By  on June 19, 2013

Describing advertising today as “highly fragmented,” Rachel Tipograph, global director of digital and social media at Gap brand, said marketers have to understand each medium in order to use it effectively. In other words, there’s no such thing as a “one-size-fits-all” approach.

In the old days, Gap would hire a renowned photographer, feature well-known celebrities and produce six images a year. They would put them all over the world and they would last anywhere from one to three years. Today, those six photographs are two days’ worth of content, she said. The shelf life for a Tweet is two hours; a Facebook post, seven hours; Instagram, 12 hours; Foursquare, 36 hours; Vine, two days; YouTube, five days; Pinterest, one week, and Tumblr, forever, she said.

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