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7/28/2019 Baseline Survey on Digital Media Marketing
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1Prastut Consulting Private Ltd.Open up your strategic sense
15th
July, 2012
Digital Media MarketingBase Line Survey report
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Delhi Duty Free Services Pvt. Ltd. (DDFS) is a joint venture company between DIAL
(Delhi International Airport Private Limited), IDFS (Indian Duty Free Services) and ARI
(Aer Rianta International). The company was awarded the concession to manage andoperate the Duty Free Shops at Terminal 3, Indira Gandhi International Airport in
Delhi.
Information about DDF is available on line through the DDF website and social media
channels like DDF Facebook page, DDF Twitter Page and on Linked In.
DDF would like to increase its on line presence by advertising on other sites which
are frequented by HNIs and international travellers in general.
The on line campaign has been on since the second week of June, 2012.
A base line survey has been conducted in the period of 7th June to 30th June 2012 to
assess the awareness and information about DDFS through the current digital mediachannels Facebook,Twitter, Linked In and DDF Website
RESEARCH CONTEXT
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TARGET SEGMENT FOR DIGITAL MEDIA MARKETING
The Target Audience for the digital media marketing has been identified as Travelers who are planning to travel
and who are ready to go, as well as Non travelers (these are the influencers)
For both segments, sub segments of business and leisure travel have been considered.
Research has been targeted at the Travelers segment, since it is the core user segment.
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RESEARCH OBJECTIVES
To assess the current on line visit behaviour of the target segment
To assess the current awareness about DDF and the source of the awareness
To ascertain awareness from current digital media channels DDF Website, Facebook, Twitter and LinkedIn
To ascertain information received about DDF from current sources
To rate current digital media channels on
1) Information provided about DDF
2) Ease of understanding matter
3) Likability of page
4) Relevance/ Utility of page
5) Attention Catching
6) Extent of Influence to visit DDF store during next visit
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RESEARCH METHODOLOGY
The target respondent was defined as:
22-50 years
Having PC/Laptop/Tablet I Pad/Smart Phone
Having Internet connection
Using Internet every day/more than once a week
Travels Internationally
Is Planning to travel in next 6 months/Is already booked to travel in next 3 months/Ready to go
Using social media
One-one structured interviews were conducted at different places where international travellers with the
above profile are likely to be available.
At T3 Departure Terminal
At Travel Agent offices
Thomas Cook, Cox and Kings, Flight Shop, International Holiday PackagesAgents
At US Embassy Visa Office
At Malls
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SAMPLE PLANNED
Planning to travel Booked to travel Total
Business 50 20 70
Leisure 20 10 30
Total 70 30 100
SAMPLE ACHEIVED
Planning to travel Booked to travel Total
Business 50 28 78
Leisure 12 11 23
Total 62 39 101
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TRAVELLER PROFILE
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TRAVEL SEGMENTS
Planning International Travel 61%
Booked/Ready to go for International Travel 39%
Business Travellers 77.2%
Leisure Travellers 22.8%
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DEMOGRAPHIC PROFILE
81.2
18.8
Gender
Male Female
1.0
19.8
29.727.7
17.8
4.0
Age in Years
Less than 21 Years 22-27 Years 28-33 Years
34-39 Years 40-45 Years 46-50 Years
N=101
Figures in %
Random Sample of International Travellers satisfying the profile criteria described earlier
yielded :
Male:Female ratio of 80:20
28-39 years as the core target group
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DEMOGRAPHIC PROFILE
N=101
Figures in %
All International travellers falling in the profile under consideration are graduates or post graduates
Equal number of Business class and Service/Corporate travellers were available.
