BMP6008 Integrated Digital Marketing

Strategy
Name: Lianne Aguirre

ID: HE28018

Year/Trimester/Cohort: 2022-23/ Semester 2/September 2022 Cohort

Assessment Name: Digital Marketing Portfolio

Module Tutor: Al Reza MD Naim

Assessment Submission Date: Sunday, 30th April 2023

1. Introduction: Company

2. Digital marketing strategy

3. Marketing Mix: (4 P's of marketing)

4. PESTLE analysis

5. SWOT analysis
 6. Email Marketing

7. Online advertise

8. Web Analytics

9. Conclusion

10. References

1 - Doppio Coffee
1. Introduction: Company.

This digital marketing portfolio has been created for Doppio Coffee, which is based in London. It will
cover the following topics: digital marketing strategy, PESTLE and SWOT analysis, email marketing, online
advertise and analytics, and it will conclude by explaining the reasons why these options were selected.

Doppio Coffee is a chain of speciality coffee shops in London, England. Espresso, cappuccino, lattes, and
even pour-over coffee are just some of the speciality coffee drinks sold by the company. To guarantee
quality and freshness, they roast their coffee beans in-house from carefully chosen farms.Furthermore,
Doppio Coffee serves coffee, pastries, sandwiches, and other cuisines. The business uses local and
organic products wherever feasible to ensure the greatest quality of its menu items.

There are various Doppio Coffee shops spread out around London, and each one has its own
environment. These stores are frequented by both passing tourists and residents in search of a good
coffee and a warm welcome. Therefore, the company is a speciality coffee business in London that
serves delicious food and drinks in a cosy setting, perfect for a short snack or coffee break (Doppio
Coffee, 2023).
2 - Doppio Coffee

2. Digital marketing strategy.

A digital marketing strategy is a set of measures designed to accomplish marketing goals via the use of
digital platforms(Chaffey, 2023). Email, social media, search engines, and mobile apps are just some of
the digital channels that may be used for this purpose. Organisational marketing objectives,
demographics, financial constraints, internal capabilities, and emerging digital marketing technology are
just few of the factors that should inform a well-defined digital marketing plan.
Kotler and Keller (2016) define the main elements of a successful digital marketing strategy as follows:
· Objectives: Digital marketing objectives include brand exposure, lead generation, and sales.
· Target Audience: The organisation's desired digital audience. Demographics, interests, and habits are
identified.
· Value Proposition: What sets the company distinct from its competition.
· Digital channels include email, social media, search engines, and mobile applications.
· Content Strategy: The strategy for developing and delivering quality and relevant content that
connects with the target audience and supports the organisation's marketing goals.
· Metrics and KPIs: Website traffic, leads, and revenue are the company's digital marketing strategy's
KPIs (Key Performance Indicators)
· Digital marketing budget and resources.

3. Marketing Mix (4 P's of marketing).

The marketing mix consists of the product, the pricing, the placement, and the promotion of the product
or service (Yasar, 2022). The chances of a product being recognised and purchased by consumers are
increased when a company pays significant attention to the following four elements of the marketing
mix:
1. Product. It must meet the needs or wants of the customer.
2. Price. The pricing should meet customer expectations without sacrificing business profit.
3. Promotion. To understand how the product meets their demands, the audience requires product
information.
4. Place. Sales are maximised by product location.
As mentioned beforehand, this part will provide the 4P's analysis for the coffee firm located in Muswell
Hill, Ealing, Kentish Town, and Battersea; all of which are commercially focused. Marketers may utilise
this model to examine and improve their approaches.
Product: Doppio Coffee Company uses high-quality beans that come from all over world. Therefore,
company's mission is to provide its clients with a high-quality coffee drinking experience unlike any
other.
Price: The Doppio Coffee Company charges higher costs for its drinks than its London-based competitors.
The company's dedication to utilising premium ingredients and providing superior coffee experiences
justifies the price point.
Place: Doppio Coffee Company's London shops provide different specialised coffee and atmosphere. To
serve a diverse customer, the company's coffee shops are near to shopping centres, important
pedestrian walkways, and central business areas. Online ordering is available for those who want their
coffee delivered.
Promotion: Doppio Coffee Company focuses on verbal marketing. The brand has established a solid
following in the London area because to its coffee's well-deserved reputation for excellence. The
business also makes advantage of social media sites like Instagram and Facebook to spread the word
about its wares and interact with its clientele. Regular consumers are encouraged to stick around via
loyalty programmes and price reductions.
The company has become a premium coffee brand in London by concentrating on product quality and
customer experience. Its price approach, strategic location, and customer interaction and loyalty
programmes have attracted a diverse customer base and helped retain them.

