Digital Marketing Portfolio: Dark Woods Coffee Strategies Analysis

This digital marketing portfolio examines Dark Woods Coffee's online strategies, focusing on online advertising, search engine optimization (SEO), and analytics. The introduction highlights the importance of digital marketing, emphasizing its use of mobile devices, search engines, and social media to reach customers. The portfolio outlines Dark Woods Coffee's product offerings and aims to provide consumers with a variety of coffee options. The strategies section details online advertising techniques such as customer awareness campaigns, paid search (PPC), and paid social media, along with the associated benefits and challenges. The SEO section discusses the role of SEO in improving website rankings and visibility, including the impact of web traffic and the fallibility of search engines. The analysis also covers the use of analytics, particularly Google Analytics, to track website performance and conversion rates, including click-through rates and Alexa ranking to assess website popularity. The portfolio provides a comprehensive overview of the digital marketing tools and techniques used by Dark Woods Coffee to enhance its online presence and customer engagement.

Digital Marketing
Portfolio about Dark
Woods Coffee

Table of Contents
Introduction......................................................................................................................................1
References........................................................................................................................................8

Introduction
Digital marketing implies usage of mobile devices, search engines, internet, social media
and other channels for reaching their customers. It denotes advertising that is delivered via
digital channels (Atanasoff, 2019). Consumers are dependent on digital means for researching
their products like according to Google marketing insight it was identified that near about 48%
people makes inquiries via search engines, 33% search brand websites and near about 26%
search through mobile applications. This is marketing approach that chiefly depends on internet
to connect with target audiences through digital media platforms and channels. These channels
comprises of mobile marketing, search engine optimisation, analytics, email marketing and
various others for development of elaborated strategies through which customers as well as
prospects can be reached. DarkWoods Coffee is wholesale firm which supplies coffee roaster
which supplies speciality coffee to restaurants, coffee shops, cafes and hotels. In 2016 and 2017,
they were named within top 50 products across UK.
Products offered by Dark Wood Coffee
Organisation renders their consumers with grade coffees which involves cleaner as well
as distinctive flavours that are cheap in comparison to commercial coffees. The firm aims at
making sure that consumers have given wide range of options for their taste buds.
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The firm carefully roast the coffee through which they can furnish wide array of flavours
through which they can furnish impelling range of styles along with tastes (DARKWOODS
COFFEE, 2020). Dark Woods Coffee renders their customers with Arboretum Espresso, Good
Morning Sunshine (that contains nutty & toasty flavours), Crow Tree, Lamplight Decaf (breaded
sweetness that resembles fruit cake), Snow Stone (flavour of dried cherry and chestnut
sweetness) and there are many more products offered by them.
Digital Marketing Strategies
The series of actions which utilise online marketing channels for attainment of diverse
goals is referred to as digital marketing strategy. It is a action plan which aids firm within
building and launching online strategies for attaining success. This will furnish Dark Woods
Coffee with different ways through which they can achieve goals through enhancement of
conversion rate or through expanding lead generation. For having precise results, different
strategies are being opted by Dark Woods Coffee, they are specified beneath:
Online Advertising
The art associated with usage of internet as a medium through which marketing message
can be delivered for intended and identified audiences is referred to as online advertising. It will
aid Dark Woods Coffee within attracting traffic towards their website for enhancing exposure of
their services for their potential customers. This also leads them to engage their customers in
suitable actions through which they can conduct online purchase. The major reasons that firm
must opt for this strategy are mentioned below: Customer Awareness: Dark Woods Coffee is successful and well established firm but it
is necessary that they make their consumers aware about what they deal within. The
rationale behind this is that when firm will launch new products or services in
marketplace then they can reach their potential customers in an appropriate manner. For
doing so, they can utilise online viral campaign before product is made available. Paid Search: This is also known as pay per click (PPC) advertising that acts like
effective way for online advertising. This will allow Dark Woods Coffee to make bids on
peculiar keywords and phrases which might lead them to have text-based ads.
Furthermore, these ads will be displayed when customers enter within any site (Busca
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and Bertrandias, 2020). This will render Dark Woods Coffee to attain a fair chance
through which advertisements can be displayed on different websites. Paid Social: This will assist Dark Woods Coffee within transforming their future. Social
networking can be regarded as popular platform for people across the world and
advertisers. As this enables them to formulate strategies accordingly as well as captivate
maximum shares within the market. In this case, firms generally opt for Facebook,
Twitter and LinkedIn.
Paid search is identical to paid social advertising up to certain extent but the major
omission related with this is that advertisers takes initiatives and look forward to the users.
Illustration 1: Facebook Post of Dark Woods Coffee
The benefits that will be accomplished by firm is that by making use of paid social
advertising granularity can be furnished that will lead Dark Woods Coffee to target their
potential consumers. In this context, they opt for distinct parameters through which social
preferences and behaviour of consumers can be browsed. Firm can merge these aspects or
strategies through which they can attain enhanced returns on the investments.
Challenges associated with Online Advertising Digital Marketing Strategies
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 Users like to have personal space as well as personalisation but when website force
advertisements then they do not get personal touch or they ignore them.
 A person tends to utilise ad blockers which makes this critical for advertisers for grabbing
instance of potential buyers. It implies that the audiences may not view that ad.
