Companies that contact customers via dark

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The company used the anniversary of the fall of the Berlin Wall as an opportunity to tell a “true Airbnb story about belonging”. – and across multiple media. Conclusion: different media – one story world Transmedia storytelling will continue to be a particularly interesting area of ​​storytelling in marketing in the future. However, while purely journalistic or artistic approaches have more freedom to create stories that are more difficult to access, in marketing care must be taken to ensure that the individual stories always provide an introduction to the bigger picture.


The most important thing is the structuring and selection of distribution channels. 7. Dark Social Special Data Now, by 2018 at the latest, one could argue that all social media is “dark”. However, dark social still only refers to email, instant messenger programs or messaging apps such as WhatsApp or Slack. Platforms and apps on which social exchange takes place, but which are “private” and whose use cannot (so far) be tracked by Google Analytics and Co. four young people use smartphones Sharing “dark” stories – communication via dark social Advantage According to RadiumOne, 84 percent of digital content sharing takes place via dark social (as of 2016).




So the private is not just political, but marketing. And this also makes for a rewarding way to play storytelling.  social and use tools to track dark social traffic are particularly close to the target group. Dark social is an important channel for sharing stories and measuring their success. In addition, storytelling content can also be used in active communication with the target group, which is easier to do via some platforms, such as email (keyword email marketing ) and group chats, than via messaging apps.