Product Adoption stages and problem statements

Now that you have a good understanding of the Digi Tags’ target audience and objectives, let's
further dissect their target audience to see how they can be categorized into different stages of
product adoption.

Product Adoption Stages

The three main stages or categories of product adoption for Digi Tags are as follows:
1. Traditional: This is the stage at which the target audience is not online and does not want
to go online.
2. Social media / Marketplace: This is the stage at which the target audience has a
presence on social media and/or online marketplaces but does not have a proper website.
3. Non-.com: This is the stage at which the target audience realises that it needs a website,
but it does not understand the significance of a ‘.com’ domain.

While completing the tasks for this case study, you will need to keep these stages in mind. Now
let’s take a look at the problems that Digi Tags is trying to solve.

Problem Statements
1. All these target audiences have enough awareness about digital identity creation,
including domain ownership. The key task is to convert this awareness into consideration
for purchasing/owning a domain name. A large chunk of the audience does not see any
value in owning a digital identity/domain.
 Small and medium-sized businesses (SMBs) in Tier 2 and Tier 3 cities are the backbone
of the Indian economy. However, 68% of them are yet to be digitally connected and
engaged.

2. The marketing communication for Tier 2 and Tier 3 cities needs to be strategically
planned. This includes both the message as well as the channel chosen to deliver the
communication. These cities are driving Internet growth and are a critical mass to be
addressed for digital identity creation.
In this case study, you will focus on these problem areas. Apply your learnings from this program
to answer the questions given in the next segment.

Tasks
Note: All tasks are based on Digi Tags, the fictitious company that you have learnt about in
previous segments.

For this case study, you will need to complete the following tasks:

Task 1:
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.

Task 2:
Create a market strategy for the target audience at different stages of product adoption. For this,
you need to answer the following questions:
1. 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?
Proposition: What behaviour change are you trying to achieve from the audience at each stage of
product adoption? / What do you want them to do? For example, a behaviour change that Slack
wants to achieve is for working professionals to use email less and Slack more for all kinds of
business communication. This is what Slack want them to do and this is NOT the creative
communication/brand message that they are sending out to their audience. You will read about
that in the next task.

Task 3:
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:

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

 The message should be comprehensible and appeal to audiences across rural and urban

classes.

 Remember the proposition you made for each stage of product adoption and curate a

message based on it.

 Keep the message crisp, succinct and effective.

Brand Message: In keeping with our previous example, Slack came up with the brand
message: Break out of the Inbox. This is their creative communication and the underlying
message is the proposition that you just read in the previous task. So think of a proposition as '
what the company wants from the customer' and brand message as ' how they put forward that
want in a creative manner'.

Task 4:
1. 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.

Note: You need to mention the actual channel or method of delivery. For example, Instagram
Reels or Facebook Live videos (these are hypothetical). Remarketing would not be considered as
a channel

2. 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 4.

Notes:
 1. For this assignment, use the template provided in the next segment.
2. This assignment is subjective. Multiple approaches can be taken to complete the given
tasks.
In the next segment, you will learn about the evaluation criteria and instructions for this
assignment.

Task 4A

Traditional

Channel 1: Radio Advertising

Reason: Running targeted radio ads on local stations can effectively reach the audience and deliver
the Digi Tags brand message in a format that is easily accessible and comprehensible to them.

Channel 2: Local Community Events

Reason: Hosting or sponsoring events in Tier 2 and Tier 3 cities can be highly effective, these events
provide a direct way to engage with the audience, educate them about the importance of digital
identity, and distribute promotional materials.

SM + MP

Channel 1: Facebook Advertising

Reason: Facebook ads allow for precise targeting based on demographics, interests, and behaviours.
This enables Digi Tags to reach the audience who are already active on social media or online
marketplaces.

Channel 2: Influencer Partnerships

Reason: Collaborate with influencers, who can create authentic content showcasing the benefits of
owning a digital identity with Digi Tags, resonating with their audience, and driving engagement.

Non.com

Channel 1: Google Search Ads

Reason: Leveraging Google Search Ads allows Digi Tags to capture the audience's intent now they are
actively searching for domain registration services.

Channel 2: Email Marketing Campaigns

Reason: Implementing targeted email marketing campaigns can be effective in nudging the audience
towards action. Sending personalized emails can help reinforce the value proposition and encourage
the audience to proceed with booking a domain name with Digi Tags.

Task 4B

Certainly! Here are two key performance indicators (KPIs) for each stage of the AIDA model, mapped
to the selected channels:

Traditional Stage (Awareness):

KPI 1: Event Attendance/Engagement: This KPI measures the number of attendees at local
community events hosted or sponsored by Digi Tags. It helps assess the effectiveness of the
activation approach in reaching and engaging the target audience offline.

KPI 2: Radio Ad Reach and Frequency: This KPI tracks the reach and frequency of Digi Tags' radio
advertisements. It measures how many people are exposed to the radio ads and how often they hear
them, indicating the campaign's penetration and potential impact in rural areas.

Social Media/Marketplace Stage (Interest and Desire):

KPI 1: Click-Through Rate (CTR) of Facebook Ads: This KPI measures the percentage of people who
clicked on Digi Tags' Facebook ads out of the total number of impressions. A high CTR indicates
strong interest and engagement among the target audience, validating the effectiveness of the ad
creative and targeting.

KPI 2: Engagement Rate of Influencer Content: This KPI tracks the level of engagement (likes,
comments, shares) generated by influencer-generated content promoting Digi Tags. A high
engagement rate indicates that the content resonates with the audience, fostering interest and
desire for owning a domain.

Non-.com Stage (Desire and Action):

KPI 1: Conversion Rate of Google Search Ads: This KPI measures the percentage of clicks on Digi Tags'
Google Search Ads that resulted in a desired action, such as domain registration. It indicates the
effectiveness of the ads in driving the audience from interest to action.

KPI 2: Email Open Rate and Click-Through Rate (CTR): This KPI tracks the percentage of recipients
who opened Digi Tags' marketing emails and clicked on the call-to-action links. A high open rate and
CTR signify strong interest and engagement, indicating the effectiveness of the email campaigns.

in nurturing desire and prompting action.

These KPIs are chosen to align with the objectives of each stage of the AIDA model and provide
insights into campaign performance across the selected channels, helping measure success and
optimize strategies accordingly.