“Dark Web and Dark Social are like old-fashioned marketing.”
It was an intriguing response from an upcoming podcast guest to intriguing phenomena.
It’s invisible conversations, information and link-sharing happening behind the curtains.
But here’s the thing: it’s NOT a new business challenge.
Until the Web emerged in the late-1990s, a lot of marketing wasn’t easily measured:
– Direct mail
But it didn’t stop companies from spending on marketing. They knew it worked even though results weren’t easily measured.
In some respects, marketing has become a leap of faith.
In simplistic terms, marketing happens in channels you think will perform, and then you see what happens.
This has put more focus on customer research, creativity, high-value content, and experiments.
And new ways to measure success and ROI.
Cool app: Untools, tools and framework for better thinking.