Digital Marketing Campaign Objectives

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

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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.

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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

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zone. Geographic segmentation is also considered as the very first step in the strategy of
international marketing (Camilleri 2018, p.69).
Airbnb being an established company has created a portal that addresses the needs of
the population all around the globe by offering authenticity of living in a country or region.
The company projects or will project the digital media content based on the needs and
preferences of each country and regional consumer behavior. Country specific digital content
can elevate the website visits by each country and region.
Demographic segmentation: Demographic segmentation divides the consumers based on the
variables such as age, gender, socio-economic factors, occupation, educational attainment,
family size, family life-stage, ethnicity, and income group.
The digital marketing campaign of Airbnb will focus on the young population, who
are most accustomed to being online on social media platforms and Internet usage. Then the
brand will also target the family size for demonstrating the features of each unique experience
a family can enjoy together in their selected location of interest. The occupation and income
of an individual will also be targeted for framing a significant range of packages of
experienced projected in the digital media content in every platform. The life-style stage will
also matter for targeting content regarding adventures, food exhibition, amusement and
walking tour experience for the individuals opting for Airbnb experience.
Psychographic segmentation: The other term used for psychographic segmentation is a
lifestyle or psychometric segmentation, which is measured through the assessment of the
opinions and interests of customers. This form of segmentation allows the business to
understand in what way a specific population spends their leisure. Psychographic
segmentation allows businesses to understand the factors influencing consumer motivation
and brand choice.

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Airbnb experiences will be targeted towards the lifestyle of individuals, which will
determine the daily activities in which they indulge themselves. The interests of investigating
information on social media platforms and the practices of reflecting their opinion on twitter
and Facebook can be the target audience of the digital marketing plan for Airbnb experience.
Behavioral segmentation: This segmentation form specializes in segmenting the market by
dividing the population in variables like benefit-sought, user status, purchase or usage
occasion, adopter status, attitude to service or product, user status, purchase frequency and
loyalty status (Dibb & Simkin 2016, p.251).
In digital marketing segmentation, behavioral segmentation is considered most significant.
The data on a behavioral segment is obtained from the analysis of big data. The big data will
allow the brand to extract the online activities and behavior of consumers such as people are
more engaged with investigating the Airbnb website or are interested in buying their
offerings of accommodation and are revisiting the website or application will be the target
market (Dolnicar, Grün & Leisch 2018, p.20).
Selecting a segment at the time-dependent on media use:
In recent decades, the population of the world has experienced a rise in peer-to-
peer rental business by revolutionary organizations like Airbnb that has introduced one of the
biggest transformations under the accommodation sector. Airbnb has introduced a newer way
of renting property and offering accommodation amenities for travelers. Airbnb started as the
company offering accommodation and rental solutions for travelers from around the globe
but slowly with the increasing popularity of the conception of booking accommodation
through forms of properties. For distinguishing the value proposition of Airbnb from other
hotel chain brands, the company has designed the service offerings of ‘experiences’. The
experiences offered by Airbnb are beyond a typical tour and/or workshop. The company

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specializes in responding to the need for 'traveling like a local’ by offering a deep-dive in the
life of the host (local).
The band’s digital marketing campaign will target the population aged between 19 to 45
years, which determine the demographic variable of age, with the practice of investigating
unique accommodation option and experiences in the Internet portal and is well versed with
the mobile application available for filtering your specific choice of the market as well as will
be in a habit of using social media sites such as Facebook and Instagram, which can be used
as a tool for projecting the digital marketing campaign for the targeted audience. Online
behavior and social media usage will be determined by the variable of the behavioral
segment. The time spent by the audience in each of the social media platforms and the
practice of paying everything online will align with the campaign of Airbnb experiences. The
geographical location of the targeted audience for the digital marketing campaign will be
based on all over the world, as the digital content will be designed to demonstrate uniqueness
in each experience regardless of the choices in a country or region. The affinity concentrated
on the traveling and gaining experiences by living like a local best identifies the target
audience of Airbnb experiences. Therefore, all the four segments are covered for targeting the
audiences based on the digital marketing campaign of Airbnb. Demonstrating the Airbnb
experience through engaging content will motivate the Internet and social media users to
select Airbnb for their accommodation brand and to have a unique experience with every
stay. The motivation for the target customers can usually be categorized based on the benefit-
sought, preferences, and lifestyles such as interaction in the digital content, projection of
benefits, local authenticity, sharing economy ethos and 'home seekers' rather than seekers of
hotels as each experience can allow a consumer to travel like a local.
Therefore, the target market A for the digital campaign of Airbnb ‘experience’ is the
age group between 19-25 with an income of 35,000 dollars per annum and the behavioral

