**4 pages (Times New Roman, 12-point font size, double space)
Read the attached case study the case (attached) “Sephora Direct: Investing in Social Media, Video, and Mobile” and answer the below 3 questions.
Julie Bornstein, senior president of Sephora Direct, is seeking to double her budget for digital marketing and other social media initiatives for the upcoming year. Look carefully at various statistics as you form your opinions. You may conduct research and incorporate other articles, secondary data, etc., to support your arguments.
In addition to the case article, the following YouTube video may help understand the brand and their customers:
- Assuming she receives the additional funding, how should she allocate her budget across the digital categories? What kind of programs do you have in mind for the digital category receiving the most allocation? Explain why.Note: There are 3 main categories – video (video production, YouTube ad, user-generated content contests), social media (Facebook development, Beauty Talk, Twitter) and mobile (mobile optimization and mobile app development for non-iPhone). Students can answer this question to assign percentage (%) to each category.
- The additional funding requested must be shifted from Sephora’s other marketing spending. Where would you propose to cut or reduce? Why?
- Companies struggle with the idea of creating a social platform on their own versus develop it on existing social platforms like Facebook. Sephora actually did both. Was it wise in your opinion to create Beauty Talk as a separate platform?