Directi
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Directi is launching a new blogging service in India and needs a marketing plan to increase awareness and adoption of blogging. Some initiatives proposed include offering gifts and prizes for popular blogs, advertising on websites frequently visited in India like travel sites and matrimonial sites, and promoting discussions of popular TV shows. A comprehensive online and offline advertising plan is recommended, along with partnerships, influencer marketing, and monetization strategies like premium subscriptions and advertising to generate revenue.
Directi
- 1. The CaseCase Study Topic - Directi's Blogging ServiceDirecti is a group of technology businesses, providing various web products and services to millions of global users. Our products include email, instant messaging, web hosting, domain registratrion, digital certificates, social networking and other communication and collaboration apps for enterprises and end users.We are launching a new Blog service in a SaaS model to complement our existing product suite. This Blogging product will have a feature set akin to blogger.com and will allow anyone to signup for a free blog without having to bother with servers or software. Assume for the purposes of this case study that you are the Head Honcho of Strategy, Business Development & Marketing for this service - and your first target market is India. Your goals are:Increase awareness about blogging and increase adoption amongst non-bloggers within the countryAchieve market leadership w.r.t blogging in this virgin market (India)Maximize revenueYour brief is to build a comprehensive and well-researched presentation that answers the following questions:Provide a laundry list of initiatives you would take to increase awareness and adoption levels for blogging within India.Come up with a comprehensive and detailed online and offline marketing and business development plan. Assume that we have the budget for all initiatives - but every dollar spent needs to have justifiable ROI. Describe in detail some of these initiatives: their design, implementation, etc... Your marketing initiatives may include:Online/Offline AdvertisingPRPartnerships / Affiliate MarketingSocial Media MarketingOur basic blogging service will be free for end users just like blogger and wordpress. And although we love blogging, we also hope to earn some revenue from this product. Come up with at least 3 concrete monetization strategies including the necessary descriptions and projections.You will be evaluated on the content, clarity, creativity, structure, design and accuracy of your presentation. Please submit your case study as a Microsoft PowerPoint file.Research:You may want to sign up at http://blogger.com and http://wordpress.com and readup their FAQs, website, help sections etc for information
- 2. Initiatives to increase awareness Gifts n prizes for best blogs – by no of hits
- 3. Advertisements on Travel – 84%(IRCTC- 43%), Matrimonial sites -49%(Bharat Matrimony – 37%)
- 4. Increasing participation from femalesPromote more discussions on Sans-Bahu soaps – advertising/product placement in these soaps to encourage people for dicussion on this
- 5. Adoption among non-bloggersWorking people e.g. IT professionalsRegional language blogging
- 7. PR
- 8. Partnerships / Affiliate Marketing
- 10. Business Model
- 12. The concept - Blinky BlogsCurrent Scenario - IndiaDifferent media have their own uses and charms, and I find blogging is perfect for much that I want to do. Twitter is a phenomenon, but it will no more displace blogging than blogging displaced traditional media. All of these have their own placeBroadband penetration in India is still relatively low, and as a consequence, blog readership in India is also quite low. Hopefully, as broadband penetration rises over the years, this will change. In 10 years time, I expect vernacular blogs to be the most widely read blogs in India.Everyone wants to express himself. This is common to humans everywhere, not just Indians. Blogging put the tools of production in the hands of the consumer, and made it easy for people to make their thoughts available to the world at large. And the blogosphere is meritocratic - anyone producing compelling content on a regular basis builds up a readership fairly fast. There are no entry barriers for blogging
- 13. Linkshttp://site.securities.com/doc.html?pc=IN&doc_id=230739801&auto=1&query=blogging:&db=en_1y_d&hlc=en&range=365&sort_by=Date – Best onehttp://site.securities.com/doc.html?pc=IN&doc_id=232324971&auto=1&query=blogging:&db=en_1y_d&hlc=en&range=365&sort_by=Date – good onehttp://site.securities.com/doc.html?pc=IN&doc_id=230760606&auto=1&query=blogging:&db=en_1y_d&hlc=en&range=365&sort_by=Datehttp://site.securities.com/doc.html?pc=IN&doc_id=232842441&auto=1&query=blogging:&db=en_1y_d&hlc=en&range=365&sort_by=Datehttp://site.securities.com/doc.html?pc=IN&doc_id=231041362&auto=1&query=blogging:&db=en_1y_d&hlc=en&range=365&sort_by=Date – not so relevanthttp://de.statista.com/statistik/studiendetail/studie/2099561/q/blog/p/0/