We made two campaigns for our Digital Marketing project. It is on Bharat Matrimony. Hope it helps. Thank you.

2. MARKET ANALYSIS - SWOT
STRENGTH
• Geographic presence in different regions.
• Strong social presence in social networking sites.
• Easier Profile tracking of Customers.
• Integrated IT infrastructure.
• Workplace Diversity.
• Competent and Committed Human Capital.
• Large Customer Base.
WEAKNESS
• Lack of security.
• Inability to understand Customers’ Needs and
Expectations.
• Lack in Genuine Verification of user Match-
Making.
• Poor Customer Service can trigger the Negative
Word of Mouth.
OPPORTUNITY
• Emergence of new market segments and New
niches provide business and Product line
expansion opportunities.
• Use of Better data analytics tools and methods.
• Potential for better Revenue Models in Wedding
Related Services.
• Complaint Cell – Door to door User Profile
Verification through security services.
THREATS
• Divorce
• False rumors from other Social Media.
• User profile Theft.
• Increasing number of direct and/or indirect
competitors.

3. CONSUMER
PERSONA
Backseat Driver
 Never in the driver’s seat.
 Happy to let other’s make
their decisions.
 Timid, not very
opinionated.
 Can be easily swayed.
 Most striking feature: I’m
ready now
Lone Crusader
 Prefers very little, close
company.
 Urban, very opinionated.
 Clear on what they want.
 Family is important too.
 Open for inter religion/
inter caste marriages.
Family comes First
 Polite, practical, passive.
 Religion and culture are very
important.
 Has orthodox views about
marriages.
 Wants to stick to gender
roles.

4. CONSUMER
JOURNEY
MAPPING
 Awareness: Will advertise on Facebook mainly, as parents are more
active on it rather than Instagram.
 Research: Evaluate and compare with other sites and reviews.
 Consideration: Considering our website after going through the
reviews, opinions and feedbacks provided by the past and existing
users.
 Purchase: After comparing with different sites, people tend to
subscribe as per their requirements, and this will be done after making
them aware about the subscription plans that are offered.

5. Awareness
Choice
Profile Creation
DiscoveryInteraction with members
Purchase
Closure
Interaction with members
Exploring available
options
Visits to different
websites
Choosing an
option(s)
Exploring the
site(s) before
login
Registering with
the matrimonial
Filling one self's
details and
information
Filling info about
requirements of
partner
Browsing the
profiles
Exploring the
website
Browsing
Profiles
Approaching
prospective matches
(connect required)
Searching for more
info on other social
networks
Shortlisting
Profiles
Modifying
Profile
Modifying
Partner
Preferences
Searching
Subscribing
Approaching through
BharatMatrimony.com
Accessing the
matches
Finalising the
match
Getting in touch Commitment Wedding
Awareness and
intent of finding a
partner

6. CONSUMER
INSIGHTS
People who say yes to their
parent's choices.
There are open minded people
who like to make decisions for
themselves.They don’t care
about the barriers of caste,
creed, race, religion etc.
A lot of people choose to marry
within their caste and religion.
Keeping it simple, friendly and
reliable.

7. COMMUNICATION
IDEA -Campaigns
 #BeTheOneToChoose
As marriage is a union of two equals, it’s
now time for women to remove the
label and take the first swing.
Our campaign encourages women to
come forward and choose their life
partner, as it is their right to have a say
in who they marry. Our motive is to
encourage and empower women and
break the stereotype of being the one
at the “adjusting” end.

8. #EveryLoveDeservesLove
Homosexuals are not sinners. Bisexuals are not confused.Transgenders are not fake.
The aim of our campaign is to support and empower the people of the LGBTQ+
community.The world is changing, it is evolving, and so are we here at
BharatMatrimony.
We truly believe, love indeed is LOVE.

9. COMMUNICATION PLAN
1. Display Ads:- We give advertising through visuals like
images and videos on networks of publisher websites such
as the Google Display Network and Facebook etc. Display
ads are placed on relevant third-party websites in the form
of banner, image and text ads.
2. Video Ads:- Our videos come to YouTube, Instagram,
Facebook and so on.
3. Search Ads:- Our Ad appears next to search result on
Google.

10. GOOGLEADCAMPAIGN

12. PLATFORMS TARGET AUDIENCE
LinkedIn Working professionals
YouTube Bumper ads, non-skippable ads
Facebook People seeking a life partner, Parents looking for
a son/ daughter-in-law
Google Ads -same as above-
Mass emailing People seeking a life partner

13. ORGANIC SOCIALSTRATEGY
 Updating social media strategies.
 Transparency between the website and the users.
 Running new hashtags.

14. OUTCOMES
AND
DELIVERABLES
To change and grow positive
perception.
Increase total traffic on the
website.
Increase awareness for audience
and visitors.