Digital Marketing Portfolio for Dark Woods Coffee (DWC)

This digital marketing portfolio provides a comprehensive analysis of digital strategies for Dark Woods Coffee (DWC), a successful cafe and wholesale coffee roaster in the UK. It outlines the objectives of digital marketing, including increasing revenue, enhancing brand awareness, and improving online reputation. The portfolio discusses the advantages and disadvantages of digital marketing, such as global reach versus skill gaps and time consumption. It explores various digital marketing frameworks like Forrester's 5Is and Lauterborn's 4Cs, and details specific strategies including social media marketing, email marketing, content writing, search engine optimization (SEO), web analytics, and mobile marketing. The report also focuses on online advertising, specifically Twitter advertising, and how DWC leverages SEO to improve website traffic and search rankings. The overall aim is to provide a strategic approach to enhance DWC's digital presence and customer engagement.

Digital Marketing
Portfolio

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Digital Marketing Objectives.................................................................................................1
Advantages of Digital Marketing...........................................................................................2
Disadvantages of Digital Marketing.......................................................................................3
Digital Marketing Frameworks..............................................................................................4
Digital marketing strategies....................................................................................................4
Online Advertising.................................................................................................................5
Search Engine Optimization...................................................................................................6
Web Analysis..........................................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Digital marketing activities can be explained as the use of digital tools such as the internet,
social media, mobile phone applications, web pages etc. to carry out the marketing activities of
the business. The marketing activities are basically divided into traditional marketing and digital
or online marketing, where traditional practices involve the above the line and below the line
marketing activities and digital marketing activities involve the use of latest technology such as
internet, social media, etc. for the purpose of marketing. The Dark Woods Coffee is one of the
most successful cafes involved in the cafe events and wholesale coffee roaster in the UK which
was established in the 1950s. The following portfolio report focuses on DWC which started its
coffee roasting and wholesale coffee roaster business. Moreover, the portfolio report will be
demonstrating the objectives of digital marketing along with its advantages and disadvantages in
the current era. Along with this, it will also demonstrate the digital marketing frameworks that
can help to enhance the digital marketing strategies. The report will also demonstrate the use of
online advertising, search engine optimization and web analysis for improving the digital
marketing activities of the organization.
MAIN BODY
Digital Marketing Objectives
The main objective behind using digital marketing is increasing the revenue of the
organization with the help of cheaper advertisements so that higher return on investment can be
gained from the marketing activities. Digital marketing activities ultimately increase the overall
profit margin of the organization because digital marketing involves less investment and does not
require much duration to achieve its targets (Albab and Munandar, 2020).
The second objective behind using digital marketing is enhancing the brand awareness
along with the promotion of product and services of the organization. With the help of effective
digital marketing strategies the organization does not only market its products and services but it
also gains the chances for enhancing its brand image for the growth and expansion of the
organization.
Increasing qualify traffic is another objective of digital marketing which focus is on
bringing maximum people to know and get aware about the products and services of the
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company on various online platforms (De Lemos, Vieira and Pinho, 2020). By the help of
increasing the visitors on the digital platforms of the organization the marketing of its products
and services are enhanced and more and more pay per click can be gained by the organization.
Managing the online reputation and coverage of the business is also the objective of digital
marketing performed by the organization because it has to create goodwill and royalty for the
organization as well as its products and services. With the proper use of digital marketing
strategies, tools, frameworks etc. it is definite that the reputation of the company can be
enhanced significantly.
Becoming an influencer is also considered as the objective of digital marketing because it
helps the company to directly communicate with its customers and put forward their ideas,
innovations, missions, visions etc. in front of the people so that a sense of loyalty among the
customers can be gained. The last objective of digital marketing that can be identified is the
means of communication with the customers. With the help of digital marketing techniques the
communication with the customers with the help of constructive feedback and quick efficient
customer services can be provided for enhancing the long term relationship with the customers.
This helps to create more customers for the specific products and services of the organization
while also enhancing its reputation.
