Digital Marketing Portfolio for Darks Woods Coffee (BMP6008)

This report presents a comprehensive digital marketing portfolio designed for Darks Woods Coffee (DWC), an award-winning multi-roaster coffee company. The report begins with an introduction highlighting the importance of digital marketing in business growth, including content strategy, website design, and meeting consumer needs. The main body of the report delves into the importance and challenges of digital marketing, followed by detailed analyses of email marketing strategies, including building a target email list, defining goals, segmenting subscribers, and understanding email types. The report also covers online advertising, specifically focusing on Facebook advertising, outlining steps such as selecting objectives, naming campaigns, setting budgets, and targeting audiences. The report concludes with a summary of the digital marketing strategies, emphasizing the potential for DWC to enhance brand value and engage consumers. The report also includes illustrations and sample email content designed to attract potential customers and promote various coffee flavors offered by DWC.

Integrated Digital Marketing

Table of Contents
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
Importance and Challenges of Digital Marketing........................................................................4
Email marketing...........................................................................................................................5
Online Advertising.....................................................................................................................11
CONCLUSION .............................................................................................................................18
REFERENCES .............................................................................................................................18

INTRODUCTION
Digital marketing portfolio is being designed by organisation for making their business
grow (Bala and Verma, 2018). In this the firm is been engaged in creating a content strategy as a
new marketing channel so that more and more consumers are been attracted towards them. It has
been analysed that in this portfolio the company are also been involved in making and designing
of websites. The digital marketing portfolio helps in meeting the specific needs of company to
attract consumers and also finding possible solutions for the issues which was been faced by
them. Present report will lay emphasis digital marketing portfolio of Darks Woods coffee
company. It is an award winning multi roaster coffee company who is engaged in providing
variety of flavours to consumers. In this report marketing strategies for DWC will be discussed
and these strategies include online marketing on Facebook, Content for SEO strategy for DWC
and Email marketing and content for Email marketing.
MAIN BODY
Importance and Challenges of Digital Marketing
Importance of Digital Marketing
 Digital marketing enables effective targeting by organisation. This means that businesses
communicate and promote to audience who are more likely to become customers of
business.
 Personalisation is also a reason because of which digital marketing is important for
businesses. This means that through digital marketing personalised communication can
be made and Email is example of personalisation (Hanlon, 2018).
 Effective measuring is also importance of digital marketing where businesses can track
and monitor performance of their marketing and promotional efforts.
 Another importance of digital marketing is that it gives best return on investment and the
reason for this is that compared to traditional marketing and promotion digital marketing
is very less expensive (Kaur, 2017).

Challenges of Digital Marketing
 Learning about customers is very challenging in digital marketing because in digital
marketing, customers are specifically targeted and it is very difficult to identify and target
customers.
 Generating qualified leads is also a reason because of which digital marketing is
challenging for DWC. This means that qualified leads that are likely to convert into
customers and generating such leads is very difficult.
 Creation of engaging content is also a very big challenge for DWC in digital marketing.
Engaging content is one that attracts as well as interests audience (Zhu and Gao, 2019).
Email marketing
In order to make the consumer behaviour positive for Darks Wood coffee an email
marketing procedure will be used. In this type of promotion an email is been sent from
organisation to potential customers (Elrod and Fortenberry, 2020). This will assist in engaging
consumer with business. It will assist in getting more leads and sales. There are various
advantages of email marketing. The reason for making use of this type of marketing is that it will
assist the Dark wood coffee in reaching out large range of consumers, through online channels.
This will assist firm in repositioning their brand value as well as strategy. It has also been
analysed that when selecting this type of marketing, it is necessary for firm to choose target
consumers. It is the perfect tool for building better relationship with consumers. The rationale for
making use of this type of marketing is that it is of low cost. Only minimum amount will be used
by company to reach out target consumers. It has also been analysed that by making use of this
marketing campaign it becomes really easy for reaching out consumers. The brand value and
reputation is also being built through this type of marketing strategy. Email marketing is one of
the only channels that consumers ask to receive (Octulus and Rebeca, 2020). There is various
type of email software which can be used by Dark Woods coffee company in order to increase
sales of their coffee and also it will assist in increasing their profit as well as revenue. It assists in
reaching out those consumers who are been already engaged. The Dark Woods coffee can only
send emails to them who has asked to receive it. This can assist in getting a higher rate of
conversion as the business is already targeting those who have an interest in their brand. The

Email marketing is also useful as it will help the company in only delivering the targeted
message. It has also been analysed that when making use of this method will assist the DWC in
increasing brand engagement. These software assists in sending relevant messages to target
consumers. It will help in increasing brand value and also brand engagement can be increased
with the help of this. This marketing channel will assist in improvising the brand status and also
this will help in enhancing brand value of firm.
For the present scenario Dark Wood coffee company will be engaged in following the
below given steps. It includes the following. In this the firm will be involved in building a target
email list for. This will assist DWC in knowing about the consumers who are interested in their
coffee and a direct email will be sent to them (Gunelius, 2018). The second most important step
which is to be followed by DWC coffee is that they should be aware of their goals. In this a good
marketing concept always starts with setting of objects. The campaign must include the objective
because of which it has been designed. The kind of goals which can be set by DWC includes
welcoming new subscribers and boosting engagement when making the content. They should
also be involved in segmenting the subscribers. This will assist in boosting the email marketing
campaigns. The other step is Dark Woods coffee also must be involved in understanding the
email type which needs to be sent to different groups of people. There can be promotional
emails, relational emails. It is really important step to understand the type of email which will be
sent to consumers. The other main step is to know audience. It is really important to know their
audiences (Maximiliano and Carlo, 2020). Company should also be engaged in making sure that
the technology is been used by them wisely so that the email marketing campaign is successful.
In depth analysis of the email campaign performance must be done.

