Introduction
Dartmoor Tea Estate is located in Ashburton, United Kingdom, at Furzeleigh Farm. With a vast tea plantation and a tea house, the Dartmoor Tea Estate has dabbled in agriculture and beverage production (Dartmoor Estate Tea, n.d). Dartmoor Tea Estate is part of the agricultural production and beverage industry, historically sponsored by the United Kingdom government. Through digital marketing, Dartmoor Tea Estate will establish itself in the world market to increase its revenues. This paper aims to investigate the digital marketing of Dartmoor Tea Estate using two sections. The first section will involve conducting a situation analysis by analyzing internal and external factors affecting the organization. The second section will provide a report on the Digital Marketing Plan, including a summary of situation analysis data that highlights the appropriate frameworks, objectives, schedules, budgets, and evaluations.
Section 1: situation analysis
Analysis of internal and external factors
Macro-environment
Dartmoor Tea Estate gets a lot of support within the United Kingdom market. This can be seen in the history of tea plantations in the United Kingdom, which dates back to the 18th century when the British government encouraged laborers to work on tea plantations as part of the plantation economy’s introduction (BBC, 2020 n.d). After a crisis in 1770, when all duties were lifted except on tea, the British government passed the Tea Act (1773), making tea marketable. The British government emphasizes a tea break to all workers under labor law, and there are no trade restrictions due to the Brexit agreements. The Dartmoor Tea Estate benefits from the UK government’s political stability.
The Dartmoor Tea Estate’s economy is harmed by decreased domestic per capita black tea consumption. Consumers switch to other beverages and teas with health benefits, such as green tea. In 1767, a bill known as the Townshend Act was proposed, which imposed duties on imported goods, including tea. Although most tea in the United Kingdom is imported from Kenya and India, Dartmoor Company also provides medicinal green tea. The British government supports the country’s tea industry by lowering export duties while keeping import duties high. Tea farming is a source of income for laborers working on tea plantations in the United Kingdom, as demonstrated by Dartmoor tea estate as a case study (Dartmoor Estate Tea, n.d). Workers on the tea estate are paid per the hourly wage rate in the United Kingdom, determined by the workers’ age.
Microenvironment
The internal factors in Dartmoor Tea Estate affect routine activities by influencing the firm’s performance (Budge et al., 2017 p.12). The Dartmoor tea estate’s social organization comprises the establishment’s employees and the tea’s customers (Dartmoor Estate Tea, n.d). The company’s management has used various methods to build a rapport with its customers, such as offering tours of the facility where customers can learn about the tea estate’s history and the various grades of tea produced. They communicate with their customers via their website and social media platforms, providing information about the best times to visit the tea estate for educational tours. The firm’s technology level corresponds to technological trends, as evidenced by their advertising and merchandising products on the internet to reach their target market. The company’s location in the Ashburton highlands provides the ideal environment for tea farming, aided by fertile soils and ample rainfall (BBC, 2020 n.d).
Current use of digital channels
The Dartmoor tea estate has fully embraced digital marketing culture, where it has ventured into advertising and marketing options. For instance, by paying for commercials in the British Broadcast Corporation (BBC), where the management of the company was interviewed on live television (Schwertner, K., 2017). This enabled the company to reach out to its audience all over the United Kingdom. It has also embraced owned media marketing through its multiple social media forums, which has made the company earn a wide range of clients.
Dartmoor Tea Estate reaches out to its customers in various ways, including advertisements on various social media platforms such as Facebook, Twitter, and Instagram, which provide customers with an open forum to air their concerns and questions. This has benefited the company, as evidenced by its customers’ freedom to engage in social media comment sections (Schwertner, K., 2017). It also has a private website where customers can make reservations and get more information about the tea estate. The company engages its clients by posing questions regarding their services on its website. This act has given the company detailed information about its customers, including their location, taste and preferences, and overall impressions of Dartmoor Tea Estate.
Dartmoor estate tea has been profitable by converting its clients to paying customers. This can be attributed to the tea marketing team, which has reached out to a large audience by creating several websites that provide clear information about the company’s various segments (Schwertner, K., 2017). Customers’ participation in social media has become more permanent due to the ability for customers to create personal accounts on Dartmoor estate tea’s websites. The company has achieved its monetary conversion and remarkable comments from many clients by maintaining constant engagement.
