Dark social media marketing often feels like blindfolding, but even with this constraint, brands can still do a lot to target dark audiences and support their marketing goals through these invisible channels. One of the most effective ways is through direct messaging, which can include using chatbots to drive private engagement and large-scale conversations. Message-based communications are important in B2B and account-based marketing strategies, and this buy email list approach is well established on LinkedIn, but is also becoming available on Facebook and is widely seen as a useful tool for targeting dark social and embrace automation all at the same time.
As Social Media Examiner points out , some brands like Adidas are already using chatbots in WhatsApp and other messaging platforms to serve as customer touch points, establishing a visible presence in otherwise dark channels.Brands can also use dark buy email list social activity as a tool to improve personalization by creating remarketing campaigns based on past engagement with dark social content. When a consumer clicks on a link to a piece of your business content, it creates an opportunity to programmatically display other advertisements and content specific to the interests indicated by their dark social activity.
As a marketer, you might not be able to see what's buy email list going on, but this anonymous activity can still be tracked and targeted like any other digital campaign. Meanwhile, as you watch certain pieces of content demonstrate greater appeal and succeed in driving dark social engagement, your marketing department may decide to create content specifically designed to drive engagement with dark social audiences. Even with a limited view of what's happening on private social channels.