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DM - MICA - Digi TagsCaseStudy - Assignment - Dylan - Cabral
DM - MICA - Digi TagsCaseStudy - Assignment - Dylan - Cabral
DM - MICA - Digi TagsCaseStudy - Assignment - Dylan - Cabral
AIDA Model
Product Adoption Stages Stage of the AIDA Model (mention only 1 stage)
Brand Proposition What should be the key proposition to sell digital identity services (i.e. domain
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?
Brand Proposition
Product Traditional SM + MP (Social Media + Non.com
Adoption Marketplace)
Stages
Proposition Widening and expanding the With one’s own website, one Create a website through
company’s presence, can increase the credibility of the most searched
Establishing your own online their online presence through domain name to make it
identity – expanding the branding on own website, reliable, independent of
customer segment and trustworthiness of having a any location and simple
making it economically platform to connect with, time to recall.
viable, saving, no revenue sharing
Also opting for direct and better and improved
marketing. customer service.
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.
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
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.
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