Report: Integrated Digital Marketing Strategy for Dark Woods Coffee

This report provides a comprehensive analysis of integrated digital marketing strategies, focusing on the case study of Dark Woods Coffee. It explores the nature, challenges, and importance of implementing such strategies, emphasizing the use of various digital marketing tools like social media marketing, email marketing, search engine optimization, and content marketing. The report proposes an effective digital marketing strategy for Dark Woods Coffee, including specific objectives, such as increasing social media engagement, enhancing conversion rates, and boosting sales. Furthermore, it identifies key digital skills, concepts, and models essential for success in the field. The report also addresses the challenges faced by businesses in digital marketing, such as budgeting, mastering digital tools, and managing human resources. Finally, the report suggests various marketing communication methods, including email marketing, content marketing, and social media marketing, and provides a digital marketing portfolio outlining the application of these tools. The report concludes by highlighting the significance of integrated digital marketing strategies for business growth and success.

Integrated Digital
Marketing Strategy

Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Nature, challenges and importance of integrated digital marketing strategies...........................3
Propose an effective digital marketing strategy..........................................................................5
Find out core digital skills, concepts as well as models............................................................10
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13
Books and Journals...................................................................................................................13

INTRODUCTION
The business environment in today's world is becoming more complex as a result of daily
developments. It becomes critical for organisations to take remedial action in order to cope with
this complexity. Furthermore, as the number of new entries into the market grows, competition
becomes fierce, and each organisation must innovate (Törönen, 2018). It is important for the
business organisation to formulate strategies that help them to gain advantage over the
competitors. So the organisation try to identify the solutions that help them to overcome the
challenges. It is seen that there are various tools that help the company to promote its goods and
services. In the present time there is use of digital marketing process that helps in achieving
success. In this report there is discussion related to social media marketing email marketing
search engine optimisation. Dark Woods Coffee is taken intoconsideration to understand the
impact. Dark Woods Coffee is a UK-based company that was founded in 2016. This research
delves into the idea of integrated digital marketing strategy as well as the skills required to
implement best practises. In the end there is discussion related to various models that support
digital marketing.
MAIN BODY
Nature, challenges and importance of integrated digital marketing strategies.

Digital marketing can be defined as the activity in which group of people are involved it
help to promote the products and services of the organisation and it is done through the help of
internet. It is helpful for the organisation it helps the company to enhance its reach and attract
more customers. It is seen that the company now a days use these matters like digital marketing
so as to formulate strong marketing tools for success of the organisation. Nowadays each and
every organisation tries to use digital marketing platforms and they play a vital role in
advertising the goods and services of the company(Kim, Kang and Lee, 2019). Dark Woods
Coffee is a company that has been operating in the UK market since 2016 and earlier. Their
success is based on the marketing strategy they use to promote their items.Developing tactics to
achieve goals and objectives is the focus of integrated digital marketing strategy. It is the
construction of a one-of-a-kind approach to convey the promotion's objective, which aids clients
in recognising it among a lot of channels.
Nature and importance
 Integrated digital marketing is the combination of several marketing tactics to provide a
solution for a company.
 It is concerned with the marketing of an organization's products and services in order for
potential customers to purchase them.
 Content marketing, social media marketing, search engine optimization, paid advertising
campaigns, web development and design, and other integrated digital marketing tactics
may help Dark Woods Coffee efficiently advertise to its target market (Haryanto, and
Dewi, 2020).
 All tactics are quite effective since they have a significant impact on the organization's
promotional efforts.
 It is the current trend in which businesses use social media platforms such as Instagram,
Twitter, Facebook, and YouTube. Organizations may capture the public's attention by
following these trends
 It is critical for our organisation to employ digital marketing tactics in order to raise
awareness of their products.
 If a company can implement an effective digital marketing strategy, customers will be
able to identify and recognise their brands thanks to online marketing promotion.

