Digital Marketing Strategies Portfolio Report - Dark Woods Coffee

This report provides an in-depth analysis of digital marketing strategies, focusing on integrated approaches and their practical application using Dark Woods Coffee as a case study. It explores the nature, importance, and challenges of integrated digital marketing, covering various tools and techniques such as content marketing, email marketing, and social media marketing. The report proposes and evaluates an effective integrated digital marketing strategy, outlining associated objectives and processes. Furthermore, it assesses core digital skills, theories, and models, including the use of Twitter and Instagram for promotional activities, while also addressing challenges such as maintaining brand consistency and managing human resources. The report concludes with an evaluation of the effectiveness of the proposed strategies and provides recommendations for future improvements.

Digital marketing
portfolio

Table of Contents
INTRODUCTION......................................................................................................................3
MAIN BODY.............................................................................................................................3
TASK 1......................................................................................................................................3
Nature, importance and challenges of integrated digital marketing strategies......................3
TASK 2......................................................................................................................................6
Propose and evaluate an effective integrated digital marketing strategy with associated
objectives................................................................................................................................6
TASK 3....................................................................................................................................11
Evaluate core digital skills, theories, concepts and models and apply digital production
skills.....................................................................................................................................11
CONCLUSION........................................................................................................................15
REFERENCES:........................................................................................................................16
Books and journals:..............................................................................................................16

INTRODUCTION
In today's world, business environment that becomes more complex because of day to
day changes. It becomes very important for organisations that they should take a corrective
action in order to bear this complexity (Tarnovskaya and Biedenbach, 2018). In addition to,
competition becomes high because of increasing in number of new entrants in the market and
every organisation does something new. So organisation is now focusing on finding the
solution for overcoming the challenges. For that purpose they need of marketing tool which
promotes their goods and services very effectively. Digital marketing is the key tool of
marketing in the organisation. Digital marketing is the process of promotion and selling of
goods and services with the help of online marketing tactics. It includes email marketing,
search marketing and social media marketing. In this context, Dark Woods Coffee is
undertaken for analysing the impact of digital marketing. Dark Woods Coffee is the
organisation that started in 2016, UK. This report covers the concept of integrated digital
marketing strategies and skills which are needed for perform best practices. This report also
covers theories and models of digital marketing that can be understand with the help of
explanation.
MAIN BODY
TASK 1
Nature, importance and challenges of integrated digital marketing strategies
Digital marketing is the activity that performed by a person or group of person in
respect of their organisation which includes promotion of products and services with the use
of internet marketing (Haley and Blakeman, 2018)s. It is the type of marketing in which
organisation used internet for promotion of goods and services. It is identified that day to day
competition and business environment get more complex and because of that reason now
organisation choose digital marketing. It is the effective method for promotion of their goods
and services because it reduces the advertisement cost and reach to large audience. In modern
world, every person is now on digital media so that's why this method is a significant role for
promotion of goods and services. Dark Woods Coffee is the organisation that start their
journey from 2016 and before in the market of UK. Their success story is depends on the

marketing method of promoting their products. Dark Woods Coffee is now focusing on
digital marketing strategy so that they can achieve their target market easily. For that purpose
the use integrated digital marketing strategies. Integrated digital marketing strategies are
concerned with developing strategies in order to accomplish goals and objectives. It is the
creation of unique way to express purpose of promotion which assists in identification in
crowd of multiple channels by customers. That means a person or a customer can easily
recognise their brand with the help of integrated digital marketing.
Nature and importance of integrated digital marketing strategies
 Integrated digital marketing is the integration of many strategies of marketing that
gives a solution for organization (Lin and et. al., 2018).
 It is concerned with promotion of organisation products and services so that they can
purchase by their potential customer.
 With the help of integrated digital marketing strategy Dark Woods Coffee can
effectively do marketing in order to achieve the target market.
 Integrated digital marketing strategies covers content marketing, social media
marketing, search engine optimisation, paid advertising campaign, web development
and design, etc.
 All strategies are very effectively as it gives a huge impact on organisation
promotional activities.
 If organisation can adopt appropriate digital marketing strategy then their customers
are able to identify and recognise their brands with the help of promotion through
online marketing.
 It is the current trend in which organisation used Instagram, Twitter, Facebook,
YouTube, etc. With the help of following these trend organisation can grasp public's
focus.
 It is very important for our organisation that they use digital marketing strategies and
order to increase the awareness of their products.
Challenges of integrated digital marketing strategies
There are many challenges that faced by organization in the marketplace and that's
why they choose digital marketing (Chien, and Huynh, 2018). The challenges that faced by
organisation are increasing in competition, dynamic environment, innovative method for
marketing, etc. For that purpose Dark Woods Coffee choose digital marketing strategy in

