The author of this study "EBay's Overall Digital Marketing Efforts" evaluates the marketing strategies which the company eBay resorts to. According to Marketing Week, eBay was established in September 1995 by Pierre Omidyar’s in San Jose, California…
With up to 4.5 million likes on Facebook and over 170 thousand followers on Twitter, eBay is actively increasing its popularity all around the world. It has a modern website that is quite user friendly, it easy for one to find his or her way around the site be it to buy or sell a phone, a car or an accessory among others. Consequently, its default search engine gives results of all its networks; the item to be sold or bought, the price range and the even geographical location. Finally, eBay has a mobile application that allows e-mail and message notifications about specific services (O’Reilly, 1). The New York Times has featured news about eBay. Buying a few items on eBay guarantees one to be conversant with the mechanisms and operations of the site. More information and ideas were outsourced from other people who have used eBay before or are still using. Overall Marketing Strategy A marketing strategy refers to the process(s) or model(s) that a company employs to realize sustainable competition and maximize their sales, by optimally using their resources. This would include all the short and long term ideologies in the marketing area, strategy formation, assessment and selection of a good plan, hence to help the organization reach its goal. Marketing, therefore, entails the efforts used to get word out about a product. O’Reilly (1) claims that, no matter how big the brand, the products they have a need to be showcased to the rest of the globe to at least get a hearing. These strategies include: spreading the news, using e-mail, allowing for customer feedback, using business cards, rewarding frequent customers and giving out freebies. These ideas enable one to make an overall marketing plan, but with a good website the number of these strategies can be doubled. Located all over Europe, eBay has got more than 90 million users worldwide. As a marketing plan, it launched daily email offers service, and is focusing to push fashion sales. With its slogan, ‘free shipping’, eBay has been able to significantly attract sellers and buyers from all over U.S. eBay. It redesigned its website into a superstore. Recently, Sainsbury’s digital marketer, Tanya Lawler joined eBay to be the vice president in order to boost sales says O’Reilly, (1). Target Audience eBay is one of the largest online marketplaces all around the world. It allows trade to occur on local, national and even international scale. This trade happens through auction listings, buy it now basis or through the eBay stores. It has acted as a neutral intermediary between buyers and sellers, hence referred to as a market maker. eBay oversees trade between a number of goods and services namely; motors (cars, motorcycles, bicycles etc.), fashion, Electronics, collectibles or art, sporting goods, toys and hobbies, jewelry, health and beauty, deals and gifts and finally, home, outdoors and decor (Ebay.com, 1). A number of eBay users find it safer than other online marketplace, it is, therefore, considered a reliable online source for buying and selling of goods and services. eBay offers free shipping within the U.S while rival online marketplaces do not offer such service. eBay differentiate itself by getting involved or acting as a mediator between the two parties (buyers and sellers), hence the idea of auctioning goods and services. ...
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