Digi Tags Case Study — Assignment
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upGrad | MICA - Digital Branding & Advertising
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2
AIDA Model
Task 1
upGrad | MICA - Digital Branding & Advertising
Map each stage of product adoption (traditional, social media/marketplace 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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AIDA Model
upGrad | MICA - Digital Branding & Advertising
Product Adoption Stages | Stage of the AIDA Model (mention only 1 stage) |
Traditional | Stage: Awareness Reason: The target group is entirely dependent on its offline stores. They are not aware of how the online presence could help them. They are not digital-friendly and feel a risk of going online, so they do not want to go online. |
Social Media/Marketplace | Stage: Interest Reason: The business's presence on social media or marketplaces resembles an interest in online business in the target group. These TG are aware of online benefits, but somewhere they didn't find the right way or are unaware of building their online websites. |
Non.com | Stage: Action Reason: The target group is aware of online websites' benefits and desires to take its business online by creating its website. Informing the benefits about .com domain over other domains will push the user to purchase the domain. |
Solution 1
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Brand Proposition
Task 2
upGrad | MICA - Digital Branding & Advertising
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?
Note: Q2 should be no more than 100 words.
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Brand Proposition
upGrad | MICA - Digital Branding & Advertising
Product Adoption Stages | Traditional | SM + MP (Social Media + Marketplace) | Non.com |
Proposition | Take your business online and get user friendly experience without any difficulty in adapting the technology. Reach your target audience all over India and increase your sales through your website. | Create a website for your brand and pay no commission with 100% profit. With your online store you can cut down the competition, create a unique brand image, and make loyal customers assuring 24/7 customer support. Feature your top selling products and services on your website, measure KPIs, conversions, and collect user data for remarketing. | Use .com domains to create your website that have world wide access, search engine friendly, increases brand reputation, has a high recall value and trust among the users. |
Solution 2
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Create the brand message for each stage of adoption - traditional; 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:�
Note: Write your answer in the table on the next slide.
Brand Message
Task 3
upGrad | MICA - Digital Branding & Advertising
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Brand Message
upGrad | MICA - Digital Branding & Advertising
Product Adoption Stages | Traditional | SM + MP ( Social Media + Marketplace) | Non.com |
Message ( write only 1 message for each stage) | Take your shop online and create an identity all over India. | Build a website and stand out of the crowd creating a unique brand image and value. | Choose .com domain and get world wide access increasing your brand recall value and trust. |
Solution 3
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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.
Channels
Task 4A
upGrad | MICA - Digital Branding & Advertising
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upGrad | MICA - Digital Branding & Advertising
Traditional
Channel 1: TV Commercial
Reason: The TG is not digital-friendly, and most of them still spend time watching their favorite shows and news on TV. It is also likely to see that some people from the TG have installed a TV in their offline stores. Therefore, TV ads can be a primary marketing medium to reach these TG.
Channel 2: Events and Seminars
Reason: Events and seminars can be an excellent platform to impact and interact with the TG face to face and make them aware of the benefits they can get from the online presence.
SM + MP
Channel 1: Facebook family
Reason: The TG does not have a website to sell products or services. Therefore, they use Instagram, FB market place and other marketplace places. They are primarily active and manage their brand page on social media mainly Instagram and Facebook.
Channel 2: Youtube
Reason: As the TG is in the stage of consideration and interest, they use YouTube as a medium to learn and grow their business. Therefore, reaching them on YouTube through the informational and educational campaign can be a fruitful way to create awareness about the benefits they can get by creating their website.
Solution 4A
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Non.com
Channel 1: YouTube
Reason: TG realizes the need for a website, and hence they will be actively looking for the best approach on YouTube to set up their websites. That’s the right time to connect with those through the YouTube video campaigns informing why .com is preferable.
Channel 2: Google search ads
Reason: As they realizes the need for a website, they will search for domain providers on Google. We can nurture them by informing the benefits of the .com domain through blogs and landing pages and pushing them to create websites with the .com domain.
Solution 4A
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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�������
KPIs
Task 4B
upGrad | MICA - Digital Branding & Advertising
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upGrad | MICA - Digital Branding & Advertising
Traditional
KPI 1: GRP (Gross rating point = % of audience reached * frequency of Ads) for TV ads
Reason: The higher the GRP, the higher the reach, though it doesn’t mean the campaign is purely successful until there is an increase in conversions.
KPI 2: No. of Participants and follow ups
Reason: No.of participants determine how many people are interested in taking their business online. Follow-up users are determined to move towards the next stage and can be prospective customers soon.
SM+MP
KPI 1: Engagement (likes, comment, share, etc.)
Reason: Engagement determines a user is interested and wants to know more about the product. It also gives a positive sentiment towards the campaign and tells how much people like the product and the campaign.
KPI 2: Video views
Reason: Video views determines the user's interest in the product and intent to know more about the product benefits, features, functions, etc.
Non.com
KPI 1: ROAS, website visit and video views
Reason: ROAS determines the success of the campaign by calculating the total return with respect to the total ad spend. Video views helps in determining the awareness level for .com domain. Website visit determines the desire of a user to create a website using .com domains.
KPI 2: Add to cart, Conversions and CPA
Reason: Add to cart resembles that the user is now aware of the .com domain and ready to purchase. Conversions helps in determining the difference between visitors and customers. CPA determines the cost to acquire one customer.
Solution 4B
Thank You!
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upGrad | MICA - Digital Branding & Advertising