Chad Nordean


ITS-380 Global E-commerce Systems


Chapter 7: Social, Mobile, and Local Marketing



Case Study Questions:


1.     Find a site on the web that offers classified ads for horses. Compare this site to in terms of the services offered (the customer value proposition). What does The Exchange offer that other sites do not?

I am deciding to compare with another site that focuses around horses. The site is called These two site were very similar and had a lot of the same information on each of their sites. But there were some key differences.


The Exchange

Buyer forms:



Premium option:



Social media Platforms:



Horses sold:



Information on horses:



Barn sales:




Overall, it is very clear that The Exchange does a great job of dominating the market because they offer so much valuable information. They have also been able to find a way to make it a sustainable business which is something that a lot of sites can never figure out.


2.     In what ways were social media effective in promoting The Exchange brand? Which media led to the highest increase in sales and inquiries? Why?

The exchange has always been very big into social media advertising. It started a very long time ago with a YouTube, Facebook, Twitter, and Instagram. All of their social media sites have been Fairley successful and are really gaining traction but there is one platform that has pushed them over the top. Facebook is the platform that changed the game. On Facebook, users are allowed to boost posts that will reach more users. This is increasingly important to keep gaining massive amounts of traction of social media. Another tool they used was Google analytics. which allows them to track their ads. On here they can tell demographic, age, location, and much, much more. These are the main tools that The Exchanged used to become more popular and well known.




3.     Make a bullet list of all the ways The Exchange attempts to personalize its services to both buyers and sellers.

There are multiple ways that The Exchange attempted to personalize its service for both of its buyers and seller even though this can be very hard to do!


Here is a bullet point list of the changes:

·         The Exchange hosts a calendar on its website showing the dates of the future horse shows. -This benefits both by allowing buyers and sellers to be fully aware of what is happening.

·         The Exchange has personal e-mail response for buyer inquiries.

·         Buyers can pre fill out forms that will show their interests and budget.

·         The Exchange will make recommendations of which types of horses best fit you and what you are looking for.

·         The exchange handles each horse differently and assigns a special strategy to sell it.

·         The Exchange also works on creating effective ads with sellers and trainers that feature the horses.

These are just some of the ways The Exchange try’s to fit both its sellers and buyers.



Project Questions:


1.     Visit your Facebook profile page and examine the ads shown in the right margin. What is being advertised and how do you believe it is relevant to you? Make a list of ads appearing in your news feed. Are these ads appropriate targeted in terms of your demographic, interest, and age? Visit two retailer online stores and see if ads start to appear. Explain.

On my Facebook page, ads for brand new 2019 Ram trucks keep appearing. I believe these ads are directly targeted at me because I have recently been looking for a new truck. Specifically I have been looking for the new 2019 2500 Ram, which are what my ads are for. I believe these are appropriate ads because it is the right demographic, I have a serious interest, and my age is the perfect fit for these dealerships.


I recently went to Walmart and Target to look at new bed spread covers and within 35 min of researching these two online retailers, I now have ads on my Facebook! This is because of the cookies that the website download on to my phone. This is very cool and really do appreciate well targeted ads!


2.     Identify two Pinterest brand pages. Identify how they use Pinterest marketing tools described in this chapter. Are there some tools they are not using? What recommendations do you have to these companies?

The two Pinterest brand pages I will be discussing is Walmart and Target. Both of these pages are used pretty much the same. They use Rich pin, which allows the item to show pricing and availability, they also use buyable pins which allow users to buy straight from Pinterest. Both use ad targeting on Pinterest to push the most fitted products for you. A list of marketing tools they use include:

-          Pins

-          Boards

-          Repins

-          Share

-          Hashtags

-          Embedded

-          Price display

-          Integration with Facebook and Twitter


Here is a list they could add:

-          Follows

-          Pinterest lens

-          And Apps


Overall, I do not think I would change anything they are doing. I believe they are using the most effective marketing tools Pinterest has to offer and both are super successful on Pinterest.