BMP3006: Digital Marketing Report - Starbucks and Dark Woods Coffee

This report provides a comprehensive analysis of digital marketing, focusing on the strategies and campaigns of Starbucks and Dark Woods Coffee. It begins with an introduction to the importance of marketing, including definitions and explanations of the marketing mix and communication mix. The report then delves into digital marketing and social media marketing, highlighting their significance in contemporary business environments. Task 2 presents two examples of effective social media content, justifying their success and incorporating models and standards for digital marketing. The report also explores the effectiveness of social media content and concludes with a summary of the key findings and references. The Starbucks campaign #Whatsyourname is analysed, highlighting its success in promoting the transgender community and its positive impact on society. The report uses examples of social media content, such as the Dark Woods Coffee's email campaigns and infographics to help illustrate the strategies used in digital marketing.

DIGITAL
MARKETING

Contents
INTRODUCTION.......................................................................................................................................3
TASK 1.......................................................................................................................................................3
Marketing Importance and Explanation...................................................................................................3
Marketing and Communication Mix with its importance........................................................................4
Importance of Digital Marketing and its Explanation..............................................................................4
Importance of Social Media Marketing and Explanation.........................................................................5
Importance of digital marketing and social media marketing to contemporary business.........................5
TASK 2.......................................................................................................................................................6
Two examples of social media contents that really work and justify why...............................................6
Models and standards for digital marketing.............................................................................................8
Why the social media content is effective................................................................................................9
CONCLUSION.........................................................................................................................................10
REFERENCES..........................................................................................................................................11

INTRODUCTION
This report focuses and understanding result of various technological advancements & changes
in organizational processes, the running of organizations are becoming increasingly complicated.
That's also critical within event that such company focuses on taking corrective approach
to address such problem like defined in this scenario. In today's economy, while the majority of
additional businesses increase, competition heats up, so every company concentrates upon
improving its goods and services. It results in organizations are now concentrating attention
upon correcting problems. Organization uses effective advertising plan to advertise their
products and services to achieve their desired goals and objectives. In recent scenario of business
one of the important kinds of promotion within organization is advertising products and services
via the online mode. Online marketing is the practice of advertising and procurement activities
over the web. This study contains details regarding Starbucks and Dark Woods Coffee's digital
marketing campaigns. It includes messages, content providers, and online advertising. The
effects of online advertising under this scenario are understood using Dark Woods Coffee and
Starbucks as an organization. Dark Woods Coffee is a firm established in the United Kingdom
and also it is launched in 2016. This report helps in understanding the different marketing
concept and how it is effectively applied within an organization which helps in maxim zing
productivity and profitability of business.
TASK 1
Marketing Importance and Explanation
An online advertising campaign is one in which employee or a group of employees works on
behalf of a firm to promote items and commodities using the internet as an effective and efficient
tool. It is a method of advertising wherein the corporation promotes to its goods and
commodities through the online mode. It has been analyzed by several studies that this has been
founded that now the global market and industry environment have become much
more challenging daily, so as a consequence, employers continually attempting to use internet
advertising as their major tool. This is an effective component besides attracting customers since

it reduces the cost of marketing and enables organization towards reaching a bigger market.
Marketing is explained as the practice of offering the effective goods, services, or ideas to that
same right person at the right timing, location, and pricing, by using appropriate
advertising strategies and recruiting the right people to include customer support for such goods,
services, and ideas. The appropriate phrase for marketing is that it is an idea that acts as even the
foundation for any and all promotional and marketing initiatives.
Marketing and Communication Mix with its importance
Companies use a variety of strategies to attain their goals, including their organization goals
which are considered as their primary goal. The advertising operations in an organization helps
in ensuring that these goals are met by the help of marketing mix, that tries to match the correct
goods in the right location at the correct timing for the effective and correct value. The marketing
4Ps are explained as the tools that form the foundation of the marketing mix idea. The 4P’s of
marketing are mentioned below and it also helps in understanding their importance:
 Product – Focuses on goods and services which are being sold to consumers.
 Price – Value of products which is paid by consumers.
 Place – How products and services can be sold.
 Promotion – Promoting goods and services among consumers.
In recent trends several enterprises operating in current economy, different tools listed above
aren't any longer sufficient. Companies would need to adapt too though, bearing in view that
customer behavior and desire remain voracious and always shifting while technological
developments. The Communication Mix is a combination of personal selling, public affairs,
digital selling, online advertising, and moment in time advertising which an organization uses in
order to achieve its business goals.
Importance of Digital Marketing and its Explanation
Digital marketing is explained as an effective and efficient process in which a bunch of people
collaborates effectively promotes their company's products and services using the internet. That
is a part of promotion under which a business develops its products and services on the internet.
The rivalry and business environment are becoming more complicated every day, so as a result,
companies are increasingly relying on online advertising. It is a successful strategy to promote

