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Pedro Gonçalves

The Emergence of the DarkNet and Why It Matters for Marketers | Huge - 0 views

hugeinc.com/...t-and-why-it-matters-marketers

Remarketing Web Internet Privacy Millennials Dark Search Dark Social

shared by Pedro Gonçalves on 11 Jun 13 - No Cached
  • advertising technology called remarketing has proven alienating to online consumers. Remarketing, which lets advertisers follow someone around the Internet with a display ad, based on a previous search engine query, specific site visit, or other online action by the user, has increased in popularity in recent years.
  • The rapid spread of SnapChat--the picture sharing app that auto-deletes photos after ten seconds--shows that young people increasingly understand the need to keep some things secret, or at least to control the visibility and content of their communications. The migration of Millennials away from Facebook to the more anonymous Tumblr may be another sign. And the outcry raised by young Tumblr users in the wake of news that Yahoo! was purchasing the platform--driven by fears of more corporate control and increased advertising--only underscores the point.
  • Millennials are in the vanguard of mainstream online behavior: they were first on Facebook (after college students invited to the join in its earliest days), followed by their parents. A Millennial move towards greater online secrecy could represent the beginning of a larger shift that warrants additional research.
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  • Marketers are already confronting the implications of a more shadowy Internet, specifically the phenomenon known as DarkSocial and DarkSearch.
  • “DarkSocial,” estimates that 69% of the publication’s social traffic is dark--meaning users who access content by clicking on a link emailed or IMed to them. Marketers don’t know where these users came from or what exactly drove them to their website.
  • cloud services like Google and Apple are proactively stripping referral data out when sending users to third party sites via search. These DarkSearch visitors, like their DarkSocial counterparts, also end up in the “direct referral” bucket of analytics reporting, indistinguishable from the geography-less visitors who typed your domain name directly into their browsers to visit your site.
  • In the near-term, brands will have to confront a potentially darker Internet, as the roadblocks to data-driven marketing thrown up by DarkSocial, DarkSearch and an emerging DarkNet increase. There will be real consequences, including in investments in marketing, if it becomes more difficult to quantify customer engagement.
  • In the longer-term, we may see a nascent e-commerce system more familiar to science fiction fans (and current users of services like Silk Road, the online illegal drug marketplace). Imagine a future Amazon.com-like e-commerce site where all profiles are anonymous, all payments utilize crypto-currencies, and all deliveries of physical goods use inexpensive, multi-hop services that conceal the ultimate end delivery address behind anonymous dropboxes.
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