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Airbnb's Focus Changes From Search To Brand Marketing, It's Paying Off

Airbnb said its strategy of slashing the amount spend on advertising and investing in brand marketing to lessen its reliance on search-engine marketing is paying off. The company's marketing spend is now low enough that it doesn’t anticipate drastic reductions even if economic headwinds worsen next year, it said. Brian Chesky, co-founder and CEO, said in the company's earnings call earlier this month that it's not forgoing search, just lessoning its reliance. The company still plans to use the media, which will include updating its search ranking algorithm. 

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