MERCADEO Versión en español
Warc research: The Rise of ‘Dark’ Social Interactions Will Impact Marketers in 2017
Manuela Walfenzao| 25 de enero de 2017
David Tiltman, director de Contenido de Warc
Research conducted by Warc, an online service offering advertising best practice, evidence and insights from the world’s leading brands, revealed that 84% of the interactions on social networks happens via dark social platforms, through conversations that cannot be registered by marketing experts. Research suggests that in 2017, this trend will have an impact on brand’s social strategy and that its growth is driven by the rise of chat apps, such as Whatsapp, Facebook Messenger, Line and WeChat. “The rise of ‘dark social’ has two major implications for marketers. First, there may be an impact on social listening techniques and the quality of information available from monitoring ‘open’ social platforms. And second, there is expected to be a move away from ‘real time’ social strategies towards conversation-based approaches” explained David Tiltman, Head of Content at Warc. Currently, 90% of social marketing investment is on public platforms. Warc expects agencies to penetrate the chat format by 2017. “The emergence of chat functionality on smartphones has gone beyond the simple sharing of messages and pictures, and has become a complete ecosystem for consumers. This has the potential to provide a wealth of data touchpoints for organisations to tap into, but many of these touchpoints are contained within private networks creating a challenge for marketers” added Jason Warnes, Digital Marketing Partner at Deloitte Digital.
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