Challenges
Businesses have a variety of challenges in the marketplace, which is the reason they choose
for digital marketing. Increased competition, a changing climate, and innovative marketing
tactics are just a few of the issues that businesses face(Kiiru, 2018) Dark Woods Coffee utilised a
digital marketing strategy to handle all of these issues, but it was determined that there are a few
issues and problems with digital marketing that are stated below:
 Every company needs budget; it is critical for Dark Woods Coffee to consider the budget
while marketing their products and services. Budgeting is the most difficult issue that
organisations confront nowadays, since inflation continues to grow on a daily basis
(Hendriyani, and Chan, 2018) . It is becoming increasingly common for businesses to
consider how they can market their goods and services with little resources.
 Mastering digital tools and technology is getting more difficult for organisations as they
change on a regular basis, demanding a complete understanding of these technologies.
Businesses need to know about all digital marketing tools so that they must hire them as
needed.
 Managing human resources is another problem. Only with the aid of their effective
human resource can Dark Woods Coffee fulfil their aims and objectives. They can
manufacture high-quality coffee seeds with the aid of staff and sell them to potential
consumers (Nagaraj, 2020). However, everyone has a distinct point of view and
perceptive level, which can lead to disputes in the workplace.
 Recruiting and selecting qualified people is a challenging task for every business. It is
important for firms to employ and select qualified individuals who are educated about
digital marketing in today's world. It is not straightforward, however, because it needs a
thorough strategy that covers the number of jobs and people requirements.
 Firms should provide training and development to their employees so that they
comprehend the concept of digital marketing and can execute efficient digital marketing
tactics. How it can be applied in the marketplace. It is critical to have a well-designed and
well-implemented training and development programme.
According to the explanation above, integrated digital marketing strategies are highly essential
for businesses since they help them promote their goods and services in the market.

Organizations must utilise all digital strategies properly so that they may analyse each choice and
make an informed conclusion.
Propose an effective digital marketing strategy
Dark Woods Coffee is known to employ a number of essential digital marketing tools, but
they must design to implement digital marketing strategies in order to establish and generate
efficient digital marketing approaches (Storbacka and Moser, 2020). As there are so many
competitors of DWC they use integrated digital marketing strategy to make the customers aware
and to attract them towards the organisation. They serve variety of products and that want to
engage customers in order to boost the sales. It leads to a process that helps to achieve goals and
objectives and success at the same time. It is vital to set SMART objectives that are specific,
measurable, achievable, relevant and time-based. The objectives set by DWC are mentioned
underneath:
 To increase use of social media marketing
 To enhance the conversion rate by 5% in 3 months
 To boost sales by 5% every 6 months
For achieving these objectives Dark Woof cafe will follow the below mentioned steps.
1. Identify Different Marketing Communication Methods
The first and most crucial task for every company is to discover numerous internet
marketing strategies. As a digital tool for promotion, Dark Woods Coffee employs content
marketing, email marketing, and social media marketing as primary techniques. As these tools
will help them to achieve goals and gain advantage over the competitors. All these digital
platforms have their own benefits. Including them in portfolio together will benefit the
organisation. The following photos clearly demonstrate the practical implementation of these
technologies.
 Email marketing is a way through which Dark Woods Coffee sends emails to its
existing customers so as to provide the ones with useful and unique information. Existing
consumers may get engaged in the content of company(Atherton, 2019). They try to
deliver important information at useful time to its customers. All the offers will be
communicated to the csutomers directly and that will help to increase the conversion rate.

 Content marketing is used by dark Woods coffee as it helps them to enhance the caption
of the company as well as it creates a good impact on the customers. The usage of content
marketing by them is clearly seen in the image below. It is important to note that
customers get attracted by good content. It will also become beneficial for DWC to post
content of the social media.
 Social media marketing is a popular marketing that aims to establish relationships and
raising brand awareness for businesses. Dark Woods Coffee already has a social media
presence on Instagram, Twitter, and Facebook. Social media is a technique of helping
business in the most suggested approach, through which people congregate in greater
numbers and businesses can easily draw a big number of audiences to them. It has
become an integral component of every business, and methods are expanding

