Digi Tags Project includes: i)Map each stage of product adoption (traditional, social media/marketplace and non-.com) to the AIDA ( Awareness, Interest, Desire, Action) model. According to you, where does each stage of product adoption lie on the AIDA funnel? Provide a proper reason for your answer. ii)Create a market strategy for the target audience at different stages of product adoption. For this, you need to answer the following questions: What should be the key proposition to sell digital identity services (i.e., domain bookings) for audiences at different stages ( Traditional, Social Media/ Marketplace, non.com) of product adoption? iii)Create the brand message for each stage of product adoption (traditional, social media/marketplace and non-.com). Think of the brand message as a creative line or a message that you would want to communicate to the audience in order to convince them to own a digital identity from Digi Tags. While creating the brand message, keep in mind the following points: 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 product adoption and curate a message based on it. d)Keep the message crisp, succinct and effective. iv)Create an effective activation approach and select channels/mediums to deliver the messages to your audience. Select channels/mediums across the different stages of the funnel that you would use to deliver your messages to the target audience. Mention at least two channels per stage of product adoption (traditional, SM+MP and non-.com). You also need to explain your reason for selecting the same. v)Mention at least two KPIs for each stage of the AIDA model that will help you to measure the campaign success across the selected channels. Provide a proper reason for each KPI. Note you may use the same KPIs for the Desire and Action stages. Remember, you need to map the KPIs to the channels you chose in the 1st part of Task iv.

1. Digi Tags Case Study — Assignment
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Name : Chinmaye Arora

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AIDA Model
Task 1
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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
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Product Adoption Stages Stage of the AIDA Model (mention only 1 stage)
Traditional Stage: Awareness
Reason: The target audience is not online and does not
want to go online because the audience is only partially
aware of the benefits of taking a business online and
having a .com domain.
Social Media/Marketplace Stage: Interest
Reason: Although the audience has a social media and/or
online marketplace presence and enough info about
having a domain, they see no value in taking things online
by creating a brand with a domain name.
Non.com Stage: : Desire
Reason: The target audience does not understand the
significance of a “.com” domain but realizes that there is a
need for a website.
Solution 1

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Brand Proposition
Task 2
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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
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Product
Adoption
Stages
Traditional SM + MP (Social Media +
Marketplace)
Non.com
Proposition “Digi Tags”, should first create
brand awareness in the target
audience, communicate to
them the advantage of going
online and there also organize
some awareness campaigns
for the target audience so that
they would get the essence of
going online, one of them can
be that they can target a
larger audience that results in
larger revenue and profits.
Target audience has a presence
on social media, and online
marketplaces but they do not
have a proper platform to own
their digital estate and they
continue to sell their product on
the social media platform. By
buying a domain from Digi
Tags, consumers can eliminate
the expenses they need to shell
out for hosting and selling
products through marketplaces.
In a nutshell, they can have
greater control over profit
margins by owning a website.
In this stage of product
adoption target audience
knows it is necessary to
have a website and many
customers also own the
domain name but not
“.com”. By buying a .com
domain from Digi Tags,
consumers can target an
audience worldwide rather
than just those in India
since .com has a universal
appeal and is preferred by
a search engine.
Solution 2

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2
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:
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.
Brand Message
Task 3
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Brand Message
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Product
Adoption
Stages
Traditional SM + MP ( Social Media +
Marketplace)
Non.com
Message ( write
only 1 message
for each stage)
Time to increase your
profits! Get a .com domain
through Digi Tags and take
your business online to cater
to people throughout India
and worldwide and increase
your revenue and profits.
Are marketplaces eating up a
large chunk of your profits?
Get a .com domain name to
have greater control over your
margins and build your own
brand with Digi Tags.
Already made it big with
your business in India?
Getting a .com domain
from a Digi Tags can
help you extend your
business worldwide! And
increase the chance of
your business appearing
at the top of search
engines.
Solution 3

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2
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
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Traditional
Channel 1: Television
Reason: Because people in this segment aren’t online so we can run an awareness campaign through T.V
Channel 2: Pamphlets
Reason: Pamphlets are a great way to propagate the offering since they can reach each and every household in the
rural area.
SM + MP
Channel 1: YouTube
Reason: It’s the largest video platform in the world and the second largest search engine so almost every one of the
TG uses this channel. We can use a video campaign to create interest among our TG.
Channel 2: Google search ads
Reason: Google is the largest search engine and the first choice of most. It’s a great channel to target the niche
audience and then scale accordingly through targeted keywords.
Non.com
Channel 1: Facebook and Instagram
Reason: An effective channel for scaling the campaign and increasing the conversion rate by targeting a niche
audience that own the domain name but not “.com”.
Channel 2: YouTube
Reason: Influencers can help consumers learn about advantages of “.com” over other domain names and drive
sales via special discounts
Solution 4A

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2
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
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Traditional
KPI 1: Reach
Reason: To gauge how many people we reach with our campaign
KPI 2: No. of people with online presence from Tier 2 and 3 cities
Reason: To measure the overall effect of the campaign
SM+MP
KPI 1: Total number of domains purchased
Reason: To understand how many people have bought website domain names
KPI 2: Engagement rate / CTR
Reason: To gauge how well the campaign has been effective in achieving the objectives
Non.com
KPI 1: Share of Voice
Reason: To track the long-term positioning of Digi Tags in the market
KPI 2: Conversion rate
Reason: To measure whether the campaign has been successful or a failure in the target of making people aware
that “.com” domain is better
Solution 4B

12. Thank You!
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