Marketing Strategies of Airbnb and Spark NZ

This presentation discusses the marketing strategies of Airbnb and Spark NZ, including their use of social media, email marketing, and SEO.

MARKETING: E-
MARKETING ANALYSIS
Name of the Student:
Name of the University:

Airbnb: Overview
 Airbnb is a online
travel service
provider.
 They mediate
between the
travelers and hosts.
 The hosts rent their
own properties
through Airbnb.
 Their method is
sustainable and
inclusive.

Airbnb: Marketing Strategy Social media
marketing is their
main strategy.
 They use different
social media
platforms like
Facebook,
Instagram for
promotion.
 Partnering with
governments and
other hosts they are
able to offer unique
experiences to the

Airbnb: Marketing Strategy
 Images and videos
are vital parts of
Airbnb marketing as
they are able to
create greater
impression.
 They use
influencers like You
tubers, travelers
and bloggers, for
their social media
marketing.


4Ps of Airbnb: Product and
Price
 Product: their sole
product is the
platform through
which they facilitate
booking. They
provide houses,
apartments, tree
houses, beach
houses and other
activities.
 Price: they charge
only from the hosts.
Travelers do not pay

4Ps of Airbnb: Place and
Promotion
 Place: their presence
is in more than 191
countries through
the thousands of
accommodations
and experiences.
 Promotion: both
traditional and
modern methods.
Television, outdoor
and Craigslist and
digital marketing.
Social media

Evaluation of Airbnb’s Global
Marketing Strategy
 They collaborate with
global brands like
KLM Royal Dutch
Airlines and French
Government and
provide one of a kind
experiences on
contest winning.
 This increases the
importance and
popularity of offbeat
places. More
international tourists
Product Price
Place Promotion
Marketi
ng mix
• Rooms
• Interior
• Exterior
• Facilities
• Food
• WiFi
• Location
• Accessibil
ity
• Parking
• attraction
• Value
• Offers
• Differen
t room
rates
• Online and
offline
• Email
• Google
and social
media

Spark NZ: Overview
 Spark New Zealand
is one of the most
popular
telecommunication
company.
 Their headquarter is
in Auckland, New
Zealand. They
provide services to
businesses.
 Services like fixed
telephone
connection, internet,

E-Marketing of Spark NZ
 Being mainly a B2B
provider, they use
focused e-marketing.
They first decide their
target consumer and
promote their services
to them.
 They use social media
and email marketing
to a limited degree.
 They operate mainly
through their website
and use SEO for

Comparison of E-Marketing
Strategy: Similarities
 Uses both traditional and
digital marketing
techniques
 Search Engine
Optimization (SEO) is
used for visibility.
 Email marketing is used
to target new customer
segments.
 Uses social media as a
means to enhance the
desire of the consumers.
 They use both traditional
and digital marketing
techniques for
promotions.
 Spark NZ also uses SEO
for better visibility.
 Email marketing is
focused on notifying the
clients of the changes
 Uses social media to
collect data regarding
customer’s requirements.
Airbnb Spark NZ

Comparison of E-Marketing
Strategy: Differences
 Experience oriented
approach. Ensures that they
offer something unique and
more than customer
expectation.
 Broad focus strategy as they
engage wide range of
consumers.
 They use video and images
in websites and social
media platforms, both from
their hosts and clients to
attract more consumers.
 Customer oriented
approach. Provides the
demands and needs as
defined by the consumer.
 Narrow focus strategy so
that they are able to reduce
cost by targeting a smaller
segment at a time.
 Their marketing strategy
has no use of videos and
images. They provide the
technological information
through their website.
Airbnb Spark NZ

Evaluation of Spark NZ’s
Marketing Strategy
 The marketing strategy
of spark is effective
though needs
improvements.
 Their email marketing is
inadequate.
 They have no use of
images and videos for
promotional purposes.
 Lack of strategy
regarding social media
and community
marketing.

Recommendations for Spark NZ
 The organization should
invest in better technology
like better optical fiber for
enhanced experience.
 They should use cloud
computing to protect client
data.
 Creating better content will
allow them to reach more
customers.
 Use of video and images to
give consumers better idea
of their offers.
 Create better and effective
social media and email
marketing strategy.