Illustration 1: Email Marketing
Illustration 2: Email Marketing

Illustration 3: Email Marketing
Illustration 4: Email Marketing

DWC email for targeting and attracting the potential customers:
Hello, Yes You, are you craving for coffee?
Nestling in the West Yorkshire Pennines, we are been surrounded by dramatic moorland
drystone. There is a huge desire for the inclusivity informs. Our company will provide best
blends which can serve you in satisfying your cravings for the coffee. The coffee flavours
has lighter roasting retains fruit. They are bright in colour and has an origian character. The
kind of coffee is nutty, caramel and chocolate sweetness. The coffee is been developed by
longer and fuller roastas. Our company is been involved in providing consumers with
familiar flavour with the aim of delivering an unfamiliar vibrancy taste with it. There are
variety if flavours which we are serving the first is Crow tree.
Crow tree: This is our speciality. When you will grab it, you will be pleased by the quality
of coffee and the ingredients inside it. The crow coffee is dark but it has bright future. Tree
is so rare in coffee world. It has high quality and altitute arabicas. By making use of the
cleanest coffee available, this green coffee will assist consumer in giving a fine flavour and
also the coffee is been roasted darker. It has best single estate chocolate. Crow trees has
made use of the coffees which has been sourced from farms. Our organisation is also been
involved in supportin women farmers and huge and our firm is women dominating company.
We are giving chances of employment to women farmers so there life style conditions can
be improved. The other type of coffee which is been sold by our company is Good morining
sunhsine.
Good morning sunshine: It is a bursting with toasty and nutty flavours. This coffee
contains less fruit and is taken from the house of Colomibian. Good morning sunshine is
made with love. It is a coffee with similar taste made with lots of love and respect.

Under milk wood: This was not only the first blend which was roasted by us, but the
concept of our company was build around it. This coffee will offer best of Milk Wood. This
is a medium roast and it delivers fine caramel sweetness. Milk wood has won the
distinguished Golden fork for best Northern Product in the Great taste awards.
Arboretum Espresso: This is our lightest espresso. It celebrates nature. This coffee reflects
the fresh and is most interesting coffee which can be find and can take the form where blend
is in harmony. The milk flavour inside it is sweet and vibrant. It is the coffee for those who
are curious and bold.
Online Advertising
Facebook is one of the most popular and used social media platform and this is also one
of the very important place where businesses can advertise to reach their target audience
(Christina Newberry, 2020). DWC (Dark Woods Coffee) can also use this platform for
advertisement and promoting its brand. In order to promote its brand on Facebook DWC requires
to-
Selecting Objective
This is one of the most important step which outlines what DWC wants to achieve
through its online advertising campaign on social media. Objectives that DWC wants to achieve
are categorised by Facebook and this includes creating brand awareness, reach, traffic,
engagement, App installs, video views, lead generation. Along with this messages, conversions,
catalog sales and store traffic.
Objective that DWC has is Brand Awareness, reach, conversions and store traffic and
considering these objectives DWC requires to Log into Facebook Ads Manager and select
campaign tab, then click on the link that is Create and after this one can get started with new
Facebook ad campaign. For continuing with ad one needs to select campaign objective based on
business goals. In this ads when goals is to convert in such case DWC require to pay on the basis
of pay per action and for exposure objectives DWC requires to pay on the basis of pay for
impression.

Campaign Name
This is a process of giving a name to campaign and declaring if ad fits into any special
category (Tran, 2017). In this step different versions can be selected to run against ad after it has
been published.
Setting Budget Schedule
This is one of the very important parts of creating online advertising. In this process ad
set will be selected by DWC and this involves determining which page should be promoted by
company. Followed by this, DWC requires to select money that want to spend on their Facebook
advertisement campaign. In this DWC has two options it can select a daily budget and lifetime
budget. This is followed by setting start date and end date and this is mainly important for DWC
when it wants to schedule its advertisement in future (Chaffey and Smith, 2017). This means that
when company wants to advertise in future rather than starting immediately in such case it
requires determining start date and ending date. However, while doing so running Facebook paid
ads on schedule is most effective way to spend budget. This is because this helps in ensuring
effective targeting and serving advertisement when targeted audience is most likely to be active
on Facebook. This means that if target audience of DWC is most likely to be active on time in
such case through scheduling ads DWC can ensure that its ads will appear only in night when
most people are likely to see advertisement of DWC.
Targeting audience
This is one of the very important decision and action regarding digital marketing and
advertisement on Facebook. This includes building target audience for the advertisement
(Hamouda, 2018). Target audience is concerned with people who DWC wants to sell its products
and this is why while targeting for online advertisement it is very important that these people are
those who company wants to sell its products. In online advertisement on Facebook DWC
requires selecting target audience by selecting target locations, age, gender and language.
Regarding target location DWC can select to include or to exclude cities over a certain size. In
this it is very important to keeping an eye on audience size indicator that appears on screen and
this size allows knowing potential reach of advertisement of DWC. In addition to this screen also
shows estimated number of page likes. Accuracy of this number and data depends on the

