Numerous digital attempts implemented in the last two years seem to be bearing fruit, and there's an urge to intensify the social media, on-line video, and cellular presence of Sephora. Bornstein must justify the need for the additional capital, determine how best to allocate the money across the assorted platforms, and establish effective methods to quantify return on investment (ROI) for digital marketing spending .
She must also consider that the funds requested will probably come in the expense of the conventional marketing programs of Sephora. Notably, Bornstein should start thinking about a cohesive long-term strategy that clearly identifies the part digital platforms play and the way they help Sephora keep its leadership status in the stature beauty attention space. The steady development of new players, like Shop and Groupon Socially, the the manner consumer behavior and user generated content are quickly evolving in a digital age, as well as the growing power of social networking platforms including Facebook, make her endeavor even more challenging.
Sephora Direct Investing in Social Media, Video, and Mobile, Spanish Version case study solution
PUBLICATION DATE: June 30, 2011 PRODUCT #: 513S05-PDF-SPA
This is just an excerpt. This case is about SALES & MARKETING
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