The Marketing Case for Value from Dark Web
April 19, 2016
For marketers crying for more user data, the Dark Web may present a challenge — or not. A longread article, Bitcoin Remains Most Popular Digital Currency on Dark Web from Coin Desk reiterates the landscape of the Dark Web is more nuanced than the headlines screaming cybercrime suggest. Despite the inability to know users’ locations, identities and interests, which may worry marketers, several points are raised asking marketers if there is possibility for value in the Dark Web. Explaining more about the potential benefits to marketing and sales, cybersecurity reporter Brian Krebs is quoted,
“‘Plenty of would-be, legitimate consumers come from regions of the world where perhaps governments don’t want their consumers visiting certain places or buying certain items. And for those consumers, [the Dark Web] can be a boon, and potential positive for retailers and marketers,’ Krebs writes in an e-mail. Krebs goes on to say that much of the supposed danger posed by the Dark Web is nothing out of the ordinary when it comes to cybersecurity.”
This useful piece not only provides insights into how the marketing industry views Tor, but also serves as a handy layman’s guide to Dark Web (synonymous with darknet and dark net) terminology and a brief history. Additionally, the founder of Adland presents an interesting case for opening a .onion site to complement a site on the Surface Web, or the “regular” internet.
Megan Feil, April 19, 2016