Julie Bernstein, senior vice president of Sephora Direct, seeks to double its budget for social media and other digital marketing initiatives for 2011. The number of digital efforts made over the past two years, it seems to be paying off, and there is a desire to intensify Sephora in social media, online video and mobile presence. Bernstein must justify the need for additional funding, determine how best to distribute the money between different platforms, as well as to establish effective ways to measure the return on investment (ROI) for a digital marketing expenditures. It should also take into account that the funding request is likely to occur at the expense of traditional marketing programs Sephora. Importantly, Bornstein should start thinking about a cohesive long-term strategy, which clearly defines the role played by digital platforms and how they help Sephora maintain its leadership position in the space of prestige beauty care. Constant emergence of new players such as Groupon and social store, the growing power of social media platforms such as Facebook and consumer behavior through user-generated content and rapidly evolving in the digital age, to make it even more difficult task. “Hide
by Elie Ofek, Alison Berkley Wagonfeld Source: Harvard Business School 24 pages. Publication Date: June 30, 2011. Prod. #: 511137-PDF-ENG
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