This article is part of a Spotlight series on how brands in Southeast Asia can work better with the dark side of social media. Read more
Dark social is the unquantifiable, unmeasurable and untraceable realm that keeps marketers up at night. Coined by marketers to explain the growing trend of more and more consumers taking their conversations into more intimate spaces like private messaging apps, SMS and email, the untapped opportunity for brands continues to pique imaginations as a hot topic for discussion.
Today, private messaging apps are taking overshare-of-voice from more traditional...