Digital Marketing Campaign Objectives

Running head: DIGITAL MARKETING
DIGITAL MARKETING
Name of the Student
Name of the University
Author Note

DIGITAL MARKETING1
Table of Contents
Introduction................................................................................................................................2
Discussion..................................................................................................................................2
Digital Marketing Campaign objectives:...............................................................................2
Selection of target market......................................................................................................3
Market segmentation variables:.........................................................................................3
Selecting a segment at the time-dependent on media use:.................................................5
Consumer Persona for Digital Marketing campaign..............................................................7
Brand positioning.................................................................................................................10
Conclusion................................................................................................................................10
References:...............................................................................................................................11

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Introduction
The component under marketing function that utilizes online and internet-based
digital tools and technologies like mobile phones, digital media and desktop are known as
digital marketing. The amalgamation of various channels and digital tactics that contributes
to connecting the company's offerings with the target audience depicts the feature of digital
marketing (Aswathy & Nair 2020, p.7557). Digital marketing encircles the advertising efforts
with the association of channels like mobile applications, email, social media and search
engines (Kannan 2017, p.22). The purpose of the paper is to construct a digital marketing
campaign for a chosen brand of an organization by depicting the target market of the selected
brand. The selected company for this report is Airbnb and the chosen brand under this
company is ‘Airbnb experience’. The online marketplace, Airbnb offers homestay, lodging
and tourism experiences. The company was started in the year 2008 by Brian Chesky, Joe
Gebbia and Nathan Blecharczyk (Airbnb.com 2020). The paper will depict the target
audience for the chosen brand Airbnb experiences. The paper will also demonstrate a critical
digital marketing campaign, which is based on the identified target market. The paper will
also present the brand positioning statement for ‘Airbnb experiences’.
Discussion
Digital Marketing Campaign objectives:
The objective of Airbnb will be targeted at increasing the overall customer
involvement of up to 50 percent of the current rate in twelve months for travelers around the
world.
Specific: Airbnb will aim at increasing customer engagement by elevating the experience of
travelers from all across the world.

DIGITAL MARKETING3
Measurable: The goal will increase the overall customer engagement by 50 percent through
the strategy of elevating the customer value proposition.
Attainable: The strategies involved in increasing customer engagement will be addressed
through the contribution of the marketing team in creating effective content on
communication platforms, especially digital media.
Relevant: The goal of customer engagement can be accomplished by employing digital
marketing experts and dedicate the marketing communication budget over digital media
platform.
Time-bound: The outcome will be reflected over the profit of the business within 12 months
period.
Selection of target market
Market segmentation variables:
The process of dividing the target audience into differentiated groups of customers
with similarity in interests and traits is known as market segmentation. The strategies and
variables in segmentation help in determining the categories identified for addressing the
needs and interests of the customers by the company. The variables of segmentation involve
geographic, demographics, lifestyles, psychographic and behavioral segments. Segmenting
the market is very significant especially in a digital context as it allows the brand to
understand the right customers, it allows projecting the right content, segmentation allows the
business to plan its digital content at the right period and precise format and for a selected
range of devices. (Andaleeb, S.S., 2016, p.180)
Geographic segmentation: This form of segmentation allows the division of the market in
accordance with the geographic criteria. The geographical segment divides the population
based on the aspects of the country, region, population density, city, town size, and climatic