In the midst of technological advances, companies still want to offer personal and human touch. This is the case fo Airbnb, a global provider of budget accommodations worldwide.
According to Marketing Week, Airbnb has no physical outlet and all deals and transactions only happen online. With this, it is then Airbnb's aim to put human values at the heart of the business by sharing authentic user- generated stories.
As said by Airbnb Marketing Manager, Brian Kendall that consumers still long for the same things in life. So companies such as Airbnb is important to have an emotional connection and a lot of ads are attempting to do that.
The importance of video for Airbnb is essential because by nature it is emotional in how it makes people think and feel. Airbnb is fortunate enough that it is able to employ human touch in its communication through host or people traveling using the service.
The Airbnb brand has always involved human interactions and telling the stories is one of the most important tasks to put the word out. Airbnb's brand marketing strategy makes use of telling stories of consumers' experience using the app as continued by Bryan Kendall.
Bryan Kendall then continues by saying that Airbnb likes it more realistic and more authentic so all the more are attached to brand or product. That has always been the case for Airbnb since its inception.
As per Kendall, so many brands are jumping into the latest fad and try technology into a media form. Kendall of Airbnb also adds that this is something that consumers don't need. Using technology for technology sake is dangerous because it may cause people to switch off.
As added by International Business Times, Airbnb was founded back in 2008. The brains behind the creation of Airbnb are Brian Chesky and Joe Gebbia. Airbnb is headquartered in San Francisco and has over 1.5 million listings in over 34,000 cities and 191 countries worldwide.
