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Old 09-02-2017, 08:55 PM
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The Power of ‘Dark Social’

If your stats via the traditional analytics available for your marketing are not coinciding with your visits or increased sales this could be why:
Quote:
...With brands distributing content through email links, social platforms and influencer engagements, the extended reach of a brand’s content becomes difficult to represent in one place. A consumer’s entire engagement experience with the brand extends beyond the footprint of owned properties into the platforms and pathways through which people share the brand’s content.

Whereas in the past, publishers acted as the primary distribution points for brand content (whether in the form of branded content or traditional advertising), today, the consumers themselves act as distributors to their peers. And that sharing happens well beyond the trackable environments of Facebook and Twitter — email, text messages and IM, for example.

The trouble is that the proliferation of social and messaging platforms has radically expanded that ecosystem to the point where a large portion of those actions take place in what is ominously titled the “dark social.”

This dark social realm of second- and third-degree shares is “dark” because the consumer’s touch points with the brand take place beyond the average marketing toolset’s ability to detect and measure reach, and beyond that which is conveyed by the social platforms themselves...
Read the full article here: Capturing dark social activity can help brands avoid data commodification

Does this shed some light on where those mystery visitors are coming from?
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