Kim Mattson

ITS 380

CH 7


Case Study

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? is one popular site that also offers classified ads for horses. One service offered by the Exchange and not Dreamhorse is the professional screening of the horses that are listed by the Exchange, while allows anyone to post sales ads. The horses on the Exchange are more likely to be appropriately described and not a scam. Another service that the Exchange provides is that all the horses listed have high-quality videos and photos embedded within the site for customer viewing. may have listings that are text only.

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? uses Facebook, Twitter, YouTube, RSS Feeds, and an iPhone app. The biggest increase seems to have come from Facebook, because of its viral recommending features (the Like button) and how quickly word spreads on Facebook.

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

They work with individual sellers and trainers to help create effective ads with photos and videos, a personal strategy is detailed for each horse, buyers fill out forms and expected budgets, personal e-mail responses to buyer queries, make recommendations, searching for suitable horses to meet criteria.


1.       Visit the websites of at least two online companies. Make a list of the social, mobile, and marketing efforts you see on the website. Do their pages display Like it! Plug-ins, and/or Google+1 logos? Do they have a Facebook page? If so, visit the pages to see how they use their Facebook pages. Is it different from their website pages? Can you identify how the firms use mobile marketing? Use your smartphone or tablet to access their websites. Are their websites designed specifically for each platform? In conclusion, compare and critically contrast these firms, and make recommendations for how you, as a marketing manager, would improve their effectiveness.

Etsy can be followed on Facebook, Instagram, Pinterest, and Twitter. Etsy’s mobile site content is designed to scale for mobile devices that is easy to navigate through. They also have an app. Etsy’s website includes a payment safety guarantee, a variety of blogs, and communication directly to store owners to ensure a good experience for the consumer. Etsy’s website conveys belonging to a community and shopping with a sense of value by the open communication between sellers and buyers through online forums and social media. The Facebook page reflects the company’s website format, posts are kept simplistic.

Shutterfly is also on Facebook, Pinterest, Instagram, Twitter, and Google +.  Shutterfly also has three mobile apps : Shutterfly, Groovebook, and Share Sites.  The company also offers unlimited photo storage through their mobile app, a extremely valuable feature for consumers. Data storage has become an increasing demand and is generally a service paid for. Their mobile app also is capable of saving photos from other social media apps. Shutterfly has utilized the mobile platform to enhance the customers experience and solidify company growth. They have capitalized on saving and preserving people’s photos/memories for free and offering multiple platforms to create products with them.

2.       Visit your Facebook page and examine the ads shown in the right margin. What is being advertised and how do you believe it is relevant to your interests or online behavior? Make a list of ads appearing in your News Feed. Are these ads appropriately  targeted to you in terms a of your demographics, interests, and past purchases? Go to at least two websites and Like it or Like a product. In the next 24 hours, do you see marketing messages on Facebook related to your likes.

I did not have any ads in the right margin. But the following were in my NewsFeed : Maurices, Meaningful Beauty, Trunk Club, Honey, Like Lush Boutique, Java Lips, Bohemian Spirit, Plae, and Body Rock. Most of the ads were appropriate. But at the same time, also pretty generic. These ads could apply to females in general.