Isn’t it interesting how growing up we were told not to meet with strangers? Especially people from the internet, but now it seems like everyone is doing it and even apps such as Uber and Airbnb require strangers to essentially.. meet up – from the internet.
The sharing economy is an economic model that is a peer-to-peer (P2P) based activity of obtaining, providing or sharing access to goods and services that are facilitated by a community based online platform. Uber, UberEats, Airbnb, and Airtasker are some popular examples you’ve probably heard of.
The increase in mobile and internet usage has helped with the evolution of the shareconomy, and it continues to grow with UberAir as a prime example. The ride-sharing giant intends launch a high-flying car service, with testing to begin in 2020 with Melbourne and Sydney as potential testing locations.
The growth in the shareconomy has many implications for businesses that use this model. Digital marketing is even more important as they are provided on digital platforms, this means marketers have more accurate data in how users interact with their service. Traditionally, data is often gathered from third-party sources that may not be as accurate as compared with first party data that have been collected through direct interactions with users.
Marketers can also learn more about their consumers to improve service using valuable first party data. Especially since many of these apps require email addresses and phone numbers there are greater opportunities to incorporate digital touch points into users’ customer journeys.
What are your thoughts on the shareconomy? Do you have any suggestions on what strategies digital marketers can use to leverage the growth in this market?
Drop your thoughts in the comments below!
And until then I’ll see you in the next bLAWg post!
“The more we share, the more we have.” – Leonard Nimoy
bLAWg 
‘Stranger danger’ was such a thing for us all growing up. And it still is now, but the point you bring up about how many brands such as Uber and Airbnb are essentially creating experiences where you have to meet up with strangers to get the benefit of the service, is so accurate and very ironic. This happens when we hire out an Airbnb and have to pick up the keys from the owner, or when we stay in a shared Airbnb and essentially live with people we have never met before. It legitimately happens so often despite all our fears growing up regarding ‘stranger danger’. Given the safety concerns that many people would have when utilising ‘shared’ services, I think Uber is onto something with their latest introduction of the emergency feature on the Uber App. This allows any passengers or drivers in danger to send alerts to emergency services who can then track locations via GPS signals. By having this feature, I believe Uber is now taking into consideration a wider audience (perhaps the elderly or young women travelling alone) who will feel more safe and therefore less opposed to using the service, knowing the have access to help if they need it. Introducing enhanced safety features to their products/services is probably a way that more businesses can leverage the growth of the sharing economy.
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Hey Kim, I think it’s great you picked up on the fact that Uber has introduced that emergency feature; personally I haven’t heard of it since it’s been a long time since I’ve used the app. But those are some definite improvements. The introduction of safety features is an awesome way to boost the growth of the shareconomy – as safety is often a top priority – and will help reduce/eliminate risk that consumers may feel from potentially utiliisng these shared services.
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