Digital Marketing and E-Commerce

Group Assignment
On
“Website and Social Media driven Marketing Campaign for Paytm”

(TERM-IV; Batch 2019-21)

Submitted by:
Ankit Goyal PGSF 1906
Lavish Dhingra- PGFA1938
Puneet Singh Dhani- PGFA1939
Surbhi Sabharwal – PGFA 1957
Yash Batra -PGFA 1960
Campaign Goals: The main aim of setting up of the Paytm All in One QR Campaign is to
spread awareness about the feasibility and accessibility of the new QR code feature on the
Paytm app. This is done by teaching them how easily they can manage payments, view all
their transactions in one place, order Paytm QR merchandise among various other services
and avail multiple business services & financial solutions such as loans, insurance.

Target Audience: The main target audience is are all the merchants and grocery store
owners in tier 1, tier 2 and tier 3 cities.

The company is targeting 1.5 billion merchant payments as it focuses on educating more
users to scan any payment QR code available in the market through the Paytm app.

Business owners who have their own stores who either are in B2B segment or B2C segment.

Campaign Offerings

The company has launched All-in-One Paytm QR in form of various utility items such as
calculator, power bank, clock, pen stands and radio which merchants can use in their shop for
daily requirements.

They have also launched personalized QR codes with merchants’ names, logos, and pictures
to strengthen their association with digital payments.

Paytm Business Khata’ that complements the Paytm All-in-One QR. This further empowers
our merchant partners to maintain digital ledgers of all their customer transactions including
cash and credit (udhaar). With ‘Paytm Business Khata’, merchants can set payment due date
for credit transactions and send automated reminders. The customers will receive a
notification with their billing history, and they will be able to make payments through the
same link.
Digital Marketing Mix
With its roots in India’s Paytm started, #All-in-One-QR Code the communication is targeted
at merchants across the country who have had to grapple with setting up multiple displays
and QR codes at their shops to accept payments via Paytm wallet, RuPay cards or through
United Payments Interface-enabled (UPI) apps.

The Paytm tries to use all the social media platform for this campaign to make its customer
learn that they can use only one QR code for doing the payments and for merchants too it is
boon that they don’t have to keep QR codes of each and every app separately where as one
QR code is enough to make the payment through any app.

The Campaign was executed on Facebook, Instagram, Twitter and YouTube encouraged
people to adopt the online payment method and the payment will reach directly to their
respective attached bank accounts safely.

Strategy of Paytm using different social media tools for its

promotion of campaign

Brand Activity

Brand Engagement

1) Facebook
 Facebook is being used by paytm to reach the lower middle and upper class audience.

2) You Tube
YouTube is used by paytm to provide video learning to its customers and linked parties.

3) Twitter

4) Instagram
Instagram is being used by the brand to reach youth and high class segment of the market.
Content
The Paytm has a lot of competition from established brands in the industry such as Paypal,
freecharge, Mobikwik, Razorpay etc.

The heading is in H1 tag

Paytm which claims to have the largest base of online and offline merchants in the country
and is among the biggest fintech firms in India, has over the last several months developed
new products for its merchant ecosystem. Paytm in his own way puts across the message that
a merchant just needs the brand new ’All-In-One QR’ code to accept unlimited payments.

The communication is targeted at merchants across the country who have had to grapple with
setting up multiple displays and QR codes at their shops to accept payments via Paytm wallet,
RuPay cards or through United Payments Interface-enabled (UPI) apps.

The keywords used by the company were

 ALL-IN-ONE-QR
 Zero Fee
The merchant only app ‘Paytm for Business’ is extensively used by over 10 million Paytm
partners. It has enabled them to manage their payments, view all their transactions in one
place, order Paytm QR merchandise among various other services. Merchants can also avail
multiple business services & financial solutions such as loans, insurance. Its innovative
offering has empowered our merchant partners to transfer payments instantly into their bank
accounts at any time.

CAMPAIGN
This campaign aims at highlighting the benefits of the ‘All-in-One QR’ proposition for their
valued merchant partners across the country. They wanted to tell their Merchant partners that
the Paytm ecosystem will always keep innovating & bringing out new products to bring in
ease of doing day to day business. And all this at zero cost for them. The ad reinforces the
fact that the All-in-One QR is a must-have business tool as it is only payment QR that allows
merchants to accept payments from a slew of payment instruments & offers a world of
unparalleled convenience to make their lives easier i.e single point of reconciliation, Digital
Khatabook etc. They are confident that his clutter-cutting execution with a tongue-in-cheek &
humorous take will resonate well amongst our merchant partners.

Online Media Mix

For the platforms, a company uses to achieve its marketing objectives, a media mix is a
marketing concept. It is a term for the mediums a brand uses in its overall marketing
campaign, such as billboards, email, blogs, and social media.

The brand has also collaborated with some well-known Influencers and celebrities for the
campaign.

Use the Full Power of All-in-One QR with the

Paytm for Business App
Or Access Paytm For Business Dashboard

#ALLINONEQRCODECAMPAIGN signifies –

Paytm which has the largest base of online and offline merchants in the country and is the
biggest fintech firm in India giving fabulous promotional offers with an ease of receiving
money through any QR Codes, i.e.,

PAYTM WALLET

DEBIT CARD

UPI or Rupee Card

The campaign showcased the promotional strategy by making its Vice President in product
marketing i.e., Mr. Abhinav Kumar by being featured in the Ads of All In One QR Code.

The Ad campaign itself showcased how this QR code product will ease the business by
hassle free collection of payments from any UPI APPS, PAYTM WALLET & RUPEE CARD
under te same roof.

The promotion communication of Paytm’s campaign is so strong, that an identical person of

their own brand is preaching the benefits of using PAYTM ALL IN ONE QR CODE for
boosting businesses digitally.

Kumar who is not new to being in front of cameras, in his own way puts across the message
that a merchant just needs the brand new &’All-In-One QR’ code to accept unlimited
payments simply by downloading Paytm for Business App.

The Only QR
Single Point Reconciliation
 For All Your Payments

Zero*% Fee (0% MDR)

Great Business Deserves
Great QR
Upgrade your Business to Paytm
All-in-One!

Such strong keywords were successful enough to define such online campaign’s overall
success by its reach and execution of the same for getting competitive edge in the market

The direct communication of benefits by using PAYTM QR code is not portrayed by any
models in the Advertisement campaign, instead the known face itself showcased the
benefits by reinforcing merchants to adopt one app i.e., Paytm for Business with one QR
code, by making their lives easier.

PERFORMANCE/KPI
In this organic keyword is good but the monthly traffic will decrease during the
August to September which is not good the company.

These are organic search position of the websites. Paytm keyword is most search
volume in the month. Volume of search is 3350000 during one month and cost per
click is 0.07 of this keyword.
In these there are few top-ranking keywords but the most of keyword used which
ranking between 11-100

These are issues related the SEO.

Results

Comprehensive campaign results are as follow: 

Facebook:

 Total Engagement: 1,00,43,301

 Total Reach: 3,57,34,259

 Total Impression: 3,84,84,861

Instagram:

 Total Engagement: 92,08,324

 Total Reach: 3,69,56,811

 Total Impression: 4,16,69,557

Twitter:

 Total Engagement: 4,274

 Total Impression: 2,46,907

The brand saw a rise in the follower base across all social platforms. The campaign was
successful in maintaining that cricket is a gentleman’s game along and that the brand stands
for everything gentlemanly.