Digital Marketing Strategies for Dark Wood Coffee: A Report

This report provides a comprehensive analysis of integrated digital marketing strategies tailored for Dark Wood Coffee, a wholesale coffee roaster. It begins with an introduction to digital marketing and its objectives, highlighting the advantages and disadvantages of integrated approaches. The report then delves into integrating digital marketing frameworks and strategies, including Porter's Five Forces model and the AIDA model, to enhance brand awareness and customer engagement. Key elements such as digital production skills, online advertising (with a Facebook campaign example), search engine optimization, and email marketing are examined in detail. The report emphasizes the importance of online platforms and digital tools to help Dark Wood Coffee to reach potential customers and deliver their message effectively. The conclusion offers recommendations for optimizing digital marketing efforts, including the importance of employee training, content creation, and website development for a competitive advantage.

Integrated Digital Marketing

Table of Contents
Table of Contents.............................................................................................................................2
INTRODUCTION...........................................................................................................................3
Digital Marketing and its objectives................................................................................................3
Advantages of Integrated Digital Marketing...................................................................................3
Disadvantages of Integrated Digital Marketing...............................................................................4
Integrating Digital Marketing frameworks and strategy..................................................................4
Digital Production Skills..................................................................................................................5
Online Advertising.................................................................................................................6
Search Engine Optimisation ..................................................................................................8
E-mail Marketing....................................................................................................................9
Evaluation and recommendations..................................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Digital Marketing is a tool of promoting and advertising the brand through various digital
channels such as search engine optimisation, content marketing, email marketing, social media
marketing and mobile apps (Morais, Cunha and Santos, 2021). One of the benefit of digital
marketing is that organisation can easily track and monitor their campaigns in order to get better
results. The project is based on integrated digital marketing in which the advantages and
disadvantages of integrated digital marketing and the frameworks and strategy for Dark Wood
Coffee Marketing is determined including its digital production skills. Dark Wood Coffee is a
outlet that provides wholesale coffee roaster by supplying coffee to farm shops, coffee shops,
cafes, restaurant and hotels. The Coffee of Dark Woods Coffee Ltd has won various awards such
as Great Taste Awards and also the brand comes under top 50 food products in UK.
Digital Marketing and its objectives
The main objective of digital marketing is that it increases the revenue of Company by
boosting their performance. Digital Marketing helps in building the brand loyalty and also the
customer can easily access the products and services of firm. Through digital marketing
technique companies usually endorse their goods and services and attract large number of
customers towards the brand. It is a medium through which company can connect with their
customers by using different digital communication methods and internet (Lydekaityte and
Tambo, 2021).
Advantages of Integrated Digital Marketing
Integrated Digital Marketing is a tool through which customers can easily find the brand as
it creates a unique form of expression. Through integrated digital marketing, company can
integrate the multiple strategies to form online approach for business. It includes web
development, search engine optimisation, content marketing, social media marketing, local
listing management and paid advertising. The Importance of Integrated Digital Marketing helps
in making developing strategic goals and follows up that plan. It also helps in creating trust and
authority with consumers as it reaches to maximum number of audience and attracts them with
the products and services. Integrated Digital Marketing helps in encouraging brand culture and
sharing due to which company can connect and develop a strong customer base. It saves the time
and money of company as it targets potential customers. Integrated Digital Marketing also

improves the results of Organisation as it promotes the brand through direct marketing, sales
promotion, advertising and press release.
Disadvantages of Integrated Digital Marketing
There are various challenges of Integrated Digital Marketing such as management support
and resources, cross media creativity, unifying technology, international issues, managing and
maintain the websites, understanding digital tools and techniques and many other issues which
company can face while adopting integrated digital marketing. Dark Wood Coffee must
understand the right digital tools and techniques through which they can maximise the sale of its
products (Paranjape, 2018). It is important for the brand to train their employees so that they can
give better customer services and improves their experiences. Dark Wood Coffee must create
right marketing concept and content in order to attract more and more customers towards the
Outlet.
Integrating Digital Marketing frameworks and strategy
Integrated digital marketing strategy is a tool through which company can engage with
customers and combine all the parts of marketing communication to work collectively and assist
the people along their journey of awareness to loyalty. The Integrated digital marketing strategy
includes clear mission statement, high level objectives, core tactics and key performance
indicators. Through porters five forces model company can evaluate the strategy of Dark Woods
Coffee. The main aim of developing strategy is to find out the market and competitive position in
Industry. The Organisation must understand the digital tactics which is used by their competitors
and changing behaviour of customers. The Integrated digital marketing strategy considers the
way through which technology intersects with real life. Integrated digital marketing is complex
as it contains the wide range of networks.
There are various tools and techniques of Integrated Digital Marketing which must be
implemented by Dark Wood Coffee as it helps in reaching to potential customers and also
delivers the message to consumers. The Outlet must invest in integrated digital marketing in
order to sustain in competitive market and also increase the traffic lead. Dark Wood Coffee is
known for its Coffee, it is a small and medium size company with few employees in its
processing to operation unit. The Company must focus on grabbing the attention of more and
more customers by using the unique and different ideas to attract and retain the people. Dark

