In the world, thousands of people use the internet and can purchase the product of their requirement with just one click i.e. through the internet whether the purchase is for some festivals, marriage, parties, or some personal requirements. In the past few years, the way of shopping has changed a lot, just like before people didn’t buy products from physical market places they have changed their way of shopping for their requirements from physical places6 to online platforms. But with the shift of people’s preference to online websites & platforms, sales and growth of physical marketplaces have declined. So to eradicate this issue let us get to know about Digital Marketing. We will discuss:
Digital Marketing
Digital marketing utilizes the internet, computers, and electronic devices to reach and engage audiences. With the help of this, any company can interact with its customers anywhere in the world to sell their products. Marketing involves sale and purchase, it means the sale of the products by the company in exchange for some monetary income from its customers. It means connecting to the customers at the right time, and the right place. And in this modern world, the right place to connect with people is the internet. Whether big or small every company uses the Internet to market their products
Importance of Digital Marketing
Unlike offline marketing which involves huge costs to advertise their products with the help of banners, pamphlets and posters. Digital marketing includes a very low cost to advertise their products. Let us now discuss why digital marketing is important. Digital marketing is the easiest and simplest way to use digital technology to reach out to their customers.
Traditional ways of selecting a product where both the shopkeeper and customers feel discomfort have been shifted to modern online ways where individuals can select and purchase various products just with the help of the internet at their places.
How to Use Digital Marketing Strategically for Maximum Impact
Blogging:
it is the easiest and simplest way of doing digital marketing with the help of the Internet. In blogging first we have to make a blog in the name of our company. It includes services and various offers provided by our company to our customers and with the launch of the latest products by our company we can add the details of our latest products. It can help us to attract various customers at the same time.
Content Marketing :
We can write all the details of the products provided by our company in the form of content ( briefly and clearly). It includes deals and offers provided by the company for the products.
Search Engine Optimisation (SEO) :
It includes optimising a website’s content, technical configuration, and links to make the Website easier for its users to find.
Social Media Marketing :
Advertising the products of the company using social media platforms such as Instagram WhatsApp LinkedIn Facebook Pinterest.
Google AdWords :
It is the paid service for advertisement from Google which can help a company to advertise their products on various websites and posts to reach out to your target audience. With the help of Google AdWords, we can promote various advertisements such as text Ads image ads, GIF ads, match content ads, video ads, pop-up ads sponsored search, web banner ads
One of the best examples of successful digital marketing is Airbnb. It was founded in 2008 by Joe Gebbla, Brian Chesky and Nathan Blecharcyzk. This Company does not own any properties on its own.
Airbnb is an online marketplace. A place which connects various people across the world to rent out their places with people who are looking out for accommodations, hotels, villas etc for short-term or temporary stays. It is a platform where hosts can rent out their space to guests.s
This company charges broker fees or commissions from each booking. Whether you want to book a cosy cottage or a penthouse Airbnb helps an individual to acquire the places of their choice for a short-term stay to enjoy your peaceful time, vacations, and family trips. It helps people to visit millions of places around the world and enjoy their unique views.
Inbound Marketing:
This marketing strategy enables the business to attract customers by creating experiences and valuable content tailored to them as per their requirements. It is the best and most effective strategy to attract potential customers in the most cost-effective ways. Also with the partnership made with Google, they invested in Google Search Ads which enables the business strategy to grow through the roof. With this business strategy, they were able to reach their audience geographically.
Social Media Marketing:
To expand its customer base Airbnb uses Social Media Marketing as its digital marketing tool. It plays an important role in any business marketing strategy. They are active on all social media platforms such as (Instagram, Facebook, LinkedIn, Pinterest, Snapchat. With this strategy, they post various places visited and experienced by their customers, and they share their experiences and reviews about the destinations, and places they visit while travelling. They mostly share feature user-generated content. It takes place when companies ask their customers to post their interactions with the products and services. For example: Guests share their real-time experiences using (#Airbnb) and even book a rental place directly from that feed or post
Actively posting various destinations to visit using the best visual graphics, and posting stories about the dream destinations of people have helped the business to grow drastically and growing exponentially. This can be proven as a great way to connect with people. The purpose of their Social Media Marketing Strategy is to keep people informed about what hosts and travellers are doing all over the world.
Content Marketing:
Airbnb understands its target audience, this includes the people who want to become travelers not tourists. So the main focus of the business is the people who like to travel from one place to another. They have kept a strong hold on the content strategy and utilizing the strength of storytelling and curation. It delivers blogs, and micro stories of hosts and travellers about their experiences who hold the interest of the readers. The stories are snapshots of real user life experiences. How Airbnb has impacted their life while travelling around the world. While travelling Local city guides introduced by Airbnb have helped the travellers get detailed information about the locality and the area.
One special feature provided by Airbnb is Guidebooks. It is information listed by Airbnb hosts which can be used to discover things to do, much like planning activities. To perform while staying in the local neighbourhood, whether trying the best food in the area, From horse whispering to canyon hiking etc.
Some other strategies adopted by Airbnb are:
Influencer Marketing :
This includes using influencers who have good followers on social media to post stories on YouTube, Instagram, and Facebook about the destinations enlisted with Airbnb. In 2015, Airbnb hosted a ‘floating house’ publicity stunt on the Thames River in London with a variety of related events including a #FloatingHouseParty where attendees were encouraged to livestream, take pictures and splash the night all over social media.
SEO (Search Engine Optimisation), Brand Partnerships, Referral Marketing.
CONCLUSION:
Airbnb is a great example of how digital marketing can fully allow a startup to grow and they don’t need to sell their business to large corporations. They are also able to blow up themselves and change the lives of millions of people across the globe. With an effective digital marketing strategy Airbnb has played the game smartly to stand out in the world of accommodation and rental space business and has continued to do so. In today’s interconnected digital world, ensuring robust security has become more critical than ever, as it protects sensitive data, maintains privacy, and safeguards both individuals and businesses from potential cyber threats. In today’s era, YouTube is the best platform for growing digitally.
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