Brand strategy: The need to humanise content

Mukta Lad

The pandemic has changed the way people consume content and look at brands, and TripAdvisor shares how brands can humanise their interactions with customers.

Brands need to be human to succeed and this has become even more important during the pandemic. When brands are talking to their consumers, being human is absolutely critical – the need for humanising your content needs to be at the forefront of your influence and content strategy.

So advises Sarah Mathews, group head of destination marketing, TripAdvisor Asia Pacific.

Speaking at the Marketing Influence 360 conference, she said TripAdvisor is facing the challenge of reaching out to the travel and tourism community during this period. With a travel shutdown in most parts of the world for over a year...

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