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The Impact of Dark Social in Travel Marketing

The Impact of Dark Social in Travel Marketing
February 16, 2015
In this digital era, what would you say is the estimated percentage of word of mouth taking place online? As shocking as this may sound, recent research conducted by Ed Keller and Brad Fay shows this number is actually only… 7%! In other words, most of the sharing still takes place offline, by the water cooler, the coffee machine, the office cubicle, in public transit or at the family dining table.

travel marketing and word of mouth

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