Impact of PESTEL Factors on eBay's Digital Marketing Campaigns

DIGITAL MARKETING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
PETSEL Analysis........................................................................................................................3
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
There are many factors exists in business environment of a company which affects its
digital marketing campaigns in both manners, positively and negatively. This report discusses
how PESTEL factors influences the success of eBay’s digital marketing campaigns. eBay is a
very popular e-commerce venture, headquartered in San Jose, California, United States (Huang
and Wood, 2017). Currently this American company serves in across the world. The PESTEL
framework has been used below for analysing the impact top six external factors of the business
environment.
MAIN BODY
PETSEL Analysis
PESTEL analysis is very useful framework or tool to different companies and businesses,
because gives opportunity to top-level management of an organisation to know about six major
external factors of its business environment. In this dynamic and modern world, use of this tool
is very mandatory, because without adopting and implementing this tool, no venture can analyse
impact of various external factors. This tool indicates six major external factors of eBay’s
business environment, called; political, economic, technological, environmental, social and legal,
in which these factors will defiantly affects to digital marketing campaigns of this company.
Political factors
Political factors will defiantly affect to digital marketing campaigns of eBay. Currently
this multinational e-commerce company runs its digital marketing campaigns in many countries,
in which upper management and marketing department of this venture have to deal with these
factors in its operations of each country. For example; some country’s local government has
imposed higher taxation rates on different multinational corporations, in which this political
factor will directly affect to digital marketing campaigns of company. On the other side, local
government in many countries terminate licence of such multinational businesses which run their
campaigns of digital marketing unethically, in which this factor will also affect to eBay for not