Wood Coffee can also attract customers by implementing personalisation services in which they
can supply the coffee according to the need and demand of consumers. The Integrated Digital
Marketing tools and techniques which can be used by Dark Wood Coffee are websites, online
advertising, domain, segmenting and targeting customers and various other tools (Dunakhe and
Panse, 2021).
Online advertising is an effective tool through which company can target and promote their
products in large number of audience. There are various online platforms on which Dark Wood
Coffee can promote their brand and also gain the attention of maximum people. Internet
advertising, web advertising and digital advertising is a form of advertising which helps in
delivering the message to right consumers through Internet. Segmenting & targeting market is
critical method which company can adopt as they supply coffee to different sectors and
businesses such as restaurants, cafe’s, Costa and retailer.
So, Company must develop their own website through which they can attract large number
of customers towards the product. The Dark Wood Coffee must ensure that they must develop a
website with right content through which customers can avail the information of the products and
other valuable information that helps people to know more about the Company (Lopes and et. al.,
2020). The main purpose of website is that it helps in providing clear direction to people so that
brand can serve the products and services to customers in effective and efficient manner. It is
necessary for the Organisation to create unique domain that attract customers and they can easily
identify the brand.
Digital Production Skills
The Core digital skills includes communicating, handling information and content,
transacting, problem solving, being safe and legal online. These are the skills which must be in
company while implementing digital tools and techniques in order to promote the products and
services of Organisation. The digital producers must able to create digital media such as
podcasts, videos and GIF’s. The digital producers must know the basic scripting of video from
shooting to editing and also have knowledge of text, audio and images. The Digital skills include
the abilities to use communication application, network to access, digital devices and manage
information (Vernuccio and et. al., 2021). The Model which can be implemented by Dark Wood
Coffee in order to increase their brand awareness and growth of business is AIDA Model.

Awareness: Dark Wood Coffee must develop an attractive content that helps in grabbing the
attention of customers which increases the brand awareness.
Interest: It is necessary to generate the interest among the audiences by providing excellent
customer services. When customers show interest in brand they collect more information and
know more about the product and services provided by the Company.
Desire: The Organisation must create attractive content that must be maintained properly and
also make customers to visit the social media and web page of company.
Action: It is a process through which company must attract large number of people towards the
brand and influence their action to purchase the product and services of Dark Wood Coffee.
There are various methods of digital marketing which Dark Woods Coffee can adopt in
order to increase the brand awareness and profitability of Organisation. It includes digital
advertising, social media marketing, content marketing, email marketing, pay per clicking
marketing, community management, website, copywriting, search engine optimisation and word
press.
Online Advertising
It is a tool and technique which company can use in order to promote and advertise their
brand by using internet mechanism. Through Internet and digitalisation, Dark Woods Coffee can
convey their message to potential customers which helps in increasing the customer reach and
also grab the attention of more and more people. There are various online platforms which can
be sued by DWC in order to improve their selling of product and growth of business. The Online
platform helps organisation to promote their product and increase sale though which profitability
and growth of company also enhanced. The main motive of online advertising is to provide
education to customers and also educate them about the products and services. The consumers
can also avail the information about the latest and new campaign which company will perform in
order to increase their customer base (Iyer, 2018). There are various online platforms which can
be used by Dark Woods Coffee in order to advertise their products such as Facebook, Twitter,
Instagram, and many other platforms.
Planning an online campaign for Dark Wood Coffee
The Chosen online platform to plan the online campaign for Dark Wood Coffee is
Facebook. It is an online platform having large number of active users and also company can
convey their message to more and more customers through which they get access to new

customers as well as existing people. The Company must create a Facebook page through which
they can run the campaign, it is necessary to follow and interact with the potential customers by
posting content related to the products and services which is offered by Dark Wood Coffee. The
Campaign is run to interact and convey the message to people so that they can get influence with
the product. It is necessary to find the target customers who have an interest in Coffee and ready
to but the product on Facebook. The Company must ensure that the online platform which is
chosen by Organisation is able to attract the large number of customers. To spread the
advertisement of the product it is essential to gran the likes and share of customers and also gain
positive feedbacks from consumers which helps in increasing the brand image and value.
The Company has also run the campaign for the women’s on International Women Day in
which they were highlighting the work and services which female delivers to Organisation while
serving Coffee. Dark Wood Coffee also donates the sale of their Peru Coffee to Fememino
Foundation in order to help and raise the farmer’s communities. Facebook is a strong platform
having large number of customers available which makes easy for the company to focus and
attract more and more people towards the product.

