ITS 380-001 Global E-Commerce Systems

Xueying Mei

CH7 – Social, Mobile, and Local Marketing


P.494   Case Study Questions:

Q1: 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?

        Answer: is a Web site that has a fundamental similarity with But services a very simple, easily use website that doesn’t offer. Because Aslin has observed selling horse online is not a worldwide business, it targets marking is that some people learned at an old school, they are not comfortable with a new technology. The simple, clear, straight away Website is a main factor to be successful. In additional, Exchangehunterjumper .com also offers a very warm reaction that lacks. For example, every sold horse, put on a category with some comments. It lets customers think they are famous, important, and there is a relationship continuously for ever.


Q2: 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 is the one of social media that led to the hisghest increase of sales and enquiries. Facebook has generated 9% of total trac for The Exchange website. Facebook is the best and important for ecommerce sites because ease to determine which outlets that are most effective to reaching the specic buyers.


Q3: Make a list of all the ways The Exchange attempts to personalize its services to both buyers and sellers.


1.      It has a very strong presence on social networking sites. It has so many posts with pictures providing real time experience to buyers and sellers.

2.      It has many videos on Youtube.

3.      It has a link of show calendar on its website showing the dates on which horse shows are being held.


P.498   Projects:

Q2: 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?


The ads that are on my Facebook page are quite relevant to my preferences. The advertisements started popping up recently after I searched for them on Google. I recently purchased a projector on Amazon and new products related to electronics category started showing up on my News feed.

·         Travel portal for leisure travel to other countries –

·         Laptop advertisement - Lenovo

·         Hard disk from ecommerce website offering 40% discount.

All the above advertisements are related to my recent searches online and also some of the picture I liked in various Facebook pages. The ads are related to my recent online activity such as sharing news articles on travelling, liking pages on computer accessories etc. The advertisements are usually of targeting person of my age group 20-30. Pictures that are shown in ads are of young people of my age or college related.

I clicked like on one of the jewellery company’s facebook page and a travel company’s page. In the next few hours, I have receieved a few advertisements on various kind of bracelets and watches for men. Also, other jewellery company’s facebook pages are being shown in suggested pages column. Also, the newsfeed points out to some of the other travel pages my friends liked.


Q2: Given the shift toward m-commerce, do a search on m-commerce (or mobile commerce) crime. Identify and discuss the security threats this type of technology creates. Prepare a presentation outlining your vision of the new opportunities for cybercrime that m-commerce may provide.


Pinterest is becoming one of the most important marketing platform or brand building tool where the companies can keep more engaging contents to reach to right customers.

The basics of Pinterest and why it matters for brands:

·         Accounts for 25% of retail referral traffic

·         Drives 4x more money per click than Twitter

·         47% of U.S. online consumers have made a purchase based on recommendations from Pinterest.

·         Projected to have 40 million active users by the end of 2014

One brand page we can talk about Ziploc. Pinterest gave the brand a platform to share exclusive tips and tricks with its customers, helping people get more systematized, planned, competent and imaginative everywhere in their home or office. “Pinterest fits into our communication plan as the channel that lets us play a role in the aspirations of our consumer,” said Adam Beane, Ziploc’s brand manager. Ziploc started testing Promoted Pins as an early beta partner in May 2014 and saw success right away. The creative team tries to make each Pin unique, surprising and delighting Pinners along the way, and testing creative strategies to figure out what works. Taking learnings from the platform, Ziploc optimized its website for Pinterest. A recent redesign made the site more image-based, which means more content to save to Pinterest. Each image and overall page is now Pinnable.

Pinterest is the least product-focused of the various marketing channels. Pinterest is used to share the expertise with our consumer and provide with different tips to make the customer more successful at home and on-the-go. Product is never the central component. It can be integrated only when it’s a natural fit.

The second product that we can talk about is Sony. When Sony joined Pinterest, they noticed how much of their stuff was already being pinned. With the help of veteran employees, Sony created boards and added Pins that matched what pinners liked, including new products, vintage ads and unique gadgets. It helps them to reach new customers and help them realize that in today’s world, technology is part of the lifestyle — it is what helps you cook, it’s what helps you travel. Pinterest is a great platform for conveying such message. Sony sent out a dedicated email about Pinterest to make people aware of their Pins. The visual-heavy email explained Pinterest and suggested a few Sony boards to follow. The email was a rousing success with an open rate 67% higher than their set goal and a click through rate 16% above the goal. This led the Sony team to resend the email two weeks later, which drove a 15% increase in subscriber growth and a major jump in Pinterest followers.

Adding the Pin It button to emails makes it easy for people to say, ‘That product looks cool, I’ll pin it so I can check it out later. Sony also includes a most-pinned banner in some emails, which drives visits to products on their website each month. These visits often bring revenue to Sony.

The suggestions that can be made:

For Ziploc:

·         Send a dedicated Pinterest email to showcase your boards and encourage following

·         Add the Pin It button next to product shots in emails to get people pinning

For Sony:

·         Pinterest can be used to share the expertise with the consumers, share the video of the user friendliness of the various high tech products, can show the clarity of the pictures of the different high tech cameras etc. and provide with different tips to make the customer more successful at home with the technology.