NEW YORK: Both Gap Inc. and Target are using owned media to give consumers an inside look into their companies, said Target PR VP Dustee Tucker Jenkins and chief editor and director of digital media at Gap Inc. Sue Kwon on Friday at the Arthur W. Page Society's Spring Seminar.
Gap “found that one-way marketing wasn't grabbing customers or employees,” said Kwon, and that “consumers crave two-way conversations.”
The company uses social media to communicate its value to consumers, she ...