BMP6008: Digital Marketing Portfolio Design for Dark Woods Coffee

This report proposes an integrated digital marketing strategy for Dark Woods Coffee, a UK-based company established in 2016. It explores the nature, challenges, and importance of integrated digital marketing strategies, focusing on social media marketing, email marketing, and search engine...Read More

Integrated Digital
Marketing Strategy

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Nature, challenges and importance of integrated digital marketing strategies.......................3
Propose an effective digital marketing strategy.....................................................................5
Find out core digital skills, concepts as well as models.......................................................11
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
In today's world business environment is becoming more complicated because of various
developments on daily basis. It is becoming very difficult for organisations to take rightful
actions in order to survive in this complex environment. Furthermore, as new companies are
entering in the market this increases the competition. It has become very important for
organisations to develop unique strategies that could help them in gaining advantage over their
competitors (Hassan and Dadwal, 2018). To overcome certain challenges organisations are
trying to identify the solutions. There are different marketing tools that help the organisation to
promote its products or services in the market.
In the present time of digitalization, the strong tool that helps in achieving success is digital
marketing. In this report the focus is paid off on social media marketing, email marketing and
search engine optimisation. For the purpose of this report Dark Woods Coffee which is a UK
based company is being taken to understand the impact. The company was established in the
year 2016. Further in this report the integration of digital marketing strategies and what skills are
required to implement practices is being discussed in detail. The end part of this report focuses
on different models that are used to support digital marketing.
MAIN BODY
Nature, challenges and importance of integrated digital marketing strategies
Digital marketing is an activity used to promote products or services of a company with
the help of internet on various social platforms by a bunch of people. In this world of

digitalization this marketing activity helps a company in expanding its reach to customers as well
as attracting them towards company.
Dark Woods Coffee is in the market of UK since 2016 and the success of the company is
based upon the utilization of marketing strategies to promote their products. The main focus of
digital marketing is on developing schemes to achieve the desired goals and objectives. To
deliver the objective of promotion this approach is one-of-a-kind which supports customers in
recognising it among various channels.
Nature and importance
 To provide a perfect solution for an organisation Integrated digital marketing is the
mixture of various marketing strategies.
 The integrated digital marketing is concerned with the marketing in order to attract
potential customers towards purchasing of products or services of an organisation.
 Dark Woods Coffee to advertise its products could use various marketing strategies such
as content marketing, paid advertisement, web development, social media marketing
and other marketing strategies (Backaler and Shankman, 2018).
 By implementing effective digital marketing, a company could make its products or
services recognisable among customers.
Challenges
As in a marketplace companies may face various challenges that is the why they choose
digital marketing for promotions. Dark Woods Coffee has implemented various digital marketing
strategies but there are certain issues with digital marketing which has been discussed below:
 Budgeting is considered a major problem that companies are facing nowadays as every
organisation needs budget for marketing (Chaitra and Nijaguna, 2019). It is very difficult
for Dark Woods Coffee to examine the budget while promoting their products and
services. It is becoming an issue for businesses to examine how they could promote their
products and services with little resources.
 Companies must have a knowledge of all digital marketing tools as they change
regularly. The companies must hire people who have the complete knowledge of digital
marketing tools.

 A challenging task for every company is to appoint qualifies employees. In today's world
it is very important to recruit qualified and educated people who have the full knowledge
of digital marketing.
From the above explanation it can be said that integrated digital marketing tactics are very
important for businesses as these strategies help organisations in promoting their products or
services in the marketplace. Companies must use all the digital marketing tactics properly in
order to analyse every choices and develop an informed conclusion.
Propose an effective digital marketing strategy
As Dark Woods Coffee face many competitors in the market it utilizes integrated digital
marketing tactics in order to attract customers towards their products or services. To enhance the
sales, the company offers a variety of products that could attract customers. It leads to the
process which helps in achieving success and goals at the same time (Velinov, 2017). It is an
essential set of SMART objectives which are specific, measurable, achievable, relevant and
time-based. The objectives set utilize by Dark Woods Coffee are mentioned below:
 To enhance the utilization of social media marketing
 To increase the conversion rate by 5% in the span of 3 months
 To boost sales in every 6 months by 5%
In order to achieve goals Dark Woods Coffee would follow the steps which are discussed
below:
Identify Different Marketing Communication Methods:
Dark Woods Coffee use content marketing, social media marketing and email marketing as
its main digital strategies for promotion. These strategies assist in achieving goals and gain
advantage over the competitors. All these digital strategies have their own advantages. The
organisation will get benefited by including them in the same portfolio.
 Through Email Marketing Dark Woods Coffee delivers emails to its customers in order
to provide all the vital and specific information. Existing customers may get involved in
the information of company. The offers by the company will be delivered directly to the
customers and this will increase the conversation rate.