Search Engine Optimisation
It is another digital marketing tool which can be used by Dark Wood Coffee in order to
increase the quality and quantity of website. Search Engine optimisation is one of the effective
methods to increase the search appearance of website and display it on top results when
customers search for a Company and Industry with same field (Abaev, Sharkov and
Aleshnikova, 2020). For enhancing the search appearance of the brand it requires a huge
investment that helps in grabbing the attention of people. The Organisation must use Search
engine optimisation strategy to keep their website top as when customer search for the Coffee,
Dark Wood Coffee website appears at the top. The Content of Search Engine Optimisation must
be plagiarism free and it should not contain repeated words, the company must sue the keywords
to attract the customers.
The Organisation has used the keywords which are used by the customers when they
search for the Coffee. These keywords help in attracting large number of customers and

influence them to buy the product from Dark Wood Coffee. The above image shows the
keywords which helps in getting the attention of customers and also it shows the global and
volume of different keywords through which company can assess the number of customers
visited and clicked the keywords. Through using search engine optimisation Dark Wood Coffee
can increase their reach and also create a strong customer base (Rosokhata and et. al., 2021). The
method also help in increasing the organic and high quality website traffic of cafe through which
organisation can gain high return on investment. Dark Wood Coffee can also grab the trust and
faith of customers as they can access the website 24 by 7 and gain the information about the
product and brand.
E-mail Marketing
Email marketing is another digital marketing technique which company can use in order to
enhance their brand value and reputation by attracting maximum customers. The Company can
convey the information to customers by sending email to customers. It is necessary for the
company to create the list of customers to whom they want to send message and provide
information about the latest campaigns and new launches in product or any variation in their
products. Email marketing is an effective tool through which Organisation can provide the
information in professional manner and also influence customers to interact with brand. The
benefits which can be gain by Dark Wood Coffee through email marketing is that it is a low cost
tool of digital marketing which can be easily accessible by Company in order to reach engaged
customers and deliver the targeted message (Khan and Kushwah, 2021). Though Digital
marketing, organisation revenue can be increased as it reaches to maximum number of customers
at same time through which people can avail the latest information related to the discount and
sale of Coffee. Email marketing is an easy to start and measure as the firm can know the interest
level of customers towards the Coffee.

From the above information it is being cleared that email marketing gains more attention as
compare to other digital marketing tools. The Marketers has given 35% rating as a good source
of reaching to maximum customers and 18% marketers given excellent medium to interact with
customers. Dark Wood Coffee must use email marketing tool to interact and provide information
of the brand to customers as it is a free tool which reaches to customers quickly and it also shows
professionalism (Gbadamosi, 2021).
Evaluation and recommendations
Dark woods coffee has benefited by applying such methodologies of digital marketing
and hence application to the organization are such that the DWC can reach out to people in a
wider terms in large number, gaining competitive advantages in the industry and fighting against
the competitors, now the company can easily compete with the larger corporations, targeting the
ideal audiences are easy now for the company such as the DWC has target the youngsters who
prefer coffee at cafe with good purchasing power and better lifestyle, moreover, the company can
now monitor their campaigns and perform optimization for improves results and also gaining an
impressive return on investment.
DWC can adopt the unique marketing mix by selling and delivering the product on an
online basis with the help of advanced digital technologies with proper safety and security
concerns. Digital marketing has supported the company in achieving the marketing plan along

with the completion of the objectives by providing the relevant platform to conduct and perform
their campaigns in an effective, efficient and potential manner.
At the time of establishment of the company, they have not adopted the digital marketing
functioning so they got delayed in the implementation of the marketing plan with fulfilment of
the goals and objectives but when they have started performing their promotional activities with
the help of internet, since then they are attaining their objectives with the strategic marketing
plan execution.
CONCLUSION
From the above information it is being concluded that company must select the effective
digital marketing tool in order to increase the growth and productivity of business. The digital
marketing helps in reaching to maximum number of people which helps in enhancing the sale
and profit of organisation. It is necessary for the firm to identify the suitable method to
communicate and interact with people though using internet. There are various techniques of
digital marketing which businesses can use in order to increase their market presence and
influence more and more customers towards the product.

REFERENCES
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