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characteristics of investing everything online by comparing services and products of
companies, posting feedback and reviewing services after experiences in
personal/professional blogs and social media accounts (Moreira, M.E., 2017, p.165). The
target market B for this campaign will be the age group between 26-45 years with an income
of 45,000 dollars per annum. This segment will be engaged in reading existent blogs and
online reviews before deciding on their purchase choice with the need of being engaged in a
constant source of knowledge offering content.
Consumer Persona for Digital Marketing campaign
Before framing the digital marketing campaign, it is necessary to describe the
favorable brand attributes dedicated to each of the identified target markets for the digital
marketing campaign for an offering of 'experience' of Airbnb. The favorable brand attribute
targeted towards the target market A is security of stay, experiences, and comfort at
affordable prices. These brand attributes will be focussed on the target market A. The
secondary attributes for Airbnb's experiences and stay will be amenities associated with the
package deal and quality of service delivery in each experience. These attributes will be
aimed at the target market B regarding the digital marketing campaign of Airbnb. The
construction of consumer persona can define the labeling of the target market with the
necessity of explaining each target market. The consumer persona of the digital marketing
campaign of Airbnb experience; will be effectively aligned with the most significant brand
attributes of target markets.
The consumer persona in target market A can be the creators, who are engaged in
constructing their online content constituting opinions, views and feedbacks after a well-
researched and most significantly compared brand of services. The creators develop blogs,
music, images and, articles and engage themselves with maximum exposure amongst their
peer groups and the world. The consumer persona of target market A will also involve the

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characteristics of a conversationalist. This characteristic portrays the maximum usage of
social media platforms for expressing personal opinions regarding an experience, service
delivery or product purchased. Conversationalist is very active in promoting or projective
feedback for a brand. The overall experience of a conversationalist can be improved by
targeting them with an engaging digital marketing content with the opportunity of 'co-
creating an offering' (Van Belleghem 2015, p.2). The target market A is also the critics,
which would compare every detail of a service offering with other brands for deriving the
best possible deal in terms of affordability, the value of experience and comfort. The target
market A spends a high rate of time on social media and Internet platforms with the practice
of evaluating and commenting on digital content. The target market B projects the persona of
collectors, joiners and spectators. The collector characteristics enable their practice of saving
and recommending the content, which is directed towards the recognized needs of the
customers. The joiners are engaged in interacting with the social media platforms, even for
understanding the value of a specific service or product offering or before making a purchase
decision. The persona of a spectator is engaged in consuming digital content, which is
constructed by other users like blogs and videos. The consumer personal will also support the
brand positioning of the Airbnb ‘experience’.
The digital marketing campaign of Airbnb 'experience' will also be dedicated to the
customer persona identified by the background, demographic, goals and challenges. The
background and demographic of the target market A constitutes of the age group 19 to 25
within the income group of around 35,000 dollars pa. The target market B depicts the
demographics and background of the age group between 26 to 45 years old with an income of
around 45,000 dollars pa. The goals and challenges of target market A will be preferences for
making a quicker decision by assessing the factors like price and competitors' values. The
challenge for the target market A can be the gap of maximum social media and Internet

