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Next dumps TV and print for digital
Next is cutting TV, print and direct mail marketing spend for digital, claiming it is seeing “impressive” results from the latter, while ROI from the former isn’t what it used to be.
The retailer’s digital marketing spend is set to rise by 125% year on year for the 12 months to the end of January 2019, from £12m to £28m. Meanwhile, its budget for direct mail, print and TV will be cut by 51% from £23m to £11m.
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