Critically Evaluation of Click ecosystem with the help of Airbnb

Running Head: INTERACTIVE AND DIGITAL MARKETING 1
INTERACTIVE AND DIGITAL MARKETING
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INTERACTIVE AND DIGITAL MARKETING 2
Critically Evaluation of Click ecosystem with the help of Airbnb
Digital marketing is the method to work out all aspects of business creating a single ecosystem
which works for one single cause. Ecosystem is the system which is formed with the interaction
of community with the environment. It is difficult to picture ecosystem with digital marketing
the best way to understand this is use different types of marketing like search engine
optimization, social media, and target marketing to achieve one goal which is to draw attention
of viewers to the brand in positive way (Skilton, 2016). Online advertising connects the
customers with the brand with more ease and comfort. There are various methods of marketing
but digital marketing has become the best source to get the brand noticed (Varadarajan, 2010).
The focus of digital marketer is to create strong positive image for the brand. With the
introduction of click system, the phase of digital marketing is altered completely. In simple
words, the click ecosystem is a network of people which are interacting with products and
services. It helps in analyzing the customer behavior through tapping the flow of online activity
between different search engines and media.
Digital marketers aim at creating the environment where the product or service of the company
gets promoted on the internet as well as mobile (Dave Chaffey, 2017). The marketers are
focusing on personalizing the market programs in order to optimize market activities across
many channels such as Instagram, Twitter, and Facebook. Digital marketing has evolved from
publicity to revenue generation model as through click ecosystem the marketing team is tracking
and targeting users as well as it is providing the basis to target untapped market through user
behaviors (Adcock, 2011).
Click ecosystem has proved to be the best way in creating a database of prospect customer as
well as it is focusing on personalization of customer experience (Lisa Guernsey, 2015). With
the changing time, it is evident that advertising major ratio is being covered by digital marketing.
Google and Facebook are the major players which are capturing the digital market due to the
increasing followers. The Analytics is another important element which has changed the
traditional marketing. The way company used to work is getting evolved day by day. There are
various benefits which are contributing towards click system some of the major offerings include
faster responses, great understanding, with friendly user interface. The pillar to success of digital
marketing is ease and comfort provided to customers (Dodson, 2016). The companies are

INTERACTIVE AND DIGITAL MARKETING 3
focusing market strategy which are more personalized and connect the product to the customers.
Facebook is the best example of creating an environment where the people get connected to the
product.
The click ecosystem is the best way to connect with new customers. In marketing, it is important
that the product reaches to the right audience. The search engine is helping in achieving the
business opportunities through measurable results. Digital market helps in generating the exact
results and reliable outputs For example how many people have viewed the particular page
through clicks (Lisa Guernsey, 2015). The other crucial reason to adapt click ecosystem is
that it is cost effective as it reaches larger audience through one platform. Converting a customer
online is more convenient than reaching to the client through traditional methods of arranging a
meeting, and calling the customer (Dave Chaffey, 2017).
Airbnb is an American online market place based in San Francisco. It is providing homestays
services worldwide. Airbnb is famous for amazing tourist services (Airbnb, Inc., 2019).
Considering the market strategy through digital marketing, Airbnb has changed the way people
used to travel and choose accommodation. The company has launched its campaign through
Instagram in 2015 and it received 13.3 million interactions. It completely relies on user-
generated images and videos on Twitter, Facebook, and Instagram (Fitzsimmons, 2019). The
company is able to generate millions of revenue through social media. The best part is Airbnb
has targeted customers as well as hosts through same platform. The digital marketing strategies
can create a wave of customer choices and preferences through click ecosystem however there
are some drawbacks which should be considered by the marketer and that this ecosystem can
lead to high time investment as well as optimized skills are required to analyze the data. The fact
which cannot be ignored is click and visits to the company’s page not necessarily lead to sale of
the product. Regardless of all the negative points considered while creating a click ecosystem, it
is an important part of successfully promoting the brand.
Developing a click ecosystem will always help the business to reach to prospect customer and a
better marketing strategy. The major benefit is that this helps in recognizing the major touch
points attracted by customers to select a product. This also helps in making the product better as
through digital marketing customer experience and reviews are also mapped which opens the
door to more possibilities in making the product or service best for the customer.