Integrated Digital Marketing Strategy for Dark Woods Coffee in the UK

This report presents an integrated digital marketing strategy for Dark Woods Coffee, a UK-based coffee shop established in 2016. It addresses the nature, challenges, and importance of integrated digital marketing strategies, proposing an effective strategy that includes social media, email, and content marketing. The report emphasizes the importance of SMART objectives and analyzes various marketing communication methods, including Facebook, Twitter, and search engine optimization. It also covers the development of a marketing communication plan using the STP (Segmentation, Targeting, Positioning) model and understanding customer decision-making processes. Furthermore, the report identifies core digital skills and concepts necessary for employees and discusses relevant digital marketing models. The ultimate goal is to enhance Dark Woods Coffee's market presence and sales through effective digital marketing practices. Desklib provides access to this and other solved assignments for students.

Integrated Digital
Marketing Strategy

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Nature, challenges and importance of integrated digital marketing strategies.......................1
Propose an effective digital marketing strategy.....................................................................3
Find out core digital skills, concepts as well as models.........................................................9
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
In present time, business environment become more critical due to several developments on
the regular basis. Due to this, it is quite difficult for companies to take appropriate actions to
survive in the critical environment. Along with this, when new organisations take entry in market
then this leads to increase the overall competition in market. For this, it has become essential for
companies to develop creative strategies that could help in terms of gaining competitive edge
over their competitors (Kruschinski and Bene, 2021). In terms of overcoming the suitable
challenges, companies try to analyse significant solutions. Hence, there are different marketing
tools and methods which are useful for company to promote its concerning products and services
in market.
The term “digitalisation” is the concept that helps in achieving the overall success in digital
marketing. This report leads to put emphasis over e-mail marketing, social media marketing,
SEO and so forth. In this report, Dark Woods Coffee is considered which is a coffee shop
situated in UK as company was established in 2016. Along with this, the report leads to cover
integration of digital marketing strategies and effective skills which are required to execute the
prominent practices which are discussed in detail. Lastly, the report put emphasis on several
models which are used to support digital marketing.
MAIN BODY
Nature, challenges and importance of integrated digital marketing strategies
Digital marketing is an effective activity which is used to promote the significant products
and services of company through internet on different social media platform by the number of
people. In the world of digitalisation, the marketing activities helpful for the company to expand
their reach towards customers and also attract them towards the organisation.
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Dark Woods Coffee is present in the market of UK and the success of company is
depending on the effective use of marketing strategies and approaches to promote their products.
For this, the main focus of digital marketing is over the development of schemes to achieve the
desired goals and objectives. To achieve the suitable objectives of promotion, this method is
considered as one of a kind that leads to support the customers in terms of identifying it by
several channels.
Nature and importance
 To offer the suitable and relevant solution for company as the integrated digital marketing
is the combination of several marketing approaches.
 By effective executing the digital marketing approaches, company tends to make their
products and services easy to identifiable between their customers (Tchelidze, 2019).
 The integrated digital marketing is related with promotion and advertisement to attract
number of customers towards the buying of products and offered services of company.
 Dark Woods Coffee tends to promote their products that can use several marketing
methods and approaches like paid promotion, content marketing, social media marketing
and other promotional techniques.
Challenges
In the market area, organisations can face several challenges and due to this, they choose
digital marketing for advertisement. Dark Woods Coffee leads to execute several digital
marketing strategies but there are several problems with digital marketing which are discussed as
underneath:
 Organisations must have the proper knowledge of suitable digital marketing techniques
and approaches as they change on continuous basis. For this, organisations tend to hire
people who have the proper knowledge of digital marketing tools and techniques.
 Also, budgeting is undertaken as the biggest issue which organisations face in present
time as every company need proper budge for the marketing (Valos and et. al., 2017). As
of now, it is quite difficult for Dark Wood Coffee to analyse the budge while promoting
their concerning products and services. It leads to become a suitable issue for businesses
to analyse that how they can promote their commodities with available resources.
