FIGARODIGITAL.CO.UK


NEWS, VIEWS, STATS AND INSIGHT UPFRONTS DEEP COVER Lots of talk across the digital marketing


industry recently about ‘dark social’. The term, coined by Alexis C. Madrigal at The Atlantic, refers to the untracked sharing of social content. According to a report by RadiumOne, up to 80 per cent of shared brand and publisher content is distributed by email, text and other channels and is therefore untraceable in your analytics. With privacy paramount in many users’ minds, some have asked why this activity should be trackable. But from a marketers’ perspective, dark social represents an untapped source of attribution information. Is there a solution to


80 PER CENT OF SHARED BRAND AND PUBLISHER CONTENT IS UNTRACEABLE IN YOUR ANALYTICS


FAVOURITE SOCIAL NETWORK. SOURCE: DIGITAL INSIGHTS


23% OF TEENS CONSIDER INSTAGRAM TO BE THEIR


this analytics- scrambling issue? There is, and it lies in your… analytics. Users are unlikely to type in or search for long strings of multi-character URLs. If your analytics is showing these, chances are they indicate a ‘dark’ share, copied and pasted via email or text.


CALCULATING CONTENT


UK content


marketers cite in-person events as their most effective strategy, according to a study by the Content Marketing Institute. Twitter is the social media channel most used to distribute digital content. Eighty-five per cent of UK content marketers say brand awareness is their top goal and website traffic is the most popular metric for measuring success.


838bn


48% OF EMAILS ARE OPENED ON MOBILE DEVICES.


25% OF EMAILS ARE


OPENED ON IPHONES. SOURCE: LITMUS


6 issue 21 july 2014


MARKETING MESSAGES WERE SENT IN 2013.


SOURCE: FORRESTER


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