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E-marketing casestudy analysis. Business & Marketing Essay

Essay Instructions:

Learning outcome：Analyse case studies of online marketing strategies
Requirements and Guidelines: 
Investigate further based on the above-mentioned case study of Airbnb. The writing will include the following requirements: 
1. Critically analyse Airbnb’s eMarketing strategies and marketing-mix targeting New Zealand and Australasian market.
2. Evaluate how successfully (or unsuccessfully) that Airbnb’s eMarketing strategies for
its global markets around the world, and justify your evaluation with evidence and examples. Critically think about how well Airbnb has done internationally, and what it did not do so well validating your answers with credible sources. 
3. Compare and contrast Airbnb’s case against the company Wish in terms of similarities and differences of their e-Marketing strategies. Consider the advantages and disadvantages of their e-Marketing campaigns, and the strengths and weaknesses of their adopted Interactive Marketing Communication channels.
4. Propose solutions or recommendations that would help these two companies (Airbnb and Wish) to improve their e-Marketing practice. Consider recent technology trends that will impact or influence the eMarketing strategies for your chosen companies.
Case study of Airbnb:
If you are travelling to a new place today and you are asked to book an accommodation, where would you go to search for information? I believe one of your possible answers will involve an online hospitality solution, such as Airbnb. Airbnb was founded by 3 guys when from renting Air Mattresses to a 10 Billion Dollar company in 10 years, its presence as an online hospitality service and rental services provider has brought tuff challenges to the traditional hospitality industry. It started as a San Francisco-based online website in 2008 and now has become one of the most well-known online hospitality provider with more than four million listings in 65,000 cities across 191 countries (Dickinson, 2018).   The history about Airbnb is well illustrated in Figure 1 below (Vital).
 Figure 1: How Airbnb Started
Prior to the establishment of Airbnb, there were a few other players in the market who provide catalogue listings and one of the most well-known is Craigslist. Initially when Airbnb enters to the market, they successfully managed to drive the online traffic and listings to their own site from Craigslist. Each time a listing was made that fitted in the category of Airbnb, the founders of Airbnb Joe and Brian would email the home owner and ask if they would like to list on Airbnb. Later the word would spread from one owner to another about Airbnb. Based on the success of this emailing strategy, they further developed an automatic emailing process to reach a bigger scale of audience. 
The entrance of Airbnb into New Zealand market has brought a big impact to the local hospitality service providers both online and offline. New Zealand has local-owned websites such as Bookabatch and holidayhouse.co.nz, also has local-owned and international-owned motel/chains, and all of them are facing the similar challenges of competing with Airbnb in the same market.  
Like many new technologies, Airbnb was met with resistance when it got introduced to New Zealand, and it was considered to be the “controversial disrupter” to the market ever since (Connor, 2018). As mentioned in the article written by Connor  (Connor, 2018), “Both Auckland Council and Queenstown Lakes District Conucil have passed legislation to introduce higher rates and tighter regulations on short-term accommodation, and Christchurch City Council have indicated they would also be following suit.” Higher taxes are charged towards accommendation owners who use Airbnb as a platform for running their rental businesses, and some of the residiental properities leased for more than 28 days of the year will be taxed with a rate that is equivalent to an commerical accommodation provider tax rate. The local government bodies basically considered that Airbnb has threathened its tourisum industries and also affected its economic development operations. This is not only happening in New Zealand, but also worldwide such as Japan, Netherlands, Spain and even its home-country USA.
References
Connor, S. (2018, Jul 03). Airbnb Set to keep growing in New Zealand despite council rules. Retrieved from Stuff: https://www.stuff.co.nz/business/opinion-analysis/105176062/new-council-regulations-unlikely-to-slow-growth-of-airbnb
Dickinson, G. (2018, June 8). How the world is going to war with Airbnb. Retrieved from The telegraph: https://www.telegraph.co.uk/travel/news/where-is-airbnb-banned-illegal/
Vital, A. (n.d.). How Airbnb Started. https://blog.adioma.com/how-airbnb-started-infographic/. 

Essay Sample Content Preview:

E-Marketing Case study Analysis
Name
Institution Affiliation
 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 ...
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