Search Engine Optimisation Digital Marketing
The process that is related with attaining traffic from natural, organic, free or editorial
search outcomes on search engines is referred to search engine optimisation. This denotes name
which is given to tasks that makes effort for enhancing ranking of their websites (Domazet and
Neogradi, 2019). By opting for sound strategies, firm can improvise positioning of website that
will further amplify online presence with reference to on-page as well as off-page. This will
further assist firm within attaining more number of clicks from users. Dark Woods Coffee can
make use of SEO digital marketing that will lead them to alter their ways in a good manner. The
reasons for its utilisation are depicted beneath: Rankings and visibility: This implies critical aspects that will be rendered by Dark
Woods Coffee by making use of SEO by enhancing overall visibility. This will further
make this easy for prospects to determine what they have been searching for. It is
associated with ranking. When organisations are ranked high on search engine result page
(SERP) then there is higher probability that users will see as well as make clicks on links
mentioned on website. The type of efforts that are carried out in context of SEO will aid
them within attainment of high visibility. Web traffic: Amplified web traffic acts as critical goal for SEO along with this traffic
will also be enhanced which will lead to visibility as well as overall visibility will also be
improvised (Dwivedi and et. al., 2020). An instance can be taken into consideration for
an instance near about 43% clicks are made on the website of Dark Woods Coffee i.e.
first ranking page and with reference to top five lists this involves near about 75% clicks.
If firm needs to have more prospects then they website has to be searched through
utilisation of SEO practices. This will aid them to attain top five positions when peculiar
keyword will be searched on.
 Search engines are fallible: There is high probability that search engine may fail in case
relevant steps are not taken into account and websites also need to pay.
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Illustration 2: Search Engine Optimisation
An instance can be considered to acknowledge this aspect such as in case there is no
relevant link structure then search engine do not control and site is not indexed within
inappropriate way. Along with this, if any kind of errors occurs in the blocks then this leads to
high probability that SEO may be blocked entirely that will further make it critical for Dark
Woods Coffee for enhancement of website. Furthermore, SEMrush tool can be used by firm as
this will be aid to boost up e-commerce sales or online presence (Elliott, 2019). Trough
utilisation of this tool they can attain high traffic within their website through usage of organic
along with paid search. It will further enable Dark Woods Coffee to formulate strong brand
image and this will aid them to have competitor analysis by which strategies can be developed
accordingly.
There exist some rationales along with benefits which can be achieved through utilisation
of SEO (search engine optimisation). In addition to this, ranking of website can be enhanced that
will allow them be in top five search according to keywords which are being entered by users.
Challenges associated with Online Advertising Digital Marketing Strategies
 The websites loading speed can be regarded as relevant reason which may further lead to
abandon the site due to long time.
 The content utilised in website as well as keywords lead to creation of significant impact
on website’s ranking of the Dark Woods Coffee.
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Analytics Digital Marketing
Systematic computational analysis related with data or stats is referred to as analytics. It
is used to discover, interact as well as interpret relevant patterns in context of data which will
further assist Dark Woods Coffee to transform raw data into meaningful information that will
further lead to attain insight and formulate significant decisions. An example can be considered
for acknowledgment of this aspect such as through graphical representations such as graphs or
charts through which decisions can be formulated in an effectual manner rather than going
through information and then carry out analysis accordingly by identification of what influence
this will have on its performance. The critical contexts related with analytics are illustrated
below: Google analytics: It is regarded as frequently used platform which is used for attaining
information. This renders enhanced range for hosting tools that will further assist in
novices and experts for reaching along with acknowledgment of target demographics. In
case if, bounce rate percentage is high then this implies that users have only viewed
similar contents. This means that Dark Woods Coffee will be able acknowledge
different ways by which users communicate with organisations website. Conversions: They are good stuff which implies the actions which organisation want
that there users must take while making use of their website. In context of Dark Woods
Coffee, firm need to ensure that content developed by them is relevant enough through
which their visitors can be engaged in an affirmative manner (Hall and Bell, 2019). This
will further aid them to establish trust as well as expertise and this will also lead them to
determine problems that are accomplished by them. In addition to this, it will lead them
to attain potential solution for dealing with problems. Click through rate: For internet users who are not aware about problem and do not
know whether solution exists or not. In addition to this, brand awareness can be derived
by opting for paid campaigns for attracting people by utilisation of certain criteria’s. The
Dark Woods Coffee can opt for click-through ads to enhance their relevance and
audiences will be tempted to understand offerings rendered by them. This is crucial for
them to pay attention for performance of ads like low CTR which acts as means that will
lead them to target audiences which are not relevant and do not render relevant as well
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as landing pages that do not address their expectations which are given in the
advertisements.
Along with this, Google Analytics can be utilised by Dark Woods Coffee through which
precise outcomes can be attained. Alexa Rank will aid them in verification of checking
performance of website to measure evidences related with the value.
Dark Woods Coffee can access ranking by opting for website analytics tools that are
available at free of cost. This will also permit them to measure popularity of the site. When
organisation need to attain improvised popularity then this becomes crucial to have solid alexa
ranking. This will further assist them to audit and make public, visits that have been made on the
website by the individuals.
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Illustration 3: Alexa ranking for Coffee

