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In the recent era of globalisation, the organisations try to adopt new digital marketing strategy for promoting brands and secure future sustainable development (Chaffey, 2019). It is important for the organisations to manage their brand portfolio and establish it in the market through successful tactics. Brand promotion and the visibility of the brand are important to be managed in the market place so that the organisations can retain the customers and strengthen their consumer base for long run. On the other hand, the organisations also try to invest in the digital marketing strategic planning for managing their promotional activities and making the business digitalise in the recent era of digitalisation and industrialisation. The aim of the portfolio is developing the digital media strategy through which the company can promote their brand thorough the digital platform and enhance their performance in long run.
Through this study, it is possible to understand the digital marketing tactics such as Facebook, Instagram, Snap chat, Google Ads, Google Display Ads, Bing, Twitter etc., which are beneficial for the multinational corporations to operate in the market and promote the organisational products for strengthening the customer’s base. The portfolio development provides a scope to crate online or digital media posts through which the company can promote the products and attract the audiences for long run. The portfolio will be developed on the company Dark Woods Coffee, where the digital media platform is effective for the brand to establish their business successfully. The organisation Dark Woods Coffee is an adventurous coffee roaster, Barista school, and pop-up cafe in Marsden village of the West Yorkshire Pennines. The major products of the company are such as coffee, snacks and other breakfast items which are in good quality and quantity. The organisation is able to invest in the digital marketing plan where it is also possible for the organisation to strengthen their customer’s base in long run through marketing tactics and activities (Dark Woods Coffee, 2020).
Digital marketing is one of types of marketing tools, through which the organisations can promote their business in the market across the globe and connect the individuals across different social communities around the globe (Chaffey and Smith, 2017). Hence, the organisational promotional activities can be improved through the digital media strategic planning. The digital media marketing tools such as search engine optimisation, email marketing, social media advertisement, website development and mobile allocation development are the common strategic planning through which the organisation can promote their products and services in the market (Confos and Davis, 2016). In the recent era of globalisation, all the people across the globe are connected with each other through digital media, where communication can be improved and the organisations try to engage the individual’s factors the international boundaries so that it would be possible of the firm to strengthen their customer segment and target them for the products and services of Dark Woods Coffee. Search engine optimisation is considered to cover PPC or pay per click and SEO which brings the traffic to the website via search engine. It is an easy task, where the customers can identify the organisational products by searching common words in the internet. Trafficking system for SEO must be improved where the companies are able to increase PPC and retain the buyers for long run (Goldfarb and Tucker, 2019). It is one of the easy ways where the consumers can identify the organisations by searching the key words. On the other hand, SEO or Search Engine Optimisation is also another important digital marketing strategy where the businesses Dark Woods Coffee can optimise the search engines such as Google and Bing where the organisations try to develop clear and concise content for fixing the SEO activities where the organisation inform the customers about their searches and product availabilities. Building quality links, optimising the website and ranking on Google are important for SEO where the organisations are able to manage their position and retain the customers for long run (Ritz, Wolf and McQuitty, 2019).
Social media marketing is also another major strategy of digital marketing, where Dark Woods Coffee can utilise the social media platform for promoting their products and services. FaceBook, Twitter and Instagram, as well as YouTube are the major platform, through which it would be possible for the organisations to engage the customers and social communities and retain the loyal consumers in the market (Gosline, Lee and Urban, 2017). Dark Woods Coffee may try to create posts for FaceBook and conduct Facebook live where the display marketing is beneficial for the sellers. The sellers in the recent years utilise the FaceBook platform to show their available products through providing pictures, sharing the information and also the Facebook live performance, which are beneficial for the sellers to attract the buyers and strengthen their consumer’s base in long run. Instagram is also another growing business platform for B2C business or business to customer’s activities where the sellers can engage with the buyers and manage the sales volume and profitability. Hence, the social communities across the globe are engaged through the social media platform where the posts and live performance on FaceBook and Twitter as well as Instagram are effective for attracting the audiences and retaining them in long run (Busca and Bertrandias 2020). These activities are known as visual business which are beneficial for Dark Woods Coffee to promote their products and manage the customers in the market. On the other hand, email marketing is also effective through which it is possible for the organisations to manage their customers. Sending personalise email to the old and new consumers is one of the effective strategic planning of digital marketing which are good for the business firms to develop strong relationship with them and strengthen their consumers base in long run. Content marketing is another form of digital marketing, where Dark Woods Coffee can develop suitable content for promoting the organisational products and services and attracting the audiences with creative content, sharing information, videos and pictures. Hence, digital media marketing is effective for the organisations where there are several platforms through the business firms can improve their marketing tactics and secure future sustainable development (Saura, Palos-Sánchez and Cerdá Suárez, 2017).
