Digital Marketing Strategy Report: Dark Woods Coffee Case Study

This report presents a comprehensive digital marketing strategy for Dark Woods Coffee, a UK-based coffee company. It begins with an introduction to digital marketing and integrated marketing strategies, emphasizing their importance in brand awareness and customer engagement. The main body analyzes Dark Woods Coffee, including its history, products, and sustainability efforts. It applies strategic management models such as PESTLE and SWOT analyses to assess the company's external and internal environments, identifying political, economic, social, technological, legal, and environmental factors, as well as strengths, weaknesses, opportunities, and threats. The report also delves into market segmentation, focusing on demographic factors, and outlines a detailed marketing mix, including product, price, place, and promotion strategies, to enhance the company's online presence and customer reach. The analysis covers online advertising, web analytics, and search engine optimization to provide a complete digital marketing approach.

Digital Marketing Strategy

Table of Contents
INTRODUCTION................................................................................................................................3
MAIN BODY.......................................................................................................................................3
ONLINE ADVERTISING ..............................................................................................................5
WEB ANALYTICS.........................................................................................................................6
SEARCH ENGINE OPTIMISATON..............................................................................................7
CONCLUSION....................................................................................................................................8
REFERENCES.....................................................................................................................................9

INTRODUCTION
The term Digital marketing is referred as the online marketing. This type of marketing is done
Through the delivering of Advertisements and other promotional activities with the help of online
platform to communicate the Brand awareness and other features of the product and the services to
the Potential Buyers. The Digital marketing is a component of Marketing which uses Internet and
other online resources such as Desktops, Mobile and other Digital media platforms to promote the
Products and the services which are offered by The Various Business and the organisation (Bednarz,
2022). The Digital Marketing is considered as an important part of the Marketing Concept as it is
used in a Wide variety nowadays as it is being effective to use due to the Increase in the Social
Media marketing. This Type of Marketing is useful for the various business and the organisation to
attract the potential customers by making them aware of the brand and its features to attract them so
that they can increase the sales and profit of the firm by maintaining a well-known reputed position
in the long Run.
MAIN BODY
The term Inte4egrated Digital Marketing is referred as the Integration of Multiple Marketing
Strategies and tactics which can be used to form a cohesive Online Approach for the Business and
the Organisation. The Integrated Digital marketing consists of Various activities such as, Web
development, Search engine optimisation, Content marketing, Social Media marketing etc. The Idea
behind the Integrated Digital marketing is related with the Collective effort of marketing and its
Activities as working together s more effective and efficient then working individually (Bernardy Jr,
2020). The Integrated Marketing is a Strategy that blends the Marketing Tools. There are a a lot of
campaigns and activities that are a part of the Integrated Digital marketing, these campaigns and
programmes can help the various business and the organisation to connect with The Potential
Customers so that they can Stay in touch with their customers. The Integrated digital marketing is a
tool which can attract various customers from all around the World as the Internet and website are
the base of this Platform which can be helpful to make sure that the customers are engaged in
different activities of Promotion and Brand awareness which can help the Business to achieve a
good step in the long run by satisfying the needs and wants of the Customers in the Best possible
way.
This Digital marketing is considered as the most effective and efficient platform as the online
platform is increasing its reach and various customers and People are using it so that they can opt a
easier and convenient way to look for he products and the services they are in need for. This type of
marketing is well planned and Structural in nature as it requires a lot of functional work and

