BMP6008 Integrated Digital Marketing: Dark Woods Coffee Portfolio

This digital marketing portfolio outlines a digital strategy for Dark Woods Coffee, focusing on enhancing its online presence and customer engagement. The portfolio details the workings of various digital platforms and emphasizes the importance of search engine optimization (SEO), including on-page optimization techniques such as website crawling, SEO audits, meta tag implementation, image optimization, page speed enhancement, internal linking, and user experience improvement. It also explores email marketing strategies, including campaign messaging and content, alongside online advertising methods to increase brand awareness and drive customer traffic. The portfolio concludes by stressing the significance of measuring the impact of these digital skills and strategies in achieving business goals. Desklib provides access to similar solved assignments and resources for students.

Digital marketing portfolio for Dark
Woods Coffee

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Digital strategy.............................................................................................................................3
Woking of digital platform..........................................................................................................3
Search engine optimisation..........................................................................................................4
Email marketing...........................................................................................................................6
Online advertising........................................................................................................................7
Measuring impact........................................................................................................................9
Understanding the digital skill.....................................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES................................................................................................................................1

INTRODUCTION
The digital marketing portfolio can be done for the presentation of the knowledge and work
of an organization that can attract the customers towards the services of the organization. The
dark woods coffee is an organization providing the best and most authentic taste of coffee to its
customers (DWC, 2022). This report will explain about the digital marketing portfolio techniques
for the organization that can be used to boost the business reach to the customers. Various
strategies such as the search engine optimisation (SEO) will be used to create the portfolio for
the company. The aim of this report is to provide the digital methods to the organization that can
be used for increasing business reach.
MAIN BODY
Digital strategy
As per the changing business environment and digitalization it is important that the
business can adopt the digital strategy so that it can raise the awareness among the customers in
respect to its product and services. There are various digital strategies by which the Dark Woods
Coffee can perform its marketing function in a digital manner. This will enable an easy access
and approach towards its customers (Canhoto and et.al., 2021). Since in the world of
digitalisation it is important that the companies would focus towards the adoption of digital
strategies so that along with meeting the market situation they can also enhance the brand
awareness and perform the function of marketing.
Woking of digital platform
The working of the digital platform is closely associated with the use of internet and an
integration of the technology. With the adoption of technology and working of digital technology
the companies can raise the awareness of brand in the market. The Dark Woods Coffee also
perform its marketing activities with an adoption and integration of digital technology that allow
the company to perform the function of marketing so that it can along with performing the
marketing function would raise the operation of area in respect to the working.

Search engine optimisation
The search engine optimisation (SEO) is the process of optimizing the websites and the
information available on it. The process includes the relevancy of the information and making
the popularity of the data easy (SEO, 2022). This is because the data on the pages can be easily
findable for the people as it will be more popular in the search queries so that the search engine
can rank them best. This method contains various strategies for increasing the popularity of the
business by the website.
On-page SEO
The digital marketing portfolio of The Dark Wood coffee will be done with the on-page
SEO method. It will be benefiting the company by making the data of the organization to be
displayed on the website. There are various steps that will be taken for the successful on page
SEO of The Dark Wood Coffee.
Crawling the website
The first step of the process will be to crawl the website of The Dark Wood Coffee. This
will make the internet bot to systematically browse the websites. It means that the bot that
browses the websites and ranks them on the various indexes. The bot goes from link to link and
provides the data to the servers of Google. The website of The Dark Wood Coffee will be
crawled from various different pages as the bot will be collecting the data from different pages.
Conducting the SEO audit and definition of the architecture
The next step will be to conduct the SEO audit based on the data and information
available on the website of The Dark Wood Coffee. The architecture of the website will also be
considered and audited in the SEO audit (Park, 2018).
Writing a Meta tag and description
Next step will be to add the meta tag this will provide the data of the organization's page
to the search engines. The meta description of the company will be added under the link. In the
description it will be written that The Dark Wood Coffee provides the variety of flavours by
roasting the coffee beans on different levels from light to dark. This will increase the interest of
the visitors on the webpages and will catch attention.

Optimizing the images
The next step will be to add the images of the organization and its process on the website.
Choosing from a variety of the images from The Dark Wood Coffee and its process of making
coffee will help in using the most eye-catching image and using on the page of the company. The
file format of the images will be chosen the PNG as it will provide the best quality of images
without reducing the quality at the time of uploading the image on the website.
Optimizing the page speed
The next step will be to optimize the speed of the page. This will help in keeping the page
problem free and will load faster for the visitors. This can help the The Dark Wood Company by
making the experience of the visitors trouble free as most of the websites gets slow when a lot of
traffic suddenly comes to the website. This will be done by using the Google's page speed
insights to analyse the performance of the website. It will be helpful in having the information
about the speed health of the website (Beer, 2021).
Building internal link structure
This will help in keeping the data and the information from the website to be linked with
each other. This will help in understanding the hierarchy of the information of the website that
what is the primary information and what is the secondary information. It will also help the
Google in understanding the content of the website and will be able to boost the ranking of the
website on the search page. This is necessary to add internal links from the top ranking pages of
the website of The Dark Wood Coffee to the pages that need the boost in traffic.
Improving the User Experience
This is one of the main steps in the search engine optimisation (SEO) as it can make or
break the presentation of The Dark Wood Coffee. This is necessary to do as the users needs the
smooth experience of visiting the websites. This will be done by various methods and some of
them are as follows:

