How M&S is getting ‘more bang for its buck’ in marketing

M&S increased views of its Mrs Claus Christmas campaign despite spending lessMarks & Spencer (M&S) has cut its marketing budget as it looks to get ‘more bang for its buck’ through an increased focus on social media and its Sparks loyalty card.
The retailer spent £162.7m on marketing in its financial year to 1 April, £23m or 12.6% less than the year before. And while its CFO Helen Weir would not be drawn on budgets for this year, she said effectiveness is impr