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Report IBM Marketing in the Dark: Dark Social

Marketing in the Dark: Dark Social

Dark social is a significant and growing challenge that marketers need to take seriously.

There is a growing body of evidence to show that consumers are increasingly sharing content privately, for example through messaging apps such as WhatsApp and Messenger, rather than on publicly accessible social networks where brands can more easily track what is being shared about them.

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This report explores the impact of this growing phenomenon and looks at how companies can interact with consumers appropriately and effectively in a world where consumers increasingly prefer to communicate in private.