Digital Marketing Report: Integrating Strategies for Dark Wood Coffee

This report delves into the realm of digital marketing, focusing on strategies applicable to Dark Wood Coffee Limited, a wholesaler of beverages. The report examines the significance and challenges of integrated digital marketing, emphasizing the importance of online marketing tactics such as social media, search engine optimization, and email marketing. It explores the '4 Ps' of marketing (Product, Price, Place, and Promotion) within the digital landscape and highlights the challenges of generating leads, managing cash flow, and adopting new technologies. The report also analyzes the importance of digital marketing in reaching target audiences, reducing costs, and enhancing revenue generation. Furthermore, it assesses the online advertising strategies employed by DWC, including social media advertising, content marketing, and email marketing, while also considering the benefits and drawbacks of digital marketing approaches. The report provides a comprehensive overview of the digital marketing landscape and its application to the coffee industry.

Digital Marketing

Table of Contents
Introduction...........................................................................................................................................3
Task 1.....................................................................................................................................................3
The Importance and challenges of integrated digital marketing strategies.......................................3
Integrating Digital Marketing Strategy for Dark Wood Coffee Marketing Campaign......................5
Evaluate core digital skills, theories, concepts and models and apply digital production skills.........8
Conclusion.............................................................................................................................................9
REFRENCES..........................................................................................................................................11
Books and Journal............................................................................................................................11

Introduction
Digital marketing is the element of marketing that I need internet and online
Technologies like computers mobile phones like stop in other. Digital media helps the
company to promote their products and services and to reach with more customers (Pistol and
Bucea-Manea, 2017). Report is going to study about dark Woods coffee Limited. Dark is
coffee Limited at the wholesaler set in the north of Yorkshire pennies. Dark woods coffee
Limited company trade as a supplier for beverages and cafes and restaurants. This report will
going to examine the marketing tools and channels which organisation is using in contrast
their marketing experience. There is several interpretations of the operations of a digital
marketing strategy. The aim of this report is to look at the several digital marketing strategies
and approaches and appraise the significance and the challenges of the integrated digital
marketing strategies.
Task 1
The Importance and challenges of integrated digital marketing strategies.
Digital marketing is the strategy of promoting and trading the product and services by online
marketing tactics as a social media marketing Search marketing email marketing in many
more.
Nature of Digital Marketing
The nature of the digital marketing scope of digital marketing looks so vast as the ocean. The
nature scope of digital marketing in increasing day by day among the people )( Mazurek and
Tkaczyk, 2016). now a days every company is using digital marketing in order to increase
their image and popularity among the people.
There are Four Ps of marketing which are followed and considered by the company in
order to promote Their goods and services and which is price promotion, product, and place.
Products: Products identifies about the services and items that is up for trading for
the buyers. The products of the company can be physical item or services. Means what type
of product you sell. The product can be physical Goods, services, and consulting etc.
2. Price - Price plays the vital role in the company. What type of price the company
decide can be the selection of the views according to the customers.
3. Place - Place is also the important thing like it shows that where the customers will
go to find out the information about the industry or company.
4. Promotion - in promotion portion customers will see that how the company will
show the product of the company through advertising etc.
These are the 4 Ps of the digital Marketing that help the DWC company to increase
and grow their productivity and profitability in the market towards their procedure of digital
marketing.

