I have to say I was surprised to hear that Gap will not be advertising its new denim line on-air in any capacity. The brand has been known for some of its past TV commercials so I think this shift is really confirming the new direction of advertising. The new ad campaign “Born to Fit” will be placing a significant emphasis on online advertising and social media, specifically facebook. Caroline Tall recently wrote a blog post about the Gap’s facebook page and how it landed on Creativity Online’s top 20 list. The Facebook page will act as the centerpiece for the online campaign, all initiatives will drive consumers to their page where they can view video, upload their own photos, etc. What I found the most interesting is that they have set no numerical benchmarks to determine success, but will look at “how much consumers interact with the brand” to gauge ROI. The Gap has struggled with their brand for some time; however, by shifting direction and focusing on emerging social marketing and online media initiatives that allow for audience interaction, Gap is beginning to reposition themselves again as a leader in the industry.

http://www.clickz.com/3634707

It’s no secret that Microsoft dominates the productivity suite market. Free alternatives exist that many people are still unaware of. In these recessionary times, the appeal of “free” software is stronger than ever. Today I am going to focus on my two favorites – OpenOffice.org and Google Docs. Both products can read and write the native Microsoft Office formats, making migration easier than ever.

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Every week, advertising publication Creativity Online delivers a weekly round-up of the top 20 latest and greatest creative marketing campaigns. This week, Creativity Online released its current AdCritic Top 20 list with the Gap “Born to Fit” campaign situated at number one: http://borntofit.com. The Facebook hub for Gap’s “Born to Fit” 1969 premium jeans, the website provides an excellent example of how to execute an effective Facebook Page to promote a product or service.

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We all know that social web matters to businesses, but many companies are struggling to find ways to jump in and figure out who is going to manage it.  The social web allows businesses to engage and develop relationships with customers – to share opionions, feedback, knowledge, and hold conversations.  But immediacy is at the heart of the social web, especially when it comes to defusing any negative buzz in the online space.  It’s imperative to find and/or hire people who are willing to make participating in the social networks one of their number one priorities.  Here are some helpful skills that a social marketing manager must have:

1) Understand how people interact, network and talk in the social space

2) Strategically build optimized profiles on key, appropriate sites

3) Know where the brand’s customer hangs out, and how to speak with them depending on the channel

4) Listen more than s/he talks.  It’s about tracking and learning from the conversational flow.

5) Be alert to opportunities, ideas and suggestions that can lead to desirable new products or innovative changes to current ones.

The other night my husband, 5 month old daughter and I video chatted simultaneously with my parents who live in LA, and my sister who just moved to Chicago. My sister was able to give us a virtual tour of her new apartment and everyone was thrilled to be able to see my daughter chat away. It got me thinking about what sort of world my daughter is growing up in. She is only 5 months old and I am already exposing her to the computer and all of the amazing technology available to keep people connected. I can’t even imagine what she will be doing when she is in elementary school, or high school for that matter. How advanced is technology going to get? How will she be communicating with peers, family and her parents? Will Facebook and Twitter be part of her day to day life or will they be a distant memory? I am going to seem like a dinosaur when I explain to her that when I left for college I didn’t have an email address, or even cell phone, and I had to go to the library to gather research from actual books for assignments. That was not very long ago so it goes to show how quickly things have changed over the past few years. Will we maintain the same pace?