Exam (elaborations)
Exam (elaborations) Unit 17 - Digital Marketing
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Exam of 3 pages for the course Unit 17 - Digital Marketing at PEARSON (P2)
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BTEC Y 13 – 01-03-19 Jack CollinsUnit 17 – P3
Brand Awareness
Paid search advertisement
A way that air BNB gains brand awareness is through paid search advertisements. This is important
for the company for consumers in order for the business to gain revenue, as paid search
advertisements helps to increase the visibility for Air BNB, for consumers when they are searching
up for cheap holidays in the search engine- air BNB will be the first to pop up. This is quite important
for the business as this makes it more like for the company to constantly produce revenue if the
company is one of the first websites to pop up as it is proven that consumers rarely go on the third
or fourth page on a google search when they are looking for a holiday. Meaning that if Air BNB was
on the third or fourth page on a google search page then customers would hardly visit the page-
meaning that the visibility would decrease massively for the business, resulting for the revenue to
decrease massively for the business. For example, according to hbd.edu, " The standard advertising
package leads to 10-20% more purchase intentions. This reinforces our interpretation that Yelp
advertisements lead to increases in demand. “Showing that if Air BNB pays for their advertisements
search for brand awareness then it’ll help to lead more purchases as the company is much more
visible making it much more accessible for consumers.
Mobile applications
Another way that Air BNB is able to increase their brand awareness worldwide is through mobile
applications. This is important for Air BNB as the company would send out ads on mobile apps
regarding different deals and offers for different holidays that the company is offering. This is
important as these deals can interest the consumer, making it more likely for the consumer to click
on the ad that Air BNB is offering. This is also very good for the business as consumers are more
aware that Air BNB is offering deals for holidays, which is helping to increase brand awareness for
the business. This is an important strategy for Air BNB to increase their brand awareness as mobile
app marketing is increasing everyday meaning that it’s more likely for the business to gain customers
through this marketing strategy; as the company gathers data through what consumers search up in
the internet so that the business will know what the consumers are interested in. That way the
company will be able to send out the specific ads to the specific consumers so that the company will
be able to increase the chances for the consumers to click on the ads that the company is offering.
For example, through the mobile app advertisements air BNB can increase their app installing rate
by 19 percent through he company’s visibility.
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