Advantages of Digital Marketing
The main advantage of digital marketing is its ability to reach the customers across the
world because of intercellular connectivity of devices with the help of the internet (Domazet,
2018). The internet does not have any boundaries for marketing the products digitally as
compared to the traditional marketing which was restricted or limited due to the international
border policies of the government. The digital marketing provides unlimited reach of the
company to customers throughout the world.
The lower cost of promotion is another positive aspect about digital marketing because the
digital marketing strategies along with its implementation do not require huge amounts and it
also provides much wider coverage of the customers as compared to any other form of marketing
promotion.
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The online marketing activities are measured with the help of online statistical tools that
measure the overall output, profits etc. generated by the activities of digital marketing (Karjo,
Hermawan and Napitupulu, 2021).
Digital marketing provides openness to the customers to share their thoughts and views
regarding the products and services that are offered by the company so that the product and
service can be enhanced.
Social currency is another advantage of digital marketing which we first to the process of
social marketing or marketing the content which place an important role in the marketing
activities with the help of digital media so that customers can directly reach the website of the
organization to purchase their goods and services easily.
Disadvantages of Digital Marketing
The main disadvantage of digital marketing is the lack of skills and training due to the
consistent changes prevailing in the diversified technology across the globe (Kollmann, 2019). It
is very difficult for an organization to synchronize their activities and digital marketing with the
rapidly changing environment and it requires a huge amount of cost for doing so.
Another disadvantage of digital marketing is that it is time consuming because it requires a
lot of patience and efforts to get the desired results. Digital marketing is a time consuming
process because it requires consistent visuals on the activities of the market for 24/7 duration.
The increasing level of competition is also a major disadvantage of digital marketing
because in today's world of digitalization maximum number of companies are competing with
each other on the online platforms for covering maximum number of customers. Due to the high
number of competitors involved in the digital marketing activities the preference of customers
may shift towards the other products and services.
Many complaints and feedback is another disadvantage of digital marketing and
communicating with the customers in an open manner (Minculete and Olar, 2018). Due to the
availability of digital platforms and social media the customers find it easy to post anything
about their experience or convey a negative impression of the organization to the public.
The chances of cyber theft and cyber security issues is another disadvantage of using the
digital marketing techniques because it will lead to the breaching of vital data of the organization
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that may be used in wrong ways and can destroy the reputation or financial position of the
organization.
Digital Marketing Frameworks
There are various digital marketing frameworks which can help an organization to perform
digital marketing activities in a purposeful manner to create optimum results. Forrester's 5Is is a
digital marketing framework which has to communicate with the customers and order the digital
marketing efficiency for the level of interaction with the customers and how much the customers
are involved with the digital marketing activity.
Lauterborn's 4Cs is also a digital marketing framework which helps the organization to get
insight and analyze the performance of digital marketing activities in the terms of convenience of
the customers, their consistency, satisfaction level, ease, competency for customer needs and
wants etc.
The 10Cs and 6Cs of marketing which involves corporate culture, control, coordination,
customer, content, competition, convenience, customization, consistency and communication for
analyzing the effectiveness of marketing across the digital platforms.
Hofacker's 5 stage of information processing is another digital marketing framework that
helps to plan the marketing activities across the various digital platforms so that maximum
number of customers can be engaged.
The technology acceptance model is considered among the other digit tell marketing
planning models to enhance the digital marketing activities by a business (Peter and Dalla
Vecchia, 2021). Some of the organizations use a technology model with the combination of
honeycomb model to consider the strategic communication to customers with the help of digital
marketing activities. It has to enhance the oral digital marketing practices.
Digital marketing strategies
There are various digital marketing strategies such as social media marketing which uses
various social media platforms such as Facebook, Instagram, Twitter, YouTube etc. to enhance
the reach of products and services to maximum number of customers.
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Email marketing is another strategy that is used by the organizations to send direct
conversations with the customers to promote their products and services in more convenient
manners.