Challenges of digital marketing:
Generating qualified leads: every organisation thrives on leads. Any company can expect a
competitive industry as several services based organisation attempt in order to gain more
targeted leads.
Managing cash flow: it is the another channel which appears by the organisation nowadays
because freezing the competition level and the productivity language it's become more
difficult for the company to manage the cash flow of the organisation.
Requires more talented people: To adopt the Technologies It's become much necessary for
the company to adopt or hire more talented and effective employees, so that they can adopt
the technology very effectively and work on them. It also helps them to get more positive
outcomes towards the company and increase the productivity of the company.
Understanding digital tools and technologies: It's become quite difficult for the company
to understand new digital tools and technologies because now days there are several new
technologies and digital tools available in the market (Ariyanto, Sunarsi and Akbar, 2020)
. And to gain competitive advantages and to become much and more effective in the market
it's very required for the organisation to understand the Technologies and digital tools.
Managing and maintaining the websites: it's very required for the organisation that uses
social media platform or Digital Marketing to maintain their website in order to attempt the
consumer’s feedbacks and their demands. For managing and maintaining the website it’s
required very talented and active employees in order to grab more opportunities.
Importance of Digital Marketing
As the Company or the industries emerged into progressive stage of digital
technology. The Dark Woods coffee limited company is following digital marketing
strategies and there are several opportunities and importance for the company in order to
gain more competitive advantages.
Reaches individuals: Where they spend their money and their time: it helps the company to
reach with more people and audience in order to get more opportunities and create more
customer base it helps the company to increase their customer loyalty and build effective
relationship with them. Social media platform is the strongly preferred and significance
platform is a term of customer care.
Target ideal audience the capability to target the customers or audience better is one of the
much of this reason of digital marketing importance. Being capable to market the goods to
the individuals who are interested in product and services which are provided by the
company. With the digital marketing the company have the capability to direct communicate
or reach with interested customers. With digital marketing the company kin direct target or

direct communicate with interested audience for stop it will increase the loyalty and build the
factor relationship with the customers.
Cost reduction marketing assist and support the organisation to save their promotional cost
for their goods and services. It will also help the company to engage the older consumers and
get new customers.
Enhanced revenue generation digital marketing techniques help the company to reduce or
overcome their cost and save more. It will help the company to gain more opportunities by
interacting with more customers without giving spending much money.
Integrating Digital Marketing Strategy for Dark Wood Coffee Marketing Campaign
Dark woods coffee company business marketing focus: in a competitive growing
physical marketing the organisation are required to invest in integral digital marketing in
order to ensure their business is growing with the demanding market and operating the
potential in order to raise traffic leave and performance. Dark Woods coffee company’s
major element of their goods is coffee as a wholesaler trading in several changes of the
business. Cafe Coffee shops in restaurant beverages. DWC is generally small medium
company with no stopping the tension from processing to the functions and operations full
stop for the aim of this business duck boots coffee company considered to reach out to large
customers by online advertising and several strategies (Wijoyo, Lagiewski and Kesgin,
2017).. Online advertisement strategy is the primary choice and consideration of the company
in order to reach with more customers stop that is why the company dark Woods coffee mast
developing the website that help them to identify the target market and the sort of services
which is provided by the company.
Following are the disadvantages of digital marketing.
1. Time consuming- it takes a lot of time while online advertising campaigns. It is important
to take care of it while doing online advertising.
2. Skills and training - the company needs to take care of it like employees have complete
knowledge and training about the work allotted to them to take the digital marketing to the
success. There is a change in the time according to the trend the company have to keep it up
to date.
3. Complaints and feedback - Any negative feedback or review of the product can be shown
easily on the social media sites and platform it is visible to all the audience. Negative
comments can decrease the value and reputation of the company.
4. High competition - while you can reach a global audience with digital marketing, you are
also up against global competition. It can be a challenge to stand out against competitors and
to grab attention among the many messages aimed at consumers online.

