Kohlton White

ITS 380 Global E-Commerce Systems

Chapter 7


Case Study Questions

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

Found the site called “EquineNow” that is somewhat similar, but it’s not as stylist as Exchange. The only features that they are missing is Sales Barns, Sold, and Show Calendar. There might be features that hold the sellers to higher standards, but at the moment it’s hard to tell.

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?

Facebook has been their most successful social media platform. This was done through investing a fair amount of money into marketing on the platform via boosting posts and promoting content.

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

Their how concept was to give sellers a platform to advertise their horses on and advise them on how they should go about doing it. Then provided sellers with a reliable and trustworthy platform, which gives them the ability to access horses that they might not have been able to gain access to before.



2. 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 your interests or online behavior? Make a list of ads appearing in your News Feed. Are these ads appropriately targeted to you in terms of your demographics, interests, and past purchases? Surf the web, visiting at least two retail websites. In the next 24 hours, do you see advertising on Facebook related to your surfing behavior?

So, this is a bit interesting. I did some research on Dollar Shave Club a while back for a case study. I went to their website and now all my ads on social is for men’s shaving products. I see ads for Dollar Shave Club, Harry’s Shave Club, and Manscaped. I believe that the ads are targeting me because of my search history and demographic.

3. Visit two websites of your choice and apply the social marketing process model to both. Critically compare and contrast the effectiveness of these sites in terms of the dimensions of the social marketing process. How well do these sites acquire fans, generate engagement, amplify responses, create a community, and strengthen their brands? What recommendations can you make for these sites to improve their effectiveness?

Dollar Shave Club (DSC) vs Gillette

Fan acquisition
Both brands take advantage of all social platforms to share video ads, side bar ads, and posts.

DSC has professionals to communicate with their followers in order to keep them engaged on many different socials. Whereas Gillette doesn’t come close to the same level of engage.

DSC had one of the most successful viral ad campaigns of all time, which had their videos shared all over social. Gillette on the other hand… their last ad campaign ruined their relationship with their online community.

Gillette’s community has changed since their social responsibility campaign. Some of their long-time community members have switched brands or have distanced themselves from the company. DSC is about the same as before.

Brand Strength
Gillette’s sales have been on a steep decline ever since they attacked their own fanbase during their 2019 social responsibility ad campaign “The Best men can be.” Whereas DSC sales have plateaued after the acquisition with Unilever.