order to deal with all challenges but it is identified that there are also some issues and
challenges in digital marketing that are mentioned below:
 It is very important for organisation that they should maintain their brand consistency
in the marketplace. Day to day new technologies and development in organisation
create a competitive environment. It becomes very difficult for or organisation that
how they can maintain their consistency. Due to new technologies Dark Woods
Coffee is in the problem that how they can use digital marketing in order to make
consistency.
 Every organisation function has certain budget, it is very necessary for Dark Woods
Coffee that they should considered budget when they promote their goods and
services (Park, Gonzalez-Perez and Floriani, 2020). Budget is the most challenging
factor that organisation faced in nowadays because inflation get rises day by day. It
becomes very typical for organisation that how they can promote their goods and
services with minimum funds.
 A company should use effective digital tools so that they can generate traffic lead and
the marketplace. But it is not easy for organisation because they need expert
knowledge and experience.
 For companies it becomes very difficult to understand digital tools and technology
because day to day becomes change and need a good knowledge in these tools. It is
very important for organisation that they should aware about all the digital marketing
tools so that they can apply whenever they need.
 Another challenge is managing human resource. Dark Woods Coffee can achieve
their goals and objectives only with the help of their efficient human resource. With
the help of employees they can produce good quality of coffee seeds and provide to
the potential customers (Cabau, 2017). But every person has different point of view
and perception level that may be create conflicts in organisation. It is very necessary
for a firm that they should manage their employees with effective strategies so that
they can produce innovative ideas and solution for digital marketing.
 For recruiting and selecting of talented employees is not an easy task for organisation.
In the modern world, it is necessary for organisation that they should recruit and
select skilful employees which have knowledge about digital marketing. But it is not
easy because it needs a proper plan in which they include the number of positions and
qualifications of employees.

 For the effective digital marketing strategies, company should provide training and
development program to their team so that they can understand the concept of digital
marketing and their applicability in the marketplace. Training and development
program should be effective and purposeful.
From the above discussion, it is analysed that integrated digital marketing strategies
are very important for organisation as it assist in promoting their goods and services in
market. All digital strategy should be wisely used by organisation so that they can evaluate
each option and make a good decision.
TASK 2
Propose and evaluate an effective integrated digital marketing strategy with associated
objectives.
It is identified that Dark Woods Coffee already use some important digital marketing
tools but they need to make digital marketing strategies in order to develop and create
effective digital marketing methods (Aithal and Aithal, 2019). So it can be done with
following a process in which accompany can use effective integrated digital marketing
strategy in order to meet their objectives. The process is mentioned below:
1. Identify Different Marketing Communication Methods
First and foremost function of an organisation is to identify different marketing
methods through online. It is identified that content marketing, email marketing, social media
marketing are the main methods that used by Dark Woods Coffee as a digital tool for a
purpose of promotion. It can be clearly seen from the below pictures which gives the practical
applicability of these tools.
Content marketing is the method in which Dark Woods Coffee built a effective
content that can be available in blogs, video marketing, etc. It is clearly show in the below
picture that how Dark Woods Coffee use content marketing.

Email marketing is the method in which Dark Woods Coffee use emails to existing
audience for giving helpful and unique content. With the help of email marketing existing
customers can again re-engage through their content (Nenycz-Thiel and et. al., 2018). It is not
always concerned with the new ideas but it is very impact full because it gives right content
to the right person at right time. In the below picture it is show that email marketing is
impactful for Dark Woods Coffee.
Social media marketing is one of the popular marketing which establishes
relationships and developing brand awareness for organisation. Dark Woods Coffee is
already using social media marketing with the help of Twitter, Instagram and Facebook.
Social media is a distinct way of doing business in most recommended way through which
people gather more in number and it becomes easy E for business to attract large number of
audience toward them. It’s been on necessary part of every company whether it is small or
large coma social media channels and methods are growing globally. There are a lot of
benefits a social media provide to the business if it use properly. Along with this it consists of
many limitations and disadvantages that could affect on company’s image as well as
profitability (Ficarra, 2017). Social media channels a business good scattered globally in
terms of regularly and timely posting content videos pictures and blogs about the most
famous and unique selling product of the company. Therefore there are many social media
methods like YouTube, Instagram, Twitter Facebook, websites. DWC Company required to
adapt the most effective channel by understanding their both advantages and disadvantages
which are described below:

Twitter: It is the most growing social media channel which are used by millions of
audience to have an update about ongoing things running into the world. Tutor provide the
way of sharing post coma tweet coma make contact with general public and make them
aware about companies new policy e launch or any other events. People get kin to know
about what happening around the world by sharing their own thoughts and ideas over them.

 Advantages: It is effective protect large audience in one way. DWC Company could
know about customer preference and demands through their tweets. It is a good way
of making advertisement and make customer aware about new policies Technology
and prices off DWC. It has beyond reach which make the customer more engaged
with the Twitter.
 Disadvantages: Twitter is quite time taking process DWC Company may suffer with
inappropriate use of Twitter rather than posting content. It requires regular content to
get viral in the feeds or else it got wasted without having customer’s views. Twitter
contains Limited message size that creates only up to 140 character of content. DWC
Company needs to hire professional digital expertise who could handle this social
media channel in appropriate way.
Instagram: It is also one of the best social media channel with no limitations of
content creation message size. It is also used as a way of promotion through posting stories
blog and reels. DWC Company could use it why regularly posting attractive copy pictures
with some unique message to show the customers about their uniqueness.

