News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Top 3 tips to harness dark social data
Properly attributing visits, clicks and shares across the online and social spaces allows brands to tailor their content marketing to create content with which their audience will engage. This also represents the best potential communities to connect with and can help identify which devices the audience is commonly using to access content.
"It is time for this influential behavior to be brought to light so that brand marketers can possess a more accurate view of how their top webpages or pieces of content are delivering their traffic. Understanding the sharing methods, geographies and devices that drive the largest volume of click backs can only increase this free user acquisition," said Rebecca Watson, Vice President of Business Development, RadiumOne.
Dark social, or the sharing of digital content by consumers outside traditional social networks, is one area more brands need to access, advises Watson. By knowing how consumers are sharing content and which content pieces - images, video, ads, etc. - are getting the most shares, retailers can continue to create the best content for their shoppers.
Here are Watson's top three tips.
First, enable tools that will track both copy/paste sharing and click backs. Social sharing buttons are important, but don't rely simply on these options because many consumers aren't using them.
Second, allow for auto-inserts of the original URL. People are copy/pasting bits of text more and more and by allowing for the original URL to be inserted in those selections, there is a trail back to the brands' original content.
Finally, leverage analytics.
"[Retailers should] leverage a third-party social analytics tool that provides a 360-degree view of all types of your users' sharing and click back activity," said Watson.
Image via Shutterstock
- SMBs: What to look for in your next device
- 3 ways analytics may be clouding your strategy
- Why brands need to know document search
- Half of cybersecurity experts say mobile payments are not secure
- Amazon the go-to place for consumers to search for products
- Which holiday season promos will motivate consumers to buy?
- Display ad revenues continue to rise despite ad blocking
- Mobile camera functionality key to capturing Millennials' loyalty
Featured White Papers
- The Retail Marketer's 2015 Holiday Playbook
Download this ebook to learn how to increase Average Order Value, drive last minute purchases, increase sales, extend in-store shopping...