BMP6008 - Dark Woods Coffee: Integrated Digital Marketing Strategy

This report provides an integrated digital marketing strategy for Dark Woods Coffee, a restaurant offering coffee, tea, and related products. It analyzes the macro and micro environments using PESTEL and SWOT analyses, respectively, to determine future strategies. The report identifies potential market segments based on geographic, demographic, psychographic, and behavioral factors. It then outlines and evaluates various digital marketing communication mediums, including email marketing, online advertising, Twitter curated feed, search engine optimization, web analytics, and WordPress, explaining how each can be used to target specific market segments. The report concludes by reflecting on the key skills developed during the module, such as analysis, interpretation, cooperation, and coordination, highlighting their importance in approaching the work and achieving the goals and objectives.

Integrated Digital
Marketing Strategy

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Integrated Digital Marketing Strategy refers to the identification of the methods and
techniques through which the identification of the ways in which the attainment of the goals and
objectives can be carried out by making the use of the Digital Marketing Mediums in a proper
way (Arasu, Seelan and Thamaraiselvan, 2020). For this report, Dark Woods Coffee has been
selected. It is a restaurant which provides Coffee, Tea and other related products to the different
types of customers in the market. In this assignment, a detailed and specific focus will be made
on the way in which the use of Digital Marketing can be made for the particular purpose of
enhancing the overall level of efficiency and effectiveness level.
MAIN BODY
For the purpose of determination of strategy to be used in the future it is quite important
for the managers of Dark Woods Coffee that they are able to make the use of appropriate
methods and techniques (Cowley, Humphrey Jr and Muñoz, 2021). Thus, they should ensure that
they analyse the Macro and Micro Environment quite appropriately. This can be carried out in
the following manner-
Macro Environment-
This refers to the external environment of a particular organization. It is quite important
and essential to make sure to assess its impact which will therefore help a lot in attaining the
future goals and objectives (Dastane, 2020). For assessing it, the use of PESTEL analysis is
required to be made. Its use can be made in the following manner-
Political factors- These are the essential and important factors because the political
situations are highly dynamic in nature and can therefore change quite quickly. The political
situation in UK can change quickly and therefore it is required from Dark Woods Coffee that it
makes the essential adjustments accordingly which will therefore help it a lot. Thus, In this way
attainment of the goals and objectives can be carried out.
Economic factors- It is important to identify the impact of these factors because the
economic situations create an impact on the overall level of profitability of a particular
organization. The economic situation in UK is highly favourable for Dark Woods Coffee for the
purpose of identifying the way in which the enhancement in the overall level of profits can be
carried out.
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Social factors- It is essential that an appropriate and proper assessment of the social
factors can be carried out so that the decisions can be taken quite properly and appropriately.
Dark Woods Coffee's customers have changing needs and requirements which should be met
which will therefore be quite helpful in ensuring that the goals and objectives can be attained.
Technological factors- There can be rapid changes in the terms of technology which can
happen within the Business Environment of a particular organization. Thus, it is important that
the assessment of the technological needs and requirements should be carried out. In Dark
Woods Coffee the technological changes are required to be taken into account which will help in
taking the important decisions quite effectively and efficiently in the right manner.
Environmental factors- There is an increase in the consciousness among the customers
about the Environment and therefore their expectations from the organizations have increased
(Finotto and Mauracher, 2020). Dark Woods Coffee is required to make sure that it is able to
identify the way in which it can take the right steps for conserving the environment while
providing its products and services to the customers so that it is able to create a positive
impression among the different types of customers which are present within the market.
Legal factors- It refers to the legal rules and regulations which are framed by the
Government and are required to be followed by the Businesses. Dark Woods Coffee is required
to make sure that they can be considered so that the appropriate decisions can be taken which
will therefore help it a lot in the future to be able to attain the necessary goals and objectives in
quite a proper and appropriate manner.