 Content marketing helps Dark Woods Coffee in increasing their caption as well as
develop a good impact on the consumers. It is important to notice that the good content
attracts customers. It is beneficial for Dark Woods Coffee to post good content on social
media.
 To develop strong relationships with customers and to raise the awareness about a
company Social media marketing is a very popular marketing tool. Dark Woods Coffee
has already on social media platforms such as Instagram, Facebook and Twitter. In
today's world most of the people are socially active. Besides with that the conversion rate
is high on Instagram and Facebook. This will increase the sales of an organisation.

Facebook: it is one of the popular social media platforms that is widely used by the people.
It helps in connecting with relatives, friends, family and unknown people. This platform also has
an option for creating a business page (Kang, 2018). The performance of the page and the
number of visitors is easily traceable. Facebook will help Dark Woods Coffee in developing
relationships with customers.
Twitter: As millions of users are active on this platform it is becoming the fastest-growing
social media platform. This social media platform is used to keep updates of current events
across the globe. Twitter is the best way to engage customers as it could be used to give instant
solutions of customer's queries. It keeps the customers updated and all the real time updates are
also get posted on it.
Digital marketing portfolio
Portfolio methods Contents
Email marketing campaign To carry the idea of removed coffee beans with
amazing flavours for satisfying hunger.

By promoting the skills of farmers Dark
Woods Coffee has founded the great and
cheapest coffee beans (Drummond, O’Toole
and McGrath, 2020). Dark Woods Coffee is a
powerful brand name and is awarded with
considerable taste appreciation.
Online advertising To promote the amazing qualities of Dark
Woods Coffee advertising is very important.
The company could advertise its products on
social media platforms such as Instagram and
Twitter by posting images and videos of
extracting beans as well as their delivering for
coffee preparation which will give the
customers a mouth watery feeling.
Twitter curated feed Dark Woods Coffee could promote their
products by identifying influencers among the
audience from twitter.
The company could launch some discount
offers such as coupon codes on the first visit on
the stores to the customers.

Search engine optimisation The SEO strategy could be used by Dark
Woods Coffee by promoting website on the
web page, launching keywords or hashtags that
could engage audience.
Web Analytics Through web analytics Dark Woods Coffee
could identify the actions of audience on its
pages and website. By using on-site analytics,
the company could check the click per view of
audience (Kontis and Gkoumas, 2017). By
using Google analytics tool the company could
check the engagement of customers on their
site.
WordPress The main aim of Dark Woods Coffee
marketing strategies is to deliver different taste
of coffee with quality beans. The company
promotes heritage that carter a past brand
existence into the marketplace. To easily
identify the products and services of Dark
Woods Coffee the keywords must be
distinctive and easy.

Develop effective marketing communication plan:
It is the essential step which is to create marketing strategy that is helpful to attract the
customers. For this, there are three essential components like audience content and cadence. It is
important for an organisation to develop the effective portfolio which is based on three essential
factors that helps in effective accomplishment of goals and objectives. To develop the marketing
communication plan, it is important to know about the target customers. For this, STP has been
conducted by Dark Woods Coffee which is discussed as underneath:
 Segmentation: It is the effective process of grouping the customers as per their
similarities in the suitable features and traits (Seres, Pavlicevic and Tumbas, 2018). The
effective factors of segmentation are demographic segmentation, behavioural,
psychographic and geographic.

 Targeting: It is the next step in which the company target and opt the customers from
which they want to provide suitable services. Dark Wood coffee target young customers
for their strategies in order to attract them.
 Positioning: This process helps in developing position of the product in the eyes of
customers. They have created the positive brand image of serving the variety of coffee
into the eyes of customers.
Understand the decision making process of customers:
The next stage is to understand the decision making process which is opted by the
customers. It is useful for the Dark Wood coffee to take the effective decisions which are based
on the needs of customers and their wants as it helps them to formulate the effective strategy.
Execute the marketing communication plan:
It is the last step as in this process the Dark woods coffee needs to take care regarding the
timings that helps in attracting the customers at the time of launching their campaign and it help
them to achieve their goals and objectives to stay at the top in market.
Find out core digital skills, concepts as well as models
The workers of Dark woods coffee must have the suitable key digital competencies to create
the digital marketing plan. The employees need to learn critical digital skills to create the
successful digital marketing plan.
Digital business analysis: It focuses on the digital business analysis on making the best
option for offering the objective of effective mind-set regarding the statistics of organisation.
Digitalisation has been identified as the centre of digital transformation and it contribute towards
the creation of digital ecosystem that leads to support the organisations digitally changing and
enhancing their operations (Jovanović, Vlastelica and Kostić, 2017). It is essential that the
members of the company have proper understanding of digital business analysis to identify the
overall situation and also take actions to digitalise their operations.