The current target audiences
Dartmoor estate tea’s current target market is the rest of the world, as it has nearly reached the entire United Kingdom. The target audiences are divided into several categories: adults, teens, children, men, and women. Due to the economic downturn caused by the pandemic, the most popular tea brands, such as Dartmoor tea, are looking for markets in other countries with free trade agreements (Soedarsono et al. 2020 n.d). The company has been successful because it uses its resources to build a strong customer base comprised of customers who use its products. Dartmoor’s customers interact with the company through social media platforms and websites. They are generally satisfied with the company’s programs to improve the well-being of its customers. It’s clear on the websites where customers actively participate by asking questions and scheduling visits to the tea estate. It is also clear that the company is more successful than its competitors in the United Kingdom that have not fully embraced social media marketing (Soedarsono et al. 2020 n.d). However, it faces competition from its competitors, who have also entered the herbal tea market due to the high demand.
The organization’s status regarding consumer privacy and data protection
Regarding customer protection of personal data, Dartmoor estate tea uses laws and regulations to protect individuals from privacy breaches caused by corporate customer privacy measures (King, & Raja, 2012). The company respects customers’ privacy and data security, which secures logins to their websites, reducing the risk of fraud and cybercrime for its customers (Dartmoor Estate Tea, 2022). Client privacy and data protection are achieved through private conversation sections on social media. The client privacy team protects all details of bookings and inquiries with end-to-end encryption (King, & Raja, 2012). The company is digitally effective in its interactions with society, which benefits both customers and competitors. Customers are pleased with the content posted on Dartmoor Estate’s social media pages, which include captivating images of evergreen tea plantations as well as a refreshing cup of herbal green tea that appears to be delicious.
Dartmoor estate tea is open and transparent, Data Protection Act 2018 and General Data Protection Regulation (Regulation (EU) 2016/679), making it easy for people to learn how their personal information is used. The organization complies with a series of data protection principles (Dartmoor Estate Tea, 2022). These fundamentals exist to ensure that all personal information is processed lawfully, fairly, and transparently, collect personal information for a specific, explicit, and legitimate purpose. During an interaction with the organization, one is informed about the personal data collected and shared with other services or organizations. Before processing or sharing information, the organization will ask for personal permission (Dartmoor Estate Tea, 2022). Services that use personal or sensitive data will have their privacy notice to let people know what information is shared. The flow of personal information through the service or project will be mapped out in these notices and how it is processed.
Section 2: digital marketing plan report
Situation analysis
Both internal and external factors influence Dartmoor Tea Estate’s growth. The external factors include political stability, trade agreements, and an efficient economy in the United Kingdom market. Dartmoor Tea Estate gets a lot of support from the United Kingdom government through its political stability, ensuring the organization thrives within the market. The British government supports the country’s tea industry by lowering export duties while keeping import duties high (Dartmoor Estate Tea, 2022). Workers on the tea estate are paid per the hourly wage rate in the United Kingdom. The internal factors include good management, advanced technology, availability of customers and employees. The company’s management has used various methods to build a rapport with its customers, such as offering tours of the facility where customers can learn about the tea estate’s history and the various grades of tea produced. The firm’s technology level corresponds to technological trends, as evidenced by its strategy of advertising and merchandising its products on the internet to reach its target market (Dartmoor Estate Tea, 2022). The company’s location in the Ashburton highlands provides the ideal environment for tea farming, aided by fertile soils and ample rainfall.
The Dartmoor tea estate has fully embraced digital marketing culture, where it has ventured into advertising and marketing options. It has also embraced owned media marketing through its multiple social media forums such as Facebook, Twitter, and Instagram, which provide customers with an open forum to air their concerns and questions. This has benefited the company, as evidenced by the fact that its customers freely engage in social media comment sections. It also has a private website where customers can make reservations and get more information about the tea estate (Dartmoor Estate Tea, 2022). This can be attributed to the Dartmoor estate tea marketing team, which has reached out to a large audience by creating several websites, each of which provides clear information about the company’s various segments.
Dartmoor estate tea’s current target market is the rest of the world, as it has nearly reached the entire United Kingdom. Due to the economic downturn caused by the pandemic, the most popular tea brands, such as Dartmoor tea, are looking for markets in other countries with free trade agreements. Dartmoor’s customers interact with the company through social media platforms and websites. They are generally satisfied with the company’s programs to improve the well-being of its customers (Dartmoor Estate Tea, 2022). It’s clear on the websites where customers actively participate by asking questions and scheduling visits to the tea estate. It is also clear that it is more successful than its competitors in the United Kingdom that have not fully embraced social media marketing. However, it faces competition from its competitors, who have also entered the herbal tea market due to the high demand.
