BK004 - Diploma in Business: Airbnb E-Marketing Analysis Report

This report provides an in-depth analysis of Airbnb's e-marketing strategies, examining its approach to the marketing mix, including product, price, place, and promotion, with a focus on digital channels. The report highlights the company's use of Craigslist integration, Google display network partnerships, and social media marketing, alongside a global marketing strategy case study. It then compares Airbnb's e-marketing campaigns with those of Ikea, identifying similarities and differences in their approaches to SEO, pay-per-click advertising, and email marketing. The comparison evaluates the advantages and disadvantages of each company's strategies, offering recommendations for improvement, such as leveraging LinkedIn and creating affiliate programs. The report concludes with a discussion of the importance of email marketing and providing actionable insights to enhance both companies’ e-marketing effectiveness.

MARKETING
E-Marketing

Analysis of Airbnb’s e-
marketing strategies and
marketing-mix
E-marketing strategies
Airbnb is a place to book exclusive lodgins
all over the globe for the short-term.
It offers villas, homes, apartments,
treehouses, and castles accompanied by
different travel experience.

To be continued..
 Craigslist integration: Craigslist was
utilised by interested people to provide
and discover for the short term housing.
The company deliberated to appeal
competent leads and contrary engineered
Craigslist form to enable 2 platforms
compatible.
 Google display network partnership:
Airbnb made its provides visually alluring
to attain more consumers. The company
team up with Google and financed in
Google search ads

To be continued…
 Social media marketing: Airbnb is active
on all the leading social media platforms.
When it comes to Facebook then
company reached three million likes. The
company also posts user-generated
pictures on Instagram. YouTube channel is
used to post videos which represent cities
which have not been covered by the
tourists (Shaltoni, 2016).

Marketing mix
 Product: Airbnb offers a wide category of
services such as ease of discovering
perfect accommodation like hostel beds,
homestays, hotel rooms and more
(Abdallah & Jaleel, 2015).
 Price: The company creates its profits by
leving service fees from the hosts and 3%
service fees are charged from the
customers on each reservation made.

To be continued…
 Place: Airbnb provides entree to lodgins and
experiences in 190 nations other than New
Zealand and Australia. The customers access
to the company through digital platforms in
both the nations Australia and New Zealand.
 Promotion: The company made use of mix
marketing channels in both the nations
Australia and New Zealand. Traditional and
modern methods were used. The company is
even trying to communicate with the
customers through its value proposition of
‘living like a local’.

Evaluation of the marketing
strategies of Airbnb globally
 As a part of the global marketing strategy
once Airbnb initiated a challenge in which
current lodging hosts were required to
form a fifteen-second video regarding
favorite local spots and post it on
Instagram. This e-marketing strategy
helped to inspire host engagement and
make them an integral part of the
community.

Comparison of the e-marketing campaigns of
Ikea and Airbnb
 Ikea focused more on developing SEO,
Pay per Click and email marketing. On
the other side, Airbnb focused more on
Craigslist integration, Google display
network partnership, and social media
marketing.
 The similarity found between the
marketing strategies of both the
companies was to enable the company to
appear in the maximum number of
search engine.

To be continued…
 The marketing strategies used by Ikea
offered advantage in attaining popularity
along with the greater market share.
 On the other hand marketing strategies
used by Airbnb assisted in reaching to
more number of customers along with
the hosts.

To be continued…
 The disadvantage of the marketing
strategies used by Ikea was found
problematic as the company has to spend
more money.
 The email-marketing also can be
successful only if the company conducts
an in-depth critical in-depth analysis of
the requirements and demands of the
customers.

Recommendations
 Ikea is recommended to make use of
LinkedIn profile in the right way. The
company can clearly introduce its
intentions along with the business. The
company can easily add interested
candidates.
 It is helpful in making connections and
starts immediately. It is also suggested to
create an affiliate program to enable
massive fuel of growth.

To be continued…
 There are several websites which can be
used to get the word out. When it comes
to Airbnb, then it is recommended to
make more use of e-mail marketing as it
has great accessibility to the customers.
 The company can also create an affiliate
program to offer massive fuel for growth.