Digital Marketing Strategies: A Case Study of Dark Woods Coffee

This report provides an analysis of an integrated digital marketing strategy, focusing on Dark Woods Coffee, a UK-based company. It explores the nature, challenges, and importance of digital marketing strategies, proposing an effective plan utilizing methods such as email marketing, content marketing, and social media marketing. The report identifies core digital skills, concepts, and models essential for successful implementation, emphasizing the importance of understanding customer decision-making processes and adapting marketing communication plans accordingly. The analysis includes practical examples and identifies challenges faced by businesses in the digital marketing landscape, such as budgeting, mastering digital tools, and managing human resources.

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.........................................................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12
Books and Journals...............................................................................................................12

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) (Hendriyani, and Chan, 2018)
 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. 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). It leads to a process that
helps to achieve goals and objectives and success at the same time. Its process is as follows:
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. 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 het engaged in the content of company(Atherton, 2019). They try to
deliver important information at useful time to its customers.
 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 customersThe usage of content
marketing by them is clearly seen in the image below.
 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.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.

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.
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.
2. Develop a Marketing Communication Plan

The next important step is to create marketing strategy that helps to attract the audience
full stop 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.
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.
Find out core digital skills, concepts as well as models.
Dark Woods Coffee's workers must have certain key digital abilities in order to create and
build a digital marketing plan. Employees of an organisation must learn crucial digital skills in
order to create a successful digital marketing plan. The skills required are discussed below:
Digital Business Analysis:The focus of digital business analysis is on making the best
option for providing an objective mind set to an organization's statistics. Digital has been
identified as the centre of digital transformation. It contributes to the creation of a digital
ecosystem that supports firms in digitally changing and developing their operations.It is
important that members of the organisation have a thorough understanding of digital business
analysis so that they can analyse the situation and take actions to digitalize their operations.
Decision Making for Leaders:Because it has been established that using digital marketing
tools makes it more difficult for Dark Woods Coffee to cope with constant changes in the
business environment, the decision to enter the digital world has become critical for the
company.Because everyone is now utilising digital marketing, it is becoming increasingly
difficult for businesses to differentiate themselves from their competition(Rahman, 2021).
Demonstrating how leaders make decisions is also an essential skill because no one can make
decisions consistently and accurately all of the time. Frequent decisions are not a component of
skill since it is necessary to utilise the skill correctly in order to take corrective action.

Digital Project Management:Dark Woods Coffee works on numerous projects that help
them to expand their business globally. They play a vital role as they have knowledge of all the
activities and they manage them in an effective manner. The digital project managers play a vital
role in success of the organisation and its growth.
Programming, Web and App Development:A person should have ability to create apps as
well as websites that facilitate their business and online marketing. A person needs know the
basic language of programming and web development, which is coding, for any digital
marketing. Code igniter, JavaScript, bootstrap, MySQL, angular, jQueryand some languages
should be known to them. So this plays an integral role.
Digital theories and models
Digital theories were utilised or supported by Dark Woods Coffee to assist them comprehend the
relevance and need of digital marketing tactics. The theories are as follows:
 Technology acceptance model:The technology acceptance model is an important concept
for organisations to grasp since it impacts whether or not they can adopt new
technologies. It also has to do with the adoption of new technologies, which should be
based on the clients' preferences and attitudes(Shahbaz, 2018). It may be used when a
firm is introducing new digital tools and processes to the organisation. It helps in
providing information wherever required.
 Honeycomb model:Honeycomb is a concept where in a company organises all key
factors for social media marketers that help to effectively employ digital marketing
technologies. Presence, identification, connections, sharing, reputation, discussion, and
group are the seven blocks that formulate the whole system.Marketers may utilise all
seven components together or separately to analyse items in social media activity.
Through the model, focus is one attracting the customers and serving them though social
media marketing.
 Hofacker’s 5 Stages of information processing:It has been determined that if a marketer
wants to leverage websites for the purpose of advertisement.Hofacker's 5 phases that
provide information must used. It is a paradigm in which the information process there
are five phases(Thomas, Jose, and Upadhyay, 2019). Exposure, comprehension,
attention,perception,acceptance yielding and retention are the five phases.It may be used
in conjunction with Dark Woods Coffee's website's proper planning, production, and

testing of all essential online advertising. xposure is the process that is used and helps to
determine the information from the website and then formulate advertisement. It is seen
that it is a process in which the visitor continuously Browsers and that helps them to
understand the area of their interest. The stage helps in perception of the information
related to customers and that is understood with its help. It also helps to gather all the
material information that is required in future.
CONCLUSION
From the above report it can be concluded that it is important for all the organisations to
formulate their portfolio with the help of digital marketing campaigns. At the same time they
must know about what is trending in the market and understand the value of digital marketing
and use it to attract more and more customers would stop in this report there is discussion related
to the effectiveness challenges of Integrated digital marketing methods that are used and how
they help in achieving competitive as in the market.For this reason, they need to create certain
essential abilities in their team to assist them in establishing and developing new digital
marketing tactics. It has been discovered that numerous digital theories and models must be
implemented in order to become a successful digital designer of marketing strategies. In the end
there are discussion related to various theories and models that are helpful.