Micro Environment-
Micro Environment refers to the factors which are present within the organization itself
and therefore can create a particular level of impact on it (Horstmann, 2021). For this purpose,
SWOT analysis is required to be made which will therefore help a lot in taking of the important
decisions. The use of SWOT analysis can be made as follows-
SWOT analysis-
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SWOT analysis
Strengths Weaknesses
 Dark Woods Coffee provides quality
products and services to the different
types of customers as per their needs
and requirements which can be quite
helpful for them.
 It charges a reasonable price for its
products and services from the
customers which helps in meeting the
different types of goals and objectives
in the future.
 Dark Woods Coffee is not good in the
application of some of its marketing
strategies which therefore can create a
high-level of impact on it because its
profitability level can be affected.
 It is weak in Innovation as it is not able
to bring new products and services
regularly which therefore affects it a
lot.
Opportunities Threats
 Dark Woods Coffee has an opportunity
of identifying the areas where it can
open new stores. This will therefore
help it in ensuring that it can enhance
its overall level of profitability level.
 It has an opportunity of identifying new
segments of customers which can be
targeted by it for the attainment of
higher-level of growth in the future.
 Dark Woods Coffee faces a threat from
the increase in the tax rates by the
Government which therefore can create
an impact on it.
 It also faces a threat from the rising
competition level in the market which
is therefore creating a particular level
of impact on it by affecting it a lot.
Potential Market Segments-
Market segmentation refers to an extension of market research which seeks to identify the
targeted group of customers to tailor products and branding in a way which can be attractive to
the group. The ways in which Dark Woods Coffee can segment its market are explained as
follows-
 Geographically- It refers to the segmentation which is done according to the region or
area. Most of the customers of Dark Woods Coffee will be based in Huddersfield, United
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Kingdom. Therefore, through targeting these customers it will be able to bring an
enhancement in its overall level of profitability.
 Demographically- It refers to the segmentation which is done according to the age,
gender, family size, income or life cycle. Most of the customers of Dark Wood Coffee
will be young people who like to have good coffee provided to them at reasonable rates
which can be helpful for them as their satisfaction level can be enhanced.
 Psychographically- It refers to the segmentation which can be done psychographically
by social class, lifestyle or personality. Most of the customers of Dark Wood Coffee will
be the ones who follow an urban lifestyle which therefore will help in ensuring that the
Business of the Restaurant can increase which will therefore lead towards enhancement
in the overall level of profitability level.
 Behaviourally- It refers to the segmentation which can be done behaviourally by benefit,
use or response (Mogaji, Soetan and Kieu, 2020). Most of the customers of Dark Wood
Coffee look for benefit from the Coffee which is provided so that they are able to make
sure that they can get good-quality Coffee at a reasonable price.
There are various types of Digital Marketing Communication Mediums which can be adopted by
the organizations which can therefore help them a lot. Some of them are explained as follows-
 Email marketing campaign- In this method, the marketing of the products and services
is done according to the different emails which are sent to the customers (Pandey, Nayal
and Rathore, 2020). Through these emails, the customers can be attracted and therefore
this will be helpful in ensuring that the customers are able to learn more about the
products and services offered by Dark Woods Coffee which will help them a lot in taking
the right decision.
 Online advertising- In this method, the use of social media platforms can be made by an
organization so that the customers can be targeted (Purwanti, 2021). Dark Woods Coffee
can make sure that through making the use of this method it can make sure that it can
target the customers according to their different types of needs and requirements which
are present within the organization.
 Twitter curated feed- In this method, the identification of the way in which the use of
Twitter can be made should be done. In the context of Dark Woods Coffee it can be
stated that this will help it a lot in ensuring that it is able to make its right and appropriate
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use for the particular purpose of targeting the customers for the enhancement in the
overall level of profits.
 Search Engine Optimisation- It is also a medium which can be used by Dark Woods
Coffee so that it is able to generate more views on its webpage. This will be helpful in
targeting of more customers so that a strategic and competitive edge can be obtained over
the different types of competitors in the market in quite a proper and appropriate manner.
 Web Analytics- In it, the use of on-site analytics can be done so that it can help the
organization a lot (Sodikin, 2020). For Dark Woods Coffee, it is therefore quite important
and necessary that it is able to make its proper and appropriate use so that it can derive
the conclusions and recommendations which are highly necessary and thus can help in
taking of the important decisions in the future in a right manner.
