Case Response Report 4 1. Reading Assignment: Sephora Direct: Investing in Social Media, Video, and Mobile, Assignment Questions: 1) Assuming Julie Bornstein, senior vice president of Sephora Direct, receives the additional funding, how should she allocate her budget across the various digital categories? Given that the additional funding requested must be shifted from Sephoras other marketing spending, where would you propose to cut? Why? 2) What do you make of Sephoras digital and social media efforts as of the fall of 2010? Was it wise in your opinion to create Beauty Talk as a separate social platform to Facebook? 3) As Sephora increasingly dabbles with digital marketing and social media, which competitors should the company be most worried about? 4) What metrics do you propose Sephora Direct use to measure the success of its digital efforts going forward? 5) What should be the strategic goal of Sephoras digital and social marketing programs? How can Bornstein satisfy the CEOs desire to win in the digital space