Airbnb shifts from mass to targeted marketing as brands urged to confront ‘uncomfortable truths’
Airbnb is no longer looking simply for reach in its marketing and will increasingly seek a more targeted approach from its agency partners, the online home rental site has said.
Speaking at Mumbrella’s CommsCom conference in Sydney this morning, Airbnb global PR lead Dylan Smith said as the company matures, the use of reach as a key measurement will diminish.
