Digi Tags Case Study - Solution Template (1)

Digi Tags Case Study — Assignment
© All rights reserved upGrad | MICA - Digital Branding & Advertising

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

Solution 1
AIDA Model
Product Adoption Stages Stage of the AIDA Model (mention only 1 stage)
Traditional AWARENESS Stage because the traditional users don

not understand the potential of online presence, so its
important to make them aware about the importance of
having a digital visibility
Social Media/Marketplace Interest stage because relevant info. on building a

proper website can be provided, making them consider
having their own online identity
Non.com Desire stage because the focus will be to educate the

users About the necessity of a .com, while the user is
analyzing their options for buying a website domain

2
Task 2
Brand Proposition 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.

Solution 2
Brand Proposition
Product Traditional SM + MP (Social Media + Non.com
Adoption Marketplace)
Stages
Proposition Widening and expanding the With ones own website one Create a website through
company’s presence. can increase the credibility of the most searched
Establishing your own online
their online presence through domain name to make it
identity – expanding the
customer segment and making it branding on own website, reliable , independent of
economically viable, Also opting trustworthiness of having a any location of simple to
fo direct marketing platform to connect with, time recall.
saving, no revenue sharing
and better and improved
customer service.

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.

Solution 3
Brand Message
Product Traditional SM + MP ( Social Media + Non.com
Adoption Marketplace)
Stages
Message ( write TAKE YOUR COMPANY MAKE A STATEMENT IN THE REGISTER IN A “.com”
only 1 message ONLINE WITH YOUR OWN MARKET! DOMAIN WITH
for each stage) WEBISTE DIGITAGS, your reliable
entry in the online world!
Discover more about Owning your own website can

DigiTags and register your help you grow your online Discounted offer at
personalized domain name marketplace. It’s the right time minimal of ts xyz for the
at an affordable pricing. to register your domain with first year after
DigiTags, your trusted registration.
solution to go online.

2
Task 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.

Solution 4A
Traditional
Channel 1: Television Ads
Reason:Most of the user 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 advetising while on the move. 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 and 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
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

Solution 4B
Traditional
KPI 1: Reach
Reason: This will help in determining the numbers of user 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:Webiste 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 numbers 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 cideo views and conversion rate, bu seeing the number of users converted after visiting the
wesbite via various channels
KPI 2: Click through Scanning Rate
Reason this will help in understanding the ration of our particular audience who scanned the unique QR
code from the YouTube ads and visited the website
Thank You!

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Digi Tags Case Study — Assignment

© All rights reserved upGrad | MICA - Digital Branding & Advertising

AIDA: Awareness, Interest, Desire, Action

© All rights reserved upGrad | MICA - Digital Branding & Advertising

Traditional AWARENESS Stage because the traditional users don

Social Media/Marketplace Interest stage because relevant info. on building a

Non.com Desire stage because the focus will be to educate the

© All rights reserved upGrad | MICA - Digital Branding & Advertising

Note: Q2 should be no more than 100 words.

© All rights reserved upGrad | MICA - Digital Branding & Advertising

© All rights reserved upGrad | MICA - Digital Branding & Advertising

Keep in mind the following:

a. The message should establish the value of owning a digital

Note: Write your answer in the table on the next slide.

© All rights reserved upGrad | MICA - Digital Branding & Advertising

Discover more about Owning your own website can

© All rights reserved upGrad | MICA - Digital Branding & Advertising

Channels Choose channels/mediums to deliver messages to your audience.

Mention at least 2 channels per stage of product adoption ( traditional,

Note: Q4a + 4b should be no more than 100-200 words.

© All rights reserved upGrad | MICA - Digital Branding & Advertising

Note : Write your answer on the next slide

© All rights reserved upGrad | MICA - Digital Branding & Advertising

© All rights reserved upGrad | MICA - Digital Branding & Advertising

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