Crafting a Digital Marketing Portfolio: Dark Woods Coffee Case

This report presents a digital marketing portfolio developed for Dark Woods Coffee, a long-established coffee roaster. It outlines the objectives of digital marketing, emphasizing brand building and customer engagement. The report details the advantages and disadvantages of digital marketing, noting its global reach but also the intense competition. Key digital marketing strategies, including online advertising (utilizing platforms like Instagram and Facebook), search engine optimization (SEO) for local searches, and web analytics for data-driven decision-making, are thoroughly examined. The conclusion underscores the importance of digital marketing for connecting with potential customers and improving online presence, while also highlighting the value of web analytics in optimizing business operations and customer engagement. Desklib offers this and many more solved assignments for students.

digital marketing portfolio

Introduction .....................................................................................................................................1
MAIN BODY...................................................................................................................................1
Advantages of digital marketing ................................................................................................2
Disadvantages of digital marketing ............................................................................................2
Digital marketing strategies........................................................................................................2
Online advertising ....................................................................................................................3
Search engine optimisation.........................................................................................................4
Web analytics .............................................................................................................................5
CONCLUSION................................................................................................................................5
REFERENCES...............................................................................................................................6

Introduction
The digital marketing portfolio is also known as online marketing. That means promotion
of brand to connect with potential customers using the internet and other form of technology. In
addition digital marketing portfolio helps to reach larger audience. It sometimes more cost-
effective in comparison to traditional advertising, that enables to measure the success on daily
basis. Apart from this, digital marketing can provide a comprehensive start to finish overview of
every metrics and advertising delivered by digital marketing channels such as search engine,
websites, social media and mobile apps. Now, in respect of report create a digital marketing
portfolio for dark woods coffee is an unique adventurous coffee roaster established in year 1950.
The company dark woods is always focused to serve finest coffee to be enjoyable for every
customers. Apart from this, report consists of digital marketing strategies like online advertising,
search engine optimisation and web analytics. The further discussion is about their advantages
and disadvantages in context of company dark woods (Thukral and Ratten, 2021).
MAIN BODY
Objectives of digital marketing
The main objective of digital marketing to achieve business mission and online
objectives. The digital marketing assist to clear strategies of digital marketing in order to guide
promotional activities of company dark woods. The digital marketing will build campaigns and
implement every advertisement to connect with target audience and execute goals of marketing.
Therefore, some of the important objectives of digital marketing is to construct a brand,
constructing a brand is one of the major objectives. This aims of digital marketing is involve to
setting up a new brand. Although, this constructing of brand not only represents and placing the
name, this also influence and affects on mind of peoples. In addition, well recognised brand are
particularly linked with successful relationships and also gain advantages of more trusted
consumers. Apart, from this, internet is an ideal resources for generating those policies because it
is very competitive and assist the company dark woods to directly communicate with every
peoples and customers. (Chiplunkar, Gowda and Shivakumar, 2020).
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Advantages of digital marketing
The advantages of digital marketing worldwide reach and visibility to achieve with it
immense. In comparison to traditional marketing, that is mostly restricted by geography, in
relation to co-ordinating the campaigns of international marketing that is heard as well as labour
sensitive. In addition, small local business with online store can reach to an international
audience that simply fits with target audience and customer group all over the world. However,
the online accessibility has opened many opportunities of growth for the business following
traditional concepts of business. Moreover, if company dark -woods is willing to handle and
include themselves within digital marketing, can overcome with difficulties of development and
growth boundaries that is set to be outdated for every business models. The digital marketing has
been also democratized the international access for smaller companies willing to grow its online
marketing.
Disadvantages of digital marketing
There are few disadvantages of digital marketing. The digital marketing campaigns
sometimes will faces high competition. Due to the reason, it creates an impact on some of target
audience, because now a days competition has grown many of opportunities in recent past. In
addition, any of approach or repeated method assist to drive the brand out of competition. The
reason digital marketing campaigns have become very competitive, therefore brand have to
sometimes relevant for needs of the customers and quick in responding. Apart, from this digital
marketing is purely based on technology and internet to resolve errors. There are times when the
links will not works ,pages may not load for sometimes. In addition, this also lead to prospective
customers to switch other brands. Therefore, to avoid this a test of some website is necessary as
well as proof reading of content and make sure that campaigns will work on its potential
customers(Chiplunkar, Gowda and Shivakumar, 2020).
