'Dark social sharing' refers to content that is privately distributed by users through channels like messaging apps, emails and file transfers instead of public social media platforms. This type of sharing is now a significant portion of overall social media traffic, prompting new strategies for digital marketers in the coming year. What is Dark Social Sharing? Traditional social networks only measure sharing that occurs publicly within their own platforms. However, extensive content sharing also happens privately through channels they cannot track. This 'dark social' sharing encompasses messaging app forwarding, comments shared over text messages and content emailed or transferred between users.

While most marketers focus on established social media platforms like Facebook, Instagram, and Twitter, an increasing amount of social interaction today happens through private messaging apps. These “dark social” channels like WhatsApp, Facebook Messenger, iMessage, and Snapchat are increasingly how friends and family communicate and share content. However, these closed ecosystems present challenges for marketers who want to reach consumers through relevant messaging. To succeed at dark social marketing in 2023, brands must craft strategies that feel authentic and valuable within private messaging conversations. As an example, over 2.5 billion people utilize instant messaging apps for communication. In contrast, less than

As the digital marketing landscape continues to evolve, brands are realizing the importance of providing seamless, consistent experiences throughout customers' journeys. However, crafting such experiences can be challenging given the multitude of channels and touchpoints involved. Customer journey orchestration uses technology, data and automation to map, measure and optimize how customers interact with a brand across channels over time. By embracing orchestration approaches, companies can design customer journeys that drive higher engagement, satisfaction and lifetime value. In contrast to marketing strategies that focus solely on individual channels or touchpoints in isolation, orchestration takes a holistic view of the customer journey. This

With consumer privacy concerns on the rise and data regulations tightening, marketers are realizing the limitations of third party data sources. However, shifting to first party data collected directly from customers presents challenges on its own. An alternative gaining traction is zero party data - the data customers actively choose to share about themselves. Embracing zero party data strategies can help brands access valuable insights while respecting customers' privacy and control over their information. Traditionally, marketers have relied heavily on third party data purchased from data brokers and partners. This includes demographic and behavioral data used to segment audiences and target