4. PESTLE analysis.

PESTLE analysis evaluates external macro-environmental elements that might impact an organisation's
performance and refers to the influence of Political, Economic, Social, Technological, Legal, and
Environmental factors which has led a successful PESTLE analysis is one that is conducted often. By doing
so, organisations may improve their ability to identify trends at an earlier stage, which can create a
competitive edge (Battista, 2021).
According to CIPD, PESTLE analysis provides HR professionals with useful knowledge into external issues
that might affect the workforce and HR strategy of their organisation. For example:
Political
London's government is stable and supportive of companies; therefore these criteria decide how much it
can affect the economy or a given business. However, the government regulates the coffee business to
ensure food safety and hygiene and to protect workers from being underpaid. To prevent legal and
reputation issues, the organisation must follow these rules(GOV.UK, 2022).
Economic
These factors are leading economic indicators that have both short-term and long-term effects on
businesses. For instance, COVID-19 has affected consumer spending and shop attendance in the UK. As a
result, the company must provide online ordering and home delivery to meet customer preferences. In
addition, following the recession in 2009 consumer spending has gradually increased but with the
forever increased living costs and less disposable income now more than ever before is it important to
ensure that customer experience is correct for the customers. Although, profitability may also be
impacted by supply and demand factors that influence coffee pricing.
Sociocultural
They analyse the context in which the marker operates and evaluate factors like cultural trend,
demographics, population analysis, and so on. Hence, Londoners love coffee and will pay more for it. To
be competitive, the company must provide vegan and gluten-free choices to consumers due to growing
trends in healthy living and how people are focused on balanced choices. The organisation must also
provide inclusive, diversified goods and services to a broad spectrum of customers.
Technological
These innovations may benefit or affect industry and market operations. Though, the corporation must
keep up with coffee industry technology including coffee brewing equipment and mobile payment
platforms. Mobile applications and social media may help boost client involvement and loyalty.
Legal
As a UK-based company, we must comply with relevant legislation like the Working Time Regulations of
1998 to ensure that our employees have sufficient breaks, daily and weekly rest periods, and days off
together, and the Equality Act of 2008 to ensure that everyone is treated fairly and consistently and that
nobody is treated unfavourably based on the 9 protected characteristics of age, race/ethnicity, gender,
religiosity... The organisation must follow numerous additional policy guidelines to improve employee
morale and assure compliance (Legislation, n.d.).
Environmental
This includes all environmental factors such a climatic, weather, geographical location, global climatic
changes, environmental offsets, etc. So, the corporation must use biodegradable packaging and ethical
coffee beans. Sustainability may help differentiate the organisation and attract environmentally
concerned clients.
Doppio Coffee Company must be alert to environmental factors that may affect its business and adjust
its strategy accordingly. The corporation cannot survive in the current market environment without this
kind of conscious experience. The company must follow all relevant laws and regulations, adjust to
changes in consumer preferences, keep up with technological developments, and adopt environmentally
responsible business practises if it is to retain its competitive advantage and enhance its reputation
(Battista, 2021).
5. SWOT analysis.

The SWOT analysis is a method of situation analysis that looks at a company's current and future
strengths, weaknesses, opportunities, and threats (Wilson, 2021). In the end, a business should strive to
improve by expanding on its strengths while cutting down on its weaknesses.

Strengths
Positive aspects of the company's brand, offerings, and marketing initiatives. Doppio Coffee Company is
known for making good coffee, which has helped it build a loyal customer base. The company's strategic
location in some of London's busiest shopping districts helps, too. As a result, the firm has established a
highly recognisable brand identity that sets it apart from rivals.
Weaknesses
There are several aspects of the goods, the brand image, and the marketing campaigns that may need
some improvement. As compared to other coffee shops, Doppio Coffee Company's selection is minimal.
Also, the company's profits can be affected by its relying on foot traffic, which can be affected by things
like the weather and by the high rental costs that come with being in central London.
Opportunities
Ideas for expanding the company's success, such as connecting into a new consumer base or expanding
into a related industry. Online sales and home delivery options allow Doppio Coffee Company to reach a
larger customer base, while the company's relationships with other businesses allow it to tap into new
markets and raise brand recognition among existing consumers.
Threats
The presence of external factors that may have a negative effect on sales or profits. London's coffee
market is a competitive one. In addition, when the economy is weak, consumers are less likely to spend
money at local businesses like coffee shops.

