Airbnb shocked the industry when it announced it was ending all performance marketing following COVID. This video examines how Airbnb turned the pandemic disaster into the ultimate lessons in emergency response, branding and product marketing that any CEO or marketing executive can use to navigate the post-pandemic business landscape.
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Data taken from an Airbnb earnings call, as reported here: https://www.campaignlive.com/article/airbnb-slashes-spend-permanent-shift-performance-marketing-brand/1708621
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Intro | 0:00
Airbnb’s Pandemic Emergency Response | 0:53
The End of Performance Marketing | 2:20
The Importance of Brand Marketing | 3:08
Airbnb’s Major Product Update | 3:48
The Importance of Product Marketing | 4:29
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