DARK SOCIAL

DARK SOCIAL

Why Dark Social Now?

  • WHAT IS DARK SOCIAL?

  • WHY SHOULD MARKETERS CARE?

  • HOW CAN IT HELP YOUR BUSINESS?

Dark Social is the social sharing of content that occurs outside of what can be measured by Web analytics programs.


According to DigiDay, about 82 percent of content shared via mobile is untrackable by standard web analytic tools, and 70 percent of online referrals come from dark social. Data has never been more crucial to brand success, and marketers are missing the vast majority of it through traditional methods.


Dark Social is the digital extension of true word-of-mouth marketing, making it an incredibly effective marketing and sales channel. It's also a perfect representation of today's non-linear, omni-channel customer journey. Marketers can use special tags and shortened links to dramatically increase the amount of usable customer data.

ANA Marketing Futures focuses on the innovations and trends that will shape the future of marketing to prepare brands for the challenges and opportunities that lie ahead. Social media has become a cornerstone of marketing strategy, providing not only a new channel of communication, but a wealth of data on the interests and behaviors of individual consumers. However, the vast majority (82 percent) of social data is still untrackable, or “dark.” Dark Social represents at once a complex challenge and immense opportunity for brands. We spoke to marketers and experts across industries to get their opinion on this emerging trend.

Featured Content 

Be sure to visit our full dark social content library for more great resources!

ANA Marketing Futures: Our Story

Knowing that marketers are increasingly challenged in their efforts to keep up with the latest trends and technologies, the ANA tasked itself with creating a program designed to help marketers anticipate—and prepare for—the future of marketing.

 

 

ANA Marketing Futures is what emerged. With a focus on innovative topics and emerging trends, ANA Marketing Futures provides resources that will influence and inform via member cases, research studies, and insight from industry innovators. Check back often to learn about emerging trends and become inspired to take steps toward the growth of your business.