Gap gets a handle on how social media users "talk" to the brand

07/14/2011 | MediaPost Communications

The themes of discovery, engagement and advocacy are helping Gap's marketers understand how the brand interacts with consumers on social media platforms and is helping to direct the development of future digital campaigns, according to senior marketing director Chris Gayton. "[Such efforts] have increased traffic and the size of orders, because engaged customers spend more," he said at a conference this week.

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