Regarding customer protection of personal data, Dartmoor estate tea uses laws and regulations to protect individuals from privacy breaches caused by the failures and limitations of corporate customer privacy measures. The company respects customers’ privacy and data security, which secures logins to their websites, reducing the risk of fraud and cybercrime for its customers (Dartmoor Estate Tea, 2022). Client privacy and data protection are achieved through private conversation sections on social media. The client privacy team protects all details of bookings and inquiries with end-to-end encryption. The company is digitally effective in its interactions with society, which benefits both customers and competitors.
Objectives
Dartmoor estate tea wants to raise brand awareness by transforming readers, listeners, and followers into clients to sell the tea products. The organization will raise brand awareness by speaking and getting closer to customers through dialogue participation. The company will include relevant call-to-action buttons on each page, testimonials, and client logos (Les MacLeod EdD, 2012 p 68). The company plans to achieve 100+ social shares per post on Facebook and begin posting three times per week on Instagram and Facebook within two months. Dartmoor Tea Estate hopes to gain 1,000 new followers on Twitter within three months by posting at least once a day educational content, statistics, and industry news that the audience can easily engage with (Les MacLeod EdD, 2012 p 68). Dartmoor Tea Estate will increase its Instagram engagement rate from 4% to 5% in 30 days by posting 15 high-quality images or videos that are hashtagged appropriately.
Dartmoor Tea Estate wants to increase social media likes by 25% in the next month and website traffic by 20% by the end of the year. Using creative and interactive posts to attract your customers’ attention will increase social media likes. By the end of the financial year, Dartmoor Tea Estate hopes to have 200 ‘contact us’ conversions from organic search traffic, lower the bounce rate from pay-per-click traffic to under 50% across all ads, and increase blog readership by 5% each month (Les MacLeod EdD, 2012 p 68). This measurable goal will be met by publishing three blog posts per week. The increased use of advertisements will help the organization save money by lowering advertising costs.
Strategy
Dartmoor Tea Estate’s strategy plans will include segmentation, targeting, and positioning, which will aid in the company’s digital marketing objectives via online channels. The digital segmentation process will divide customers into groups based on specific criteria and characteristics (Blythe, & Martin, 2019 n.d). The organization will use demographic, psychographic, or geographic segmentation to reach a specific audience to increase relevant traffic. The geographic segmentation will divide the audience by country, region, state, and province to determine the technology to use. This is accomplished through digital or online ads in a specific location, such as pay-per-click ads, banners, or text ads. The demographics entail segmenting the audience by age, gender, educational attainment, occupation, and gender by dividing them based on how they interact with the company, what they buy, how often they buy, and what they browse. Psychographic segmentation will involve dividing an audience into potential customers based on their lifestyle, hobbies, activities, and opinions.
To gain traffic, the targeting criteria will entail creating content specifically targeted for a specific group of people, either through search engines or social media. The organization will use contextual targeting in digital marketing, which will use target ads to specific content websites based on advertiser specifications. This method is a great way to target a specific audience as they visit the websites where your ads are displayed based on the advertiser’s interests. The ads will appear on Google’s display networks and Facebook’s smart content (Blythe, & Martin, 2019 n.d). To determine the target audience, the organization will conduct audience research using keyword analysis tools and Facebook audience insight tools to determine who the organization should specifically target with targeted digital ads. This will be crucial in determining their demographics, location, online behavior, level of education, income levels, relationship status, race, industry, and political affiliations.
Dartmoor Tea Estate will position itself as the world’s digital tea brand by designing, building, and selling the best tea products in the world, with the best service and experience, in a sustainable manner. The company will take a symbolic and experimental position in the market. The company will build an emotional bond that customers have with the company’s product, service, or Brand (Blythe, & Martin, 2019 n.d). The position criteria will determine how the company differs from its competitors and market conditions and opportunities. The positioning will be determined by a product feature that associates the Brand with a beneficial feature to customers. The positioning will also be determined by price, with the Brand aiming to be the cheapest or cheapest market, and value becoming their position (Blythe, & Martin, 2019 n.d). To appear favorable and unique compared to other marketplace options, the Brand will highlight a key difference their product/service offers in their marketing.
Tactics
Dartmoor Tea Estate will improve its digital communication to achieve its digital marketing goals. The reach goal is achieved by increasing brand awareness, products, and services on other websites and offline media to increase traffic to various web presences such as your main site, microsites, and social media pages (Safanta et al. 2019 pp. 012078). Over time, it entails increasing reach to generate multiple interactions through paid, owned, and earned media touchpoints.