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resources for projecting exactly what they need while traveling or staying in a region or
country. The goals of the target market B is to conduct well-researched decisions and to
assess a brand based on its premiumness and quality and the challenges include the
authenticity of information about values in digital content. All these areas of goals and
challenges can easily be responded by the digital marketing campaign of Airbnb for
projecting their values consisted in the service offering of ‘experience’ as it is purely based
on the point of service delivery and plan of programs associated with the offering, the
uniqueness of each experience can only be projected from the interactive media projected
through the website and application of Airbnb as well as the active participation of the
consumer groups' feedback and reviews for attracting more clients, both hosts, and travelers.
The consumer persona of the target audience for the Airbnb digital marketing campaign can
also be the travelers and the hosts. Travelers can be of various forms, adventurous, peace
seekers and active travelers as well as travelers based on affordability, quality, and unique
experience. The targeted audience will feature all the characteristics with the motive of
experiencing a place like a local. The consumer persona of the hosts for Airbnb involves
owners of properties (which can be home or second home) and organizers of local
experiences. The motive behind the customer persona of the hosts indicates the want of
meeting newer people and simply targeting the source of money.
By understanding the buyer persona, Airbnb can ensure a tailor-made approach to
designing digital content based on the needs and values of customers. The content of digital
marketing should not focus on what the brand and service category will offer but should
focus on how the 'Airbnb experiences’ will be targeted towards customer needs.
Understanding customer persona before designing the content for Airbnb 'experience'. An
understanding brand persona can direct focus on the customers' spending time on Internet,
understanding the language and motivation for making a purchase decision by generating

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reviews from the digital campaign and projecting persona-specific data or content (Bridges &
Vásquez 2018, p.2070).
Brand positioning
Brand positioning can be considered as a conceptual area through which a brand
targets consumers' share of mind and through benefits, one would want to think of while
deciding on a brand. Effectiveness in brand positioning will allow in maximizing the
customer relevancy and the aspect of competitive distinctiveness with the ultimate goal of
maximum brand value. Brand positioning of Airbnb for the target market will be 'experience
the feeling of comfort and warmth of home by being away from home in a simplistic and
affordable package'. This brand positioning statement will target the need for comfort and
affordability of the target market A. The brand positioning statement of target market B will
be 'belong anywhere with our quality service delivery of a new feature called- experience'.
This statement responds to the preference of quality and the need for traveling like a local.
Conclusion
Therefore, it can be concluded from the paper that, a brand should invest in
understanding the overall market and distinguish their needs, preferences, and personas for a
target-specific content and engaged audience. The above-discussed target audience segments
and the value of knowing the exact persona of customer group will contribute directly to the
objective of increasing consumer engagement of the brand by around 50 percent.

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References:
Airbnb.com 2020. What Are Airbnb Experiences? | Airbnb Help Centre. [online] Available
at: https://www.airbnb.com/help/article/1581/what-are-airbnb-experiences
Andaleeb, S.S., 2016. Market segmentation, targeting, and positioning. Strategic Marketing
Management in Asia, pp.179-207.
Aswathy, R.V. & Nair, V.R., 2020. A study on digital marketing and its impact. Our
Heritage, 68(30), pp.7557-7561.
Bridges, J. & Vásquez, C., 2018. If nearly all Airbnb reviews are positive, does that make
them meaningless?. Current Issues in Tourism, 21(18), pp.2057-2075.
Camilleri, M.A., 2018. Market segmentation, targeting and positioning. In Travel marketing,
tourism economics and the airline product (pp. 69-83). Springer, Cham.
Dibb, S. & Simkin, L., 2016. Market segmentation and segment strategy. Marketing theory:
A student text, pp.251-279.
Dolnicar, S., Grün, B. & Leisch, F., 2018. Market segmentation analysis. In Market
Segmentation Analysis (pp. 11-22). Springer, Singapore.
Kannan, P.K., 2017. Digital marketing: A framework, review and research
agenda. International Journal of Research in Marketing, 34(1), pp.22-45.
Moreira, M.E., 2017. Incorporating Customer Feedback. In The Agile Enterprise (pp. 161-
173). Apress, Berkeley, CA.
Van Belleghem, S., 2015. When digital becomes human. Journal of Direct, Data and Digital
Marketing Practice, 17(1), pp.2-4.