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.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
How will graduates find entering the workplace during a downturn? We ask the class of 2008 how they coped.
TUI is looking to build confidence as the travel sector begins to reopen with a multi-million pound campaign aimed at inspiring holiday nostalgia.
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 the squeeze on marketing roles to the question of loyalty, it’s been a busy week.