Microbrowsers and “Dark Social” and the Implications for Brand Marketers

Marketers understand that private shares and group chats within device microbrowsers, so-called “dark social” interactions, amplify content greatly. Because users are sharing links from marketing campaigns, the campaigns get credit for referral traffic.

However, there are missed opportunities when marketers don’t see the bigger picture and the power of referrals. Understanding microbrowser traffic and its relationship to social media can help correlate where conversions are really coming from, enabling marketers to boost or reduce spend accordingly to see a better ROI. Jason Khoury, head of corporate marketing at Cloudinary, talks about his company’s research into the power of microbrowser traffic and how brand marketers can take advantage of it.

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