baseline survey on digital media marketing

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%

E-mail

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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Email

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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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


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%

Facebook

Twitter

Linkedin

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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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



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



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

Linkedin

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

Facebook

Twitter

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

Twitter

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

Facebook

Twitter

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

Twitter

Linkedin

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

Facebook

Twitter

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.

baseline survey on digital media marketing

Documents