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guests to assist with translations and proofreading content. Though this is a more cost effective way to address translations, the accuracy and consistency are compromised. As a result, the company needed to have in-house translators (Yip, 2017). The in-house translators review each translation and ensure the content fits within the Airbnb brand. The approach has been very effective and has increased efficiency with brand localization efforts.Prioritize High-Quality TranslationsEven with the use of crowdsourcing and in-house translators to increase the efficiency of translations, the number of translations can be overwhelming. The need for further efficiency was recognized, and the approach to prioritizing translations was adopted. The engineers enhanced their TMS to include prioritization (Yip, 2017). The system counts the number of times users are looking at particular pages over the course of 4 days (Yip, 2017). The high number of hits increases the importance, and the content is moved to the top of the list of importance to translate (Yip, 2017). The result of the prioritization ensures that the translators are focusing on the most viewed content first to help drive translation faster to the production system.
Running head: MARKETING MIX ANALYSIS 7Leverage Word-of-Mouth in Global Communities Airbnb’s global marketing strategy addresses the need to grow the hosts and guests user base. The company recognized that a referral system marketing strategy could be very effective (Airbnb, 2014). In a recent Tech Talks presentation, Gustaf Alstromer, team leader for the Growth Team at Airbnb, explained the “Airbnb Funnel” and how Airbnb reaches potential customers (Figure 2).Figure 2: Airbnb Funnel (Airbnb, 2014)By analyzing the framework of how users go from being potential users to actual users of Airbnb, the team designed a market strategy around a referral system focusing on the “Return & Share” (Airbnb, 2014). Alstromer explained that their marketing strategy drives sustainable and scalable growth and incorporates the following growth goals:Accelerate awareness: spread the word of Airbnb and educate users on the product;Drive conversion: change potential users to hosts and travelers (Airbnb, 2014).This marketing strategy has been effective in certain global markets. For example, in Asia, one online celebrity with 2 million followers, posted an Airbnb rental code which resulted in several thousand new guest sign-ups (Yip, 2017). However, online tactics will not work with certain sub-market segments. For example, there is a whole generation of potential users that do
Running head: MARKETING MIX ANALYSIS 8not use social media (Yip, 2017). Thus a marketing strategy that is composed of only online referrals will miss this group completely. The right mix of advertisements and online tactics will cast a larger net.