5C Marketing Analysis of Airbnb 4P Marketing Analysis of Airbnb Porter Five Forces Analysis and Solution of . The organic visibility of the Airbnb website can be attributed to both the growth in the number of keywords ranking to positions on page 1 of Google and the increased backlink profile of the site which assists with driving third party referral traffic to the website. By listing the properties of ordinary people, they set themselves apart by offering a different experience to travellers. Cynics will say it comes down to price, and in a lot of instances theyre right. 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. Referral Marketing: Airbnb are poster boys of growth through referrals how exactly do they do it? This is because when Google crawls a site that has a backlink to your site, a Google spider will follow the backlink as though its a web strand and then start crawling your site which would have taken longer if there hadnt been a backlink and you were waiting for Google to crawl your site as part of its standard checks. We think that online travel booking major Expedia's stock (NASDAQ: EXPE) is a better pick compared to vacation rental platform Airbnb (NASDAQ: ABNB) at the present time. This is the only thing that I think Airbnb have occasionally been guilty of, as Ive seen the same content across their Facebook Page, Instagram Page, and Stories. As a general rule of thumb, I think your imagery/posts should fit into at least one or more of these criteria: But how many of the above are Airbnb actually achieving with their current strategy? Jason began his career at Webprofits as an intern and six years later he is now one of our leading social media specialists, managing a number of our long-standing Australian Fluid clients. This is a smart play from Airbnb their conversion-oriented messaging helps to prioritise their paid search spend towards people who are ready to book, as people looking to browse are less inclined to click on ads that target people further down the marketing funnel. Luckily they have an extensive content catalogue which they can use to drive these backlinks but need to be more aggressive in promoting it, and perhaps create additional resources that are more backlink-friendly to really succeed in organic search. 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. Really love this level of analysis . In a study conducted by KPMG, they found that alongside integrity from brands, personalisation is of key importance to Australian consumers when it comes to customer experience (CX). The first two boxes the navigation to specific products and the upsell to Airbnb Plus are the two things that impressed me least from the non-personalised home page, and Im surprised to see them front and centre here when I am signed in. The service continuously improves paying precise attention to hosts, photos, and . there is limited differentiation found among the companies' core business models. Theyve used a custom link shortener for a number of years now (http://abnb.co) which usually provides you with the option to track who is clicking on the link, but thats it. But theres a great selection here in terms of price range. Why? And the final important screen is you have the option to share the link directly via other channels such as Facebook & Whatsapp, similar to the experience on mobile to share with guests. Just by using the right words, Airbnb make me feel as though they should be my first port of call when Im visiting somewhere new. Pick up a paintbrush and channel your inner Bob Ross, dance at a sunset silent disco in San Francisco, and discover Portos vibrant history as youre led through the tiled streets by a local. Period. With a product approach like this, its no wonder theyre such a successful business. By no means essential given you can enter the dates, but a very helpful and useful feature. According to our headline analysis, key messaging for guests includes: For branded search terms, such as Airbnb Sydney CBD, Airbnb put greater emphasis on the appeal of staying with a local host: Whereas for competitive non-branded terms like Perth accommodation or Brisbane accommodation apartments, Airbnb are more inclined to showcase their starting price or one of their points of difference like their cancellation period. I see value for both brands and customers when offering customer service through a platform like Twitter, as any response you provide is then in the public domain. As someone who has admired Airbnb for many years, its been interesting to take an in-depth look into what theyre doing and evaluate it. Get points. Part of Airbnbs success is due to their holistic marketing approach, one that embraces offline marketing strategies just as much as digital. Sure, you can visit the Louvre, see Buckingham Palace, and climb The Empire State Building but you can do it as if it were your home town, while staying in a place that has character and feels like a home. As I look down, I see the option of Import from: Gmail, Yahoo or Outlook. The global lodging company maintains a community centre as a place to connect with other hosts, share stories, ask for advice, and get updates from the Airbnb team. 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. Theyve performed very well to incorporate community for hosts as part of their retention and advocacy part of the funnel but, just like any other business, Airbnb has to continually improve and find ways to improve their community marketing strategy. Many people like the idea of staying in someone elses home, but not everyone does. Lennie is the founder of a start-up business that allows homeowners to rent out their properties like hotels. On average, Humans of New York are achieving an engagement rate of 3.35% and this engagement isnt only coming from Likes, its from comments too, which means theres more conversation happening. My pet peeve here is that Im still not signed in and have no browsing history for Airbnb, so how are these locations recommended for me? The company uniquely leverages technology to economically empower millions of people around the world to unlock and monetize their spaces, passions and talents to become hospitality entrepreneurs.[3]. Of course, without insights from Airbnb I can only assume this is the case! Sell Documents . Needless to say, Im not impressed so far. Airbnb does not own any real estates it lists, not does it host events and experiences it offers. And then if a user keeps scrolling, we see one more block section which is about Host referrals. A new onsite optimisation strategy Ill go into this in more detail in the next section, but currently the onsite optimisation for Title Tags and Meta Descriptions on the website follows a fairly standard template that could be improved upon by testing new and engaging meta data across key pages. As we know, the concept of Airbnb was completely new for audiences who had never used them before, and common questions around about safety & trust were prevalent from audiences considering using the platform. When it comes to the homepage, we are instantly presented with plenty of content we can view. Our Airbnb 2022 predictions: The "Live Anywhere" theme has crept up into Airbnb's announcements since 2020. This marketing case study on Airbnb focuses on explaining the 4Ps of the marketing mix, the marketing strategy it undertakes to market itself and its digital presence. Once with me logged in and once using incognito mode. Airbnb offers private accommodation to users, which means that the listings they feature are generally investment properties owned by an individual who would not be able to link to their listing or the Airbnb website outside of social media. 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. As there are threads started by people from other parts of the world. I think this section really goes to show their commitment to providing the user with relevant information as much as possible. This period of updates was named the Maccabee Update by Search Engine Roundtables Barry Schwartz, and according to industry experts was focused around User Experience and impactful keyword permutations. In its simplest form, Airbnb is an accommodation booking engine. Users are engaged and enticed to keep following up friends who havent joined the platform. Im being highly pedantic but with the level of personalisation they go to elsewhere on the site (which Ill come to soon), Im holding them to a higher standard. Referrals have played an integral role in the overall growth strategy of the company and falls directly under the Growth Team Philosophy Our users tell the story better than we do. Airbnb has removed the search bar in the header and there arent any buttons or links to guide users to take another step. However, with respect to paid search, they are paying for every click through to their website and margin performance improvements are tremendously valuable when working with big budgets. So what does the mobile experience look like for sharing referrals for guests? For these people in particular, letting strangers into their home can be a scary concept. If I did want to book a trip (like they assume when Im not signed in) then starting my search process isnt that easy. Airbnb are running a big operation on paid search. The prime generic strategies applied by Airbnb is the mixture of differentiation and cost. https://www.facebook.com/AirbnbAustralia/. So what can we learn from Airbnbs referral program? 539,000 backlinks from approx. The key things they provide: These all help put a user at ease and reduce friction when booking. 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