Content writing is one of the digital marketing strategies that is performed by the
organization in order to convince the customers to purchase the production services of the
organization (Premasinghe and et. al., 2021).
Search engine optimization is another strategy of digital marketing which enhances the
ranking of an organization's website on the Google platform so that maximum traffic can be
obtained by the business.
Web analytics is one of the digital strategies that include the use of Google analytics and
many other activities to develop the demand for company’s products and services (Rosario and
Cruz, 2019).
Mobile marketing is another strategy of digital marketing which involves the use of
advertisements and applications that can directly handle the business activities of an organization
for interacting with the customers and providing them insights about the products and services
that are offered by the company.
Online Advertising
Online advertising can be described as the use of the internet for delivering and conducting
the promotion activities of the products and services of the organization. Yeah various means of
online advertising such as Facebook advertisement, Google ads, Google search advertisement,
YouTube advertisement, etc. With the help of online advertisements the company's target the
customers and create awareness about the products and services along with the insight of using
them.
Dark Woods Coffee effectively plans its online advertising campaigns with the help of
Twitter advertising which consist of attractive contents to attract the maximum number of
customers for their products and services. The company selects the products and creates such
campaigns that are attractive and places them where the maximum number of customers can
reach it (Tenorio, 2020).
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The justification about the plan can be shown by the Twitter account of Dark Woods
Coffee which promotes their products and services in a very unique manner. They provide such
content that connects the audience with their product and services like their image of food and
farming awards which they have won. The achievements of the cafe have been published on
DWC's social media site of DWC so that maximum number of customers can be influenced and
attracted towards its products.
There are various applications that are helpful to advertise on Twitter which has benefited
dark wood coffee by opening new channels for communicating with the customers and reaching
out the maximum number of suppliers as well as enhancing the relationship with all the
stakeholders of the company. Moreover the traffic can be generated on that Twitter handle by
creating the quality products where the company shows its brand image by posting it's
achievements and fresh content about DWC. Companies can also look towards various trends
and follow those trends so that a large number of customers can be attracted by the use of online
advertising platforms
Search Engine Optimization
Search engine optimization can be explained as the process of improving and enhancing
the quantity and quality of the traffic that reaches the website and web pages of the organization.
It is basically the strategy of digital marketing which targets and enhances the quality of the
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website of the organization and its internet content to reach the maximum number of customers
and stay on the top of searches.
The Dark Woods Coffee effectively uses the search engine optimization technique in order
to stay at the top of searches so that maximum customers can reach it easily. The company has
improved that sell cards by enhancing their keyword strategy, with the use of master keyword
and mating of keyword tools. The company also keeps a constant eye on its customers and tries
to produce more attractive content so that the maximum number of customers can be attracted
towards them (Vieira and et. al 2019).
The justification of search engine optimization used by Dark Woods Coffee is shown in the
image that shows the attractiveness of the website and it's position in the search result on the
web. The company uses the algorithm for enhancing their websites constantly due to the constant
efforts of Google to refresh website preference.
As utilized various applications that had benefited in its search engine optimization such as
organic discovery along with the high quality website traffic. It has also provided growing
returns on its investments with increased trust and credibility. Company also provides the
promotion of its production services for 24 by 7 to target the entire market. SEO has also helped
the cafe DWC to improve user experience and get the small benefits of pay-per-click.
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Web Analysis
Web analytics can be elaborated as a collection, classification, and presentation analysis
and reporting of website data so that the success or failure of digital marketing can be checked.
With the help of this the company tries to focus on enhancing customer experience by identifying
the performance gaps and lacking in the digital marketing practices. They are certain tools that
are used for this purpose such as Google analytics, Yahoo web analytics and KISS and many
others.
DWC has also utilized various type of web analytics with the help of Google analytics
which define the services offered by Google to track and examine the overall performance of the
website and online media of the organization. The company also uses the Google tag manager
and Google analytics for digital marketing for setting and linking goals to the search console of
the online marketing (Yılmaz, 2022).
