Dark social squads of hyper-connected brand advocates are fuelling Adidas’ bid to become the “hottest social currency” in football.
O2 is looking to personalise the communications it sends out on its owned and earned media by tracking users on ‘dark social’ – content sharing that cannot be accurately tracked because it takes place on messenger apps or via email, rather on Facebook or Twitter.
Even though 75% of all online content in the UK is being shared through dark channels – areas not measured by web analytics such as links sent via email, online forums or private instant messenger platforms such as WhatsApp – brands are still “overwhelmingly” neglecting the space, according to new research from RadiumOne.
Five brands have been shortlisted for the 2021 Marketing Week Masters Brand of the Year, with the winner to be announced in October.
The shortlist for the Marketing Week Masters Brand of the Year has been revealed, and now it’s your chance to have a say in who wins.
As we make the transition from full remote working to hybrid workplaces, have brands done enough to address the reality of employee burnout and mounting stress after well over a year of lockdown?
Economist Grace Kite explains what econometric modelling is and how it can be used to “untangle” different sales drivers.