44.4
55.6
Education Profile
Graduate Post Graduate
47.4
1.3
51.3
Occupation Profile
Business Self Employed P rofessional Servic e
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INTERNATIONAL TRAVEL PROFILE
4%
13%
22%
24%
37%
Once a month
Once in 3 months
Once in 6 months
Once in a year
More than a year
N=101
Figures in %
A mixed bag of Very Frequent- Once a month; Once in 3 months (17%);
Moderately Frequent Once in 6 months; Once in a year (46%) and
Less Frequent More than a year (37%)
travellers was achieved in the sample
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PERSONAL ASSET PROFILE
N=101
Figures in %
75.2
94.1
37.6
80.2
24.8
5.9
62.4
19.8
0% 20% 40% 60% 80% 100%
PersonalComputer
Laptop
Tablet/IPad
Smart Phone
Yes % No %
Among personal assets owned, highest ownership is for Laptop and Smart Phone.
37.6% also own a Tablet/IPad
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INTERNET USAGE PROFILE
N=101
Figures in %Everyday More than once a week
91.1% 8.9%
91.1
47.2
63.0
52.9
87.8
32.4
33.3
11.0
5.6
24.6
58.8
6.9
23.6
30.0
11.8
8.2
13.5
9.5
6.6
4.5
26.1
21.3
1.0
13.5
4.0
5.9
2.0
35.1
0.0
17.6
10.1
20.3
6.3
1.0
12.4
1.0
0.0
1.0
14.9
9.5
63.7
67.4
10.1
5.0
0.0
3.4
2.0
29.4
1.0
4.1
47.6
1.1
12.4
18.8
8.8
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Instant Messenger (Yahoo, MSN, Google Chat)
Social Networking (Face book, Google+, Linkedin)
Gaming
Web Browsing/Surfing
File Sharing
Internet TV
Online Banking
E-Commerce(Buying/Booking any product through a portal)
Sports Updates on cricket/soccer etc
News
Everyday % More than once a week % Once a week % Once or twice a month % Rarely %
The TA is a frequent user of Internet.Internet is used for multiple activities, Top three being: 1) E-mail; 2) Web Browsing 3) Social Networking
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Social Networking(Facebook, Google+, Linkedin)
Everyday More than once a week
1%
Once or twice a month Rarely
91.1% 6.9%
Once a week
1%
4%63% 30% 1% 2% 5.9%52.9% 11.8% 29.4%
Gaming
-
-
INTERNET USAGE PROFILE-DETAILS
N=101
Figures in %
Everyday Usage is highest for Email, Web Browsing, Social Networking and Gaming
Web Browsing/Surfing
2%87.8% 8.2% 1% 1%
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INTERNET USAGE PROFILE-DETAILS
N=101
Figures in %
35.1%32.4% 13.5% 14.9% 4.1%
File Sharing
Everyday More than once a week Once or twice a month RarelyOnce a week
Internet TV
33.3% 9.5% 9.5% 47.6%-
Everyday Usage is highest for News, Instant messenger, File Sharing and Internet TV
Instant Messenger(Yahoo, MSN, Google Chat)
13.5%47.2% 23.6% 12.4% 3.4%
6.3%58.8% 21.3% 5% 8.8%
News
File Sharing
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E-Commerce(Buying/Booking any product through a portal)
10.1%5.6% 4.5% 67.4% 12.4%
Sports Updateson cricket/soccer etc
20.3%24.6% 26.1% 10.1% 18.8%
Everyday More than once a week Once or twice a month RarelyOnce a week
Online Banking
17.6%11% 6.6% 63.7% 1.1%
Everyday Usage is highest for Sports Updates, is low for E commerce and on line banking
INTERNET USAGE PROFILE-DETAILS
N=101
Figures in %
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PRODUCT AND SERVICES SHOPPED ON LINE
N=101
Figures in %
Airline tickets, train reservations, clothing and accessories and event tickets are the most shopped
products on line.Next category comprises of books, hotel reservations and electronic equipment
32.7%
49.5%
84.2%
67.3%
16.8%
20.8%
22.8%
4%
37.6%
16.8%
6.9%5% 10.9% Books
Clothing/Accessories/Shoes
Airline Ticket
Train reservations
Tours/Holiday Packages
Hotel Reservations
Electronic equipment
Cosmetics/nutrition supplies
Event Tickets
Computer Hardware
Videos/DVDs/Games
Groceries
Music
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PORTALS WEBSITES VISITED
N=101
Figures in %
56.4%
57.4%
36.6%
11.9%4%
25.7%5%
4%
28.7%
20.8%
47.5%
Yatra.com
Makemytrip.com
Cleartrip.com
Expedia.com
Ixigo.com
Tripadvisor.com
Travelocity.com
Holidayiq.com
Lufthansa.com
Emirates.com
Jetairways.com
Top travel portals visited are Yatra, Makemytrip, Jetairways and Cleartrip
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AWARENESS ABOUT DDF
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AWARENESS ABOUT DDF
N=101
Figures in %
97%3%
80.2%
5%
4%
34.7%
At the airport itself
Facebook page of DDF
DDF Website
Friends and relatives
SOURCE OF AWARENESS
Awareness about DDF is currently at the airport itself or through Word-of-Mouth
Negligible awareness currently from current digital media channels.