SWOT analysis allows the organisation to build on strengths and reduce weaknesses. After the company
have a clear picture of where they are now, they can move on to where they want to be and how they
will get there. The PESTLE study may complement the Opportunities and Threats research by helping an
organisation identify external factors that could impact internal decisions (Wilson, 2021). Therefore,
Doppio Coffee Company is well-known for its high-quality drinks, strategic placement, and great
reputation. Moreover, the company must concentrate on improving its disadvantages, such as its limited
product range, dependency on pedestrians, and high rental prices. The company could protect itself
from risks like more competition, slow economic growth, and changing government rules by looking into
options like expanding its product line, trying online sales, and forming business partnerships with other
companies.

6. Email marketing

Email marketing is a sort of advertising that allows you to inform people who have signed up to receive
your emails about new offerings, sales, and specials (Mailchimp, n.d.). This type of marketing has
become more important in modern business, since most individuals have several email accounts open
on their mobile devices. Therefore, customers who get this sort of communication are either already
loyal to your business or are considering becoming so in order to take advantage of special offers or to
keep updated of any developments related to the products and services that you provide.
In this example, the consumer will be encouraged to try the new spring menu treats thanks to the email
sent to them, which will also inform them of the 15% discount on the items, provide details about the
date, and eventually persuade them to make a purchase. The time constraint and the word exclusive will
act as a strategic incentive to make a purchase during this period.
As much as email marketing's capacity to help you create a connection with your audience makes it a
potent marketing channel, businesses should be mindful that competitors may use the same strategy to
reach customers. So, it may be necessary to hire skilled copywriters or provide extra advertising in order
to stand out from the crowd and win over customers (Mailchimp, n.d.).
3 - The Doppio Coffee Spring Menu is Here, and it's a Tasty Treat!
doppiocoffe23@gmail.com

Disclaimer: this email is designed for educational purposes only at Regent College London and does not
represent any existing business trade names.
7. Online advertising

The marketing of goods or services using different online channels such as social media, search engines,
email, and websites is what is known as online advertising. These advertisements may be tailored to the
demographics, interests, and habits of certain audiences in order to more effectively reach those people.
Hence, it is the art of utilising the internet as a medium to convey marketing messages to a known and
targeted audience, and it has the potential to be very successful owing to the wide reach of the internet
as well as the capacity to monitor and evaluate the efficacy of campaigns (Tidal marketing, n.d.).
According to Pepper Content, traditional advertising tactics may be more expensive than internet
advertising, but online advertising may be more cost-effective. Specifically, we've made use of Facebook
and Instagram, two of the most widely used social media sites; you can see that we've linked to a post in
which we interact with clients and offer them a promotional code, and you can make more money
through these sites than you can through your website simply because people spend so much time there
on a daily basis. Hence, the majority of social media platforms now make it simple for marketers to
utilise their audience and promote their goods on the platform. They also provide high-quality analytics
solutions for measuring the return on investment (Tidal marketing, n.d.) knowing our customers better
will provide greater outcomes since, in the end, more product equals more money.
On the other hand, successful online marketing campaigns have clear goals and keep their target
audiences interested. For this reason, knowing who you're targeting to is essential when it comes to the
production of content for social media, it is critical that we have a solid understanding of our intended
audience. Then, online advertising raises brand recognition and engages clients who may not have
visited the company otherwise; thus, this is such a beneficial aspect to take into account for doppio
coffee since in these days the digital tools are a part of our day-to-day lives. In addition, the targeted
nature of online advertising allows businesses to learn things like their customers' ages, behaviour,
genders, and geographic locations, all of which can inform product development and marketing
strategies whereas knowing these things about one's clientele is crucial, as is learning whether or not
they prefer to buy products in person or online (Yelp Inc, 2020). Finally, paid search advertising and social
media advertising are the most effective channels for small enterprises; especially when the company is
new to running online advertisements since these channels have the potential to improve the number of
new visits to your website as well as the number of people who convert into paying customers in the
future. Here are just a few instances of sponsored ads: pay-per-click (PPC), programmatic, Google,
Facebook, Twitter, LinkedIn, retargeting on Google and Facebook, and more (Marthinusen, 2023).
This part will explain the use of online advertising and email marketing in the portfolio by demonstrating
its important theoretical and practical strategic rationale for how Doppio Coffee will be able to grow in
the present market, taking into account the various generations represented in the customer base. There
are many generations among us, each with its own set of norms, tastes, and modes of expression. The
rise of social media over the last decade has had a significant effect on our marketing efforts, particularly
with regard to our targeting of consumers and future employees. As a result, the company should
consider abandoning traditional process in favour of one that makes more use of technology.
Maintaining the Doppio Coffee Brand's preeminence requires constant monitoring of external market
and consumer developments, which they are tasked with assessing. A lot of their work will overlap with
that of the Product development and marketing team, and they will share their findings with the latter in
order to incorporate the most up-to-date information and trends into future product iterations, limited-
time offers, and advertising campaigns. Here, how the can help the business:
• Online advertising: it promotes organic marketing efforts (free), contributes to a better
understanding of consumers, and provides the business with useful information that can be used
to change how they communicate with customers (Yelp Inc,).
• Email marketing: provides the target audience with the opportunity to make a purchase from
their mobile device or computer using the discount discount codes, which can then be tracked
using Google Analytics for improved performance (this is explained in further detail below) since
the organisation can tailor each email to the needs of its subscribers, it will be able to not just
meet but exceed those people's expectations. (Pinkham, 2022). Hence, it will build a connection
with the email subscribers that is mutually advantageous to both parties.
8. Web Analytics

