5C Marketing Analysis of Airbnb 4P Marketing Analysis of Airbnb Porter Five Forces Analysis and Solution of . Airbnb do have the luxury of having large-scale teams of data analysts & developers, but with new analytics platforms such as Mixpanel, measuring product growth and building attribution models have become easier even for smaller SaaS based companies or app makers. Simple and straight to the point, and only one action is required. Without a look at Airbnbs marketing calendar and a review into their campaigns, its hard to determine exactly what other efforts Airbnb may have actioned at the time to result in such an increase. To quick recap some of the main takeaways from this article; Some people might think its easy to know what your customers want when youre in a fun space like travel, but this is a highly competitive industry with a vast array of different customer personalities. Not only does community management help brands find opportunities to address complaints, but it also helps to foster positive conversations, which in itself can create and maintain more happy customers. There are several marketing strategies like product innovation, pricing approach, promotion planning etc. When it comes to advertising for guests, it seems that a lot of what they do is based on dynamic remarketing, which is a great idea. The report illustrates the application of the major analytical strategic frameworks in business studies such as SWOT, PESTEL, Porter's Five Forces, Value Chain analysis, Ansoff Matrix and McKinsey 7S Model on . Its not as easy as you think. For example, if I start a conversation and ask a question, it will come up with the links of similar questions which have been asked before. From accomodating 3 guests on air mattresses to providing shelter to over 300,000 people on any given day, Airbnb has gone . The above is what Airbnbs prior Head of Email Marketing had to say about the art of personalisation while ensuring that they dont end up intimidating the recipient. Design thinking and design research inform strategic decision-making on many levels. Airbnb differentiated its brand by offering an authentic local experience, an affordable price. According to the 2019 TrustRadius B2B Buying Disconnect Report, the most trusted source of information for B2B buyers was their own experience with the product, followed by free trials in second place, and product demos in fourth place behind referrals.Most notably, vendor reps and marketing made the least impact, trailing the list way at the bottom. Clever. Focusing this much on the customers needs is one of the main reasons I believe theyve been so successful and will continue to grow over the coming years, Disclaimer: We have no association with Airbnb or their founders (yet). In addition, they are more affordable to communicate with via email marketing, as opposed to reaching cold audiences via paid advertising. I love free money! The next most common anchor text phrase is no text, which could be one of two scenarios: 1) it is simply an html tag denoting an address link within the text, or. Lacking a strong organic search strategy and missing fundamental CRO elements: Airbnb is not activity driving organic traffic to the stories nor converting any readers which may land here. The focus of competition: -Unique product features -Service -New product launches -Marketing and promotion Competitive advantage achieved when: This review has been completed using publicly available information on the internet. Image-recognition is used to assess multichannel strategies of Airbnb hosts. Its humans sharing, connecting, and helping each other to make memories and enjoyable experiences. Getting users to advocate and tell the story of Airbnb was particularly crucial in getting it right in the early stages of Airbnb, as mentioned earlier. Wotif.com offers a larger selection of options than Booking.com, and has also created within their website a huge resource of linkable content and images, which have both greatly assisted with the development of their backlink profile. (It could just be that beach destinations are the easiest to categorise, or the most popular generally). So what happens next? Its the chance to meet the locals, experience the markets, and find the non-touristy places. CEO Brian Chesky has pledged to hold an IPO for the 10-year-old company before 2020 when some employee stock grants expire. Offline: What activity do they do outside of digital to drive growth? From this email Airbnb are trying to get me back to their website. there is limited differentiation found among the companies' core business models. By doing this, Airbnb have ensured that important information is visible, just in case the host leaves it out. Now, it makes sense why some threads seem large with the amount of comments. Today, on any given night, 200,000 travelers are staying in private rooms around the world thanks to arrangements made through Airbnb's online platform. For example, one of their common Title Tags is: There are a number of similar pages on the site also ranking with similar Title Tags. I think this section really goes to show their commitment to providing the user with relevant information as much as possible. How To Photograph Your Experience For Airbnb, 5 Airbnb Experiences Updates You Dont Want To Miss, Enjoy The Ride: A Behind The Scenes Look At Our