Marks & Spencer is investing a fifth of its media budget in social media as it focuses on content and storytelling to reach consumers with a more personalised and targeted
message. That figure has quadrupled over the past three years, according to the retailer’s annual report. Back in November M&S said it was
spending a quarter of its marketing budget on digital. Executive director of marketing and international
Patrick Bousquet-Chavanne says the approach “reflects how people live today and how they expect to engage with M&S”.
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