5. Security and privacy issues- there are a number of legal considerations around collecting
and using customer data for digital marketing purposes. Take care to comply with the rules
regarding privacy and data protection.
Online advertising is also called as digital advertising, web advertising, internet advertising,
or online marketing. Online advertising is the form of marketing which is used to promote the
products and services and deliver the messages to the customers (Desai, Chauhan and
Kudtarkar, 2019). The organisation Dwc is using online advertising in use to attract more
customer base towards the company. It is very helpful or supporting for attracting brand
exposure and website traffic. There are different kinds of online advertising and which are
mentioned below:
Social media advertising social media advertising help the company to meet or to reach with
several audience because now a days several organisation or most of the audience are using
in social media platforms in order to entertain themselves. Where are most of social media
platforms allow advertisers to reach and promote their goods and services by using these
platforms. They also involve amended tools to exist the effectiveness and growth of the
investment. This is strategy might involve promote tweet or post or this generate entire
campaign which released across several social channels.
Content marketing content marketing is another amended way to acquire a brand and
message in front of the audience. Its mean concentrate is to attract organic traffic to a
platform by developing the sites (Wang, Malthouse, Calder and Uzunoglu, 2019) .
Advertising and promotion strategy help the company to increase the eye of content
marketing that is the production cost without promotion.
Email marketing: is a very integral part of the online communication as it is a much
amended in significant mode 2 keep in touch with the customers of the company (Oates,
Watkins and Thyne, 2016)
.
Search engine marketing search engine marketing is developed to raise the visibility of the
website on the web pages of search engine by paint to appear on the platforms such as
Google. Search engine marketing is also known as pay per click and can be applied on
Google AdWords or Microsoft bing Ads.
Display advertising is refers to branded photos graphics videos and rich media contents
which are relies on third party websites.
Email marketing email marketing is a term which refers to sending a commercial message
to a group of individual by using email in their broadcast sense. Each email send to a
potential consumers and this process considered as email marketing. Email marketing
includes advertisement request business solicit sales or donations. Email marketing helps the
company to connect with the audience in order to promote the brand and increase the sales.
By using email marketing the company can do lots of things like sell the products share some
news improve the abandonment rate. Email Marketing Information to the business to keep

their consumers informed about their marketing strategies and their marketing messages. This
kind of marketing help the company to drive the customers away with persistently annoying
spam emails.
Benefits of Online Advertising
Online advertising help the company to increase the brand awareness and brand image among
the society and the community. It will also help the company to increase their efficiency and
profitability in order to increase the more customer base towards the company. It also helped
the company to build effective relationship among the customers and Organisation.
There are different kinds of marketing emails which is promotional emails
informational emails.
Email marketing campaigns are applied to enhance and upgrade a special offers and a new
product release. A campaign involves 3 to 10 emails which is sent over different days or
weeks (JAHAN, 2019). This type of email marketing is delivered as and when required in
line with the rhythm of the business.
Informational emails consists newsletters and announcement in there consideration. A
newsletter is the name suggested that share any information on news which is related to the
business or which is highlight the product. Newsletter help the company to maintain
consistent relation with the subscriber full stop newsletter is an opportunity to inform and
share thoughts steps insides whatever thoughts brings the most valuable to the audience
(Priyono, 2016).. Email is the amended way to message or inform the customers of the
organisation about new release modification of the services and any announcement. As a
channel email has the require formality for transferring essential message.
Importance of Email Marketing
There are several importance of email marketing because as Email marketing
plays an important role towards getting more opportunities and success. This the major
and key strategy of attracting the customer towards the company.
Benefits of email marketing are as follows:
1. Conversions - It means selling your products and services according to the demands.
There are some marketing techniques to increase the conversions are as follows:
Emailing a Discount or special offers like welcome emails birthday/anniversary emails.
Abandoned cart emails
(A client can provoke whenever a visitor abandons a cart at your online store.)
2. Brand awareness- the best part about this email is it is directly reach to the someone which
company wants. It is best at its one to one communication and it is best for the favourite