Digital project management: Dark woods coffee tends to work on the several projects
that is helpful in terms of expanding their business at the global level. They tend to play essential
role as they have the knowledge of all the suitable activities and manage them effectively and the
project manager plays an important role for the growth and development of the company.
Digital theories and models
The digital theories are used by respective company to help them in understanding the
requirement of digital marketing tactics and their relevance. These theories are discussed as:
Technology acceptance model: This model is the essential concept for organisation to
grasp the overall impact whether they are opting the new technology or not. It is also related with
opting the new technologies which is based on the preferences of client and attitudes (Backaler
and Shankman, 2018). It is used by the firm to introduce the new digital tools and techniques to
the organisation. Hence, it helps in offering effective information wherever it is required.
Honeycomb Model: This concept leads to organise the key factors for the social media
marketers that is helpful to employ the digital marketing technologies. It includes the seven
blocks the formulate the whole system and the marketers use all of them effectively regarding
the social media activity (Chaitra and Nijaguna, 2019). With the help of this model, company
focuses on attracting the potential customers and serving them by social media marketing.

CONCLUSION
It can be concluded from the above report that it is very crucial for all the organisations to
construct their portfolio with the help of digital marketing campaigns. The companies must know
the trends going on in the market and use digital marketing strategies to attract more and more
customers towards their brand. In this report, the challenges of integrated digital marketing faced
by various organisation and how they overcome them is also been discussed. For achieving a
competitive image in the market the companies need to develop important abilities in their team
to help them in developing new digital marketing strategies. In the end there is a discussion
about various theories and models that must be implemented in a company in order to become a
successful digital creator.

REFERENCES
Books and Journals
Backaler, J. and Shankman, P., 2018. Digital influence. Macmillan.
Cavdar Aksoy, N. and et. al., 2021. A typology of personalisation practices in marketing in the
digital age. Journal of Marketing Management, pp.1-32.
Chaitra, A. and Nijaguna, G., 2019. A Study on Service Quality in Digital B2C Marketing, with
reference to Materialzmart, Bangalore.
Drummond, C., O'Toole, T. and McGrath, H., 2020. Digital engagement strategies and tactics in
social media marketing. European Journal of Marketing.
Hassan, A. and Dadwal, S.S., 2018. Search Engine Marketing: An Outlining of
Conceptualization and Strategic Application. In Digital Marketing and Consumer
Engagement: Concepts, Methodologies, Tools, and Applications (pp. 843-858). IGI
Global.
Jovanović, P., Vlastelica, T. and Kostić, S.C., 2017. Impact of advertising appeals on purchase
intention. Management: Journal of sustainable business and management solutions in
emerging economies. 21(81). pp.35-45.
Kang, J.Y.M., 2018. Showrooming, webrooming, and user-generated content creation in the
omnichannel era. Journal of Internet Commerce. 17(2). pp.145-169.
Kontis, A.P. and Gkoumas, A., 2017. “Greek Breakfast”: A New Tourism Brand Name for an
Age-Long Gastronomy Tradition. In Strategic Innovative Marketing (pp. 235-241).
Springer, Cham.
Nitsenko, V. and et. al., 2019. Pricing in the Concept of Cognitive Marketing in the Context of
Globalization: Theoretical, Methodological and Applied Aspects.
Quinton, S. and et. al., 2018. Conceptualising a digital orientation: antecedents of supporting
SME performance in the digital economy. Journal of Strategic Marketing. 26(5).
pp.427-439.
Seres, L., Pavlicevic, V. and Tumbas, P., 2018, March. Digital transformation of higher
education: Competing on analytics. In Proceedings of INTED2018 Conference 5th-7th
March (pp. 9491-9497).
Velinov, P.Š.E., 2017. MARKETING COMMUNICATIONS IN ENTERTAINING
INDUSTRY: CASE STUDY FROM BLIZZARD CORPORATION. Marketing.10(4).
p.224.