Digi Tags Case Study — Assignment

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Task 1
Map each stage of product adoption (traditional, social media/marketplace
AIDA Model and non.com) to the AIDA model. Where according to you does each stage of
product adoption lie on the AIDA funnel? Provide a reason for your answer.

AIDA: Awareness, Interest, Desire, Action

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Solution 1

AIDA Model

Product Adoption Stages Stage of the AIDA Model (mention only 1 stage)

Traditional AWARENESS stage because the traditional users are

not aware of online presence, so its important to make
them awarea bout the importance of having a digital
visibility

Social Media/Marketplace Interest stage because relevant information on building a

proper website can be provided, making them consider
having their own online identity.

Non.com Desire stage because the focus will be to educate the

user about the necessity of a “.com”, while the user is
analyzing their options for buying a website domain

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Task 2
What should be the key proposition to sell digital identity services (i.e. domain
Brand Proposition
bookings) for audiences at different stages of product adoption - traditional; social
media/marketplace; and non.com?

Proposition: What behaviour change are you trying to achieve from the
audience at each stage of adoption / what do you want them to do?

Note: Q2 should be no more than 100 words.

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Solution 2

Brand Proposition
Product Traditional SM + MP (Social Media + Non.com
Adoption Marketplace)
Stages

Proposition Widening and expanding the
company’s presence,
Establishing your own online
identity – expanding the
customer segment and
making it economically
viable,
Also opting for direct
marketing.
With one’s own website, one
can increase the credibility of
their online presence through
branding on own website,
trustworthiness of having a
platform to connect with, time
saving, no revenue sharing
and better and improved
customer service.
Create a website through
the most searched
domain name to make it
reliable, independent of
any location and simple
to recall.

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Task 3
Create the brand message for each stage of adoption - traditional;
Brand Message social media/marketplace and non .com. Think of it as a creative
line or message that you would want to communicate to the
audiences to get them to own a digital identity from Digi Tags.

Keep in mind the following:

a. The message should establish the value of owning a digital

identity
b. The message should be comprehensible and appeal to
audiences across rural and urban classes
c. Remember the proposition you made for each stage of
adoption and curate a message based on it
d. Keep the message crisp, succinct and effective

Note: Write your answer in the table on the next slide.

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Solution 3
Brand Message
Product Traditional SM + MP ( Social Media + Non.com
Adoption Marketplace)
Stages

Message ( write GO ONLINE IN TODAYS LEAVE A MARK IN THE RELY ON DIGITAGS &
only 1 message DIGITAL AGE MARKET BE ASSURED
for each stage)
Discover more about Owning your own website Discounted offer at
DigiTags and register your can help you grow your minimal of Rs. XYZ for
personalized domain online marketplace. Its the the first year after
name at an affordable right time to register your registration.
pricing. domain with DigiTags, your
trusted solution to go online.

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Task
2
4A
Channels Choose channels/mediums to deliver messages to your audience.

Mention at least 2 channels per stage of product adoption ( traditional,

SM+MP and non.com). You also need to explain your reason to select the
same.

Note: Q4a + 4b should be no more than 100-200 words.

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Solution 4A
TRADITIONAL
Channel 1: Television Ads
Reason: Most of the users are on TV. This medium can help in building an online presence for their business. They are more
likely to be found on offline channels, so a TV commercial will be effective in convincing them of the perks
Channel 2: Banner Ads
Reason: Majority users view banner advertising while on the mpve. Various types of vehicles and all the means of transport
moving daily on main routes can be targeted. This medium can be used in raising awareness about DigiTags

SM + MP
Channel 1: Social Media Channels like Facebook& Instagram
Reason: The users are already aware of these platforms. They can be targeted through native advertisement. They can be
explained the benefits of having their own website and sharing a personalised coupon code
Channel 2: LinkedIn
Reason: Potential SME owners can be directed to LinkedIn via advertisements, which in turn will help in reaching the targeted
audience and sharing a personalised coupon code

NON .COM
Channel 1:Search Ads
Reason: The target group already knows the need of a website for their brand. So they can be approached via Search Ads and
explained the importance of a “.com” over any other domain
Channel 2: YouTube Ads
Reason: Using specific targeting on our targeted niche, we can attract a wider audience on purchasing the domain name through
DigiTags and personalising by providing them an unique QR code to scan

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Task 4B

KPIs
Mention at least 2 KPIs for each stage of product adoption
which will help you measure the campaign success across
the channels mentioned. Provide a reason for each KPI.

Note : Write your answer on the next slide

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Solution 4B
TRADITIONAL
KPI 1 : Reach
Reason: This will help in determining the number of users we have reached and made aware of the concept via
television
KPI 2: Website Traffic
Reason: This will help in calculating the traffic received on the website via advertisement on banner ads

SM+MP
KPI 1 : Website Visits
Reason: This will help in determining the number of visitors on the website
KPI 2: Click Through Rate
Reason: This will help in figuring the number of users interested in purchasing a domain name through our channel

NON .COM
KPI 1 : Video Views and Conversion Rates
Reason: We can determine the video views and conversion rate, by seeing the number of users converted after visiting
the website via various channels
KPI 2: Click Through Scanning Rate
Reason: This will help in understanding the ratio of our particular audience who scanned the unique QR code from the
YouTube ads and visited the website

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 Thank You!

© All rights reserved upGrad | MICA - Digital Branding &

Advertising