E-Marketing Analysis: Comparing Airbnb and Spark NZ E-Marketing

This report provides an in-depth analysis of the e-marketing strategies employed by Airbnb and Spark NZ. It begins with an overview of Airbnb, highlighting its online travel service model, marketing strategies (including social media, influencer marketing, and video/image usage), and the 4Ps of its marketing mix (Product, Price, Place, and Promotion). The report then transitions to Spark NZ, a telecommunications company, detailing its e-marketing approach, which is primarily B2B focused and utilizes website SEO and email marketing. A comparative analysis follows, outlining the similarities and differences in the e-marketing strategies of both companies, including their use of traditional and digital marketing, SEO, social media, and their customer-centric versus experience-oriented approaches. The report evaluates the effectiveness of Spark NZ's strategy, identifies areas for improvement (such as email marketing, content creation, and social media presence), and offers recommendations for enhancing their marketing efforts. The report also covers the analysis of Airbnb’s eMarketing strategies and marketing-mix targeting the New Zealand and Australasian market.

MARKETING: E-
MARKETING ANALYSIS
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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.