Digi Tags Case Study — Assignment

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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

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Solution 1

AIDA Model

Product Adoption Stages Stage of the AIDA Model (mention only 1 stage)

Traditional Traditional methods help build awareness but need support

from digital channels.

Social Media/Marketplace Social media/marketplaces nurture interest and

desire through engagement.

Non.com Non.com strategies (offline activations, referrals) drive

the final action (purchase).

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Task 2
What should be the key proposition to sell digital identity services (i.e. domain
Brand Proposition
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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Solution 2

Brand Proposition
Product Traditional SM + MP (Social Media + Non.com
Adoption Marketplace)
Stages

Proposition Proposition: "Establish your Proposition: "Own your brand Proposition: ".com = trust.
first digital footprint—secure a beyond social media—a website Upgrade to the gold
domain to stay relevant." builds credibility." standard for global
Behavior Change: Move from Behavior Change: Shift from recognition."
offline-only to owning basic relying solely on platforms to Behavior Change: Switch
digital identity. controlling their branded web from lesser-known
presence. extensions to .com for
professionalism.

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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.

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Solution 3
Brand Message
Product Traditional SM + MP ( Social Media + Non.com
Adoption Marketplace)
Stages

Message ( write "Your name, now online— "Beyond posts, own your ".com isn’t just an
only 1 message claim your digital identity space—yourname.com is your address—it’s your global
for each stage) today!" true brand home." business stamp."

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Task
2
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.

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Solution 4A

Traditional
Channel 1: Local Radio Ads
Reason: Reaches rural/urban audiences with low digital exposure
Channel 2: Community Events
Reason: Builds trust through face-to-face engagement.

SM + MP
Channel 1: Facebook/Instagram Ads
Reason: Targets users already active on platforms.
Channel 2: Influencer Collaborations
Reason: Leverages credibility to push website ownership.

Non.com
Channel 1: Google Search Ads
Reason: Captures users actively searching for domains.
Channel 2: Email Campaigns
Reason: Targets existing customers with .com upgrade offers.

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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

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Solution 4B

Traditional
KPI 1: Event Attendance Rate
Reason: Measures offline engagement effectiveness.
KPI 2: Call-to-Action Response Rate
Reason: Tracks conversions from radio/local ads.

SM+MP
KPI 1: Click-Through Rate (CTR)
Reason: Gauges ad engagement quality.
KPI 2: Influencer Post Engagement
Reason: Measures audience trust and interest.

Non.com
KPI 1: Domain Upgrade Conversions
Reason: Tracks .com migration success.
KPI 2: Search Ad Conversion Rate
Reason: Measures intent-to-purchase efficiency.

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 Thank You!

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