Raymond Yonathan Hutapea - 29320106

DIGITAL MARKETING QUIZ

1. HOW BIG THE DIGITAL MARKETING STRATEGY WILL EFFECT TO

THE SUCCESS OF PRODUCT CAMPAIGN FROM ONE COMPANY ?
GIVE YOUR OPINION .
The digital marketing strategy will have the positive effect for the success of product
campaign because it increases customer’s engagement, improve customer’s experience,
increase conversion rates, and improve brand’s perception.

2. GIVE AN EXAMPLE FROM A PRODUCT WHEN DIGITAL MARKETING

CAN BOOST SALES COMPARED WITH TRADITIONAL MARKETING
One of the large companies that use digital marketing to boost sales is Airbnb. Airbnb has
changed the way we travel and look for accommodations. Launched when its founders
couldn’t afford their rent, the site now boasts 100 million users, 2.3 million listings, and a
total valuation of $31 billion in 2017.
Their marketing strategy is aimed at getting both travelers and hosts for the platform. Its
digital marketing relies primarily on user-generated images and videos on Facebook,
Instagram, and Twitter (highlighting the cities and properties in its stable), how-to videos
and posts geared towards owners, and popular city guides. Their Instagram campaign
matches humor with compelling images of different travel locations around the world,
making it more than just a service—it’s a travel forum as well.
When it comes to social media superstars, Airbnb shines the brightest. During a 2015
Instagram campaign, the company received 13.3 million interactions and increased
followers by 341 percent.
On the other hand, the traditional marketing is used by a motorcycle company called
“Harley Davidson”. The brand is using print media marketing in magazine form, i.e., HOG
magazine. This magazine is designed for bike enthusiasts and especially for those who
have a great passion for Harley-Davidson. It is one of the most popular magazines among
bike enthusiasts. It represents biking as art and due to its beautiful designing,
inspirational editorials, etc., it has received the best Print magazine in Content Marketing
Awards. This magazine includes stories of Harley members, reviews, ideas related to
customized bikes, product features, inspiring riding stories, and recommended road trips.
Although Harley Davidson has collaborated with well-known magazine, the sales is not
higher than using a digital marketing because the company is lack of promotion. People
nowadays tend to see the information by online rather than search it offline which makes
them did not notify the product that has been offered by Harley Davidson. Compared to
Airbnb which is a newer company, the annual revenue is almost the same in 2019 which
is at 5,4 billion USD for Harley Davidson and 4,7 billion USD for Airbnb.