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 Further, the challenging task for every company is to appoint qualified candidates
because in present times, it is important to hire qualified and skilled individual who have
proper knowledge and understanding of digital marketing.
Hence, from the above discussion, it can be stated that integrated digital marketing
technique is very essential for businesses as these strategies are useful for companies in regard of
promoting their suitable commodities in market area. Also, companies should use all the digital
marketing strategies in an effective manner to identify every aspect and also develop informed
summary.
Propose an effective digital marketing strategy
The Dark Woods Coffee face several competitions in market area as they tend to use
integrated digital marketing techniques to attract large number of customers towards their
suitable products and services. To improve the sales of company, they offer wide range of
suitable products that attract large customer base (Milosheska, 2019). It tends to represent the
process that helps in accomplishing the overall goals and objectives at the same time. It is
important to develop SMART objectives which is used by the Dark Woods Coffee which is are
discussed as underneath:
 To improve the effective use of social media marketing.
 To enhance the adaptation rate by 10% in the time period of 3 months.
 To increase sales in every 3 months by 2.5%.
In regard of achieving significant objectives, Dark Woods Coffee tends to follow the suitable
steps which is mentioned as below:
Analysis of several marketing communication methods:
Dark Woods Coffee use social media marketing, e-mail marketing and content marketing as
their main digital strategies for the effective promotion. These strategies help in accomplishing
overall goals and achieve competitive advantage over the rivals as digital strategies have their
own benefits. For this, company will get benefits by considering them in same portfolio.
 By E-mail marketing, Dark Woods Coffee deliver suitable e-mails to their customers in
regard of offering all the important and particular details. The present customers can get
involved in the suitable information of an organisation (Morris, 2019). Hence, the offers
by company will be delivered in direct manner to customers which enhance the
conversation rate.
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 Content marketing is useful for Dark Woods Coffee in terms of enhancing their slogan
and also develop positive impact over customers. It is important to analyse that the good
and eye-catchy content attract customers. It is essential to analyse the good and
appropriate content which is beneficial for dark Woods Coffee to post suitable content
on social media.
 To make strong relations with customers and also increase the awareness regarding the
company. Social media marketing is a popular marketing tool which is used by Dark
Woods Coffee on their social media platforms like Facebook, Instagram, Twitter and so
on. In present times, most of the people are socially active as the conversion rate is high
on Instagram and Facebook. It leads to enhance the overall sales of company.
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Facebook: It is the most popular method of social media marketing as it is widely used by
the companies. It is useful in terms of connecting with friends and family. This platform has
suitable option for developing a new business page (Payne, Peltier and Barger, 2017). The
overall performance of this page and the visitors can be trackable. For this, Facebook will help
Dark Woods Coffee in terms of developing effective relationships with customers.
Twitter: Here, the millions of users active on Twitter as it becomes the fastest growing social
media platform. This platform is useful to keep students update regarding the current events
across the world (Imtiaz, 2019). For this, twitter is the best method to involve customers as it
could be useful to give proper solution of the queries of customers. It leads to keep that
customers updated and all the real times updates which are posted on it.
Digital marketing portfolio
Portfolio methods Contents
Email marketing campaign To consider the idea of eliminating coffee
beans with amazing flavours to satisfy the
hunger.
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Hence, by advertising the suitable skills of
farmers, Dark Woods Coffee has founded the
cheapest coffee beans. The chosen company
undertake the powerful brand name which is
awarded with the appropriate taste (Cham,
2021).
Online advertising In regard of promoting the effective qualities
of Dark Woods Coffee promoting is quite
important.
Here, company need to promote is
commodities on social media platform like
twitter, Instagram and so on by posting images
and videos with beans and providing them for
the preparation of coffee that will give
customer a joyful feeling about coffee (Ritz,
Wolf and McQuitty, 2019).
Twitter curated feed Dark Woods Coffee tends to promote their
coffee by analysing their influences between
the audience from twitter.
