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Prize winner
Case
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Reference no. 9-911-033
Published by: Harvard Business Publishing
Originally published in: 2011
Version: 8 February 2012
Revision date: 12-Mar-2012

Abstract

This case describes a wallet maker's application of seven Internet marketing technologies: display ads, algorithmic search, sponsored search, social media, interactive content, online distributors, and A/B testing. It provides concise introductions to the key features of each technology, and asks which forms of online marketing the company should prioritize in the future. Also discusses similarities and differences between online and offline marketing, as well as issues of marketing campaign evaluation.

Time period

The events covered by this case took place in 2010.

Geographical setting

Region:
Americas
Country:
United States

Featured company

Big Skinny
Industry:
Media & telecommunications; Online retail

Featured protagonist

  • Kiril Alexandrov (male), CEO

About

Abstract

This case describes a wallet maker's application of seven Internet marketing technologies: display ads, algorithmic search, sponsored search, social media, interactive content, online distributors, and A/B testing. It provides concise introductions to the key features of each technology, and asks which forms of online marketing the company should prioritize in the future. Also discusses similarities and differences between online and offline marketing, as well as issues of marketing campaign evaluation.

Settings

Time period

The events covered by this case took place in 2010.

Geographical setting

Region:
Americas
Country:
United States

Featured company

Big Skinny
Industry:
Media & telecommunications; Online retail

Featured protagonist

  • Kiril Alexandrov (male), CEO

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