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RECALL OF ON LINE AD
98%
2%
No
Can Not Say
N=101
Figures in %
No recall of an on line ad for DDF during the period June 7th to June 30th
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AWARENESS ABOUT DDF
FROM CURRENT DIGITAL MEDIA USED
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STIMULI USED
Show cards depicting the website and social media presence of DDF were used as stimuli for the target segment
to gather feedback on Aided Awareness and Communication Message received.
Four cards were designed:
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Aided Awareness of DDF from Website and Social Media
75.7
29.7
13.5
87.8
24.3
70.3
86.5
12.2
0% 20% 40% 60% 80% 100%
DDF Web Site
Yes % No %
N=101
Figures in %
DDF website and Facebook pages clearly make the visitor aware about DDFThe visual interface for both Twitter and Linked In does not provide a clear view about the host of the
page.
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25
33
4
6
623
47
About DDF products
Alcoholic drinks/ Perfumes/Watches/Purse
Attractive/Colourful/Informative
Global Brand
Affordable price
Not Clear info.
Assured Gifts/ Discounts
Message About DDF received from DDF Website
N=101
Figures in Counts
Open ended responses to message received from DDF website have cited communication received wrt
discounts and offers and About DDF products in general.
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Message About DDF received from DDF Facebook Page
38
1413
20
11
3 2About DDF products and its availability
Alcoholic drinks/ Perfumes/Watches/Purse
Attractive/Colourful/Informative
Global Brand
Affordable price
Glamour/Events
Not Clear info.
Open ended responses to message received from the Facebook page of DDF have cited communication
received wrt DDF products and their availability and also about global brands.
The Facebook page has also been viewed as attractive, colourful and informative.
N=101
Figures in Counts
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Message About DDF received from DDF Twitter Page
N=101
Figures in Counts
31
2017
13
2
13
2 3About DDF products and its availability
Alcoholic drinks/ Perfumes/Watches/Purse
Attractive/Colourful/Informative
Global Brand
Affordable price
Glamour/Events/Celebration
Not Clear info.
Followers of DDF
Open ended responses to message received from the Twitter page of DDF have cited communication
received wrt DDF products and their availability and about products in particular.
The Twitter page has also been viewed as attractive, colourful and informative.
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Message About DDF received from Linked In Page
N=101
Figures in Counts
26
288
10
29
Joint-Venture
About DDFS
Not informative/ Boring/ Novisuals
Few Followers
No Information
Linked In page simply describes the business aspects of DDF, does not provide information about the
products or DDF store.
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Information provided about DDF
N=101
Figures in %
2.0
2.0
4.0
55.0
5.9
5.9
13.0
26.0
16.8
17.8
38.0
13.0
39.6
64.4
42.0
6.0
0% 20% 40% 60% 80% 100%
%
%
%
%
DDFWeb
Site
FacebookT
witter
Not at all Somewhat Average Not Fully Fully
Top Two Box Score
6
45
74.3
75.2
Only the DDF Website and Facebook provide information about DDF but that too not fully.
