Facebook Development is increasing in advertising value as they gather more users and followers than ever before. Running user-targeted ads, Sephora can gain exposure and increase brand awareness. This increase in budget expenditures will allow marketers to increase the reach and effectiveness of the holiday and viral promotions.
A number of digital efforts implemented in the past two years seem to be bearing fruit, and there is a desire to intensify Sephora's social media, online video, and mobile presence. Bornstein must justify the need for the additional funding, determine how best to allocate the money across the various platforms, and establish effective ways to measure return on investment ROI for digital marketing spending.
She must also take into account that the funding requested will likely come at the expense of Sephora's traditional marketing programs. Importantly, Bornstein needs to begin thinking about a cohesive long-term strategy that clearly identifies the role digital platforms play and how they help Sephora maintain its leadership position in the prestige beauty care space.
The constant emergence of new players, such as Groupon and Shop Socially, the growing power of social media platforms such as Facebook, and the way consumer behavior and user generated content are rapidly evolving in a digital era, make her task all the more challenging.
Do you want to read the rest of this article? Citations 1 References The ultimate pay-off from this engagement comes in the form of better product knowledge, long-term relationship development, new product development, testing and introduction, financial performance Li, ; CyberRx Muntinga et al.
However, owing to regulatory and legal constraints, pharmaceutical companies must tread cautiously with such consumer interaction — a barrier that marketing counterparts in non-regulated industries do not face Ofek and Wagonfeld, ; Schneller and Marshall, ; Stephen, In light of such constraints, pharmaceutical firms' web presence to date has been relegated to a largely one-way, traditional advertising model that essentially replicates elements of print and broadcast advertisements, but in the digital domain.Julie Bornstein, senior vice president of Sephora Direct, is seeking to double her budget for social media and other digital marketing initiatives for Case Study Recommendation Memo Assignment.
At Fern Fort University, we write Sephora Direct: Investing in Social Media, Video, and Mobile case study recommendation memo as per the Harvard Business Review Sales & Marketing case memo framework. Dec 14, · With concerns that Sephora would be unable to achieve maximum archival capacity on Facebook, Sephora direct team decided to build their own version of a social media platform known as Beauty Talk.
This platform was designed as a Q & A forum for clientele and browsers to ask simple beauty questions and receive answers.
MKTG Marketing Management The Wharton School, University of Pennsylvania Sephora Direct: Investing in Social Media, Video and Mobile Julie Bornstein, Senior Vice President of Sephora Direct is charged with developing a digital marketing strategy for Sephora, a .
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