Burberry champions switch to digital marketing
UK luxury brand Burberry has said its decision to switch the majority of its marketing spend from traditional channels to digital, was a move that will hopefully convince more brands to follow suit.
The fashion brand decided earlier this year to spend 60% of its budget on digital channels. The tactic seems to have paid off, as revenue has increased 29% to £830 million in the six months to 30 September.
Speaking at a global marketing event recently, WPP chief executive Sir Martin Sorrell said there is an imbalance between the media people are consuming and what is being spent on marketing. He said about 32% of consumers’ time is spent online, including on their mobiles, yet global digital budgets are only about 17% of overall spend this year.