products since it lowers marketing costs and provides firms to represent a wider market.
Organizations do have variety of issues inside the industry, and that is why companies turn to
Digital marketing for assistance. Organizations face a variety various difficulties, including
tough competitive businesses, a toxic environment, & new advertising methods, to name very
few. In case of organizations, keeping consistent quality mostly in the industry is essential.
Technological innovation and organizational effectiveness generate a challenging environment
on just a frequent manner. Continuity inside a business is getting progressively tough to
accomplish. Likewise consequence of technological advancement, businesses are grappling as to
how to implement digital marketing to maintain continuity. In current scenario there are unique
digital marketing and advertising channels like as marketing through different websites and
advertising, pay-per-click branding and promotion, content creation, e-mail marketing and
advertisements, web design, partnership marketing, video ads, and Digital message, to name a
few. Inside this framework of economic and retailing, that could be addressed by nature of
business employees participate.
Importance of Social Media Marketing and Explanation
By use of facebook and instagram platforms to sell a company products or services is known as
social media marketing. Social networking sites advertising and marketing gives businesses a
way to communicate with existing and potential clients whilst still allowing companies to
promote their preferred quality of thinking, issue, or style. The goal of social media sales and
promotions is to develop data science approaches that allow business owners to assess their
success.
Importance of digital marketing and social media marketing to contemporary business
Sites of social media is considered as rapidly now one of the most important components of
online advertising and marketing, offering tremendous benefits that help attract tens of millions
of customers throughout the world. Social networking is indeed a strong and risk-free tool,
comparable to profitable online marketing campaigns that can be used to increase business
awareness. Furthermore, these organizations can enhance or widen brand name awareness by
using & deploying social networking systems. Furthermore, social sites networking are a cost-
effective method of promoting. Getting cost-effective seems to be significant because it helps

any company to get a higher return on investment and maintain a greater rate variation for
distinct marketing and alternatives.
TASK 2
Two examples of social media contents that really work and justify why
Digital media plays an important role that commercial company endeavors perceive being a
wonderful way to market and enhance their own products and services. Overall goal of a
business organization in social networking sites is entirely dependent on the amount of web
content it posts. Deploying new, high-performing traditional content thread, on the other hand,
presents a variety of challenges for businesses. For social media websites like Facebook,
Instagram, and Twitter, there seem to be unique types of internet content that are developed by
management. Employers can benefit from online sales and promotions because it is less
expensive than traditional ad campaigns. Many customers conduct practically almost all their
shopping on the internet. Designers should use online marketing to market the new products to
such individuals, thus increasing the profit margin. Corporations may boost overall trademark
recognition therefore embellish revenues by using Search Engine Ads and brand awareness
initiatives. Furthermore, internet advertising enables the company to engage directly with
customers who access company information, particularly via home page comments, mails,
reconsiderations, and social media network posts. Dark Woods Coffee is well-known for its
internet advertising, although in order to build and construct effective marketing strategies,
they'll need to formulate and construct a marketing campaign. As a consequence, this can be
performed by adopting a procedure that allows stakeholders to reach their objectives using an
online reputation management approach. Dark Woods Coffee employed marketing campaigns to
develop useful material could be used on their site, in digital advertising, and elsewhere. The
picture mentioned below helps in understanding need of online advertising.

Dark Woods Coffee sends out emails toward its present customers in order to give them proper
additional original and superior information. Existing users may find about organization actually
with understanding corporate data by using internet advertising. It's not always about innovative
ideas, although it has a significant impact since it communicates the proper information to the
customers opinion at the perfect time. The picture above helps in comprehending Dark Woods
Coffee internet advertising. In comparison to presentations and papers, these types of social
media material get a higher credibility. Info graphics however are engaging. It only makes
perfect sense because people can see data faster than they can say words. It is advantageous and
beneficial since it employs the ability to deceive the brain towards analyzing through the use of
creating beautiful material. It makes use of images to keep count of reasons, data, and detailed
state concepts. They're primarily useful for providing significant cognitive tasks. For info-pix,
Facebook and LikedIn are both excellent options. Twitter can be used as a stand-in. Multimedia
refers to products and services that are built on digital computing devices that respond towards
the user's actions by showing relevant content such as language, moving images, dynamism,
youtube clip, sound, electronic games, as well as a lot more. The fixed inspect – that and method
it kind of social media structure has been abandoned by the article element promotional and
media firm. Rather, astute media content professionals are creating information that allows
consumers to contribute more.
Interaction launched a study of video content with advertising preferences in the beginning of
2015. Online advertising becomes less well about words an organization put on a website page
but more about the assessments a corporate agency creates for such target demographics. Polls
are really a form of message that can be used in a variety of ways. People communicate with it
rather than passively receive content. People, on the other hand, enjoy sharing ones test findings.