creative thinking so that the Business can promote its product and services through the Online mode
which can attract more and more customers by Increasing the sales of the Business (Carta, 2019).
The Dark woods coffee is a well-known reputed company of UK which was founded by
Damian, Paul and Lan Agnew who was the Experienced Coffee professionals who came together to
Launch the Dark woods coffee with their team (Petrovic, 2019). The Company was Established in
2013. This company was set up because of the sense of adventure and serious Dedication to launch
a new Business which can achieve a great Success in The market along with the Excellent Quality
so as to satisfy the Needs and wants of the customer’s in the Best potential way. The Dark woods
coffee Roast their coffee by hands. The Founder of this company was much more excited to share
their effective thoughts and their Urge to make a Decent Cup of coffee so that they can attract more
and more customers by making the Finest coffee available for the People by creating a range of
roasts and styles that can reflect what exactly the People want to Drink so that they can Serve them
according to their Taste and preferences (Pandey, Nayal and Rathore, 2020). The Majority of the
coffee is purchased directly from the producers which are having the long-lasting Buying
Arrangements with Estates and speciality exporters. The Company also supports the Funding
Development projects at the Origin. The Dark woods coffee is also promoting The Sustainable
Approaches which can help the Company so that it can maintain the Good Environmental Values
and other maintenance of the Surroundings so that the environment cannot be harmed through any
of the activity such as the improper waste management, Garbage dump etc. The Dark woods coffee
also Recycle the Coffee waste so that it can manage the effective and efficient system to Promote
the Brand. The Relationship of the Coffee and Customers are based on the General Principle which
is related with the working of long term with the farmers and other coffee generators who are Quite
Experienced and Skilled in the making of Coffee. The most Exotic Coffee of the Company is
Panama La Huella which is an Exclusive to Dark woods who works in the Partnership with coffee
Panama (Diamond, 2019). Given Below are some of the Tools which can be Used by the Business
to promote itself on a Digital level. in order to develop a comprehensive online marketing campaign
for Dark Woods Coffee, various Models of strategic management have been applied here in order to
find out the external and internal avenues of achieving growth and avoiding potential threats.
Pestle analysis
The Term pestle analysis is a tool which describes the framework of various micro environmental
factors which can Affect the business. This tool is used by Various organisations so that they can
guide people and professionals towards the direction of Strategic decision making. given below is
the Pestle analysis of Dark woods coffee.
 Political factors

The political factors are related with the various aspects which are related with the economy such as
Trade relationships, changes in the economic growth, inflation and deflation. The coffee production
houses and the trading roots which the company depends upon were affected by the Brexit policy.
The company must be careful regarding the growth and marketing policies of the UK policy
procedures.
 Economic factors
The Economy can be Affected by various factors which can Affect the purchasing power if the
consumers. The growing incomes of the Consumers can encourage them to splurge on the high
Quality of products such as Coffee, Beverages etc. Which can increase the demand of the Business.
 Social factors
The Social factors are related with the society concerns and their Demographical trends. People are
being more Health conscious that has changed their view to look towards the health over the period
of time. People have limited the amount of caffeine intake, which can Affect the Business of Coffee.
 Technological factors
Technological factors are increasing day by day as the world is being more open to adapt the
technical changes so that it can stay dynamic according to the fast growing scenario. The Dark
woods coffee can adapt different types of technological software to keep its data such as, Cloud
storage which can help the Business in Automating its operations and plan smart promotional
strategies without the need of a physical framework or workplace.
 Legal factors
Dark woods coffee should comply with ll the legal food and beverages standards which are
prevalent in UK. It should maintain the quality of its products according to the Law.
 Environmental factors
The world is being more concern about the Environmental factors so that it can adapt effective
approach to keep the surroundings healthy. The Dark woods coffee should focus on maintaining the
sustainability Through its products. It should use healthy irrigation methods to extract the coffee.
Swot analysis
In order to Frame a Proper Digital marketing campaign, one must have a clear idea about the
strengths and weaknesses of the company which is given below by the Swot analysis of the
Company.
Strength
 The company has effective sales and
Service culture.
 The Dark woods coffee has an Attractive
Store Design and Layout which can
Weaknesses
 The Dark woods coffee has limited
access to Marketplace data which
hampers its ability to develop effective

Influence the Customers to Visit the
coffee shop.
market strategies.
 The Existing Financial Resources are not
adequate enough to propose the market
expansion strategies and the current
market share is also Quite low in the
Coffee and Beverage sector.
Opportunities
 The Dark woods coffee can develop a
Customer Relationship culture so that it
can Establish the harmonious
Relationship with them.
 It can Provide New offers, schemes and
Discount which can Attract more and
more Customers.
Threats
 The addition of More Values through the
competitors can Act as a Threat to the
Dark Woods Coffee.
 Due to Brexit and COVID 19 The supply
chain of Coffee company like dark
woods coffee has been disrupted which
has led to the company not being able to
comply with the Current demand of the
Customers.
Market Segmentation
In order to help in the promotional campaign Design for the Dark woods coffee it is important to
segment the market on the basis of various factors to find the most efficient audience to target with
Promotional Efforts.
Demographic
Dark wood coffee shop has divided its customers on various different aspects. Basically this coffee
shop is focusing on the young customer group. According to some studies it has been observed that
large section of the customers who drink coffee are mostly youth which belongs to the age group of
17-25 years. For this coffee shop has decided very reasonable coffee menu, along with company has
focused on the interior framework to attract the mass customer segment. Dark wood coffee shop is
also offering the coffee for other people who belongs to different age dimensions, and prices have
been limited on such extent, so that it can suits to every income group. With this market
segmentation strategy company wants to increase the customer base by issuing them quality product
in satisfying price. This will reduce the complexity of the operational activities in the coffee as it
has very limited range of target customer. Complete focus would be on providing the better
experience to this segment of the customers.

