Dark social represents a blue ocean for marketers that invites experimentation and discovery, believes Jasmine Wong,  Strategy Director at Initiative APAC.

Why it matters

Being unable to clearly quantify the ROI with dark social activity has stopped many brands from making a concerted effort to build their presence, but those who start investing would gain a first-mover advantage.

Takeaways

• Invest the time to identify the relationship between a brand’s advertising and social activities with the volume of dark traffic generated to understand which part of the funnel dark traffic impacts the most.
• Over the past year, brands that have...