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.
At the end of every week, I look at the key stories, offering my view on what they mean for you and the industry. From mitigating the impact of Covid on your career to Virgin’s updated loyalty offer, it’s been a busy week. Here’s my take.
The car brand is investing hundreds of millions annually over the next five years as it looks to create a seamless digital experience for customers.
Consumer insights fueled a nudge campaign that helped drive sales of Irish haddock, hake and whiting.
Rather than slashing R&D budgets in response to the pandemic, the vice-president of L’Oréal’s tech incubator believes there is still “so much room” for innovation.