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‘Dark Marketing’ Poses Opportunity, Incites Concern

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JUSTINE MURPHY, SENIOR EDITOR, [email protected]


It’s easy to stick to traditional outlets and advertising campaigns that for years have produced effective results. The business of marketing and advertising is changing to include new routes that reflect today’s increasingly connected world. Taking the risk of bypassing traditional marketing and advertising can be scary, so it’s important to understand nontraditional approaches. Dark marketing — also referred to as covert marketing — is evolving, and it’s garnering mixed reviews by marketing professionals. As defined by Hiep Nguyen, an ICT business...Read full article

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