practices of company. This means that if DWC has worked with Facebook ad then numbers will
be accurate and the reason is that Facebook have more data of DWC which make it possible to
show accurate and most relevant numbers.
Selecting placements in Facebook
This involves determination of where ad will appear. This involves type of device,
platform such as Instagram, Messenger and Audience Network, in placements it includes Feeds,
Stories, in-stream for videos, in-articles and on app and sites.
Setting brand safety and cost control
This involves excluding any type of content that is inappropriate to appear with
advertisement of DWC (Karr, Aaron and Press, 2019). This might include sensitive content and
adding specific block lists. In block list DWC can include specific websites, videos and
publishers.
Creating advertisement of DWC
This involves selecting advertisement format and entering text or media component for
advertisement. In this format of ad varies on the basis of objectives of campaign that DWC
selects while beginning of process.
This is a phase of online advertisement on Facebook in which DWC can get creative
(Setiaboedi, Sari and Prihartono, 2017). This means in this image, video, slideshow can be built
to build advertisement with built-in video Creation kit. After this, campaign is prepared to be
published on Facebook.
SEO (Search Engine Optimisation) strategy
This is concerned with planning, outlining and implementing steps to increase ranking of
website in search engine results. This is also done to get more organic traffic for the website.
SEO Strategy for DWC is as follows-
Create a List of Keywords- This is first and very important step for increasing search engine
ranking. In search engine keywords play very important role (Iskandar and Komara, 2018).
Keywords are those words that target audience is likely to use while searching for DWC.

Keywords that DWC can consider for using in SEO includes coffee, coffee company, coffee
shop, and along with this different types of coffee that DWC sale can also be keyword for DWC.
Analyze Google’s First Page- This involves analysing first page of Google and this involves
identifying what is already working for keywords selected by DWC. To do this, selected
keyword is required to be typed in Google and first page of Google will appear. This will help in
understanding pattern for search engine ranking for different keywords selected by DWC.
Create Something Different or Better- This is step where DWC is required to make real efforts
and this involves creating something that is of high quality (Botton, 2018). In this step while
creating content DWC requires to consider two options whether to create something different or
something better. This is because content that is different and better will help DWC standing out
from its competitors. DWC is a coffee company and this is why it can use images and videos in
form of better and different content. Videos of coffee being made and the experience that it gives
to audience and viewers can help DWC in standing out from its competitors. In addition to this
unique presentation of coffee by DWC and its awards can also become different and better
choices for content. Some pictures that DWC can use for marketing are-
Illustration 5: SEO Marketing

Illustration 6: SEO Marketing
Illustration 7: SEO Marketing

Optimize For On-Page SEO- This involves optimisation of keyword for SEO. This is a practice
of optimizing web page content for search engine and users. In this DWC will have to optimise
individual web page in order to increase search engine ranking (Mohan, 2020). On-page SEO
can also be optimised through internal linking in which link on one webpage leads towards other
webpage of same website.
Optimize For Search Intent- This is concerned with purpose of an online search. This means
that what is the reason that one is searching for something online because everyone making an
online search is looking for something and DWC can use search intent for increasing SEO and in
context of DWC it is the reason because of which audience will search for DWC. Mainly there
are 4 types of search intent that DWC require considering and this includes information,
information about coffee company or businesses, navigation, in these people are looking for
specific website or are looking for website of DWC, transactional intent for the purpose of
making online transaction and for commercial investigation. Using these search intents DWC
can increase its optimisation.
Make Content Look Awesome- This is very important step in strategy which involves creating
content that is very attractive and looks eye-catching (Iskandar and Komara, 2018). This means
that content on website of DWC should be attractive and engaging. This means that everything
from words to pictures and videos on website should be very attractive.
Improve and Update Your Content- This is also very important part of SEO strategy in which
DWC is required to improve and update its content to increase SEO and attract new audience and
to achieve digital marketing results through SEO.
CONCLUSION
On the basis of above discussion, it can be concluded that digital marketing have its some
importance however benefit from its importance is possible once challenges have been
overcome. There are several ways and strategies in which businesses can get benefit of digital
marketing and in this different strategies for digital marketing were discussed. Email marketing
was firstly discussed and this involved sending Emails to target market and audience to inform
them about offerings of business and value they can get through the offerings. Later in report

online marketing was discussed and how selected business that is DWC can plan and implement
online marketing campaign on Facebook. Lastly, report discussed about SEO strategy in digital
marketing.
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