Welcome To Airbnb Video, An Inside Look At Experience Search Rankings, Engineering & Data Science medium publication, their core beliefs and values as a company, commissioned travel posters for 12 locations around the globe, more than 200,000 were ordered within three days, more than 60% of respondents voiced support for it, celebrated beautifying Airbnb spaces with terrariums, The Product: Well look at how Airbnb position themselves differently to stand out from other accommodation booking engines, as well as how theyve diversified their product range to ensure they keep growing, The Website: We review the use of personalisation to produce more relevant pages for users, and look at how their product pages are geared towards making a sale, Paid Search: What are the keywords and ad copy that generates relevant traffic to their site, and how are the. With this guarantee, Airbnb have assured hosts that should the absolute worst happen, they will be covered by the company that enabled the transaction. The mobile experience doesnt include email due to the obvious reason that the UX just wont be the same as desktop. Since Facebook became a pay-to-play platform, sharing content 2-3 times a day on your Page is a thing of the past, and not the best use of a brands time. Among . Airbnb has a high rate of innovation which is the leading reason for how their services have adopted the differentiation strategy. No, it seems as if they dont get involved at all. Airbnb is an American company working on online marketing and offer hospitality services like holiday cottages, apartments, homestays, hotel rooms, or hostel beds for people to lease or rent during activities relating to tourism. If Airbnb Plus is an example of a product upsell, their Experiences are a great example of a cross-sell. If they were a service business, they would target [city name] + [service A] and then [city name] + [service B] and so on.. You have two options when it comes to targeting: From a remarketing perspective, I dont think any other type of Facebook ad could top Dynamic Ads for Airbnb. My one criticism is that the box for terms, privacy etc, obscures the copy on the page (which BTW says Over 300 unique homes in Oregon). This way, anyone who wants to ask can go straight to this thread and, even without contributing to the thread, they may have their questions answered. The part about the airbnb community is excellent! Next we get some useful details about the property. Incentive I instantly see the value that I will receive if I take an action by accepting the invitation. In fact, estimated traffic year on year from February 2018 to February 2019 is down. And yet, this subsection of the site is currently an underutilised opportunity by Airbnb. document.write(new Date().getFullYear()) As Principal Consultant in the Search + Content Marketing team and a Growth Lead at Webprofits, theres nothing Jacqueline loves more than creating data-driven results and using investigative tools to develop a clients strategy. Its a place where people looking for short term accommodation (usually for holidays) are able to find somewhere to lay their head down at night. Whats clear to me is how much value they put on understanding their users, both guests and hosts, and building a strategy that speaks to them directly. For anyone that has not come across Dynamic Ads, heres a quick recap on how they work. SERPSTAT recommends the following amount of anchor text percentages not be exceeded for best link results without incurring a Google penalty for spammy link tactics. Referral Marketing: Airbnb are poster boys of growth through referrals how exactly do they do it? Read on to discover the essential elements of an Airbnb . Now we come to the sections that really show personalisation in use. N.B the home page has a (seemingly) infinite scroll feature that keeps bringing up new homes in new locations as you scroll down so Im not going to go all the way through it, but the next few sections are relatively interesting so Ill cover them. As a long-term host Ive spent years working with different hosts and always had an amazing time. While reducing factors like prices & safety, Airbnb created a ubiquitous availability of home-like experiences. After stumbling into digital marketing through a whim internship application in 2013, Jacqueline discovered a passion for creating engaging and effective growth campaigns. The travel industry disruptor currently uses machine learning to improve search, prevent fraud, help hosts optimize pricing, match users with the most relevant listings and other practices vital for the business. Here are 3 key reasons: According to ahrefs, the Airbnb AU website is currently showing approx. But to get there Airbnb had to strike the right balance between control (through technological invesment) and trust. This is an awesome reception. Brand spend, defined as spend on search terms like airbnb, airbnb places and melbourne airbnb, represents an estimated 10% of detected search volume and 7.5% of ad spend. Now, this is an ok result, but thats less than 1% of their overall Followers engaging here, and I think that alone could definitely be improved upon. This has been seen as both a positive and negative depending on which hat youre wearing. Airbnb have also gone down this route, creating an @AirbnbHelp account which is their go-to account for all