Shed Light on Dark Social to Better Understand Your Customers

On the Fly, our new video series with small bites (two mins or less) of marketing advice and training from marketing experts, delivered while they are on the road, at the airport, or traveling somewhere.

Our guest this week is Anthony Helmstetter, a digital marketing expert and an analyst with Convince & Convert. Anthony is On the Fly to shed some light on dark social and why it is good for your business. Dark social sounds ominous, but it just refers to web traffic that’s not attributed to a known source because it is missing a referral tag/ tracking code. So where is this traffic coming from? It is mostly when people share content through private channels such as instant messaging, email, or native mobile apps.

Having dark social means you have some serious word-of-mouth going and it should be an important part of your marketing strategy, says Anthony Helmstetter. While you may not fully be able to track dark social, it is important to know what percentage of your traffic is untrackable. Watch the full video for tips to learn how:

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More traffic than ever comes from instant messaging, email, and mobile apps. Marketers have to adapt. You should not ignore the potential that lies in text messaging as well. However, a text is still a marketing message that should properly crafted. Find out more with “Is Text Messaging the Next Frontier of Content Marketing?”