Digital marketing plays a crucial for the recent business firms to manage their activities and expanding the organisations across the international countries. The organisations try to invest in the digital marketing strategies in order to promote the organisational products and services in the market and improve the organisational visibility to retain the customers. It is one way to engage with the customers and reach enormous audiences across the international borders. The digital media marketing strategic planning provides a scope to the organisations like Dark Woods Coffee to resent their business activities and reach the customers with effective information about the company (Piñeiro-Otero and Martínez-Rolán, 2016). It is beneficial for Dark Woods Coffee to strengthen their customer’s base in the market where the firm can attract the audiences and retain them for long run through the digital media marketing planning. It also enhances the images for the firms where the organisational leader can engage with the stakeholders and promote their firms in the market across the world. It is possible to engage with the social communities and run the business successfully by retaining the customers where the purchase intention of the buyers is high. In addition to this, creating brand loyalty is possible for Dark Woods Coffee as well as the digital media marketing strategic planning is also beneficial for Dark Woods Coffee to create positive brand image and share the organisational information with the customers and other stakeholders (Dodson, 2016).
The digital media platform also provides a scope to Dark Woods Coffee to manage their position and improve promotional activities so that the customers can identify their brand for the good quality coffee and beverages. For gaining strong customers base, and running the business sustainably, digital media marketing planning is necessary for Dark Woods Coffee where investment in the marketing tactics and expanding their business through online promotional activities further provide a scope to serve the customers and attract more audiences for the quality products and efficient services of Dark Woods Coffee (Dark Woods Coffee, 2020). The digital media strategic planning is also effective for Dark Woods Coffee to improve their market communication and enhance the values creation activities in the market, where the firm has the scope to share their views and improve their product quality and service efficiency to serve the customers in a better and unique way (Key, 2017). On the other hand, the profitability and the sales volume of Dark Woods Coffee will be enhanced where digital media provides a scope to the firm to retain the customers and strengthen their consumer base in long run. The brand values and loyalty can be improved where the customers can make effective purchase decision for the quality products of Dark Woods Coffee. Hence, social media platform and other form of digital marketing strategic planning are beneficial for the firm Dark Woods Coffee to enhance their performance in the market and secure future sustainable development.
There are several challenges in developing digital marketing strategic planning and in this regard the major concern of the business firms s how to stand out against the biggest competitors in the market without commensuration the budget of digital marketing (Todor, 2016). The organisations face the issue of fear in establishing their business in the digital marketing platform as there a huge numbers of competitors in the market who are operating their business in an efficient way. Moreover, there is intense competition and it is difficult for the firms to attract the audiences and make the marketing tactics successfully in a clear and concise way. Choosing the appropriate digital marketing strategy is also another high concern of the firms, where the organisations face challenges to choose the right media platform for promoting their firms and the products and services available in the brand. Hence, before developing the digital marketing strategy, there are the major challenges for which the company Dark Woods Coffee may suffer from developing the tactics to promote their brand in the food and beverage industry worldwide (Patrutiu-Baltes, 2016). There is intense competition in the food industry and it is difficult for the firm Dark Woods Coffee to develop the correct digital marketing strategy so that it would be possible for the firm to attract the audiences and share their information in the market. Hence, choosing the right strategy to promote the brand in a digital platform is a major challenge of the firm Dark Woods Coffee before investing in the marketing plan (Dark Woods Coffee, 2020). On the other hand, lack of marketing experts and poor market research are also the major issues, for which the organisations may face challenges in developing the marketing planning. It is important to conduct market research for identifying the customers segment and online customers where through the digital media strategy; it is easy for the firm Dark Woods Coffee to establish their business operations. Moreover, there is lack of marketing expert, who are not capable to doing their job and they fail to create good marketing plan by utilising the digital platform (Zhu and Gao, 2019).
