Analysis of Airbnb's E-marketing Strategies: New Zealand and Australia

This report provides a comprehensive analysis of Airbnb's e-marketing strategies, specifically targeting the New Zealand and Australian markets. It delves into the company's marketing mix, examining product, price, place, and promotion strategies. The report explores Airbnb's utilization of various e-marketing techniques, including Craigslist integration, Google display network partnerships, and social media marketing. Furthermore, it evaluates the effectiveness of these strategies internationally. A key aspect of the report involves a comparative analysis of Airbnb's e-marketing campaigns with those of IKEA, highlighting their respective strengths and weaknesses. Finally, the report concludes with recommendations for both Airbnb and IKEA, offering insights for optimizing their e-marketing approaches.

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).

E-marketing 3
Evaluation of the marketing strategies of Airbnb internationally
Airbnb made usage of Google display advertising with banner ad movements in New
Zealand and Australia comprising images from actual houses. It enabled the company to
attract international customers and increase listing dramatically. For instance, Airbnb is a
market leader in German explore due to excessive investment in top head keywords.
Airbnb in fact inspired operator to mention new associates to the company via e-mail
invitations. The operators were rewarded with $25 travel credit after the completion of the
first trip of the new members. $75 credit was being obtainable when hosts proceeded for the
first time. It assisted company to convert new leads and grow in a sustainable manner.
Comparison of the e-marketing campaigns of Ikea and Airbnb
SEO as a part of e-marketing campaigns of Ikea helped in ensuring strong internet
presence. It enabled Ikea to appear in the greatest number of search engine results. Switching
to Pay per Click which appearing in the advertisements on the different social media
platforms like Facebook and Instagram. The e-mail marketing helped in developing a
personal connection with the customers. On the other side, Airbnb gained an advantage from
its e-marketing campaigns like Craigslist Integration assisted to create inbound links. Google
display network partnership helped in increasing listings to 8 times. Social media marketing
appealed to travellers to visit the place.
The disadvantage realised in the marketing strategies used by Ikea was a greater
amount of investment in SEO. Pay per click also costs a lot to the company so it is better to
use platforms like Twitter and Instagram. Add on, e-mail marketing requires conducting in-
depth analysis of the preferences of the customers. On the other hand, Airbnb can face
disadvantage as there can be fraud inbound links who can harm the image of the company.
Recommendation
Ikea is recommended to manage its campaigns and plan brutally. For this, the
company can appoint an international campaign manager with the accountability of all the
communication. Airbnb is recommended to make track and regulate in real time. At the
starting of the campaign, key metrics and goals should be defined at the imitation of the
campaign.

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References
Chong, W. K., Bian, D., & Zhang, N. (2016). E-marketing services and e-marketing
performance: the roles of innovation, knowledge complexity and environmental turbulence in
influencing the relationship. Journal of Marketing Management, 32(1-2), 149-178.
Habibi, F., Hamilton, C. A., Valos, M. J., & Callaghan, M. (2015). E-marketing
orientation and social media implementation in B2B marketing. European Business
Review, 27(6), 638-655.