Chris joined Paul Banks, host of the Javelin Journeys podcast, to chat about the importance of understanding dark social and its impact on marketing strategies. He emphasizes that while it may be challenging to track dark social activities, it is crucial for businesses to recognize its significance in the decision-making process of potential customers. By understanding how customers access information and make purchasing decisions, businesses can leverage dark social to their advantage and gain a competitive edge.

Chris also highlights the need for smaller businesses to prioritize marketing as much as product development and sales. By recognizing marketing as a primary growth lever, businesses can make strategic decisions based on data and customer insights. This shift in mindset can lead to more effective marketing strategies and overall business success.

Key Takeaways:

-Dark social, which includes private messaging and direct peer interactions, plays a significant role in the decision-making process of potential customers.

-Businesses should prioritize marketing as much as product development and sales to drive growth and make data-driven strategic decisions.

-The metrics and attribution systems used in marketing should be reevaluated to align with the changing landscape of customer behavior and preferences.