Digital marketing strategies
A strategy of digital marketing is refers to a set of planned actions that is performed
online to achieve some specific goals. In general terms, this always means to perform some
consistent actions at right time through most suitable and perfect channels that is used online. By
the help of this, it increase productivity and revenue and improve relationship with customers. In
addition, digital marketing strategies will assist to move more consciously and more
confidentially no matters what company will do. Moreover, digital marketing motivates to learn
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more, when company starts to develop a concept of digital marketing, this is required to think
through every aspects of business. Therefore, company have to deeply determine the potential
customers, trends, competitors and niches to generates and polished up to date strategies of
digital marketing. Now, in respect of this report here are using these three strategies like online
advertising, search engine optimisation and web analytics will be discussed below.
Online advertising
Online advertising is the best way to advertise a coffee shop in this 21st century in digital
manner. The online advertising attracts patterns of dark wood coffee by the power of advertising
the digital presence, creating brand awareness of dark wood coffee and creating an awareness as
well as forming a connection with the communities. Here are some benefits of online advertising
of coffee shop is as follows-
digital presence- The strong digital presence not only includes building the websites but
also managing every single space of dark woods coffee. This means, it assist coffee shop to
increase brand awareness by its digital presence. Due to a successful digital presence is highly
influenced by branding, and reviews of customers (Ghoshal, N.D., 2020 ).
Social media- The marketing strategies will assist to integrate platforms of social media
are going to see far and will be more success for dark wood coffee. In addition, dark woods
coffee shop campaigns generally avoid social media advertisement. The social media mainly
provides personalization, familiarity and capabilities to provides better service of customers
compelling video- by using video this is an important way to attract company target
market. This will bring more awareness to dark wood coffee shop, to introduce team of
employee. Therefore, video is an appropriate way to tell stories and show case to make dark
wood coffee shop different from rest.
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justification the dark wood coffee shop is doing online advertising by the help of Instagram and
facebook. This will assist dark wood coffee shop in advertising its coffee shop and make an
effective impact on their customers.
Search engine optimisation
The search engine optimization is the category of SEO that generally focuses on
optimizing a website that is found to be local results of searches. For dark wood coffee shop will
assist to appear the terms like coffee shop near me. Essentially the coffee shop is focusing on
online strategies of growth which means it focuses on emphasizing the efforts of optimization
that will efforts of local mortar and bricks of businesses. This will be more convincing because
this will provides 50 percent of searches results near me within the physical stores. However, this
mainly helps in creation of and on-page optimisation and local citations, that can improve the
local SEO for coffee shop. In addition, the google my business is one of the most valuable asset
of business. The google my business all the time helps to adding the new features to google my
business accounts. This is really important top keep the updates of GMB as possible. The few
things into GMB can helpful to improve adding the new key words into the description of GMB.
This is also helpful for listing all of the services that will offers within coffee shop . It means, this
enabling the GMB messaging and regularly posting updates or promotions to GMB. This will
also enhancing and helps to strengthen coffee shop with the assistance of digital marketing and
easily influence every potential customers (Khan and Kushwah, 2021).
