Analysis of Airbnb’s eMarketing strategies and marketing-mix targeting New Zealand and Australasian market

E-marketing

E-marketing 1
Contents
Analysis of Airbnb’s eMarketing strategies and marketing-mix targeting New Zealand and
Australasian market..................................................................................................... 2
Marketing strategies................................................................................................. 2
Marketing mix........................................................................................................ 2
Evaluation of the marketing strategies of Airbnb internationally...........................................2
Comparison of the e-marketing campaigns of Ikea and Airbnb................................................3
Recommendation........................................................................................................ 3
References................................................................................................................ 4

E-marketing 2
Analysis of Airbnb’s eMarketing strategies and marketing-mix targeting New Zealand
and Australasian market
Marketing strategies
The e-marketing strategy of the company relies on two components, hosts and
travellers. E-marketing strategy is used by the company to influence and inspire extreme
people to become hosts and travellers.
Craigslist Integration: The listed lodgings on Airbnb get an opportunity to inevitably generate
a posting on Craigslist. It assists to generate added inbound links for the operator of Australia
and New Zealand and drive extra traffic on Airbnb.
Google display network partnership: The investment made by Airbnb in Google search ads
assisted in increasing listings to eight times. The company made use of the ad campaign in
Australia and New Zealand which highlighted pictures of the real bed-sitters and rooms. It
assisted in gaining a global audience (Habibi, Hamilton, Valos, & Callaghan, 2015).
Social media marketing: Airbnb posts regularly on Facebook along with the videos of
exclusive listings, appealing travellers to appoint the place. Other than Facebook, Airbnb is
vigorous on other social media sites like Instagram, YouTube channel.
Marketing mix
Product: The product has a wide variety of services like homestays, hotel rooms, and hostel
beds along with travel experiences like scuba diving, art classes, cooking classes and more.
Price: The company does not charge any fees for the services offered but charges 3% service
fees on each reservation made. An appropriate fee is charged from its hosts.
Place: The customers in New Zealand and Australia can access to the company through
Facebook, Google+ and emails. Australia has passed legislation to introduce higher rates and
strict regulations for the accommodations.
Promotion: Both traditional and modern methods were used by Airbnb in New Zealand and
Australia. The company even used social media analytics in order to target the relevant
audience for the properties listed on the portal (Chong, Bian, & Zhang, 2016).