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Dark social: The biggest missed opportunity in digital marketing

Author

Listed:
  • Marjan, Ammarah

    (London South Bank University, UK)

  • Graham, Charles

    (London South Bank University, UK)

  • Bruce, Margaret

    (London South Bank University, UK)

  • Mitchell, Andrew

    (Brandmovers Inc., USA)

Abstract

Following the widespread adoption of closed social media apps, marketers can no longer easily track outbound sharing of website links, or inbound traffic resulting from those shares — so-called dark social. This social traffic is misclassified in Google Analytics as ‘direct’, and little is currently known about its volume or relative behaviour, and therefore how to manage it effectively. This study aims to contextualise the typical contribution of the direct channel to total website reach, identify the relative contribution of (true) direct traffic and estimate the volume of dark social traffic. Traffic flows totalling over 3 million hits were observed over two years on five websites. The results suggest that the direct channel can contribute over one-third of total traffic and, according the authors’ estimate, an inbound dark social component of almost one-fifth. This is little understood at present, and the article proposes a future research agenda to develop theory in the area.

Suggested Citation

  • Marjan, Ammarah & Graham, Charles & Bruce, Margaret & Mitchell, Andrew, 2020. "Dark social: The biggest missed opportunity in digital marketing," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 8(3), pages 261-276, December.
    • Handle: RePEc:aza:jdsmm0:y:2020:v:8:i:3:p:261-276
    as

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    More about this item

    Keywords

    dark social; web traffic; Google Analytics; direct traffic; social media; e-WOM;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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