customer service related issues. [1] Gmelich, K. (2019) Airbnb Says It Made a Profit Again in 2018 Bloomberg, Available at: https://www.bloomberg.com/news/articles/2019-01-15/airbnb-says-it-made-a-profit-again-in-2018-as-ipo-looms-large, [2] Platform Business Model explainedin under 100 words (2019) Deloitte, Available at: https://www2.deloitte.com/ch/en/pages/innovation/articles/platform-business-model-explained.html, [3] About US (2019) Airbnb, Available at: https://press.airbnb.com/about-us/, Interpretivism (interpretivist) Research Philosophy, Segmentation, Targeting & Positioning (STP), https://www.bloomberg.com/news/articles/2019-01-15/airbnb-says-it-made-a-profit-again-in-2018-as-ipo-looms-large, https://www2.deloitte.com/ch/en/pages/innovation/articles/platform-business-model-explained.html. Isnt that why you travel in the first place so you have a wild tale to regale to your friends back home in our local pub, a cold lager in hand? Check!). For this reason, I think Airbnb have been smart to not make Twitter an integral part of the Australian Airbnb strategy. Their cover image appears to be the interior of an Airbnb property and promotes their overall. The plan provides an analysis and evaluation of Airbnb by reviewing the company's strategic management, profitability and market competitiveness. As Jacqui mentioned in her SEO section, they could also do more with their content to generate backlinks to their site and improve their organic search rankings. Remember the days when the home page was a scrolling image with a big search bar? Im sure your head is probably spinning with the amount involved in understanding referrals, but it goes to show the power of having referrals in your product can go a long way to increasing word-of-mouth and, ultimately, retaining users & acquiring new ones with virtually no cost. Now, its not something often spoken to by content marketers (as basically there are no guarantees on the amount of traffic you could potentially receive through a backlink to your site) but this reason is not to be discounted as the more referral traffic you receive through a backlink, the more value Google places on the link, and the better your results for that page. As for why it is not consist, it may be that the markup was not enforced across all pages, or that pages were missed when adding the markup across the site if done through a manual spreadsheet. The Airbnb homepage is currently receiving 57.82% of all traffic to the website, with it ranking for 3,929 keywords. To give you some context, I booked an Airbnb a few months ago for a trip to L.A, so it makes sense that it appears as the first tile. Lets start with the layout of the referral page. Keep up the amazing work. They allow them to not only keep their brand front of mind but the exact location/s someone has been browsing for their next trip what better way to drive a sale? From a user standpoint, when curated the right way, user-generated content (UGC) can be the ideal form of content marketing. This special feature that Airbnb have included has the ability to import contacts via Gmail, Yahoo or Outlook with ease (Ive done this before and its great!). While Airbnb is estimated to be capturing close to 12% of their total website traffic through paid search channels, as detailed by Brendan, SEMrush estimates the total traffic they receive to be in the region of 1.5 million visits per month. We assume that Airbnb is creating content with a purpose and focus on distribution to drive that content to their audiences. One of the primary advantages of differentiation is that it is inherently costly. According to SEMrush, Airbnb is currently ranking for 316,900 keywords relating to travel, accommodation, and brand-based search terms. I suspect it comes down to volume. However, I think it addresses & resonates with what other hosts may or potentially do experience in their respective locations which gives value to the reader. Download Slides - Strategy Analysis on Airbnb | Curtin University (CU) | Based on the analysis of external, internal environment and SWOT of Airbnb. Long-term stays, i.e. But its not just enough to have those locations you need to be in the top 2 to 3 organic positions on Google to really capture high traffic volumes. Its hard to achieve this if youre a small business, but if youre a larger organisation, theres plenty to learn from Airbnb. Openness and belonging are at the heart of Airbnb its at the core of what we do every day. When youre staying in a new city, you want to feel connected to the local culture and choose the best area for you, close to where you want to go and things you want to do. If you are familiar with the search engine optimisation space, its likely youve run into the term backlinks before. It should serve to educate, entertain and add value to users at the top (awareness) and bottom (loyalty) of funnel. Locals, experience the markets, and only one action is required one of primary. Currently ranking for 316,900 keywords relating to travel, accommodation, and helping each other to make memories enjoyable. From accomodating 3 guests on air mattresses to providing shelter to over 300,000 people on any given day, have! Affordable to communicate with via email marketing, as opposed to reaching cold audiences via paid advertising Twitter! 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