QUESTION 1

There are nine (9) important decisions to consider when developing a digital marketing strategy.

Analyse the case study and other relevant information on Airbnb to practically explain how Airbnb can, or are, already using each of the nine decisions to develop their marketing strategy. (40 marks)

No more than six (6) marks will be awarded for the discussion of each decision. No marks will be awarded for theory.

THE NINE IMPORTANT DECISIONS:

The nine important decisions need to be discussed as outlined and defined by Chaffey & Ellis-Chadwick in the textbook "Digital Marketing. Strategy, Implementation and Practice" on pages 210 - 237.

Decision 1: Market and product development strategies

Decision 2: Business and revenue model strategies

Decision 3: Targeting marketing strategy

Decision 4: Positioning and differentiation strategy

Decision 5: Customer engagement and social media strategy

Decision 6: Multichannel distribution strategy

Decision 7: Multichannel communication strategy

Decision 8: Online communications mix and budget

Decision 9: Organisational capabilities and governance

Textbook Reference: Chaffey, D. & Ellis-Chadwick, F. (2019). Digital Marketing. Strategy, Implementation and Practice. 6th edition. UK: Pearson

Textbook Link: https://garshadma.com/wp-content/uploads/2020/07/dave-cheffy-digital-marketing-strategy.pdf

LINK TO CASE STUDY:

The full case study can be found at https://www.growthmanifesto.com/airbnb- growth-strategy

I KINDLY REQUEST:

- Please include references to external sources in answers where possible for further study - in-text and a link to articles below the answers.

- Please include practical answers for better understanding.

THANK YOU!