Analysis of E-Marketing Strategies: Airbnb and Spark NZ Report

This report provides an in-depth analysis of the e-marketing strategies employed by Airbnb and Spark NZ, focusing on their marketing mix and digital marketing approaches in the New Zealand and Australian markets. The analysis examines Airbnb's use of social media, collaborations, and influencer marketing, contrasting it with Spark NZ's website-centric and email marketing strategies. The report evaluates the effectiveness of each company's strategies, highlighting Airbnb's innovative and dynamic approach compared to Spark NZ's need for improvement in customer segmentation, technology integration, and content marketing. Recommendations are provided for Spark NZ to enhance its marketing efforts, including leveraging cloud computing for data security, incorporating visual content, and utilizing advanced analytical tools for customer targeting. The report concludes by emphasizing the importance of continuous adaptation and innovation in e-marketing to achieve business success.

Running head: E-MARKETING
E-Marketing
Name of the Student:
Name of the University:
Author Note:

1E-MARKETING
Analysis of marketing strategies and marketing mix for Airbnb: New
Zealand and Australian market
Airbnb
The business of Airbnb has two major components, the hosts and the travelers. The E-
marketing strategy that Airbnb uses has been designed in such a way that more people
become either hosts or travelers.
Social Media: they use social media platforms extensively. Platforms like Facebook and
Instagram are used to promote pictures and videos.
Collaboration: they partner with unique property hosts and service providers. They also
collaborate with the governments and airlines to create memorable experiences for the
clients. They create community of their clients for better access.
Influencers: they invite influencers like you tubers and travel bloggers in events held by
them. This keeps them in discussion and increases their visibility through internet.
Marketing Mix
Product: they provide large array of products like hotels, apartments, homestays, hostels,
dormitories and castles. Clients can also experience scuba diving, art, cooking,
mountaineering and more from their website.
Price: the clients do not charge money from the travelers. Their profit comes from the
charges that they take from the hosts and as service charge.
Place: the consumers of Australia and New Zealand can book their services using the
website. Their existence is mostly virtual and social media and digital marketing sites connect
it to the clients.

2E-MARKETING
Promotion: both traditional and digital methods are used. Direct and indirect marketing,
television, newspapers and other sources are used. They use analytical tool in order to target
specific customer segments.
Evaluation of marketing strategy
They use two major strategies for the success of their business, Digital marketing and
collaboration. They engage in social media through posts, images, videos and contests. It
helps in engaging the audience. Collaborations help them to offer better services and
experience. They also engage in online advertising through Google as well as email
marketing. They also commence loyalty programs that travelers get by using their services.
They get credits and offers for this purpose. The inclusion in the Airbnb community requires
only the creation of an account.
Spark NZ
Spark NZ is a telecommunication company of New Zealand. They provide telephone, internet
and cellular services. Their digital marketing is mainly focused on B2B customers.
Marketing Strategy
They use their website platform to commence business. They also use email marketing to
attract new consumers and notify the existing customers about changes. They use both direct
and indirect marketing and traditional and digital media for promoting their business.
They ensure SEO for their website so that they are better listed in the search results. They
focus on small customer segments and have a focused approach. They collect customer data
regarding customer needs and requirements.

3E-MARKETING
Comparison with Airbnb
The marketing strategy of Airbnb is innovative and dynamic. They update themselves
continuously and incorporate new properties and services into their system.
Spark NZ’s marketing strategy has much room for improvement. They have no video or
image for their marketing. Their improvements regarding the technology that they use are not
updated and informed to the consumers regularly. They also do not have any loyalty program.
Their offers vary according to clients and the services that they take, there is no uniformity.
Recommendations
Spark NZ should improve their customer segmentation and targeting procedure to acquire
new clients. Cloud computing will allow them to keep the client data safe. Improvement in
technology and using that for marketing purpose will help the organization. Using videos and
images in their marketing will ensure better customer engagement. Using better content will
prove to be effective. They can also use better analytical tool for creating new customer
segment and targeting new consumers.