By John Glenday

With the Christmas countdown now well and truly underway advertising technology firm RadiumOne has conducted some festive research indicating that eight in ten Christmas shoppers now share Christmas content such as gift ideas and requests via email or instant messaging.

Dubbed ‘Dark Social’ such activities are described as the ‘biggest missed opportunity in marketing’ as many brands are ill-placed to capitalise on such communications.

The report found that 30% of consumers shared more content in this way over the Christmas period than normal with 72% of this content shared via dark social channels as opposed to just 22% Read full story ›

Source: The Drum