Integrated Digital Marketing Strategy Portfolio for Dark Woods Coffee

This assignment presents a digital marketing portfolio developed for Dark Woods Coffee, a coffee roaster. The portfolio explores the application of digital marketing tools and strategies to enhance the company's online presence and marketing effectiveness. It emphasizes the importance of digital platforms in reaching a wider customer base and conducting promotional activities. The portfolio focuses on three key digital marketing methods: Web Analytics for data collection and analysis; Search Engine Optimization (SEO) to improve website visibility and organic traffic; and Online Advertising, encompassing social media marketing and online public relations. The report provides strategic rationales for the use of each method, highlighting how they can be tailored to meet the specific needs of Dark Woods Coffee. The analysis includes the benefits of using each tool, such as insights into customer preferences, improved brand ranking, and cost-effective promotional campaigns. The conclusion summarizes the effectiveness and necessity of digital platforms in marketing and promotional activities, reinforcing the importance of a well-integrated digital marketing strategy for modern businesses. The assignment also refers to the use of a digital marketing portfolio, which is created for educational purposes.

Digital Marketing
Portfolio

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY ..................................................................................................................................3
Digital marketing portfolio for “Dark Woods Coffee” by applying different methods and
rendering relevant strategic rationales........................................................................................3
CONCLUSION ...............................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Digital marketing is a marketing approach which is relied upon internet and technology
that is digital media platforms in order to fulfil the aim of adopting the specific marketing
channel. The assignment is of developing a digital marketing portfolio for Dark Woods Coffee
by using three different tools or platforms for example social media (Domazet and Neogradi,
2019). Dark Wood Coffee is award winning coffee roaster which is situated in West Yorkshire,
Pennines. The organisation is famous for rendering finest roasted coffee beans from around the
world. The company deals in wholesale, retail and food services industry along with it offers best
brewing equipments to cafes as well as trainings and support for brewing. Dark Woods Coffee
was founded in 2013 dealing on physical and virtual platforms for making sales and market the
offerings. The report acknowledges and specifies three sources of digital marketing for the
portfolio where rationales are provided for theoretical and practical application.
MAIN BODY
Digital marketing portfolio for “Dark Woods Coffee” by applying different methods and
rendering relevant strategic rationales.
Digital tools and channels are considered to be the best for reaching to maximum number
of customers and conducting promotional activities as most of the world population have access
to the internet and digital tools. This enables the motive of undertaking digital platforms in
marketings strategies to be successful and flourishing. Digital tools not just support marketing
and enhances sales but they are good source of making sales and earning revenue.
Technology is continuously evolving bringing revolution in business practices and
activities of organisations according to their sizes and scope. This evolution in technologies have
introduced and contributed the marketing area by rendering internet and digital tools and
platforms for promotional and even sales activities (Kingsnorth, 2019). Therefore, most
marketers include digital marketing in their strategies as they provide higher and most effective
results in less efforts and resources. A digital marketing portfolio is a mixture of numerous
digital tools that are used by companies for performing advertisements and attracting target
audiences.

The marketing portfolio’s of Dark Woods Coffee includes three methods that are digital
platforms useful and potential enough for administration of marketing activities. These tools and
appropriate related rationales for using them for Dark Wood Coffee are as follows:
WEB ANALYTICS
Web Analytics is a practice or a tool which is used for collecting, measuring, analysing,
and reporting the data and the market information that is collected. The web analytics tool is
most commonly tracked by companies through Google Analytics but they can also customize it
and build their own analytical tool (Niculescu and et. al., 2019). The data that is collected and
processed through Web Analytics is of two type qualitative and quantitative. The advantage of
using Web Analytics is it enables the marketers to understand and gain knowledge about the
source of traffic coming over and what exactly they prefer. It allows them to also understand
which practice is effective over the targeted audience and which one is not that results in
improvements and developing better and most related strategies in future.
The Web Analytics tool is the first one to be suggested for the digital portfolio for Dark
Woods Coffee. The marketers needs huge amount of data and information while developing
marketing strategies and promotional plans. In order to do so they conduct market research
through primary and secondary sources by collecting qualitative and quantitative data. For the
same Web Analytics can be used a digital tool which is easy to access and renders most evident
information in just few clicks. This secondary source of data collection and gathering can further
be helpful in extracting new insight and ideas over the strategies for marketing the offerings of
Dark Woods Coffee in virtual world through social accounts and platforms.
Dark Woods Coffee, marketers will be benefited as they receive potential market
information about the preferences of individuals and what exactly they require (Amin, 2019).
This marketing method enhances the productivity of the efforts made by the team providing
higher returns on investment. Also, Dark Woods Coffee have the option to customize the web
analytics rather than using Google Analytics which is advantageous as company and marketers
can specifically focus over those area in which marketing team lack information and knowledge
and that needs to be considered for efficient marketing and promotional practices.
SEARCH ENGINE OPTIMISATION
Search Engine Optimisation commonly and formerly known as SOE is a tool that works
as a jet-pack for the content marketing efforts. This is a function that is used for increasing the

