Digital Marketing Portfolio: Dark Woods Coffee Analysis

This report presents a digital marketing portfolio centered on Dark Woods Coffee, a wholesale coffee supplier. The analysis explores various digital marketing strategies, including website development using WordPress, online advertising, and search engine optimization (SEO). The report details how Dark Woods Coffee can leverage WordPress for website management, mobile responsiveness, and optimized image usage to enhance user experience. It also examines the benefits and barriers associated with online advertising, such as increasing customer awareness and utilizing paid search methods. Furthermore, the report delves into SEO strategies, emphasizing the importance of visibility, rankings, and web traffic to improve online presence. The report also discusses the application of tools like SEMrush to enhance e-commerce sales and competitive analysis. The portfolio also includes an email marketing section, where an email campaign is created to attract customers. References from books and journals have also been provided to support the analysis.

Digital Marketing Portfolio

Contents
INTRODUCTION...........................................................................................................................3
REFERENCES................................................................................................................................9


INTRODUCTION
The term digital marketing refers to an approach which is primarily based on internet and
it is utilised by an organisation to interact with target audience. There are different digital media
channels and platform exists that undertakes email marketing, search engine optimisation,
mobile marketing, analytics and many more (De Pelsmacker, Van Tilburg and Holthof, 2018).
The main aim of digital marketing is to formulate effective strategy that is used to interact and
connect with target customers. This report is based on Dark Woods coffee which is a wholesale
organisation that supply and offer coffee to restaurants, farm house, café and many other
organisations.
Products of Dark Wood Coffee
The firm provides grade coffees to its customers which comprises of cleaner and add
distinctive flavours in the products which are cheap as compare to other commercial coffee bean.
This is also because Dark Woods coffee roast’s its beans carefully by monitoring its process
from initial to last step of roasting beans. Moreover, they provide customers with Crow tree,
Arboretum Espresso, snow stone and Good morning sunshine (nutty and toasty flavours) etc.
which satisfies needs and wants of large customer base.
Figure 1Source(https://marketingland.com/how-to-become-a-professional-digital-marketer-
266453 )
Digital marketing strategy

This is defined as the plan of action which is being undertaken for attaining marketing
objectives and goals of organisation through using digital channels of marketing. It also provides
Dark Woods coffee with different ways that is used for improvising the conversion rate for
interacting with target customers in an organised manner (Dodson, 2016). Moreover, digital
marketing also helps in expanding business with low cost at different geographical locations.
Some acute digital marketing strategy which is implemented by Dark Woods Coffee is mention
as below:
Word-Press Digital Marketing
Word-Press is a common platform which is used by business houses for developing
effective website. It is because website marketing acts as the centre piece for performing
different digital marketing activities such as to represent brands, products, services which is
offered by organisation. It is also used in managing business functions and ensures Dark Coffee
to utilise word-press in an optimum way. Further, it also adds different capabilities and features
in company operations for generating better response system. Some points are stated that leads
Dark Woods coffee to complete work in an accurate manner which are defined below:
 Usage of mobile-responsive theme- This system is used by organisation to check the
mobile traffic and the main use of mobile responsive system is to identify different issue
which are faced by clients and reduce selection of mobile responsive theme (Kannan,
2017).
 Optimisation of picture in site- All most each organisation utilise digital marketing for
performing market activities with more efficiency. Google also consider that speed to
search a business also increased with use of pictures. For example- Dark Woods must use
those pictures its serves which provides quick and easy access to clients after clicking on
provided pictures.
 Build of sales landing pages- When the products are launched by Dark Woods Coffee in
market than organisation need to select different pages in order to provide all essential
information to clients. Page Builder plugin is used by because it formulate page with low
technical knowledge.
Dark Woods coffee provides all essential information about its products through their website
such as to purchase products from website and many more. Example- buyer or visitor click on
the menu to gather precise information that exists on top left corner and for taking details about

coffee products individuals clicks on coffee (Kaufman and Horton, 2014). Moreover,
information about specific products is also taken by clicking on each product separately. In order
to provide all information in a better way Dark Woods Coffee provide all information at one
place rather than go back again many times.
Barrier related with Word-press digital marketing
 There are too many choices present in word-press due to different plugins and it carry out
different identical things that are difficult to select which is appropriate for organisation.
 At the time of update it is analysed that some plugins are incompatible and not match
with theme after update.
Online advertising
The art for using the technology and internet works as a channel or medium that is used
for delivering marketing information or message to the target viewers with digital advertising.
Some reasons for selecting the online advertising is mention as follow:
 Increase in customer awareness- Dark coffee is a well-known organisation but to
achieve more success it is the responsibility of management to provide all essential
information related with products. This result more number of individuals are aware
about products before buying it.
 Paid search- It also refers to the pay-per-click advertising method that works as an
effective method of online advertising (Key, 2017). This also enables Dark Woods
Coffee to make bids on specific terms which is text based and helps customers for
providing fair chance to advertisement committee for attracting more number of users.
The most effective advantages which are attained by Dark Woods Coffee by the use of online
advertising relate with furnish granularity and it is leading business to make right target for
prospective customers. In this context, there are different benchmark is selected that is used to
understand social behaviour and preference. Moreover, organisation utilise the online advertising
strategy or aspects to generate maximum returns on company investments.
Barrier related with online advertising
 With the increase in number of advertisement blockers it is complex to advertise the
company products. This results it is complex for advertise to grab the attention of
potential buyers because of repetitive advertisement.

