Why are marketers so excited about the possibility of tracking dark social traffic? Not only is it the quantity of traffic found on dark social channels, but also the quality of traffic there.
Everyone seems to be talking about dark social these days. The term, coined by Alexis Madrigal of The Atlantic, refers to social traffic from previously untrackable sources, such as links shared via emails, messaging apps, and some mobile applications. This is opposed to traffic from open social platforms – Facebook, LinkedIn, Twitter, etc. – which is easily tracked.
Why all the excitement? For one thing, dark social traffic is estimated to be three times larger, by volume, than standard social media traffic. If that seems hard to believe, just think about how often your friends and relatives send you links over email. But it’s the quality of dark social traffic as much as the quantity that has so many marketers paying close attention.
The Intimacy Advantage
When someone you know sends you a private recommendation for a piece of content or a product, that’s a very powerful signal. It’s one-on-one messaging rather than the one-to-many messaging that takes place on a typical social channel. And the recipients of dark social links are, of course, handpicked by the sender. In other words, programmatic marketers who can tap into dark social are tapping into the same intimate relationships that make word-of-mouth marketing so effective. To continue reading please click the link below;