The justification of the above plan of the Google analytics can be used by Dark Woods
coffee from the image provided and the website data along with the behavior and technology for
benching the online and digital performance of the DWC. It also mentions about the source like
phone, computer, LAN, VAN etc. for the purpose of analyzing it.
There are various applications of Google analytics and Yahoo analytics that could benefit
DWC to track the online activities and enhance its performance. They can also easily keep the
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tracking of the offline and online forms which helps to produce data reports and enhance
customization. It has enhanced the online advertising and digital marketing activities by
providing better content and search engine optimization. It also has to search for the best suitable
target audience in the market to make the digital marketing activities more effective and efficient
CONCLUSION
It has been concluded from the above report that there are various digital marketing
activities that use many digital marketing tools such as internet social media mobile full
applications web pages to carry out the marketing activities of the business. Moreover the report
has been describing digital marketing objectives such as creating brand awareness, generating
higher profits, etc. Along with this, it has been describing the advantages of digital marketing
like lower cost of promotion, wider coverage etc. Along with the disadvantages such as time
consuming activity, requires constant upgradation etc. Furthermore, certain digital marketing
frameworks such as lauterborn's 4Cs and hofacker's 5 stages along with the digital marketing
strategies involving email marketing, content writing, search engine optimization, web analytics
etc. In the end the report has been providing the use of online advertisement, search engine
optimization and web analytics by an organization to enhance its digital marketing activities.
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REFERENCES
Books and Journals
Albab, B. and Munandar, A. I., 2020. The role of youth in managing village-owned enterprises
(BUMDES) through digital marketing. In Managing Learning Organization in Industry
4.0 (pp. 279-282). Routledge.
De Lemos, F. F., Vieira, D. and Pinho, T., 2020. Digital Marketing Strategies for Accessible
Tourism. In Digital Marketing Strategies for Tourism, Hospitality, and Airline
Industries (pp. 71-92). IGI Global.
Domazet, I., 2018. Digital transformation of business portfolio through DCRM. Digital
Transformation-New Challenges and Business Opportunities. pp.214-235.
Karjo, C. H., Hermawan, F. and Napitupulu, B., 2021, October. The Impact of Digital Marketing
Media on the Household Business Sales during Covid-19 Pandemic. In 2021 3rd
International Conference on Cybernetics and Intelligent System (ICORIS) (pp. 1-4).
IEEE.
Kollmann, T., 2019. Digital Marketing: Grundlagen der Absatzpolitik in der Digitalen
Wirtschaft. Kohlhammer Verlag.
Minculete, G. and Olar, P., 2018, June. Approaches to the modern concept of digital marketing.
In International conference Knowledge-based organization (Vol. 24, No. 2. pp. 63-69).
Peter, M.K. and Dalla Vecchia, M., 2021. The Digital marketing toolkit: a literature review for
the identification of digital marketing channels and platforms. New Trends in Business
Information Systems and Technology, pp.251-265.
Premasinghe and et. al., 2021. The Impact of Digital Marketing Tools on Financial Performance
of Listed Hotels in Sri Lanka.
Rosario, A.M.F.T. and Cruz, R.N., 2019. Determinants of innovation in digital
marketing. Journal of Reviews on Global Economics, 8. pp.1722-1731.
Tenorio, R. C., 2020. UNESCO World Heritage and digital marketing: The case of Monumental
Consortium of Mérida. IROCAMM-International Review Of Communication And
Marketing Mix, 3(1). pp.92-103.
Vieira, V.A. and et. al 2019. In pursuit of an effective B2B digital marketing strategy in an
emerging market. Journal of the Academy of Marketing Science. 47(6). pp.1085-1108.
Yılmaz, E. S., 2022. QR CODES AND E-WALLET APPLICATIONS IN DIGITAL ERA.
HOW DO THEY INFLUENCE THE DIGITAL MARKETING STRATEGIES?. Digital
Transformation: A Human-Centric Approach. p.91.
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