CH 7 Social, Mobile and Local Marketing
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?
I chose to compare the website called equine.com. The home page of the website looks like any buying/selling website out there for any items. Equine has number of selling services offered: Horses, Stallions, Real Estate and Rescue Horses service. When looking for a horse, a buyer can choose a breed, discipline, price range, age, gender, height and many more different filters. To place an ad, the website requires you to register.
Exchange Hunter Jumper has most of the same filter options but there are some extra that make is more appealing. First of all, the design of the website is much better than the Equine’s. Secondly, when a customer is looking of a horse, there is a “lease price” option, that Equine does not have. This option is very attractive to customers who are looking for a horse but can’t afford to pay full price right away. Also, the main difference is that Exchange Hunter Jumper website make postings for the sellers, due to their expertise in the business and knowledge on how to make an appealing ad. This shows that Exchange cares about the sellers. But Equine’s website requires sellers to post their own ads.
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 Hunter Jumper uses social medias like Facebook, Twitter, Instagram and YouTube to promote their brand. Currently Exchanges highest follower count is on Facebook. They have over 20,000 followers on Facebook and growing. They spend a lot of money on marketing on Facebook and that led to highest increase in sales and inquires. When Aslin posted pictures on Facebook, they did not generate likes, but almost everyone who viewed the picture followed the link to her website.
3. Make a list of all the ways The Exchange attempts to personalize its services to both buyers and sellers.
- Sale horse filter that enables shoppers to sort horses based on price, location, gender, type and size
- Improving the website so videos can work on mobile devices and laptops
- The Exchange places ads on behalf of the sellers to make it more appealing
- They use reviews to always improve their website to keep it fresh and innovative
- Personal connection with buyers and sellers: email, customer service, providing personal strategies for selling
Projects p. 498
Question 1: Choose two different online companies and for each, try to identify the social, mobile, and local marketing efforts the company has implemented. Do they use social plug-ins on their websites? Do they have a Facebook page? If so, visit those pages to see how they are using them. How is the Face book page different from the company's website? Can you identify how the firms use mobile marketing? Use your smartphone or tablet to access their apps, if they have one, and 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.
Question 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?