On the other hand, there are other challenges such as increasing security risks, and lack of information about changing needs and preferences of the customers (Hanlon, 2019). Security risks is a serious issue in the digital media marketing and sharing the organisational information and there are increasing numbers of incidents related to cyber crime, data hacking, for which there are lots of delicacy in sharing the organisational information, products and services in the market. The company Dark Woods Coffee must focus on managing these criticisms, where there are fraud firms who can use the pictures and videos of Dark Woods Coffee and promote the duplicate products in the market which will hamper the brand image and recitation of Dark Woods Coffee. On the other hand, due to lack of market research, the marketing managers are not able to understand the changing preferences of the customers as well as it is also difficult to identify the strong customer base in the digital media platform, from where it is possible to retain them by promoting the brands (De Pelsmacker, Van Tilburg and Holthof, 2018). There are several digital media platform, such as social media, email marketing, SEO and content marketing and website development and it is mandatory for the firm to analyse the strong customer base in these platforms, so that the marketing managers can utilise the platform for successful promotion of the company.
Email marketing is one of the effective digital marketing strategies to retain the old customers through sending personal email. This is effective way to connect with the consumers, and make them feel special in the organisation. Sending the personal email is helpful for the consumers, to be engaged with the firm and influenced to make effective purchase decision. The email campaign messages are influential and increase the execution of the customers in long run. The messages of email marketing of Dark Woods Coffee include that the firm is happy to serve the con summers, deliver quality products and efficient services to them and engage with them 24*7 so that the customers can feel valued and their satisfaction can be maximised in the organisation. The brand logo and the pictures also attract the old customers and improve trust and loyalty among them to make frequent purchase decision for the organisational products. The email message also includes the strategy of the firm which is product diversification as well as pricing offers which further attract more audiences across the international markets. Hence, the email marketing messages, with brand logo and pictures as well as strong message towards the customers improve the relationship with the brand representative and influence the consumers to make their decision for the basket of coffee and snacks from Dark Woods Coffee.
Online advertisement is another form of digital marketing where Facebook is a suitable platform for Dark Woods Coffee to promote their products and arrange the social media campaign, where the customers may participate successfully for the best offer price and quality products as well as available gift items on the first purchase. The organisation is able to design their Facebook page with copyright and sponsorship. Dark Woods Coffee is also able to share the message for the social media campaign where the message is to serve the customer with the best quality coffee at its best price. The organisation also shares the pictures of their products and services where they try to engage with the buyers across the international countries. The social media posts and the messages are hereby beneficial for Dark Woods Coffee to attract the audiences and retain them for long run. The company influences the customers to review their Facebook page and also the brand is able to share the consumer feedback on the posts so that other consumers around the market can rely on the brand and make effective purchase decision. The pictures of the product further attract the customers for making the purchase decision efficiently. Through the message on the post, it is also able to understand that the company is concerned about the needs and executions of the customer and they try hard to satisfy them in long run with high quality coffee, organic farming activities, quality products including cookies, snacks items through products diversification strategy as well as managing the business sustainability in the market.
Website development is one of the best ways to promote the organisation and in this regard it provides a scope to Dark Woods Coffee for designing the website in a clear and easy way so that the consumers around the globe can find the website easy to place their orders according to their needs and preferences. The organisation must develop website by sharing all the information with the consumers. As per the above website design, there is brand logo and the easy way to contact them and also consumer forum is there at the top right, where the customers can directly contact with the representative of the organisation. On the other hand, there are drop down menu in the website, and the options are such as about us, products and services, values and sustainability, which are major options to represent the brand and create good brand image in the market. The customers can find the options easily by entering into the website and can be updated with latest news, organisational values and the opinion of the firm. The organisation focuses on creating customers values by delivering quality products and efficient services so that the customers will be satisfied in long run. The products category and prices are also disclosed in the website. The customers can review the available products and make their purchase decision successfully. Through the website, the customers can click the order now options and review the discounts available at the brand for their products in different period of time. The customers also understand that, the organisation focuses on product diversification strategy by providing variety of products from where they can make their purchase decision. The copyright options and safe payment services further improve loyalty and trust among the consumers where the organisation would be able to strengthen their customer’s base and secure future sustainable development through the website development digital marketing strategy.