Web analytics refers to the process of collecting, evaluating, and coming to a conclusion from
information on website users and the actions they do while on the website (TechTarget Contributor,
2021). Hence, this internet data will be used to understand how website is used by its customers and
how to optimise website performance, improve audience experience, and achieve business goals. With
the assistance of Google Analytics, we will develop a Web Analytics plan for the company since the
information demonstrate the potential impact on decision-making.

Google Analytics
Google Analytics is a free and straightforward tool for monitoring and analysing your website's traffic. It
doesn't matter if thousands of people visit the website every month if the corporation doesn't know
anything about them. Owners can learn everything they need to know from Google Analytics (Angeles,
2023).With a more comprehensive knowledge of how customers interact with them, businesses may
improve customer experiences and boost revenue using analytics. Doppio Coffee should think about
adopting this tool since it provides in-depth information and analysis on how customers interact with the
company across several platforms like Facebook, Instagram... As I indicated previously, these platforms
often generate more revenue than the website itself since professionals use the stories, reels, posts, etc.
to attract clients and then drive them to the website.
Here are some additional factors to consider:

1. Doppio Coffee must first identify its website goals. This might include growing internet sales,
brand engagement, or store visitors.
 2. After setting company goals, choose KPIs to monitor achievement. Conversion rate, average
order value, and total revenue are KPIs for increasing online sales.
3. Google Analytics gives vital insights into website traffic and user activity. Google Analytics must
be properly configured to gather and analyse data.
4. After setting up Google Analytics, Doppio Coffee may configure the metrics to monitor
depending on the KPIs specified in step two. If the key performance indicators (KPI) is conversion
rate, measurements may include unique visits or customer satisfaction, conversions, and growth
in revenues.
5. After collecting data, frequently examine and analyse it to find trends, opportunities, and areas
for improvement. This data may improve website and marketing success.
6. Data analysis should inform website and marketing strategy optimisation. Website design,
content, and advertising campaigns may be altered.
7. Lastly, track progress and changes. Doppio Coffee may tweak and improve their web analytics
strategies over time.
In summary, Doppio Coffee's web analytics strategy should define company goals, identify key
performance indicators, set up Google Analytics, define metrics to measure, analyse data, take action
based on insights, monitor progress, and revise the plan (TechTarget Contributor, 2021).

