"The concept of the dark funnel (or dark social ) has been around for a decade. We're all doing these things and doing these ourselves and not understand that that's what it's called. Dark social is just about places where people are interacting and engaging, and your attribution software cannot directly correlate those results.
It's a combination of things. It's content promotion places, like podcasting. There's not always a direct correlation to your attribution software, but it's one of the top places people consume information today.
These other social channels can also be considered dark social. Think about LinkedIn, Facebook, Twitter. Those are influencing people to take action too. I do it all the time. I go to Google right away after I see something on social or listen to a podcast and maybe convert there. They do not see that, and they're just seeing that it's Google or direct.
There's some misalignment with the attribution software, how and where people buy or consume information. People are doing these things, but they don't think about monitoring it or figuring it out.
I have to give a shout-out to Chris Walker of Refine Labs. If you're any marketer listening, you've probably come across his content. He's put it on the map for modern marketers or people growing up in this kind of social media space and how marketing is changing. That's what it's all about, and that's where B2B buyers are now.
We all have different ways of communicating, interacting, and learning about products and services. That's the significant change, and it's a challenge that companies are facing too because marketers want to do these things, and sometimes leadership or the Board is just not understanding it either."
- Todd Kunsman, Director of Marketing, EveryoneSocial