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Marketing in the Dark – Dark Social

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Tracking dialogue and gathering data from this for useful insights is at the heart of marketing nowadays.

dark data social media ibm marketing tools snap chatAccording to a recent research by IBM and Econsultancy, the vast majority of companies believe they have a good idea of their brand in the social dialogue. However, this same study also shows that these companies are overestimating their position due to dark social. Dark social comes down to the communication that customers have in private messaging apps, such as Facebook Messenger or WhatsApp. And this dialogue has become increasingly difficult to track, leading to a situation in which companies do not know what is being said about their brand, or how it is perceived.

systems social email media digital mobile ibmAccording to a recent research by IBM and Econsultancy, the vast majority of companies believe they have a good idea of their brand in the social dialogue. However, this same study also shows that these companies are overestimating their position due to dark social. Dark social comes down to the communication that customers have in private messaging apps, such as Facebook Messenger or WhatsApp. And this dialogue has become increasingly difficult to track, leading to a situation in which companies do not know what is being said about their brand, or how it is perceived.

artificial intelligence ibm watson congnitiveBut what does this mean? Deploying messaging apps to communicate with the customer directly and personally is a start. AI technology can be used to increase the number of conversations with your customer and collect data for an even better customer experience. One example is the use of chatbots. On the one hand, they create a fast response for customers and often a quick and easy solution to their problem, leading to improved relationships. And on the other hand, AI technologies and chatbots increase efficiency and effectivity which leads to a reduction in costs and an increase in revenue.

Companies that use messaging apps and other tools to penetrate dark social outperform the competition. For example, in the study mentioned above, outperforming companies use WhatsApp messaging as a platform twice as much as mainstream organizations. Combined with the power of AI the dark social sphere can be entered on a far larger scale.

Of course, personalization is central to this approach and 75% of all companies indicate that they apply this approach. But with the growing concern about the data use of companies one should be weary of the pitfalls and look into even more technological solutions. What other solutions can be used and what pitfalls need to be avoided can be read in the report of IBM.

CMO | IBM Benelux

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