9. Conclusion

This portfolio demonstrates the value of an integrated digital marketing plan, which involves combining
numerous digital marketing methods including email marketing, online advertising, twitter curated feed
search engine optimisation (SEO), web analytics, WordPress and, so on. Hence, this can help businesses
in a lot of ways, such as by making more people aware of their brand, getting customers more involved,
generating more traffic, and increasing conversion rates.
Although, knowing your audience, industry trends, and company goals closely is crucial to creating a
successful integrated digital marketing plan. Therefore, it benefits companies in keeping up with the
competition and achieving their marketing objectives more quickly and successfully, but businesses must
comprehend that it is a continually changing process that needs to be constantly monitored, analysed,
and improved to be successful.
It is vital for a company to know its clients in order for them to continue to pick the business a thousand
times, since they will assist the company identify the ideal product or service. Only then can the
company hope to achieve financial success.

10. References

Angeles, S. (2023) How to use google analytics, Business News Daily. [Online] Available at:
https://www.businessnewsdaily.com/6027-how-to-use-google-analytics.html [Accessed: April 5, 2023].
Battista, M. (2021) Pestle Analysis: Factsheets, CIPD. [Online] Available at:
https://www.cipd.co.uk/knowledge/strategy/organisational-development/pestle-analysis-factsheet
[Accessed: March 24, 2023].
Chaffey, D. (2023) What is Digital Marketing? tools to define the scope of digital today., Smart Insights.
[Online] Available at: https://www.smartinsights.com/digital-marketing-strategy/what-is-digital-
marketing/ [Accessed: March 22, 2023].
Doppio Coffee (2023) Wholesale Coffee Suppliers: Doppio Coffee Warehouse, Doppio Coffee. [Online]
Available at: https://doppiocoffee.co.uk/ [Accessed: March 23, 2023].
GOV.UK (2022) Minimum wage rates for 2023, GOV.UK. GOV.UK. [Online] Available at:
https://www.gov.uk/government/publications/minimum-wage-rates-for-2023 [Accessed: April 1, 2023].
Kotler, P. and Keller, K.L. (2016) Marketing Management. 15th ed. Pearson Education, Inc.
Legislation (no date) Legislation.gov.uk. [Online] Available at: https://www.legislation.gov.uk/ [Accessed:
March 30, 2023].
Mailchimp (ed.) (n.d.) What is email marketing? definition and advantages, Mailchimp. [Online]
Available at: https://mailchimp.com/marketing-glossary/email-marketing/ [Accessed: April 1, 2023].
Marthinusen, L. (2023) What are the benefits of paid advertising?, HubSpot Agency: We Optimise CRM
for Marketing, Sales & Service Teams. [Online] Available at: https://www.mo.agency/blog/benefits-of-
paid-advertising [Accessed: April 20, 2023].
Pepper Content (2022) Traditional vs. digital advertising: How much does each cost?, Pepper Content.
[Online] Available at: https://www.peppercontent.io/blog/traditional-vs-digital-advertising-cost/
[Accessed: April 2, 2023].
Pinkham, R. (2022) 39 top benefits of email marketing for Small Business (with examples), Constant
Contact. [Online] Available at: https://www.constantcontact.com/blog/benefits-of-email-marketing/
[Accessed: April 20, 2023].
TechTarget Contributor (2021) What is web analytics?, Business Analytics. TechTarget. [Online] Available
at: https://www.techtarget.com/searchbusinessanalytics/definition/Web-analytics [Accessed: April 3,
2023].
Tidal marketing (n.d.) What is online advertising & how many different types are there?, What Is Online
Advertising & How Many Different Types Are There? [Online] Available at:
https://www.tidalmarketing.co.uk/our-services/online-advertising [Accessed: April 2, 2023].
Wilson, M. (2021) SWOT analysis: Factsheets, CIPD. [Online] Available at:
https://www.cipd.co.uk/knowledge/strategy/organisational-development/swot-analysis-factsheet
[Accessed: March 23, 2023].
Yasar, K. (2022) What is the marketing mix (4 P's of marketing)?, WhatIs.com. TechTarget. [Online]
Available at: https://www.techtarget.com/whatis/definition/Four-Ps [Accessed: March 23, 2023].
Yelp Inc. (ed.) (2020) 4 types of digital advertising to grow your business, Yelp for Business. [Online]
Available at: https://business.yelp.com/advertise/types-of-digital-advertising/ [Accessed: April 20, 2023].

Thank You!