Professional Documents
Culture Documents
Product Adoption Stages Stage of the AIDA Model (mention only 1 stage)
Proposition: What behaviour change are you trying to achieve from the
audience at each stage of adoption / what do you want them to do?
Proposition Widening and expanding the With one’s own website, one Create a website
company’s presence, can increase the credibility of through the most
Establishing your own online their online presence through searched domain
identity – expanding the branding on own website, name to make it
customer segment and making trustworthiness of having a reliable, independent
it economically viable, platform to connect with, time of any location and
Also opting for direct saving, no revenue sharing simple to recall.
marketing. and better and improved
customer service.
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
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