How brands can create more marketing moments as dark social proliferates

Jasmine Wong

Initiative’s Jasmine Wong believes dark social represents a blue ocean for marketers that invites experimentation and discovery.

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

Under-the-radar sharing over chat apps, social messaging and email have clouded sources of traffic and consumer sentiments for brands and publishers. While WhatsApp is in No 1 position boasting an average of 28.7 hours spent per month just on its pla

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