E-marketing casestudy analysis. Business & Marketing Essay

E-Marketing Case study Analysis
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 E-Marketing Case study Analysis
E-Marketing Strategy and Marketing Mix of Airbnb
Unlike most African countries, New Zealand and Australasia regions have realized significant economic growth, which has made these countries a target for most hospitality companies including Airbnb. Airbnb mostly targets millennials living in these countries. Nevertheless, the company also targets generation Z that is composed of a family audience and retirees, which the company refers to as gray nomads (Marketingmag.com, 2017). Due to improved economy, the citizens in these countries have secured good jobs, which has enabled them to have the extra finances to cater for travel vacations. In countries such as China, the number of people owning a smartphone has dramatically increased. The people living in these countries are literate, which means that they are able to use various digital devices such as smartphones, laptops, and desktops among others. Consequently, Airbnb has resorted to using various e-marketing methods to promote their services as well as the company’s brand. One of the digital methods used is the Google Display Network Partnership, where the company makes its offers visually appealing to lure more customers. They have partnered with Google and heavily invested in Google Search Ads. Subsequently, the company has managed to attract more new customers in New Zealand and Australasia regions (Marketingmag.com, 2017).  Social media is another sector of e-marketing where Airbnb has heavily invested in. Some of the social media platforms used by the company to promote their services include Facebook, Instagram, and YouTube. On Facebook and Instagram, the marketing teams in Airbnb post videos and photos about their unique listings to attract travelers to visit New Zealand and Australia regions. On YouTube, the company posts videos that show various places in these countries that tourists can visit. They have used local campaign promotional slogans such as “Do not go there. Live there.”  The company also uses Twitter to promote various blog posts, and extraordinary listings using hashtags such as #belonganywhere is quite similar (Rastogi, 2016). 
The marketing mix of Airbnb consists of the product as the service they offer to guests and hospitality companies. The company directs guests to hostels, hotels, and other types of accommodation. Since the company operates as a business-to-business firm, it can be said to be a service company. They offer a wide range of services in New Zealand and Australia, such as services to allow travelers to easily find perfect accommodation like hostel beds, hotel rooms, and homestays, among others (Rimer, 2017). For the price, the company generates profits through charging hosts different fees depending on the country and the type of service offered. For place, the company provides access to hospitality services in more than 191 countries, including New Zealand and Australia, through its website. The services offered by the company can be accessed through its digital platforms such as social media and website anywhere in the world. The promotion component of the marketing mix of Airbnb in New Zealand and Australia involves the use of digital, mass media, and public relations (Rimer, 2017). Digital media used by the company include social media platforms and website, whereas mass media include TV advertisements.  Its public relationship includes the company sponsoring various events.  
The success of Airbnb’s E-Marketing Strategy
Airbnb has been highly successful with its digital marketing strategy globally because the company has been able to utilize the current e-marketing techniques effectively. While English is an international language, the company has introduced other languages to deliver a better experience (Rastogi, 2016). Searching in one’s native language allows users to easily find what they are looking for. The quality of images and videos is another area where Airbnb has done extremely well. They post high quality and beautiful images and videos that grab consumers’ attention. For example, to continually maintain high-quality images and videos, the company has hired more than 3000 freelancers in the field of photography in all six continents. Images created by Airbnb photographers have an icon labeled “Verified Photo,” which assures the customer that they will be getting what they have paid for. This is important because poor-quality or blurry images and videos will turn people away (Rastogi, 2016). Moreover, Airbnb has designed its digital system in such a way that it allows people who have used the company’s services to refer their relatives and friends through email invites. The refe...