39: What Is Dark Social?
Marketing in Minutes
In this episode of Marketing in Minutes, I dive into the intriguing world of dark social with EvenBound's president and founder, John Heritage. We explore what dark social is and why it's a game-changer for marketers. John explains how sharing links through messaging apps and texts leads to "dark attribution," making it difficult to track the original source of traffic. We discuss the importance of focusing on the correlation between social media investments and sales pipeline growth, rather than getting lost in attribution. John shares insights on crafting effective social media strategies and highlights the significance of targeting the right platforms. Whether you're new to the concept or looking to refine your approach, this episode sheds light on how dark social can impact your marketing efforts. Tune in to gain valuable perspectives and actionable advice.
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