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Here, company tends to launch by offering
discount like coupon codes for the first visit on
the stores to the customers.
Search engine optimisation This strategy could be used by Dark Woods
Coffee to promote their website on the web
page, launching keywords or hashtags that
undertake involvement of audience
(Slijepčević, Radojević and Perić, 2020).
Web Analytics By this method, Dark Woods Coffee analyse
the actions of audience on their pages. By
effectively using the on-site analytics,
company tends to check the click per view of
audience. By using the google analytics tool
company can check the involvement of
customers on their site.
WordPress The objective of Dark Woods Coffee
marketing strategies is to offer different
preference of coffee with quality beans.
Company advertise the heritage that carter the
existence of previous brand into the market
area. To effectively analyse the products and
services of Dark Woods Coffee the keywords
should be different and easy.
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Develop effective marketing communication plan:
It is important to create effective marketing strategy that helps in attracting customers,
there are three essential factors such as audience, content and cadence. It is essential for company
to develop the effective portfolio which is depends on three marketing factors which is useful for
effective achievement of goals and objectives (Bizhanova and et. al., 2019). To develop the
marketing communication plan, it is essential to develop knowledge about the targeted
customers. Here, STP has been organised by Dark Woods Coffee which is mentioned as below:
 Segmentation: It is undertaken as the effective process of gathering or segmenting the
customers according their preference as per the traits and features. The suitable factor of
segmentation includes demographic, behavioural, psychographic and geographic.
 Targeting: This step undertakes the target market which is being opted by the customers
according to the want to offer the suitable services. Dark Woods Coffee target young
customers for their strategies to attract them.
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 Positioning: This process is useful to develop the overall post of product among the
customers (Morris, 2019). They lead to create the positive brand image of serving the
variety of coffee into the eyes of customers.
Understand the decision making process of customers:
This step depicts the proper understanding the decision making process which is being
opted by the customers. It is helpful for the Dark Woods Coffee to take proper decisions which is
depends on the needs of customers and their overall wants as it is useful to formulate the
effective strategy.
Execute the marketing communication plan:
It is the last step where Dark Woods Coffee needs to take care of timings which is useful to
attract large number of customers at the time of launching their overall campaign as it helps in
achieving their overall goals and objectives to stay at the top in market (Milosheska, 2019).
Find out core digital skills, concepts as well as models
The employees of Dark Woods Coffee should have the effective digital knowledge and
understanding to create the digital marketing plan. Here, the employees need to learn complex
digital skills to create the effective digital marketing plan.
Digital Business Analysis: This factors put emphasis on the analysis of digital business in
terms of making the best and effective option for providing the overall objective of efficient
mind-set related to the numbers of company. In this context, digitalisation has been identified as
the centre of digital transformation and it also contribute for the development of digital
environment which support the companies in terms of digital manner and also improve their
concerning operations (Ristova, 2019). Hence, it is important that the members of company have
suitable knowledge and understanding of digital business analysis to analyse the overall
condition and also take prominent actions to digitalise their operations.
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Figure 1: Digital Business Analysis: Essential Competencies, 2018
Digital project management: Dark Woods Coffee leads to work over several projects
which is useful in regard of expanding the overall business at the international level. It leads to
play the important role as they have proper understanding and knowledge about the significant
activities to manage them effectively (Valos and et. al., 2017). For this, the project manager
plays essential role for the development and growth of company.
Digital theories and models
The theories of digitalisation are used by Dark Woods Coffee as it helps them in
understanding the overall need of digital marketing technique and its relevance. These theories
are discussed as underneath:
Technology acceptance model: This model is important for companies to acquire the
overall impact of technology whether they opt the technology or not. It is concerned with the
effective selection of new technology which is best for the preference of customers and their
attitudes (Mejía-Trejo, 2017). It is useful for the company to introduce the new digital tools and
techniques for the company as it helps in terms of offering the suitable and appropriate
information when it is needed.
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