brands and publications. When it is showing up in someone's email then it will help the
company's brand at the top of the mind.
Search Engine Optimisation
Search Engine Optimisation is refers to the processor of developing and improving the site to
raise their visibility for appropriate searches for the visibility of the pages have in search
outcomes (Kocić and Radaković, 2018).
. Search Engine Optimisation is a very important for marketing because as or organisation
and the individuals conduct several searches every year about the product and services and to
get more information about the goods. It is also the procedure of optimising back pages and
their contents which is easily discoverable by the individual in order to search the relevant
data on the website (Djavdatovna, Azimovich and Maxsudjonovna, 2020. What goes into
SEO Search Engine Optimisation is Quality of traffic this well state that the company Can
attract all the visitors in the globe.
Quantity of traffic once the company have the right individual which is clicking through from
those investigation engine outcomes pages and the more traffic is much better for the
company.
Evaluate core digital skills, theories, concepts and models and apply digital production skills
There are several digital skills and model features are required for Digital production and to
use digital marketing. To do effective digital marketing there are some skills which are
required for the individual and that is mentioned below:
Handling information and content this is very required skill for the individual in order to
maintain and handle the social media platforms and their sites like Instagram Twitter
Facebook. SS very mandatory for the individual to know about the process and how to
operate these platforms it will help them to get more advantages of the social media platform
and to use appropriately e stop social media platform is a very effective way to communicate
and to reach with more customers so it's very required for them to handle the information and
content off the social media.
Problem solving this is the factor which is very required for the individual in order to solve
the issues and problems which are faced by the consumers (Appel, Grewal, Hadi and
Stephen, 2020)
. This will help them to enhance and build the effective connections with the consumers in
order to make them sure about their services and products which are provided by them.
Being safe and legal online it is very required for the individual to always being safe and use
legal policies of online in order to make them a shot themselves and sure the customers that
they are using appropriate social media sites (Bogea and Brito, 2018).

.
Advertisement Model
There are several condensation of developing income by the E-Commerce revenues
models. This model mentioned about the Facebook, Twitter, Google who have features and
components where organisation place their advertisements.
Subscription Model
There are several organisation that provide and offers training and newsletters which
are developing income by subscribers in conversation of access to contents.
Affiliate Model
Revenues develops from fees by affiliate business by providing products and services
using the email-market platforms.
Transactional Model
E-bay , E-trade Which are develop and generate income from the commissions and
fees.
Current Trends Of Digital Marketing
Video marketing video marketing is the term which are increasing in effective and very quick
manner. Growing Trends of potential and robbers marketing as it acquired the messages
across effectively. There are several platforms like YouTube Instagram are main examples of
video marketing that support to hone on the traffic that get messages across to the pointed
customers much creatively and quickly.
Blogging and Ve blogging this is the best application which is used for blogging and free
blogging are word press Vicks tumbler pocket and many more.
Advantage of Social Medial on DWC
There are several examples and advantage of using social media platform for the
business and which are increase the interaction with the consumers as social media platform
provide the way to direct communicate and interact with the consumers and identify their
problems and issues. This also helps the company to reach with wider audience in order to
increase the productivity and profitability of the company. It also enables the direct to be
communication with the audience and using hash tags develop lead and more customers.
Disadvantage of Social Media On DWC
To maintain the social media accounts and take it to more technically skilled person so
sometimes it's become quite difficult for the company to hire and train them accordingly. The
disadvantage is negative feedback by using social media platform and customers can openly

complain on the goods and services which are provided by the company (Lucyantoro and
Rachmansyah, 2017).
If the company is deal with the complete straight away it can ZI generate and solve the
situations and have a good impact on their services. X and Systems is another disadvantage of
the social media platform tweeting and posting something relevant and times and it required
effective action towards the moments.
Conclusion
From the above mentioned report it has been concluded that digital marketing plays
an important role towards the growth and development of the company full stop as digital
marketing helps the company to get more opportunities and get more advantages towards
their success. Digital marketing in hands the trust and help the company to create more
customer base. This report explains about the Strategies and models which are followed by
the company in order to gain more advantages and strategies of digital marketing. This report
also explain about the some models which help the company to identify different
opportunities in vantages of digital marketing like advertise model subscription model
transactional model in many more. This report also explain about the current trends which are
running in the market and which is connected with digital marketing like video marketing and
blogging influences these are the Trends which are currently running in the market very
quickly. This also explain about the types of marketing which are used by the company that is
content marketing email marketing Search Engine Optimisation this advertising these are the
components and types that is used by the organisation in a very effective and appropriate
way.

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