 Proper subheadings- The use of proper subheadings of the contents of categories of the
coffee available at The Dark Wood Coffee will help the Google in understanding that the
content on our website is better and is more accessible to the readers. Making the content appealing- This will help the people to understand the content better
and effectively. This will be done by adding the relevant images and videos of the
restaurant and the contents of The Dark Wood Coffee on the website.
 Making the website mobile friendly- This is one of the major work to do as most of the
people will be visiting the website of The Dark Wood Coffee from their mobiles. The
user experience for the mobile users will be optimized accordingly (Soong, Fu and Zhou,
2018).
Email marketing
This is an important form of digital marketing under which the company perform the
function of marketing with the use of email. This will lead to assist the company in approaching
the customers through the use of email. Sending of E-mail and raising the awareness about the
company and its policies and discounting schemes will lead to assist the company in raising the
brand awareness and creation of knowledge about its product (Shree and et.al., 2021).
An adoption of the email marketing can be justified as with the use of email marketing
the company can personally approach the customers along with raising the sales at affordable
cost. likewise, with the adoption of email marketing the DWC will remain in touch with its
customers. Likewise, it can make an engagement of people because email is counted as one of
the most reliable and trustworthy form of marketing. The use of email can also be justified in
terms of cost because the performance of marketing through email is less expensive. With the
use of email marketing the companies can approach to a large share of customers and thus deal at
wider level with a raised customer base (Goic, Rojas and Saavedra, 2021). As email is used by a
large number of people that will lead to assist the company in raising the brand awareness and
thus the use of email is highly justified in the marketing of business. In addition of this the use of
email will allow the company to send the message and the information in a very short duration.
Email is also counted as one of the best digital channel that will allow the company to perform
marketing and raising of brand awareness because with the use of email marketing the company

can strike to the target audience which will lead to assist the company in supporting its business
and accomplishing its goal.
In respect to DWC the email campaign would include:
DWC
Located in West Yorkshire Pennines, we are surrounded by the dry stone walls and
ancient wood. We give the most authentic coffee along with preserving the national heritage. We
offer distinctive and clear flavour of coffee which is all traceable from skilled farmers across the
world. We are working with a Triple Bottom Line that include People, Planet and Profit. We
work with the compliance of sustainability and ethical concept that along with serving best and
quality we are serving for the environment.
Campaign message
The main message behind the campaign is to serve the best quality coffee at affordable
price. We serve digitally and along with a high focus towards the concept of sustainability so that
we along with serving our customers we are well focussed towards the nature and environment.
In the world of competition and presence of large number of substitutes we are
committed towards quality and accordingly the price. We serve best for our customers along
with give them a feeling of ancient and heritage culture. We have a variety of authentic and fresh
flavours of coffee we are also serving best to our customers in respect to value term also. Along
with selling coffee we are also committed towards the concept of Triple P and sustainability. We
offer a large variety of delicious flavoured coffee at the reasonable price. We are committed
towards quality along with a wide variety and varied flavours. With the offering of delicious and
mouth-watering flavour we are offering a large variety of coffee that you can never got at any
other company at such price. We promise for price and quality.
Online advertising
Online marketing is an essential aspect with reference to creation of brand awareness and
raising of knowledge among the customers towards the company. As per the changing business
world and a raising of influence of digitalisation the concept of online marketing assists the
company in brand awareness.
An adoption of online marketing can be justified because with the use of online
marketing the company can raise the traffic of the customers and thus assist the company in

raising the sales and revenue (Smedley, 2021). With the help of online marketing the company
the company can make target to the lead which will drive a large proportion of customers
towards the company and thus assist the company in the raising awareness towards the brand.
The online marketing also allows the raising of business visibility towards the company. Online
marketing also allows the company to make a track towards the competitors and thus lead to
assist the company in making changes in the existing marketing tactics and practices. Online
advertisement also leads to create two-way traffic that would lead to assist the company in
bringing quality traffic towards the company which will lead to raise the revenue and assist the
sales of the company. Since marketing is not only limited up to transferring the message from the
company but a successful marketing campaign allows the active participation of the customers
too (Bigne and et.al., 2021). This will be availed under the online advertisement under which the
company can advertise for its product on online platform and the customers can also make their
reviews and feedback towards the company and its advertisement.
For DWC the online marketing campaign would include the focus towards the use of
various platform that include the use of Facebook, Instagram, Snapchat, Google Ads and various
other. As this are widely accessible platform which are used by customers that would assist the
DWC in raising the brand awareness and knowledge among the customers. In respect to DWC
the following steps are included:
Planning related with the choosing of medium that which application and method will be
used for the performance of online marketing is the foremost and important decision. There is
various platform that allows the company to perform digital and online marketing which may
include the use of Facebook, Instagram, twitter and various other.
This will be continued with the production of most adequate content in respect to the
advertisement so that it can attract the customers towards the company and assist its sales and
revenue generation. In respect to DWC a large range of exotic flavour will be offered to the
customers that assist the value of money. Along with raising competition it is the promise of
DWC that the flavour and variety which is offered by the company is highly worth the value in
terms of its price.
Posting of the content on the concerned digital platform enable the company to provide
wide approach to its customers. Posting on the website and sharing the content allows the DWC