Marketing Mix
Before Designing a Promotional campaign, it is important to incorporate the elements of Marketing
which are given below.
 Product
The Term product is referred as the main component of The marketing mix. The product is related
with the element for which the buyer spent the particular amount of his\her income to purchase it.
The Dark woods coffee is making Exotic Coffee Drinks along with the New sustainable and Darker
blends of Coffee.
 Price
The Dark Woods Coffee is maintaining affordable Pricing policy which can be opted by the various
customers of the Market segments. The New products of the Coffee product will be priced at a low
margin so that more customers can buy the Products of the Coffee.
 Place
The Term place is referred as the geographical location in which the Business is operating. The
Dark woods coffee is located at the Holme mill cottages area by which it can Attract more
Customers to Buy their products. The Dark woods cafe should Exclusively focus on new coffee
Brands through online websites using Omni channel Retailing.
 Promotion
The Term Promotion is referred as the most important tool of The Marketing mix which is referred
as the Combination of marketing methods Including Advertising, Sales, Public promotion etc. The
Dark Woods Coffee is using Different types of tools which is helping it to promote The business on
a Digital level. It is using various Tools such as Online advertising through Different social Media
platform like, Facebook and Instagram so that it can Interact with the customers and Make them
aware about the products and services offered by them.
ONLINE ADVERTISING
The Term Online Advertising is refereed as the Online marketing, internet advertising, digital
advertising or web advertising. This is a type of marketing and advertising which uses various
forms of internet to promote the Product and services to The Audiences and the platform users. This
type of advertising includes the Email marketing, Search Engine marketing and Social media
marketing so that it can promote the Brand awareness and can provide the various information to
the customers regarding the services that are offered by the Business and the Organisation. The
Dark woods coffee is a well-known Reputed brand which is encouraging its products and services
through the Online mode. The Company is Approaching the Online advertising strategies and

tactics so that it can attract more and more customers which can Increase the sales and the demand
of the company which can help the Company to maintain a well-known reputed position on the long
run.
Given Below is the online Advertising Platforms which can be opted by the Dark woods coffee
so that it can Promote its Products and services(Flight,2021).
 Instagram
The Term Instagram is an Application Which is used by Various people. The Instagram is The Most
popular app which is being used in the Wide range nowadays as it is The Most Unique and High
Rating program which can help the viewers and the creators to get engaged in a lot of exciting stuff
which can make them aware about the ongoing Events and Occasions all around the Globe.
Instagram is a platform which connects the people from Different region and Country so that they
can come along with each other by promoting a Sense of Togetherness. This Platform is Quite
Unique as it helps the various people as well as the Businessman to show off their content as well as
they can promote their Brand by which they can make the people aware regarding the Products and
Services which are offered by them (Hanlon, 2019). The Dark woods coffee can use the Instagram
Platform so that they can Connect more with the customers as well as they can interact more with
the Targeted Segments which can help them to stay in touch with Their customers so that they can
stay Dynamic according to the Needs and wants of the customers. With the help of Instagram, Dark
woods coffee can make a page of its Exotic coffees and can also make its Customers aware about
the Prices and Offers and Schemes that are offered by the company.
 Facebook
The term Facebook is an online Application which is used to connect with various users so that it
can interact with people. Face book is a Social Media Platform which is used at a great extent by the
people so that they can stay in touch with their near ones. This App also have various exciting
pages, news and events which can make people aware about the ongoing events and Activities. The
Dark woods coffee can use this application to Promote its Products and services on a Digital basis.
Facebook can also be helpful in making the Brand image stronger as it can attract more and more
customers from different segments of the market which can make the Business More Effective and
efficient which can also help The Dark woods coffee to maintain a well-known reputed position in
the long run (Hofacker, 2018).
WEB ANALYTICS
The Term Web Analytics is referred as the process which can analyse the Behaviour of the
visitors of the Website. This Analytics involves different things such as Tracking, Reviewing and

