Digi Tags Case Study — Assignment

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2
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 People in this category are not aware of power of online

or digital media, so awareness stage will imply here in
order to impart them the importance of digital presence.

Social Media/Marketplace People in this stage already know about digital media
power, they just need a push to develop an interest in
building a stronger online presence via websites and
blogs. So, the Interest phase will be taken into account

Non.com As people are already thinking about purchasing a .com

domain, they are analysing the pro and cons. So,
presenting them with a valuable offer might end up in the
action stage. Luring them in the desire phase is
important here to get a conversion.
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2
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 An online tutorial video show
casing the benefits of digital
presence and asking them
to connect to you in order to
do it.
Send Mailers and post
content on Instagram,
LinkedIn and Facebook and
ask them to join the
community. To this group
send ad copies saying,
Some discounts or
voucher benefits to offer
these segments so that
they can actively engage
in the purchase.

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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
Adoption
Stages
Message ( write Are you aware that the
only 1 message majority of your clients look
for each stage) for your company online
before even contacting you
directly? Click here to learn
more on Digital Presence.
Connect with Digi Tags and
allow us to assist you in
establishing your internet
presence so you don't lose
it!
© All rights reserved
SM + MP ( Social Media +
Marketplace)
Thinking of starting a
business and don’t know how
to make a website. Contact
Us. Let us help you. We
create websites that are
tailored to the needs of
businesses.
As digital identity service
providers in India, Digi Tags
give businesses digital
identities and support their
online growth.
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Non.com
Buy your domain name
today and run your
business happily!!
Get your domain name
starting just at Rs.
99/month. Visit our
website for more details
on packages.
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: TV Commercials
Reason: As this segment is not much available on mobile or laptop, traditional media is the only way. Call
helpline numbers
Channel 2: Print Ads
Reason: A newspaper ad or pamphlets can be circulated around. Request the interested consumers to give
a missed call on tollfree numbers.
SM + MP
Channel 1: LinkedInAds
Reason: Since this is a very formal space with corporate culture and posts, this will work as a favorable
portal.
Channel 2: Facebook Ads
Reason: Many businesses are flourishing on the facebook marketplace. So, an awareness video will go well
on this portal.
Non.com
Channel 1: Google Ads
Reason: Search ads are very easy to highlight the offer upon the searching these services.
Channel 2: Video Ads1
Reason: Running video ads on users mobile device such as shopping website pop up ads, youtube
embedded ads can be used.
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2
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: No. of calls received
Reason: The people who got aware of the changing environment if want to proceed to give a call to the
company personnel.
KPI 2: No. of calls received or link clicked
Reason : The rural population has connectivity majorly though mobile internet.

SM+MP
KPI 1: Website visit
Reason: It will help to analyse the number of visitors.
KPI 2: CTR on Facebook ads
Reason: It will help to determine the people who might be in consideration phase.

Non.com
KPI 1: CTR on google ads
Reason: help to undestand the engagement of the ads.
KPI 2: Completed Views on the videos
Reason: Analyse video views and conversion ratio.

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 Thank You!

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