Dartmoor Tea Estate will generate leads by encouraging interactions on websites and social media. When site visitors or prospects first arrive at your website or social media presence, this will assist them in taking the next step in their journey (Safanta et al. 2019 p. 012078). Dartmoor Tea Estate will generate leads interested in learning more about a company or its products, conducting a product search, or reading a blog post. In analytics, the company will define these actions as top-level funnel goals. The organization will use the Viewed product,” “Added to Basket,” “Member registration,” or “Signed” Google Analytics goals that encourage participation through content sharing on social media or customer reviews.
The business will turn online clicks into customers. This is conversion to sale, which can happen online and offline (Safanta et al. 2019 p. 012078). It entails persuading your audience to take the crucial next step of becoming paying customers, whether through online Ecommerce transactions or offline channels. As a result, this will assist the company in increasing sales and revenue.
To increase customer lifetime value, the company will engage with its customers by developing a long-term relationship with first-time buyers to build customer loyalty as repeat purchases through communications on your site, social media presence, email, and direct interactions (Safanta et al. 2019 p. 012078). Repeat actions, such as repeat sales and sharing content on social media, will be used to track the percentage of active customers, customer satisfaction, and recommendation.
Actions
The organization will use the Gantt and editorial calendar project management tools to visualize project timelines, progress, and deliverables. Visual lines or bars show which tasks have been completed and are still pending, allowing managers to allocate time and responsibility appropriately. An editorial calendar will show you when and what kind of content you’ll be publishing. Content from the editorial calendar will be created and distributed to organizational prospects via various channels, such as your blog, social media channels, email newsletters, and so on (Sajad et al. 2016 p.31). The Gantt chart project management tool displays your team’s daily activities and assigned tasks in an elegant, organized manner. When working on a critical project with tight deadlines, these charts can help your employees stay focused and on track (Sajad et al., 2016 p.31). Organization managers and marketing teams will use the tool to track project progress and stay on track.
Controls
Performance management techniques and processes will be properly implemented to enable the organization to monitor, manage, and improve strategy implementation and results in delivery. As a result, one of the most critical factors in an organization’s success is performance management. The ability to effectively manage performance is the single most important skill for leaders and managers (Walker et al. 2011 pp 370). the performance of the organization will be monitored using the Measurements, budgets, reporting and management, KPIs.
The performance monitoring will be done by carrying out the website analytics measurements using the daily, weekly, and monthly analytics while looking at the overall traffic increase or decrease (Walker et al., 2011 pp 370). The website analytic will involve analyzing the increase or decrease in traffic from week to week, month to month, and year to year, what days of the week generate the most traffic, what time of day is your highest amount of traffic, and the country do most of your traffic
Kips will be used to track and measure whether the organization is on track to meet its goals. The kips will track quantifiable metrics that align with your organization’s goals to track leads, but you can always track reach and engagement (walker et al. 2011 pp 370). The leading indicators, which show how the economy is headed, will also be measured by the kips. A leading indicator is useful for reporting because it can demonstrate that your time and effort are beginning to bear fruit, even if the results aren’t yet significant. For example, the organization might track how many people have stayed on your site for more than three minutes even if they haven’t completed the contact form—increasing the number of visitors to your website.
To monitor performance, reliable efficiency indicators will be used in reporting and management. The organization keeps a close eye on the quality and level of service for each of its main services. Monitoring and reporting over time can reveal any potential expansion opportunities (Walker et al. 2011 pp 370). Reports are useful for documenting past activity and identifying times when expansion has been successful. Managers can use management reports to keep track of the smaller details in their departments. Employees submit managerial reports to their superiors.
Budgets will be used to assess the number of units produced or services provided, as well as the number of labor hours and materials required for each task. The procedure entails allocating resources to various budget compartments, then returning after the work is completed to compare budgeted and actual resource usage (Walker et al. 2011 pp 370). Effective financial management requires regular monitoring of income and expenditure against the agreed-upon budget. It enables governors, the headteacher, and staff to keep financial control by reviewing the current situation and taking necessary corrective action. Use content promotion to attract visitors to your website and disseminate the content to attract new audiences.
Conclusion
In conclusion, Dartmoor tea estate has fully embraced the culture of digital marketing, where it has ventured into advertising and marketing options. Through digital marketing, Dartmoor Tea Estate will establish itself in the world market to increase its revenues. Dartmoor Tea Estate will improve its digital communication to achieve its digital marketing goals. The reach goal is achieved by increasing brand awareness, products, and services on other websites and in offline media to increase traffic to various web presences such as your main site, microsites, and social media pages to visualize project timelines, progress, and deliverables, the organization will use the Gantt and editorial calendar project management tools. The organization will monitor its performance using the Measurements, budgets, reporting and management, KPIs. Organization to monitor management to ensure improved strategy implementation and service delivery.
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