internationally. It is important to note that most of the people are active of social media.
Along with that the conversion rate is also more on Instagram and Facebook. It will lead
to increase in sales of the organisation.
 Social media channels are dispersed internationally in terms of providing material,
videos, photographs, and blogs about the company's most renowned and unique selling
goods on a regular and timely basis. As a result, there are several social media platforms
such as YouTube, Instagram, and Twitter. Websites, Facebook.
Facebook: It is one of the widely used social media platforms. It is a place that helps
people to stay in touch with their relatives, friends and also unknown people. They, also provide
option to develop business page. It is easy to track performance and know about the visitors on
page, conversion rate. So with the help of Facebook DWC will be able to develop relationships
with customers.
Twitter:It is the fastest-growing social media platform, with millions of users using it to
keep up with current events across the world. Tutor provides a means of communicating with the
general public by post coma tweet coma and informing them about the company's new policies,
product launches, and other events. Twitter is helpful and used to solve the instant queries of
customers and it is a way to engage customers. At the same time all the real time updates are also
posted on twitter and that keep the customers update.

Digital marketing portfolio
Portfolio methods contents
Email marketing campaign
To convey the idea of extracted coffee beans
with superfine flavours to try for satisfying
hunger.
DWC find the great and cheapest coffee beans
by promoting farmers and their skills to use for
refining taste and flavours. DWC has awarded
with great taste appreciation. It shows a
powerful brand name into market.
Online advertising Advertising is necessary to showcase the great
quality of DWC.
The company could launch advertising through
twitter and instagram most effectively by a
prominent videos and photos of extracting
beans and delivering it for coffee reparation
which gives a mouth watery feeling to
audience.
Twitter curated feed By analysing many twitters feeds and fining
most engaged influencer in between audience,
DWC could promote their product through
them. By promoting giveaways and discounted
offers for first visits using coupon codes with
the list of brands.
Search engine optimisation DWC needs to utilise SEO strategy by using

launching hash tags, keywords which engage
traffic and promoting website on the first web
page.
Web Analytics Web analytics is also used to identify audience
actions over post and website of DWC. They
need to use on-site analytics to check click per
view and how customers reach to their site
using GOOGLE analytics tools. Focus on those
sites which increasing DWC reach.
WordPress DWC marketing strategy is to deliver varieties
of taste with fine quality beans. Which require
unique words and messages? DWC promotes
heritage that developed a past brand existence
into market. Key word search must be unique
and easy to understand on websites to easily
identify DWC products and service.

Instagram:It's also one of the finest social media channels since there are no restrictions
on the amount of material that can be created or the size of messages that can be sent ( Pranoto,
2021). It's also utilised for marketing, with stories, blogs, and reels being posted. DWC Company
might use it by uploading appealing copy images with a unique message on a regular basis to
demonstrate clients their individuality. By updating the Instagram profile on regular basis the
Dark Wood Coffee will be able to attract customers. Also, friends share the pictures with each
other on Instagram and if DWC will post beautiful pictured, people plan to visit the cafe. This is
how they will be able to increase sales.

2. Develop a Marketing Communication Plan
The next important step is to create marketing strategy that helps to attract the audience.
there are three important components such as audience content as well as cadence. It is important
for the company to form portfolio that is based on the three important parts. It helps them to
successfully achieve the goals and objectives and attract audience in a effective manner. To
develop a marketing communication plan it is important to first know about the target customers.
So, STP approach is used by Dark Woods Coffee is order to analyse target market:
Segmentation: It is a process of grouping the customers according to the similarities in
their characteristics or traits. The various basis of segmentation are demographic segmentation,
behavioural segmentation, psychographic segmentation and geographic segmentation.
Targeting: It is the next step under which the organisation targets and selects the
customers that the want to serve. Dark Woods Coffee target young crowd and for strategies to
attract them.
Positioning: This is the process of positioning the product in the eyes of customers. The
have created good and positive image of serving variety of coffee to its customers.
3. Understand the Customer Decision-Making Process
The next step is to understand the decision making process that is used by customers. It
helped the Dark Woods Coffee to take the decisions based on the customer needs and
wants(Ghosh and Scott, 2018). It helps them to formulate effective strategy
4. Implement marketing communication plan
It is the last step in the process where Dark Woods Coffee take care about the timings that
help to attract the customers while launching their campaign it helps them to achieve goals and
objectives effectively as when is staying on the top in the trend.