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Web analytics
As everyone knows digitization reshapes the functional and operational outlook of coffee
shop industry. This generally means, it major independent and helps in covering competition for
coffee shop dark woods. However, this is helpful to determine metrics and reports that is
associated with several operations. This means such operations become most integral to the role
as the owner and manager of company dark woods. Moreover, the coffee shop dark woods data
analytics assist to analysing each and every data and point that is related to business of coffee
shop. The dark wood coffee shop business assist by web analytics, to improve everything from
menus and assist staff straining of coffee shop policies as well as marketing campaigns. Apart,
from this, web analytics is also refers a big data, big data is basically refers to the large volume
of data that is constantly being create by software (Sharma and Shrivastava, 2021).The large
coffee shop like dark woods comprises more than 8 or more technology, which highlights the
requirements to invest in a reliable solutions of analytics. As mentioned above, the coffee shop
dark woods is focusing on constantly creating the buckets loads of data. Therefore, the growth of
digitization of dark wood coffee has lead to influx those systems that generally supports dark
wood coffee shop within every assignments. In addition, the system of POS are also helpful to
gather greater source of data of coffee shop. This will also keep of average customers, the
company always tries to provide discounts on coffee, this is the reason many of the customers
can attract easily by their discounts and offers and find them helpful to visit dark wood coffee
shop without any hesitation .while coffee shop data analytics are not some of the form of silver
bullet that will going magically and easily improve the revenue. This can represents and robust
and actionable knowledge that can assist to make valuable business decisions. For example, this
will evaluating the sales metrics and revenues as per the server that can help to identify the issues
of staffing within the dark woods coffee shop. Likewise analysis of the data of CRM also used to
identify the same amount of revenue throughout the week. This means only few hours will bring
a revenue and data analytics that will be able to tell where losses happens. Therefore, coffee shop
can also uses the web data analytics to determine the menu and what types of snack will be
offered by coffee shop (Sharma and Shrivastava, 2021).
CONCLUSION
From the above report, the conclusion of the topic is as follows-The digital marketing portfolio is
also known as online marketing. That means promotion of brand to connect with potential
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customers using the internet and other form of technology. In addition digital marketing portfolio
helps to reach larger audience. It sometimes more cost-effective in comparison to traditional
advertising, that enables to measure the success on daily basis. Apart, from this report also
consist of advantages and disadvantages of disadvantages of digital marketing. The advantages
of digital marketing worldwide reach and visibility to achieve with it immense. In comparison to
traditional marketing. Therefore, the disadvantages are, the digital marketing campaigns
sometimes will faces high competition. Due to the reason, it creates an impact on some of target
audience, because now a days competition has grown many of opportunities in recent past.
Lastly report also consists of digital marketing strategies ,strategy of digital marketing is refers to
a set of planned actions that is performed online to achieve some specific goals and also improve
the online presence of dark woods coffee in the eyes of their potential customer
REFERENCES
Books and Journals
Thukral, E. and Ratten, V., 2021. Building and maintaining customer relationship via digital
marketing and new technologies for small businesses during the COVID-19 pandemic.
In COVID-19 and Entrepreneurship (pp. 100-108). Routledge.
Poorani, D. and Vidhiya, J., 2021. A Study on Opportunities and Challenges of Digital
Marketing. Shanlax International Journal of Management, 8(3), pp.46-53.
Chiplunkar, S., Gowda, D. and Shivakumar, H., 2020. Adaptation of pharmaceutical marketing
and drug promotion practices in times of pandemic COVID-19. International Journal of
Health & Allied Sciences, 9(5), pp.11-11.
Ghoshal, N.D., 2020. Digital marketing: the opportunity and the imperative. International
Journal of Public Sector Performance Management, 6(2), pp.246-259.
Khan, H. and Kushwah, K.K., 2021. Blockchain and the Future of Digital Marketing.
In Blockchain Technology and Applications for Digital Marketing (pp. 250-275). IGI
Global.
Sharma, P. and Shrivastava, A.K., 2021. Marketing strategy for financial services in Indian
financial service institutions. FIIB Business Review, p.2319714521994510.
Chayathatto, M.N.K. and Woradech, A., 2020. Using Cluster Analysis to Understand the Value
Proposition in Digital Business to Develop Digital Marketing for Agricultural
Community Enterprise in Thailand. Solid State Technology, 63(6), pp.5092-5106.
Abdullah, M.M.H.H., 2020. The impact of digital marketing communication on brand awareness
and purchase intention: does customer engagement mediate the relationship between
brand awareness and purchase intention?. International Journal of Islamic Marketing
and Branding, 5(4), pp.288-299.
Sharma, P., Gupta, S. and Kapoor, D., 2020. Digital marketing and consumer millennials: A
comparative study of men, women, and transgender consumers' buying behaviour in
Punjab. Indian Journal of Marketing, 50(3), pp.47-57.
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Vitaloka, L. and Susanti, N., 2021. The Influence Of Digital Marketing And Product Variety On
Purchase Decisions In Bengkulu City Mode Stores. BIMA Journal (Business,
Management, & Accounting Journal), 2(1), pp.37-52.
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