The above mentioned digital marketing strategy has crucial impacts on the organisation Dark Woods Coffee. Through email marketing and social media advertisement, it is also possible for the firm Dark Woods Coffee to maximise the brand loyalty and improve brand image in the market. The brand can create good corporate image and promote the products and services efficiently in the food and beverage industry. Successful customer retention is another advantage of above mentioned brand portfolio of digital media marketing, where it is easy for the firm Dark Woods Coffee to attract the audiences and engage them with the business activities in the market (Mooney and Slobodian, 2016). Customer relationship management is also important factor that Dark Woods Coffee must focus on and though the above mentioned digital media marketing tactics, the organisation can manage their customer’s base and improve relationship with them. Promotional activities are possible for Dark Woods Coffee through the email marketing, social media advertisement where Dark Woods Coffee can expand their business across the international markets as well as manage their operations successfully through the digital platform. Increasing engagement with stakeholders is possible for Dark Woods Coffee where the digital media enhances market communication. Through the digital media platform, the firm can communicate with different stakeholders such as customers, government, suppliers and distributors as well as different social communities. Enhancing market communication is hereby one of the major impacts of the digital media platform, where the brand can interact with the stakeholders directly (Dark Woods Coffee, 2020).
Hereby, digital media platform is considered to be a two way communication, where the stakeholders and the business leaders can interact with each other for better management and practice. There are crucial impacts of the digital media marketing practices, where it provides the opportunity to both the business leader and the also to the customers. The digital media helps the business leaders to promote their products and improve brand image (Kingsnorth, 2019). On the other hand, the consumers also can access the products and try to be updated with the latest news and information through digital media (Kannan, 2017). Hereby, digital media marketing planning has important impacts on the business, customer and other social communities, as it helps the brands to engage the communities across the globe and share their information and knowledge with them. Dark Woods Coffee would be able to share the information related to their product availability, quality of their coffee and other data related to copyrights, security, pricing of the products and organisational values, so that the customers can identify the brand and choose the products from the product category of Dark Woods Coffee (Dark Woods Coffee, 2020). Hence, the above mentioned digital media marketing tactics enhance market communication, provides a scope to the brand to acknowledge the changing needs and preferences of the customers as well as expand the business through digital platform so that promotional activities can be built successfully.
Digital media is important for Dark Woods Coffee to strategise the business and expand it for successful customer’s retention and improving brand loyalty in the market. ROI and optimising the marketing budget is another major concern of the brand in the recent years, where there is increasing numbers of paid promotions and it is required to have strong financial base and capital investment for developing a good marketing planning. Hence, for digital marketing planning, another major concern of Dark Woods Coffee is to invest a lump sum amount of capital for managing their operations and utilising the social media platform, and other digital media marketing options for successful promoting of the business. It is hereby mandatory for Dark Woods Coffee to strategise the marketing planning through digital media and invest effective capital amount to expand their business and create brand loyalty and image in the market. The strategy of email marketing as well as the social media promotional activities is the main strategic planning through which the firm Dark Woods Coffee can expand their business and fulfil its objectives. On the other hand, creating a good website is also another strategic planning to utilise digital media and enhance the ecommerce activities so that Dark Woods Coffee would be able to promote their products and services through creating good content, sharing the organisational information and attracting the customers through the company website.
The above mentioned digital marketing strategic planning are effective for the organisation Dark Woods Coffee to manage their market activities and improve the promotional practice in the market, the brand Dark Woods Coffee aims at expanding their business and manage strong customer base so that it would be possible for the company to secure future sustainable development. The organisation Dark Woods Coffee is also able to utilise their financial position and strategise the business activities further so that the digital media platform is fruitful for the company to achieve the future organisational goal and run the business successfully (Busca and Bertrandias 2020). The strategy of email marketing, website development and social media marketing are crucial for Dark Woods Coffee through which the brand can manage their performance and enhance marketing communication. These three tactics of digital media advertisement are also beneficial for Dark Woods Coffee to enhance market communication and these are considered to be efficient communication element across different international markets. Through the online posts and the other activities in digital media, it is also possible for the brand to engage with the customers and share the brand information across different social communities across the globe (Hanlon, 2019). Hence, it is a cost effective strategy to promote their business and establishes their brand by providing high quality products and services in the market. The strengths and weaknesses of the market communication elements are also discussed here to understand the impacts of the elements on the brand Dark Woods Coffee.