Illustration 4: What is Alexa Ranking?
Alexa will aid Dark Woods Coffee to make estimations related with number of visitors
who have visited their website on the internet. Then, with respect to this calculations will be
formulated for three months (Zhelev, 2020). Furthermore, in case if no one has gone through
their website then rank will not be produced. It is crucial for Dark Woods Coffee to determine
keywords which will further lead to drive in higher traffic ratio within their website. This will
further lead them to improvise ranking of website in relevant way.
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References
Books & Journals
Atanasoff, G., 2019. Public Relations, Communications, Journalism and Politics: A
Comprehensive Professional Writing Portfolio.
Busca, L. and Bertrandias, L., 2020. A Framework for Digital Marketing Research: Investigating
the Four Cultural Eras of Digital Marketing. Journal of Interactive Marketing. 49. pp.1-
19.
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.
Dwivedi, Y. K., and et. al., 2020. Setting the future of digital and social media marketing
research: Perspectives and research propositions. International Journal of Information
Management, p.102168.
Elliott, A., 2019. The culture of AI: Everyday life and the digital revolution. Routledge.
Hall, R. and Bell, R., 2019. Start-ups, Pivots and Pop-ups: How to Succeed by Creating Your
Own Business. Kogan Page Publishers.
Zhelev, C., 2020. International Marketing in the Digital Era. Collaboration of Sustainable and
Contemporary Knowledge. European Journal of Marketing and Economics. 3(1).
pp.63-71.
Online
DARKWOODS COFFEE. 2020. [Online]. Available through:<https://darkwoodscoffee.co.uk/>
DARKWOODS COFFEE. 2020. [Online]. Available
through:<https://darkwoodscoffee.co.uk/our-coffee>.
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