Dark social shifts marketing focus

Social marketing remains focused on public platforms, but the growth of ‘dark social’ – private conversations that can’t be measured by web analytics – has significant implications for marketers who will have to develop conversation-based approaches, a Warc report argues.

Toolkit 2017 defines dark social as including activity on closed networks such as messenger apps, but also refers to recommendations or links sent via email.

There is a major disconnect between where marketing money is being spent and where social sharing is taking place: 90% of social investment is on public platforms but RadiumOne research suggests that 84% of social sharing happens via dark social.

Bron en volledig bericht: Warc