If it is true of a news agency that publishes thousands of stories each year, how much more
valuable would it be for the organization. For just a number of reasons, analysis based material is
prized.
Starbucks Coffee
The most of social media users are familiar with Starbucks. The corporation's multiple Facebook
groups are known for their distinctive appearance, dynamic feeds, and enticing content. Meals,
images, stories, and stories are just a few of the various types of information on offer. There is
much more to, though, then greets the sight. The information is separated into a lot of initiatives
intended to increase brand image and creating a sense of community.
Starbucks campaign #Whatsyourname is focused on promoting the transgender and motivating
them to come forward and reveal their identity in front of society without any hesitation. The
image shown above helps in understanding their campaign in which different names have written
on different coffee mugs and this campaign is considered as one of the effective campaigns for
the transgender people living in the society. Motive of this campaign was yet simple and
effective that every transgender should be proud of their identity and should reveal them in front
of the society without any hesitation.
Above examples helps in understanding that how Dark Woods Coffee and Starbucks have
contributed in achieving their goal of reaching to new consumers by using online advertising as

an effective tool and how these days digital marketing contributes in organization success while
maximizing productivity and profitability of organization.
Models and standards for digital marketing
It can be considered obvious that putting advanced technologies throughout the industry is not
quite as simple as it appears due to the need for proper design. Like a result, businesses used or
depended on digitally-based concepts to determine the application & usefulness of online
marketing activities. There are indeed a variety of technological concepts, many of which are
mentioned and explained below:
Lauterborn’s 4Cs - This is a marketing model that includes customer dreams and ambitions,
and also pricing, pleasure, and knowledge communication. Such elements focus not just on
promoting and branding raw materials, but also on brief conversation also with intended
audience from the start to the finish. The customer's aims or requirements would be the first C
upon the sales and promotions and online advertising mix. Instead of focusing upon these
artificial objects themselves, company focuses on addressing a problem throughout the
consumers' lives. It's indeed critical for business because it enables again for investigation of its
company's consumers' knowledge. Its other C is made up of both the time and cost it takes for
the client to get through their location in order to buy things, and even the cost of gasoline to
bring people over. A further C studies consumers' dependencies such that the corporation may
determine as to if customers purchase online or physically with the help of technology. The last
C refers to a discussion which is considered by such a corporation and allows people to make
target people know about the product and services that they provide.
Hofackers five ranges of records processing - A methodology was created to assist advertisers
and promoter determine how successfully business webpage and promotional boards
communicate value to web visitors. Attention, passion, knowledge and teaching, delivering, and
attractiveness and recall are all aspects to consider. First element of this approach, exposure,
ensures that the online user is introduced to both the website page long enough to realize the
information or advertisement. In today's world of online accessibility, these are measured and
material is sold dependent on a notion known as user engagement. Second element relates to
physical issues such as action and desire that attract attention whenever users seem to be on a
website. Comprehending and perceiving a website's information structure in terms of listings is

defined by understanding and vision. Generating and welcoming guaranteeing web users of
information in order to persuade them to stay on the new website or proceed to the next step.
Persistence is the method of gathering people to retain essential points and returning to the
webpage.
Why the social media content is effective
Increasing logo awareness - Any opportunity to raise their company's brand awareness is
beneficial. Social networking simply essentially one form of communication across to a much
larger audience. This is a powerful way of attracting and engaging prospective consumers while
also keeping in touch with others and getting to know company current consumer base and
specific partners.
Improving capability of change in organization - Any moment you provide consumers using
high-priced & pertinent web content around social networking sites, this is an opportunity to take
customers on something like a journey through the consumer experience. Developing a
sustainable presence on social media allows you to go outside and engage in entrepreneurial
relationships, with every contact improving on the previous. Even though your click-through
costs are poor, social networking just expands the number of ways your company may attract and
retain new clients.
Understanding online content - Social networking allows you to gain control of their investors in
a vulnerable gadget, allowing you to communicate more quickly, better frequently, even with
higher importance. Loyal customers are now more inclined to share their internet surveys with
everyone, going to improve your brand and introducing new clients. The digital world enables
you to share changing media content information with difficulty and moreover provides for
engagement that you would not be able to achieve through other traditional branding and
promotion platforms.
CONCLUSION
Companies could now concentrate on creating professional advertising ways and goods to bring
in new customers, per the findings of the aforementioned report. It is critical for even a
company's digital advertising operations to complete every necessary tasks. According to a

report, each company today understands the value of digital advertising. As a consequence,
knowing digital marketing techniques and practices is essential for companies to maintain a
competitive edge and gain a competitive edge. To achieve this, they must cultivate a number of
key skills among their personnel.
REFERENCES
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