traffic on company's website by boosting its visibility in pages which are known as SERP's
stands for Search Engine Result Pages. The Search Engine Optimisation works for increasing the
traffic on the official website or web page of the organisation by the preferred keywords
provided by company for SEO. Earlier Search Engine Optimisation was only text-based search
were only responded that means the used when type the keywords then they will receive the
required results. But today with improvisation in technologies voice search has also gained
significance. Now the uses can use their microphones to type for them them over the Search
Engines and receive the prominent results as desired (Kemp, Randon McDougal and Syrdal,
2019).
This is the second digital marketing tool that is very significant for Dark Woods Coffee
and marketers. It is the responsibility of the marketing team to look over the option of Search
Engine Optimisation for keeping the brand and the website easily accessible by users once the
preferred keywords are searched. Dark Woods Coffee can use this marketing tool where the
company will be rendering some specific organic keywords that will result in leading the user
towards the official website and web pages on different social channels and platforms once
searched.
This tool enables the brand to keep a track about the traffic over the website and also its
ranking. In Search Engine Optimisation brand ranking also matter as their position fluctuates and
higher ranking will keep Dark Woods Coffee on the top of the bar and lower will result in
reducing its position and continuously going down. Search Engine Optimisation also enables in
reducing cost and time as SEO audits will be conducted by marketing team and renders them
enough knowledge for identifying the issues with the website of Dark Woods Coffee if any and
resolve in time.
ONLINE ADVERTISING
This is a broad head of digital marketing tool which includes social media marketings,
online public relations and digital advertising. Online advertising is as simple as the meaning of
the term that is holding presence on the internet and performing promotional activities through
social media handles and other digital advertisement tools. Through online advertising a strategy
will be developed for marketing and accordingly the same promotional ideas will be advertised
on all the different platforms of online portals. Social media advertising is adopted making sure
that the brand and the organisation is present on all different platforms such as Facebook,

Instagram, Twitter, LinkedIn and many other. Same as through online public relations is
developed through goodwill earned by the company. The member of any press or publication or
any celebrity and influencer with many followers mentions the name of the products of a brand
in their article and social media post, stories and videos that is a huge promotional breakthrough
as well.
The online advertising is the most beneficial option for Dark Woods Coffee, the
marketers have to make sure that the brand have separate pages and accounts on social media
handles with the similar username as of the company (Son, 2019). Through these account
promotions are easy and less time consuming. The marketing team will be responsible for
managing these accounts on Twitter, Instagram, Facebook etc. through social media pages Dark
Woods Coffee will can perform several promotions such as about the brand, any new product
offering and to keep people attracted including the retailers and wholesalers. Also, general public
is must for keeping attracted as if the end users do not demand the brewed coffee of Dark Woods
Coffee then the retailers and wholesaler will stop ordering them.
Social media channels is the most used and suggested marketing digital tool which only
requires internet access to both the users and the organisation as well. Dark Woods Coffee has
the attracting and active presence on social media but its needs to be monitored, company should
post offer discounts and other offers on social media pages which increases the traffic on the
page, website as well as increase the interest of customers, influence their buying behaviour and
change them into potential buyers.
CONCLUSION
The above assignment and discussion conducted summarises the effectiveness, necessity
and popularity of digital platforms for marketing and social media promotional activities. There
are three digital methods of marketing suggested for the portfolio of the company that are Web
Analytics, Search Engine Optimisation and Online Advertisements. All the three sources are
important and suggested in today's business scenario and according to regularly developing and
improvising marketing techniques.

REFERENCES
Books and Journals
Amin, A., 2019. Digital marketing activities of Nordic Express Limited.
Domazet, I. S. and Neogradi, S., 2019. Digital Marketing and Service Industry: Digital
Marketing in the Banking Industry. In Managing Diversity, Innovation, and
Infrastructure in Digital Business (pp. 20-40). IGI Global.
Kemp, A., Randon McDougal, E. and Syrdal, H., 2019. The matchmaking activity: An
experiential learning exercise on influencer marketing for the digital marketing
classroom. Journal of Marketing Education. 41(2). pp.141-153.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers.
Niculescu, A. and et. al., 2019. Enhancing Brand Value of Modern Organizations through Digital
Marketing Tools and Techniques: A Study on Top Ten Romanian Companies. TEM
Journal. 8(1). p.171.
Son, J. Y., 2019. A Study of the Influence of Online Digital Character Experience on Offline
Related Products Purchasing Intention-Focused on Kakao Friends O4O (Online for
Offline) Product Portfolio. The Journal of the Korea Contents Association. 19(2).
pp.296-304.
Online:
What Is Digital Marketing? Definition, Types, Best Practices with Examples, 2020. [Online]
Available Through: <https://marketing.toolbox.com/articles/what-is-digital-marketing-
definition-types-best-practices-with-examples/>