Whatever it does, it does on social media or online first. Like its Holiday 2013 advert (see at right), which went live on YouTube before appearing anywhere else. As the economy improves, M&S wants its ads to sparkle and capture the magic of the holiday season.Digital-led marketing is part of M&S's strategy to capture younger shoppers and let them browse and buy in a multichannel manner. Apps? Yes. Shop Your Way, the M&S program offering buy-by-mobile, buy with a call, buy online, order in a store, and so on, is leading the way towards a 28.5% multichannel sales increase. However, profits are lower as M&S invests in stores and marketing.
Social media marketing is a battleground for retailers and upscale brands these days. Here's where M&S stands with social media fans:
- Facebook: 1.4 million likes
- Twitter: 270,000 followers
- YouTube: nearly 4,000 subscribers; some videos have 346,000+ views
- Pinterest: 8,700 followers