to communicate with its customers so that so that the brand awareness in respect to the company
will be raised.
The online advertisement is counted as one of the best method of marketing for the DWC
because it is performed at the wider level. Likewise, with the performance of online
advertisement a wide approach in respect to the customers would be available (Eryc, 2022).
Since the use of social media and online platform is highly used by people and is widely
accessible that further assist the company in the adoption of the concerned medium for its
advertisement.
Measuring impact
An adoption and integration of the concerned digital skill and method would prove to be
helpful only when it will meet the success criteria. This means setting up of standard and
measuring the success or the impact of the concerned technology towards the business is highly
important. In case of DWC the success of the implemented tool of email marketing or the SEO
or the online advertisement can be measured with the help of various analytical tools that may
include the use of google analytics and the social media analytics helps the company to evaluate
the success of its media (Tupikovskaja-Omovie and Tyler, 2021). The use of various analytics
would lead to assist the DWC in terms of measuring the success of its skills and strategies.
With the use of analytics, the DWC can also make an analysis of its deficiency factor that
it need to improvise so that so that the marketing strategy and the current scheme of the
marketing will be improvised that will lead to assist the success and growth.
Understanding the digital skill
There is various digital skill through which the company can make communication towards
its customers. An adoption and selection of most appropriate skill in accordance with the
business of company would lead to assist the company in meeting the need of its customers. An
adoption of the digital skill would lead to assist the company in marketing its product along with
targeting the concerned sector or group of person (Jackman, and et.al., 2021). Digital skills like
online advertisement as well as the SEO and email marketing enable the company to make
personal approach to its customers and thus lead to raise the brand awareness of the company.

It is to be noted that an adoption of the digital marketing through appropriate medium will
lead to create brand awareness and marketing of the company but at the same time an
unappropriated approach and strategy will lead to raise challenges for the company. Being an
open platform and allows the access to all the customer to access the platform will sometime lead
to create issues and the challenges for the company. For example, a single negative comment of
the customer towards the company and its product would lead to create negative brand image of
the company and thus affect its sales and market image.
CONCLUSION
From the above report it can be concluded that digital marketing is an essential mode of
marketing that will lead to assist the company in terms of marketing and creation of brand
awareness among its customers. An adoption and use of digital marketing scheme like the email
marketing as well as the online advertisement and SEO would allow the company to approach a
wide range of customers that will further lead to assist the company in the raising of sales and the
revenue. With the mode of digital marketing the company can make the two-way communication
which will enable it to create awareness of their brand along with assisting the customers to
review and send feedback towards the existing strategy.

REFERENCES
Books and journals
Beer, N., 2021. Optimising the exercise experience to influence subsequent food choices and
energy intake.
Bigne, E and et.al., 2021. How online advertising competes with user-generated content in
TripAdvisor. A neuroscientific approach. Journal of Business Research. 123. pp.279-288.
Canhoto, A.I and et.al., 2021. Digital strategy aligning in SMEs: A dynamic capabilities
perspective. The Journal of Strategic Information Systems. 30(3). p.101682.
Eryc, E., 2022. Systematic Literature Review of Critical Success Factors in Online Advertising.
JOURNAL OF INFORMATICS AND TELECOMMUNICATION ENGINEERING. 5(2),
pp.551-561.
Goic, M., Rojas, A. and Saavedra, I., 2021. The effectiveness of triggered email marketing in
addressing browse abandonments. Journal of Interactive Marketing. 55. pp.118-145.
Jackman, J.A and et.al., 2021. Addressing the digital skills gap for future education. Nature
Human Behaviour. 5(5). pp.542-545.
Park, M., 2018. SEO for an open access scholarly information system to improve user
experience. Information discovery and delivery.
Shree, D and et.al., 2021. Digital platforms for business-to-business markets: A systematic
review and future research agenda. Journal of Business Research. 137. pp.354-365.
Smedley, S., 2021. A Matter of Public Importance? The ‘Europe Open for Business’ Campaign,
British Public Opinion and the Single Market. JCMS: Journal of Common Market
Studies. 59(4). pp.929-944.
Soong, K., Fu, X. and Zhou, Y., 2018, October. Optimizing new user experience in online
services. In 2018 IEEE 5th International Conference on Data Science and Advanced
Analytics (DSAA) (pp. 442-449). IEEE.
Tupikovskaja-Omovie, Z. and Tyler, D., 2021. Eye tracking technology to audit google
analytics: Analysing digital consumer shopping journey in fashion m-retail. International
Journal of Information Management. 59. p.102294.
Online
DWC. 2022. [Online] Available through: <https://darkwoodscoffee.co.uk/>
SEO. 2022. [Online] Available through: <https://searchengineland.com/guide/what-is-seo>
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