 Advantages: It is a best way to reach customers in a large number of customers as it is
the widely used social media channel with every age of people. By making user-
generated content people are trusted towards the product and services enabling into
Instagram buy businesses that is a huge advantage DWC could take.
 Disadvantages: Using Instagram is easy but it is not necessary to make money e by
posting only content (Thompson, 2018). It require Swift brand enforcement my
following Instagram guidelines it becomes time consuming and ineffective.
2. Develop a Marketing Communication Plan
Another important step is developing a marketing plan and which organisation should
focus on main 3 items that are audience, content and cadence. All three are very important for
the organisations digital portfolio so that they can build new and innovative marketing
methods. It is concerned with the identification of audiences and make sure about that their
content is very effective.
3. Understand the Customer Decision-Making Process
Another important step understands of customer’s decision-making process which
gives an idea and direction to the Dark Woods Coffee that how customers take a decision in
order to buy a product or services. If an organisation can understand this process then make
their strategy accordingly.
4. Implement Your Marketing Communication Plan

Last and important step is implementation of marketing communication plan. In this
step, Dark Woods Coffee should make sure about timing that their campaign is launch at
right time (Schiavone and et. al., 2021). With the help of effective implementation plan an
organisation can achieve their goals and objectives. In this study should make sure about
software which used and analyse all the strategy steps again for staying on top of trends.
TASK 3
Evaluate core digital skills, theories, concepts and models and apply digital production skills.
For creating and developing a digital marketing strategy needs some important digital
skills in the employees of Dark Woods Coffee. It is very necessary for employees of
organisation that they should develop some important digital skills so that they can make an
effective digital marketing strategy (Yang, 2018). With the help of developing skills, an
organisation can achieve their goals and objectives effectively and efficiently. There are some
core digital skills which are mentioned below.
Core Digital skills
 Programming, Web and App Development: A person should be able to app and web
development so that they can make campaigns on online. For any digital campaign, a
person should know the core language of programming and web development that is
coding. They should know about languages such as code igniter, bootstrap,
JavaScript, MySQL, jQuery, angular, etc. Show a person I have coding skills then
they can become expert in digital portfolio. Coding is also so crucial in today's world
for emerging technologies.
 Digital Business Analysis: Digital business analysis is concerned with the right
choice for providing objective mind set to the numbers of organisation. It is identified
that digital is the core of digital transformation. It assistant developing a digital
ecosystem which help organisation to transform their business into digitally and
business growth (Ababio, 2020). It is very necessary in the organisation that there are
some employees which have a great knowledge about digital business analysis so that
they can analyze the situation and take a step in order to transform their business into
digitization.
 Digital Design and Data Visualization: For making a website digital services and
apps it is very important that organisation has a common user interface. Organisation

needs designer who have a great experience in creation of effective and dynamic
digital technology which used in promotion of goods and services. The help of
knowledge and digital design they can create their own campaigns and website which
reduce the cost of borrowing and purchase of digital marketing campaign from
outside. Digital designer just not help the organisation by creating effective and
dynamic digital apps but also they can visualise complex data. With the help of data
visualisation it gives benefit to the management of organisation in the process of
decision making. It has the capability to see the upcoming challenges which assist
senior leaders.
 Digital Project Management: In Dark Woods Coffee, they perform many projects for
growing their business in worldwide. In that case the need of project management
team which can have digital knowledge so that they can manage all activities related
to digital products and services in cost effective manner. It is the important skill for
organisation success and growth (Ho and et. al., 2020). It requires understanding of
digital projects that started from ideation of prototype to fully developed goods and
services. For that purpose there are many person who are professionally have
knowledge about digital project management. They require understanding of
methodologies like AGILE and SCRUM. It is very beneficial for organisation as it
raise the skills and knowledge in employees.
 Digital Product Management: Product management is similar important as digital
project management because it is identified that a product is the key element of
promotion. That means product plays a significant role because all digital tools that
used for marketing purposes only because of their products and services. It is very
important for the organisation that they should critically analyse their products which
they can enter into the market. That means they make sure that their product is
required by customers. In simple words product management is the plan invite
organisation should make sure about everything so that they can launch their product
in the market successfully.
 Decision Making for Leaders: For entering in digital world decision becomes very
important for organisation because it is identified that it comes more complex for
Dark Woods Coffee that how they can deal with continuous changes in business
environment with the use of digital marketing tools. Everyone is now using digital
marketing so it becomes very tough for company that how they can become different
from other competitors. Show the decision taken by leaders is also an important skill