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31 May 2021
Shining a LIGHT on dark social in Southeast Asia
WOM, Viral campaignsSocial media planning & buyingSocial media audiences
Marketers should not shy away from dark social activities, but instead dive in to find opportunities to engage, says Kiron Kesav of PHD Media in Malaysia.
Why it matters
People will continue to share and converse through private channels, away from the public eye of the measurement algorithms. It is time for marketers to not fear but embrace this dark corner of digital marketing and find opportunities.