Using multiple platforms to tap into trends and tell engaging stories, these campaigns use a range of styles and themes to help organizations create a buzz around their message, product and brand. It was a huge success with over 15 million views since it first aired and was followed up with targeted advertising on social media in the same style, as well as direct email marketing to increase subscribers.
If you are searching for a place to stay in Google, you will likely come across Airbnb. This is the story of a fresh, new peer-to-peer vacation rental website that spread their marketplace service throughout the world via creativity.
They had a digital marketing strategy to match their mission leading to international waters and, with a little struggle, came out on top. Survival is dire in the wild, and also in the world of search.
Travel with us through the online world of Vacation Rentals. Airbnb is a marketplace where people share private spaces all over the world to be rented short-term. These spaces could be apartments, villas, houses ,or even castles for a unique travel experience of various prices.
Founded inthe company now has overlistings in 33, cities and countries and continues to grow.
However, they were not always doing so well. According to a First Round ReviewinAirbnb almost went bust-until they began improving the image quality of their listings. The young startup found several ways to not only survive, but also grow exponentially.
Some of the international domains now show good growth as well. According to Wayback Machinethe German domain, Airbnb. Take a look at the results of this effort and see how these travellers are faring in search.
They show the most paid visibility in the German Vacation Rentals category, but very little organic visibility at the moment. If you take a look at the graphs below, you can see what drives the visibility of the domains in Germany and what content type provides the most visibility in the category.
The blue bar, on the other hand, shows the actual share of search for airbnb. Under Category Content Distribution, we can see what content types dominate the search results for these categories: Creative Digital Marketing Strategies 1.
Of course Airbnb uses the ratings system for their rental listings just like the others, but they also make sure that the ratings from Trustpilot.
When I looked at the other top 5 domains in the category, this did not seem to be a part of their digital marketing strategy. In addition, returning to the idea of visual stimulation, Iyer mentions how Airbnb offered the mutually beneficial service of professional photos of the spaces listed on the site and guidelines for user-generated images.
This way, the visuals provide better content and the spaces become more attractive to users searching for a place to stay. Another factor that affects the SEO of a website is also the size of the website.
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