The major strengths of email marketing are such as low costs, reaching the customers who are already engaged with the business, driving revenue and delivering targeted messages (Goldfarb and Tucker, 2019). The email marketing tactic is one of the effective digital market strategies where the brand Dark Woods Coffee can target the audiences and send the target messages through mass email sending activities. Reaching the engaged customers is hereby possible through this digital media strategy and in this regard the customers feel engaged and valued in the organisation. Sending personal email and sharing the important information about the brand is also beneficial to create vales for the customers, where the consumers can rely on the brand and make effective purchase decision (Saura, Palos-Sánchez and Cerdá Suárez, 2017). Hereby, email marketing is effective for Dark Woods Coffee to create brand loyalty and trust among the customers across the globe. Low cost and innovative strategy of email marketing further influence the business to promote their activities through sending email to the customers who are already engaged with the business. The strategies of delivering the target messages and the property of easy to get started further influence the brand to adopt email marketing strategy to retain the old customers with new product range and quality and quantity of the products (Gosline, Lee and Urban, 2017). It also provides a scope to generate revenue where old customers are influenced and supported to make purchase decision with new variety of products and services as well as the pricing offers of Dark Woods Coffee. It is easy to measure success and share the information with the customers and it also helps the brand Dark Woods Coffee to reach the global audiences through email marketing activities. Hence, email marketing is a good strategy of digital media marketing, where the brand can engage with the consumers and improve market communication in long run.
On the other hand, there are some weaknesses of email marketing and the weaknesses are such as spam message, undelivered emails and designed problems (Confos and Davis, 2016). Spam message is one of the major weaknesses of the email marketing strategy, where the promotional messages of the brand Dark Woods Coffee may get marked as spam and this further leads to customers disturbance, where some of the consumers find it irritating to get spam messages in their folder. Through the email marketing, though it is possible to reach a million of people quickly, it may not be reaching the right audiences (Mooney and Slobodian, 2016). Due to lack of market research and lack of knowledge about changing preferences of the customers, the messages may be sent to the wrong individuals, where there is no purchase intention and hence the investment and time will be worthless for the firm. There is also other issue related to email marketing such as the size of the file and design problems (Ritz, Wolf and McQuitty, 2019). The size of the attached file of Dark Woods Coffee must be in smaller size, so that the customers can access it easily and the file does not need time to download. Lack of creativity in designing the email do not attract the audiences for which it is sometime difficult for the brand Dark Woods Coffee to reach the consumers and retain them for long run.
Website development is another digital media marketing tool, where it is possible for the organisations to create web page for promoting their firm and retaining the customers as well in long run (Todor, 2016). There are major strengths of website development where it is possible for the organisations like Dark Woods Coffee to retain the consumers in long run and secure future sustainable development. The major strategise of developing website of Dark Woods Coffee are mobile compatibility, accessibility of the users and well planned information architecture. The development to the website is a compact system, where the customers can access all the information related to the brand and hence, it is one of the efficient digital media marketing strategy to inform the consumers across the globe and help them to get mobile compatibility to use the website and place their orders successfully (De Pelsmacker, Van Tilburg and Holthof, 2018). In addition to this, the strengths of website development strategy for Dark Woods Coffee are increasing market communication, customer’s relationship management, interacting with all the consumers successfully through the webpage and effective navigation. Browser consistency management, fast load times, well formatted content development and easy options to choose the products and services from the website of Dark Woods Coffee are also some major strengths for which Dark Woods Coffee must focus on developing a successful and efficient website with all the necessary information. The qualities of good website are such as optimising the search engine and social web, clear calls to action, readily accessible contact and locations, fresh and quality content, optimised for mobile, and easy to use. It is also well deigned where the customers can engage with the brand representative and get efficient services and support from them through the website of Dark Woods Coffee.