35.6
9.9
3.0
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Ease of Understanding Message
N=101
Figures in %
Ease of understanding message is lowest for Linked In page; highest for Facebook and Website, but it
needs improvement.
1.0
1.0
5.0
52.5
5.9
4.0
7.9
27.7
10.9
13.9
36.6
7.9
43.6
69.3
42.6
8.9
0% 20% 40% 60% 80% 100%
%
%
%
%
DDFWeb
Site
Linke
din
Not Easy at all Somewhat Easy Average Easy Very Easy
11.9
50.5
81.2
82.2
Top Two Box Score
38.6
11.9
7.9
3
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Likability of Page
N=101
Figures in %
1.0
1.0
5.0
60.4
5.9
5.0
8.9
23.8
16.8
13.9
37.6
10.9
42.6
62.4
40.6
5.0
0% 20% 40% 60% 80% 100%
%
%
%
%
DDFWeb
Site
Face
book
Linke
din
Not Liked at all Somewhat Liked Average Liked Liked Very Much
Top Two Box Score
5
48.5
80.2
76.2
Top Two Box Score
5
48.5
80.2
76.233.7
17.8
7.9
Likeability needs to be improved for Website as well as all other pages.
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Relevance/Utility of Page
N=101
Figures in %
5.0
5.0
7.9
60.4
6.9
5.9
7.9
18.8
17.8
15.8
38.6
14.9
33.7
62.4
38.6
5.0
0% 20% 40% 60% 80% 100%
%
%
%
%
DDFWeb
Site
Linke
din
Not Used at all Somewhat Usefull Average Usefull Very usefull
Top Two Box Score
5.9
45.5
73.3
70.336.6
10.9
6.9
1
DDF website has been rated as useful, however utility of all others needs to be addressed.
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Attention Catching
N=101
Figures in %
3.0
1.0
5.9
64.4
5.0
5.0
5.9
23.8
14.9
10.9
37.6
5.0
41.6
67.3
44.6
6.9
0% 20% 40% 60% 80% 100%
%
%
%
%
DDFWeb
Site
Faceb
ook
Not at all Somewhat Average Not Fully Fully
Top Two Box Score
77.2
83.2
50.5
6.9
35.6
15.8
5.9
DDF website and Facebook page are attention catching.
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Influencer to Visit DDF store
N=101
Figures in %
3.0
3.0
9.0
59.0
4.0
4.0
2.0
20.0
23.8
25.7
53.0
17.0
52.5
55.4
32.0
3.0
16.8
11.9
4.0
1.0
0% 20% 40% 60% 80% 100%
%
%
%
%
DDFWeb
Site
Link
edin
Not Likely at all Not Likely May be Likely Very Likely
69.3
Top Two Box Score
67.3
36.0
4.0
Currently None of the channels used for digital media marketing provide a motivation for the visitor to
visit the DDF store on their next visit to T3.
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Inclination to Purchase from DDF
N=101
Figures in %5%
2%
47%
37%
9%
Not Likely at all
Not Likely
May be
Likely
Very Likely
45% of the TA is likely to visit DDF on their next international travel.
This percentage can be enhanced by addressing the gaps wrt information, presentation and utility of the
current pages.
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WAY AHEAD FOR DIGITAL MEDIA MARKETING
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Recommendations
Current on line behaviour of the TG suggests more potential for DIGITAL MEDIA MARKETING on Social
Networking, Instant messenger, Gaming and News Sites.
E commerce portals are visited once or twice a month for airline ticketing, train reservations, clothing and
accessories, books and event tickets. On line campaign should be focusing on these sites.
Within the travel portals the traffic is divided between yatra, make my trip, clear trip and also trip advisor.
The ads should interface well on smart phone and iPAD platforms
Current awareness about DDF is low through on line presence of the website and social media.
The presentation, information content and relevance of the DDF website and social media pages need lot of
improvement to create stickiness for visitors who may land up on these sites by knowing about DDF through the
digital media marketing need to be influenced through these pages.