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: The target audience is aware about the

identity creation and domain ownership. However, they
are not necessarily interested in being digitised. This TG
needs a nudge toward consideration stage.

Social Media/Marketplace Interest: The target audience has a presence on social

media and/or market places but does not have a website.
So, the TG is already aware and seemed interested in
creating their own digital identity, but not able to do so as
they don’t have a website.

Non.com Desire: At this stage the TG realises the need of a

website, but it does not understand the significance of a
‘.com’ domain. They would be highly desirable to take
action and get a .com website.
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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 Make your presence known
to the online world and grow
your business. We would be
happy to help you.
Just started a new Business?
Want to create your website
but struggling to create a
website of your own? We are
right here to help you! Your
one stop destination is here.
Enhance your brand’s
search engine identity
and increase the
discoverability your
business by purchasing a
‘.com’ domain for your
brand.

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2
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 Do you know that most of
only 1 message your customers search for
for each stage) your business online before
even coming to you directly?
You might lose your
business. In order to avoid
losing it, let Digi Tags help
you create your presence
online!
We being India’s digital Get a .com domain name
identity service providers, for your brand and make
provide digital identity for your brand more
businesses and help them to identifiable and
expand online. We design trustworthy.
websites which are
customized as per business
requirements. Website is
designed to bring result-driven
solutions.

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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: Facebook Ads
Reason: Facebook has a wider reach across social media platform that would serve as a great platform for Digi Tags to
target audiences who can benefit from having an online presence.
Channel 2: LinkedIn Ads
Reason: LinkedIn has a wider reach in business community which would help Digi Tags establish itself as one of India’s
digital identity service provider amongst business commuinty.

SM + MP
Channel 1: Search Ads
Reason: It can be used as TG is at consideration stage and would actively try to gain more information about Digi Tags
Channel 2: Banner Ads
Reason: At this point TG would be targetted by many banner ads on different sites.
Non.com
Channel 1: Search Ads
Reason: TG is most likely at Purchase stage and it would most likely go to the Digi Tags website to register itself for the
services offered.
Channel 2: Banner Ads
Reason: TG is likely to click through the banner ads on different websites as they are already interested in utilizing the
services offered.

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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: Engagement rate
Reason: It will give a clear status of how many people are engaging (Like, Share and Comments) with Digi Tags
KPI 2: Click through rate
Reason: It will give a clear idea of how many people are clicking through Digi Tags LinkedIn posts.

SM+MP
KPI 1: Impression share
Reason: It will indicate how many time Digi Tags ads appear on Google Ad search result page.
KPI 2: Click through rate
Reason: It will give a clear view of how many time the banner ads have been clicked by the TG.

Non.com
KPI 1: Cost per acquisition
Reason: It measures the aggregate cost to acaquire one paying customer.
KPI 2: Conversion rate
Reason: It will help Digi Tag to measure the number of customers they acquired after visiting their website.

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 Thank You!

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