 Most of the user prefers that they require personal space with the personalisation aspects
that is used for making website which attracts more number of customers. Further, if
advertisement is forced to seen than individuals are not satisfied with it.
SEO in digital marketing
Figure 2Source (https://statuslabs.com/defining-seo-and-its-best-practices/)
Search engine optimisation relates with heavy traffic that is natural, edited, organics or
free search results which are related from search engine optimisation. This also illustrate name
which are given by different activities and it makes better attempt to improve the ranking of
website (Kingsnorth, 2019). Moreover, with use of sound strategies, Dark Woods Coffee also
enhance on the position of website and amplify the online presence of company with effective
methods that is off-page and on-page. It also aids the organisation to make better clicks related
with user. Dark Woods coffee make more clicks from users to present their page at top position.
Dark Woods Coffee utilise SEO digital marketing to make business modification which make
good results for organisation. Some of the major reason that is use by organisation is mention as
below:
• Visibility and rankings- The basic perspective that will be outfitted to Dull Woods
Espresso through use of Search engine optimization is upgrade inside perceivability. This
will make it simple for possibilities to distinguish what they are looking for. It is

connected with positioning. At the point when firm will be positioned higher on SERP
(internet searcher result page) there is high likelihood that clients will see and snap on the
site joins (Nikunen and et. al., 2017). The sort of endeavours that are being made
regarding Search engine optimization, the better outcomes will be accomplished in
setting of perceivability.
• Web traffic- Upgraded web traffic is significant objectives of website improvement and
traffic will be expanded on the off chances that perceive ability alongside rankings are ad
pitched. A model can be taken to comprehend this angle like close about 33% snaps are
made on Dull Woods Espresso, first positioning page and in setting of top five records it
contains around 75% snaps. In the event that association needs increasingly number of
possibilities then site must be looked by the use of Website design enhancement
rehearses which will help inside including top five situations inside the rundown when
clients scan for them.
• Search engine- There is a likelihood that internet searcher may fizzle if sufficient
advances are not being taken and site need to make installments. A model can be taken to
comprehend this perspective like in the event that there is no satisfactory connection
structure, at that point the web crawler won't creep just as website won't be filed in fitting
way. Aside from this, in the event that there are sure blunders inside the square, at that
point there is higher likelihood that internet searcher may be blocked totally which will
make it hard for Dim Woods Espresso for improve positioning of their site (Piñeiro-Otero
and Martínez-Rolán, 2016).
Moreover, as per the addition it is analysed that there are different benefits attain by organisation
but specifically with SEMrush tool Dark Woods Coffee assist its online presence. Example-
increase in E-commerce sales with use of SEMrush there is enhancement in traffic on company
website. Further, with paid and organic search it is easy to build strong goodwill with using
technology that analysis the competitive environment for organisation.
Barrier related with SEO
• The keywords and content which is used in the website for influencing customers also
impacts on the ranking of Dark Woods coffee as inappropriate content reduce interest of
customers towards company website (Royle and Laing, 2014).

• The speed for browsing the site is another important reason which impact on individuals
and it also abandon them to spend more time on company website.

REFERENCES
Books and Journals
De Pelsmacker, P., Van Tilburg, S. and Holthof, C., 2018. Digital marketing strategies, online
reviews and hotel performance. International Journal of Hospitality Management, 72,
pp.47-55.
Dodson, I., 2016. The art of digital marketing: the definitive guide to creating strategic, targeted,
and measurable online campaigns. John Wiley & Sons.
Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda. International
Journal of Research in Marketing, 34(1), pp.22-45.
Kaufman, I. and Horton, C., 2014. Digital marketing: Integrating strategy and tactics with
values, a guidebook for executives, managers, and students. Routledge.
Key, T.M., 2017. Domains of digital marketing channels in the sharing economy. Journal of
Marketing Channels, 24(1-2), pp.27-38.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers.
Nikunen, T and et. al., 2017. Micro-Enterprise's Digital Marketing Tools for Building Customer
Relationships. Management (18544223), 12(2).
Piñeiro-Otero, T. and Martínez-Rolán, X., 2016. Understanding digital marketing—basics and
actions. In MBA (pp. 37-74). Springer, Cham.
Royle, J. and Laing, A., 2014. The digital marketing skills gap: Developing a Digital Marketer
Model for the communication industries. International Journal of Information
Management, 34(2), pp.65-73.
Stone, M.D. and Woodcock, N.D., 2014. Interactive, direct and digital marketing. Journal of
research in interactive marketing.
Supriatna, S. and Aminah, M., 2014. Analisis strategi pengembangan usaha kopi luwak (studi
kasus UMKM Careuh Coffee Rancabali-Ciwidey, Bandung). Jurnal Manajemen dan
Organisasi, 5(3), pp.227-243.
Thomas, B. and Housden, M., 2017. Direct and digital marketing in practice. Bloomsbury
Publishing.
Wang, M.J and et. al., 2019. The right brew? An analysis of the tourism experiences in rural
Taiwan's coffee estates. Tourism management perspectives, 30, pp.147-158.
Westerman, G., Bonnet, D. and McAfee, A., 2014. Leading digital: Turning technology into
business transformation. Harvard Business Press.
Willems, K., Brengman, M. and van de Sanden, S., 2017. In-store proximity marketing:
experimenting with digital point-of-sales communication. International Journal of
Retail & Distribution Management.
Online
DARKWOODS COFFEE. 2020. [Online]. Available
through:<https://darkwoodscoffee.co.uk/our-coffee>.