On the other hand, there are some weaknesses of this market communication element which are inadequate definition of the customers and the products availability, it is important for the firm Dark Woods Coffee to manage their content before designing the website, it is necessary to develop clear and concise content to attract the customers so that every consumers can understand the messages of the brand and identify the available products and services (Patrutiu-Baltes, 2016). However, due to lack of knowledge in designing the website and increasing complications in designing the web page, the brand face difficulties to manage their customer and retain them for long run, confusing service polices as well as the terms and condition of the purchase from the website is also another major weakness, for which Dark Woods Coffee will face issues in handling their consumers across the globe. Limited product stock and availability of the products as well as lack of clear information about the ingredients of beverages, organic activities adopted by the brand as well as the agricultural process of Dark Woods Coffee will lead to difficulties to manage the customers as the buyers cannot find the information useful from the website (Zhu and Gao, 2019). Moreover, lack of information about the future sustainability of the business, quantitative goals and the warranty and availability of the products, pricing offers will also lead to complications. Lack of ease to use, absence of one click option to place the orders of the customers and poor management of the safe and easy payment activities are also some major weaknesses of the website development strategy which hampers the market communication.
Facebook is a one of the major social media marketing platform, where both way communication can be built and thus it is beneficial for the firm Dark Woods Coffee to invest in social media advertisement for promoting their business successfully (Chaffey, 2019). The major strengths of this strategy of digital media are such as cost effective, brand authority maximisation, brand loyalty and positive brand image. Through the social media marketing, it is possible for the organisation Dark Woods Coffee to create good corporate image and improve brand loyalty where the customers may rely on the products and services of Dark Woods Coffee. The promotional activities through FaceBook are useful for Dark Woods Coffee to enhance the market communication and improve corporate relationship with the customers. Improved brand loyalty, authority of the organisation Dark Woods Coffee, as well as cost effective system of marketing further influence the business to adopt this strategy and promote the organisation successfully in near future (Kannan, 2017). It also enhances brand awareness and helps the company Dark Woods Coffee to share their information across the social communities. The customers worldwide may engage with the organisation and identify their products and services in the market (Kingsnorth, 2019). Dark Woods Coffee is also efficient to promote the available products and increase loyalty among the consumers so that they can make effective purchase decision.
High conversion rate and improved search engine are also other strengths of the social media marketing, where Dark Woods Coffee can strengthen their customer’s base and attract more audiences across the international countries (Chaffey and Smith, 2017). However, there are some weaknesses which are such as negative feedback from some consumers and tarnish brand, as well as heavy rely on the advertisement and low ROI. The organisations may suffer from low ROI and it leads to lack of knowledge and understanding about the market and the needs and preferences of the customers. The brand Dark Woods Coffee may not reach the target audiences and thus preaching the products will not be useful due to lack of consumers where the purchase intention for the coffee and beverages of Dark Woods Coffee is lower. It needs time to be engaged and active in the social media, without which, it is not possible for Dark Woods Coffee to maintain their activities on social media and improve their brand loyalty. Continuous engagement is necessary and therefore it is a time taken activity where the marketing management team of Dark Woods Coffee must be active in the social media with regular posts, handling customer’s loyalty and feedback.
It is important to develop the digital marketing skill and this is effective portfolio which provides a scope to improve the skill and abilities for designing the marketing strategic for the brand Dark Woods Coffee. The marketing managers should be technology savvy and persuasive in order to manage the latest technological innovation and update the website and social media activities with latest news and brand information. The skill of critical analysis is also necessary to conduct market research and hence revenue driven market experience gathering, understanding the customer’s actual needs and expectations and market trend are mandatory for the marketing manager to develop the digital marketing tactics for Dark Woods Coffee. Additionally, design based thinking and planning skill, creativity and technological innovation skill are also necessary to design he website and develop the online posts for social media marketing. Data analytical skill and content developing activities must be improved so that the marketing manager can create new and creative content to attract the audiences as well as analyse the market data for representing the firm in a new and unique way in the market.
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