Reporting the data to measure the web Traffic. The Web analytics is the measurement, collection
and Analysing of Web data to get the better understanding and optimizing of the Web usage. The
Dark woods coffee can use the Web analytics so that it can analyse the various aspects of data
collection as well as the analysing of the data reports which can be helpful for the company to
measure the important data and it can also be helpful in Retaining the customers, attracts more
visitors and can increase the dollar volume spent by the customers. Given below are some of the
components which can be opted by the company to Digitally promote its products and services
(Javier, 2021).
 Google Analytics
The term Google Analytics is referred as the tool which can track and reports website traffic, this is
a platform inside the Google marketing platform Brand. The Dark woods coffee can opt this tool so
that it can have the better understanding of the customers which can help the company to get the
Better understanding of the Customers. The various Google insights can also be opted by various
Business and the organisation. It is a platform that collects data from the websites and apps to make
reports that provide visual modality into the business (Juska, 2021).
 Yahoo Web analytics
The term Yahoo Web Analytics is an enterprise level, extremely bespoken web analytics system to
help enterprise web site increase visitor contentment and sales as they get new visual percept in
online customers and reduce the selling costs. It also helps in the Storing data in non-aggregate,
half-baked form, Yahoo Analytics is more than a coverage tool. It’s an extremely flexible,
compelling, data analysis tool. The Yahoo Web analytics can also help in The Historical and near
time period data that is envisioned and segmental instantly with innovative graphs helping the
website communicator y and marketplace answer questions regarding particular business and find
visual sense for the improvement of their business (Nasser, 2022). The Dark woods coffee Can Opt
for the Yahoo Analytics so that It can help the Business to increase the Visitors satisfaction along
with the sales. The Yahoo analytics can also get the new insights in the Online customers and it
reduce the Marketing costs. It can also help the Business to store the data in non-aggregated, raw
form. this can also be helpful in managing the campaign which can promote the major search
engines and it can also help the Dark woods coffee to gather the campaign information. The Yahoo
Analytics can also be helpful to check p the Traffic and other activities which can Affect the online
marketing of various Business and organisation (Opresnik, 2018). This tool is considered as most
effective and efficient which can promote the Digitalisation in the best potential way. The Dark
woods coffee can increase the customer satisfaction by opting such tools which can also help the
Business to get aware about the Online traffic and other activities which can create problems in The
Integrated Digital marketing of various Business and the organisation (Raja, 2020).

WordPress
The term Word press is referred as the simplest and most popular form by which the business
or an organisation can create the website and blog. The Word press is the open source content
management system which is quite helpful in creating, developing and managing the websites
(Vicuña, 2022). The website can be accessible to various users and customer so that they can get
aware about the business type and its characteristics. Initially, WordPress was only used for the
purpose of blogging however as the times changes the various technological upgradation has led to
the development of word press tool making it more specialised in creating the Websites. The Word
press can be used to create various things such as, Business websites, E-commerce stores, blogs and
portfolios. The word press system has various components such as, the word press core, database
and extra files which makes it more easy to handle and manage the websites and blogs. There are
many benefits of word press which can be helpful for the business such as The Dark woods coffee
to create and develop their own websites and can increase the customer's reach, it can also add the
wide variety of themes and can create an effective website for the business. This tool is also cost
effective and cheap along with the ease to set up and install which can be beneficial for the Dark
woods coffee business (Lapkouski and Pyatkin, 2019).
CONCLUSION
The Above report went into detail with various complex Issues such as, Digital marketing and
Integrated digital marketing as these are the terms which are being opted by Various Business and
the organisation so that they can promote their products and services Digitally by increasing the
customer's Reach. Furthermore, The Dark woods coffee initiated to promote The Digital marketing
so that it can Interact more with the Targeted customers. Along with that, Various Types of Digital
Marketing tools such as, Web Analytics, Search Engine optimisation which are The most used tools
by various Business and the organisation so as to make it more clear and understandable.

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