 WordPress- It is a content management system which is quite helpful in hosting and
building websites (Suh and Chow, 2021). Therefore, for the managers of Dark Woods
Coffee it is important that it must be used quite properly and appropriately so that it they
are able to make sure that the attainment of the goals and objectives can be carried out by
them in a right way.
Main skills developed during delivering this module-
As a student I was given a task in my university to study the module named Integrate
Digital Marketing Strategy. This particular module is quite helpful in ensuring that a thorough
and detailed analysis of the way in which the use of Digital Marketing has to be made should be
carried out in quite a proper and appropriate manner. Completing the module gave me a lot of
experience. I was able to make sure that I developed a lot of key skills which will help me in
attaining the goals and objectives in quite a proper and appropriate manner. The main skills
which were developed by me are as follows-
 Analysis & Interpretation skills- The use of these skills is quite important and
necessary to be made. I made their use so that I was able to derive the important
conclusions and recommendations which therefore were quite helpful for me in
approaching the work to be done in the module. I was able to manage my tasks really
well in this particular manner for the attainment of the necessary goals and objectives in q
quite a proper and appropriate way.
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 Co-Operation & Co-Ordination skills- These skills are quite important to be assessed
because through their assessment the decision-making can be done quite properly and
appropriately. I made the use of these skills so that I was able to interact more with my
classmates and therefore they were able to provide me with help which I desired to attain
my goals and objectives.
CONCLUSION
From the above report, it can be concluded that Integrated Digital Marketing Strategy
refers to the way in which the use of certain methods and techniques can be made so that the
attainment of the necessary goals and objectives can be carried out in quite a proper and
appropriate manner. Thus, it can be stated that the managers of the organizations should be able
to make its use so that the attainment of the necessary goals and objectives in the future can be
done which will therefore help the firms a lot.
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REFERENCES
Books and Journals:
Arasu, B. S., Seelan, B. J. B. and Thamaraiselvan, N., 2020. A machine learning-based approach
to enhancing social media marketing. Computers & Electrical Engineering. 86.
p.106723.
Cowley, S., Humphrey Jr, W. and Muñoz, C., 2021. Industry Certifications in Digital Marketing
and Media Education: An Examination of Perceptions and Use Among Educators.
Journal of marketing education. 43(2). pp.189-203.
Dastane, O., 2020. Impact of Digital Marketing on Online Purchase Intention: Mediation Effect
of Customer Relationship Management. Journal of Asian Business Strategy, DOI. 10.
pp.142-158.
Finotto, V. and Mauracher, C., 2020. Digital marketing strategies in the Italian wine sector.
International Journal of Globalisation and Small Business. 11(4). pp.373-390.
Horstmann, N., 2021. Digital Marketing in China: How B2B Companies Can Successfully
Expand into the Chinese Market. In B2B Marketing (pp. 503-525). Springer, Cham.
Mogaji, E., Soetan, T. O. and Kieu, T. A., 2020. The implications of artificial intelligence on the
digital marketing of financial services to vulnerable customers. Australasian Marketing
Journal, pp.j-ausmj.
Pandey, N., Nayal, P. and Rathore, A. S., 2020. Digital marketing for B2B organizations:
structured literature review and future research directions. Journal of Business &
Industrial Marketing.
Purwanti, Y., 2021. The Influence Of Digital Marketing & Innovasion On The School
Performance. Turkish Journal of Computer and Mathematics Education (TURCOMAT).
12(7). pp.118-127.
Sodikin, M., 2020. Competitive advantages of sharia banks: Role of Ihsan behavior and digital
marketing in new normal. Journal of Digital Marketing and Halal Industry. 2(1). pp.1-
14.
Suh, T. and Chow, T. E., 2021. Developing a digital marketing tool for ethnic ventures' mixed
business model and market-shaping: A design scientific approach of web demographics.
Industrial Marketing Management. 93. pp.10-21.
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