Exam (elaborations)
Exam (elaborations) Unit 17 - Digital Marketing
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Exam of 10 pages for the course Unit 17 - Digital Marketing at PEARSON (Learning aim c)
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Jack Collins Mr O’MahonyLearning aim C:
P6 Produce an outline for a digital marketing campaign that will create brand loyalty for a new or
existing product or brand.
M3 Produce a detailed digital marketing campaign and demonstrate how it integrates into the wider
marketing and promotional mix for a new or existing product or brand.
An objective is what you are going to do to achieve your aim, so for example your aim might be to get
rid of your remaining stock within a week so you would need objectives to get rid of your stock. For
example, you could put on a promotion with your stock so like buy one get one free.
Marketing objectives- One marketing aim for Air bnb is to increase their brand awareness by 5%, this
will be done through doubling down on social media platforms and increasing the use of auto ads on
search engines and websites. This will be beneficial for Air BNB to increase their brand awareness as
paid ads is a great way for Air BNB to get their name and website in front of their target audience. As
paid advertisement will be able to reach a huge target audience worldwide instantly as everybody
digitally will be able to see the various types of ads that Air BNB has to offer, contributing towards the
recognition of Air BNB brand. Additionally, social media is a boundless way for Air BNB to be able to
increase their brand awareness, for example Instagram media is a very powerful platform as the
business has 1 billion active users making it the most active social media account after Facebook. This is
good for Air BNB as the business will be able to use different promotional methods on Instagram for
consumers. Helping for Air BNB to increase the viewing rate for the business, letting Air BNB’s aim to
increase their brand awareness to be feasible.
Another marketing aim for Air BNB is for the business is to increase its customer retention, this will be
making customer service a priority and rewarding Air BNB customers. This is important as 67 percent of
customers believes a company’s customer service is a reflection of how much the company values their
loyal customers. This means that if Air BNB wants to retain customers the objective of the business is
that they must have a quick response when dealing with different types of enquiries with the customers
that way the customers wont be impatient and it’ll give out the reputation that Air BNB is quite efficient
when the business is dealing with customers. This is very important for Air BNB to contemplate on, as
Forty-two percent of consumers expect a response on social media within an hour, and another 32
percent expect a response within 30 minutes. Other wise customers will grow impatient and switch to
other accommodation services. Also a method that Air BNB can use to achieve their aim of retaining
customers is through rewarding customers for their loyalty, this is because research shows 76 percent of
women and 72 percent of men are likely to shop at a business that offers a loyalty program. This can be
through offering special promotions/discounts for customers at Air BNB; this would be appealing for
customers at Air BNB as customers would like to constantly get special offers, as everyone is looking for
a bargain, helping Air BNB to retain its customers, allowing the company to achieve its marketing aim.
, Jack Collins Mr O’Mahony
Finally, another marketing aims for air BNB is for the business to increase its lead generation, which is
meeting the interest/needs of the customers. That way Air BNB will be able to attract numerous more
customers to their business as the company is meeting their demands, which will have to be done
through various marketing objectives. This will include air BNB participating into various sources of
activities to understand the needs of the customers, for example Air BNB could do online surveys to see
how can the business be improved such as the format of their website so that they can make the
customers feel welcomed or the different type of price range that customers would be looking for when
booking accomondation.Also, A 2015 study found that 89% of respondents cited email as the most-used
channel for generating leads, followed by content marketing, this is an effective strategy that Air BNB
should use in order to meet the needs of the customers, so that the company will be able to attract
various customers, enabling the company being able to maximize their profit margins.
Analysis of target segment, brand persona and competition.
Target segment- A target segment is a group of people who share one or more common
characteristics that a business will be targeting. The target groups for Air BNB will vary as the company is
promoting a broad range of people to book air BNB’s accommodation. Meaning that they will be
targeting people with low income to high income, so the company will have to use different marketing
methods, in order to attract consumer in a large demographic scale. For example, consumers that are
on a low range salary, air BNB will have to advertise cheap and accommodating accommodation through
pop up ads etc. That way it will be more feasible for the consumers to go for Air BNB’s business as the
consumers are getting reasonable price accommodation at a convenient area. Whereas, with the
consumers that are on a high income, which will be a different target segment for Air BNB- the business
should advertise top quality accommodation facilities and also reasonable prices facilities as generally
people with a high income generally want to go all out when going on a holiday but that’s not always the
case. Meaning if the business use this marketing method digitally, the business should be able to attract
a huge amount of consumers. Also, Air BNB will be targeting landlords/host so that Air BNB will be able
to advertise their property for rent on their website. Air BNB does this through charging a low
commission rate for the landlords in order to use the company’s services. But what Air BNB can do is to
decrease their commission rate slightly, then a higher percentage of landlords would want to use Air
BNB’s services.
Brand persona- Brand Persona is a set human characteristic that are attributed to a brand name. A
brand personality is something to which the consumer can relate; an effective brand increases its brand
equity. This means that Air BNB would have to portray different types of traits/ values in order to attract
a huge variety of customers to the business. The image that the brand Air BNB should portray is that
they should be trustworthy because if a business isn’t trustworthy then the consumers will go to Air
BNB’s competitors, causing the business to lose revenue. In order for Air BNB to portray that image the
company must prove to their consumers that the business is reliable to their consumers and not trying
to scam them. The company will be able to portray this image through word of mouth from previous
consumers through making sure that their experience with Air BNB was top quality. Also, what Air BNB
can do is that they can ask customers to put up reviews from their previous experience with Air BNB and
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