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Many marketers and thought leaders have shown great interest in Dark Social on LinkedIn, where there has been an influx of opinions and posts.
B2B Buyer Journey is partially responsible for the buzz around Dark Social. Buyer journeys for B2B products and services have significantly evolved and become very complex over the last decade, especially how buyers learn about products and services in different ways.
Marketing professionals use the term dark social to describe web traffic from popular unknown distribution channels that is difficult to precisely track. Despite the high number of B2B buyers at these channels, the company is not going to be able to directly measure the effects of this activity.
Dark traffic, dark social media, and dark funnel are other terms you may hear to describe this phenomenon. Essentially, all of these describe the same thing. It is important to note, however, that the dark funnel is primarily concerned with intent, not much about the channels.
Dark Social is a phenomenon triggered when a peer shares recommendations about a product or service over one of the marketing distribution channels, resulting in a buyer visiting the company's website.
