Apart from exchangehunterjumper.com, Bigeq.com is one of the prominent web pages that provide categorized and classified advertisements for horses. One advantage that The Exchange provides is its proper screening of horses as compared to Bigeq.com, which enables anyone to publish sales adverts. In The Exchange, almost all of the horses featured have high-quality videos, photos, and documentation incorporated within the platform for customers to watch, unlike those provided by Bigeq.com. In comparison to Bigeq.com or other such similar sites as horsedeals.com, the Exchange provides a more customized service that is more tailored to its specific market of top-quality show horses. Furthermore, The Exchange has a more communal sense of belonging for its specialized set of customers than the other websites.
For online marketing, The Exchange utilizes a number of such social media websites as Facebook, YouTube, Twitter, RSS feeds, and the iPhone app. Social media is employed to attract more interest and direct traffic to the virtual marketplace (Vieira et al., 2019). In addition to luring prospective sales, the Exchange’s social media presence serves to develop and strengthen it as a brand, while also retaining a fanbase of eventual or future clientele. The largest rise in The Exchange’s sales seems to have come from Facebook. The high sales are attributed to Facebook’s viral recommendation capabilities of “like and share” and the ease with which Facebook operates, which has contributed to its success.
The Exchange aims to tailor its products for both buyers and suppliers in the following ways:
- Collaborates with independent sellers to design effective marketing adverts, including quality photographs and videos.
- Works with existing customers to improve horse images, videos, and documentation attached to each horse.
- Is cautious about the horses it lists in order to retain its reputation and values.
- Is informed and maintains up-to-date market portfolios to effectively sell its services.
- Buyers complete paperwork and estimate expenses before purchasing a horse.
Reference
Vieira, V. A., de Almeida, M. I. S., Agnihotri, R., da Silva, N. S. D. A. C., & Arunachalam, S. (2019). In pursuit of an effective B2B digital marketing strategy in an emerging market. Journal of the Academy of Marketing Science, 47(6), 1085-1108. Web.