👉 In the context of digital marketing, a "counterglow" refers to an online promotion that focuses on highlighting the positive aspects of competitors' products or services. The goal is typically to attract customers who are interested in what other companies have to offer but might not necessarily be aware of it. The term "counterglow" was coined by marketing consultant and author, Seth Godin, in his book "Countering Culture Shock." He used the term to describe how businesses can use social media to
