Dark marketing is having a substantial impact on the digital marketing industry whether you can see it or not—and that is the problem. Whether your company decides to work with it, rather than against it, is up to you.
Microsoft recently interviewed BrandTotal about what dark marketing is and how to use it to your advantage. The idea is pretty simple. If you want to stay agile in today’s competitive landscape, you have to be able to know what your competition is up to.
Check out Microsoft’s blog post about the reality of dark marketing today.