Is dark social destroying your travel marketing strategy? | The Insight Files |

Dark social is digital sharing of content that is untraceable using traditional tracking methods. For example, when someone copies a URL and pastes it into a chat message or other direct communication tool such as SMS. Since analytics measures this as a direct link, there's not simple way to track its true origin. While this form of communication is not nearly as new as social media, it's far more challenging to measure the impact of digital marketing as direct communication tools proliferate. Just like face-to-face word of mouth, it's a challenge to track but worthy of the effort. According to a recent Radium One report, nearly nine in ten Internet users have shared content digitally via non-trackable means. This is a relatively consistent behaviour across demographics. Click here to view steps for leveraging dark social.