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Marketers face the challenge of a constantly changing media landscape.
According to a recent study by McKinsey & Company the number of digital touchpoints is increasing by 20% annually and consumer activity is shifting rapidly to these new digital channels.
Three out of every five people on Earth and more than half of the global internet population live in an Asia-Pacific (APAC) country.
With impressive numbers like this, it is likely that most in our industry will, at some point, face the challenge of marketing in the region.
How is Adidas Football using dark social, does TV have a place in the media mix, and how did the Pogba signing go so big?
Florian Alt, Senior Director Global Brand Communications at Adidas Football, answers our questions.
Dark social refers to any digital channel where content is shared, yet clicks from the channel to a website are not traceable. Hence, 'dark'.
In spite of its recent travails Twitter remains one of the most popular social networks, and a new update could hasten its rise as a potent dark social channel.
This week, Twitter announced that it has added a Message button to tweets in an effort to make it easier to share them via DMs in the Twitter iOS and Android apps.
While marketers are justifiably attracted to the Facebooks and Twitters of the world, stats from Radium One show that nearly 70% of global sharing activity takes place in dark social channels.
These are channels in which sharing activity takes place out of public view.
But just because dark social channels are harder to work and track doesn't mean that marketers should ignore them.
In fact, there are now a number of dark social channels that are just as big – and even bigger – than Facebook.
You’d be forgiven for thinking the term ‘dark social’ refers to some kind of demonic get-together during which attendees feast on blood to please their overlords.
While potentially irksome to social media managers, dark social is somewhat less sinister than the above.
It simply refers to social sharing that can’t be accurately tracked, i.e. the stuff that isn’t picked up by web analytics platforms.
When most publishers and marketers think of dark social, they think of email. But should they be paying more attention to SMS?
If data revealed by BuzzFeed, one of the web's most popular publishers, is any indication, the answer is a definitive yes.
Earlier this month, The Atlantic posted a fascinating article on social media referral traffic.
In it, Atlantic senior editor Alexis Madrigal makes some bold claims about the history of the web and the way that we consider social traffic, coining the phrase ‘Dark Social’ in the process.
It’s a great post and I urge you to check it out, because in many ways I agree with Alexis’ sentiments, although I feel that this may not be quite the huge revelation it's been made out to be.
Here, I'd like to take a closer look at this and the relative importance and attribution of this traffic....