Digital Marketing Strategy Report: Analysis of Ebay's Campaigns

This report provides a detailed analysis of Ebay's digital marketing strategy. It begins with an introduction to digital marketing and its relevance to Ebay, followed by a PESTLE and SWOT analysis to understand the external and internal factors affecting the company. The report then examines the linkage between Ebay's business and digital marketing strategies, including reach, social media marketing, and advertising with Google Adwords, Facebook, and Instagram. Key objectives are formulated, followed by an implementation plan that encompasses segmentation, targeting, positioning, the marketing mix, and digital marketing strategies. The report also covers budgeting and campaign measurement techniques to assess the effectiveness of the digital marketing efforts. The conclusion summarizes the findings and recommendations for improving Ebay's digital marketing performance.

Digital Marketing Strategy
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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY ..................................................................................................................................3
1. Situation Analyse.....................................................................................................................3
2. Linkage of business with digital marketing strategies.............................................................5
3. Objectives formulation.............................................................................................................6
4. Implementation plan to meet the objectives............................................................................6
5. Budgeting.................................................................................................................................8
6. Campaign measurements.........................................................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES .............................................................................................................................11
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INTRODUCTION
Digital marketing denotes to any operative promotional efforts or belongings. Some
examples of digital marketing include email marketing, pay-per click marketing, social media
marketing, blogging etc. With the help of these sources company is able to introduce with the
peoples and convince their consumers to purchase and opt for their services. This project will
study about the steps taken by the Ebay while creating the digital marketing campaign including
analysis, formulation of objectives, planning, budgeting and measurements (Alassaf, 2020).
MAIN BODY
1. Situation Analyse.
PESTLE Analysis-
Ebay PESTLE analysis concern the investigation of possible impact of these cause on the
bottom line and long-term development chance of the e-commerce giant (Perera, 2017). It is a
model which is imperative for the firm such as Ebay as it helps to improve the business
continuous and to understand the changing environment. The elements of PESTLE analysis are
as-
Political Factor- Ebay is a leading E-commerce website having a huge market all over the world
which is affected by different political factors like the activities of trade union, freedom of the
press, the extent of corruption etc. The authorities help for the e-commerce segment and the FDI
norms that determine the functions of the countries especially in the market of the Ebay i.e., the
European union and UK. The government has made different rules for the respective state while
putting different taxes on the e-commerce retailers as they need to pay as according to the selling
of the goods.
Economical Factor- The economy issue based on the stability of the country majorly in
European union and UK while increasing the available income in developing state, employment
rate, inflation rate, the economic recession of the state. The value of the UK dollar if fluctuate it
will have a great impact on the operating expenditure and net sales (Božić-Kudrić, 2020). Ebay
helps the nation to grow the economy by creating jobs, especially in the United Kingdom and the
United States.
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Social Factor- Ebay fulfils the needs, wants and desire of the customers. In modern era every
person wants to sit at home and have their orders delivered (Safanta and et.al., 2019). The
customers are very health conscious and changing their food habits, the Ebay execute the entire
desire of the youth and satisfy the consumers.
Technological Factor- The entire online retail market depends on the appropriate acceptance of
the technology as the Ebay required more advanced techniques so that they can compete with
other online retailers. Ebay always try to provide new services by innovating their working
performance, this factor will increase the efficiencies of IT resources.
Legal Factor- This factor affect the Ebay consumer protection laws, discrimination laws, data
protection laws related with e-commerce enterprise. The Ebay must adopt the changes of the
import and export regulations (Hanlon, 2019). There is a modification in improving the
environmental protection concept on enterprise. This factor will rise the opportunity of product
regulation.
Environmental Factor- Ebay incurs a major share of the income as it deliver products all around
the world ordered by the different customer's and occurred large part of business. Its having an
impact on the sustainability of the business. The environment issue will increase the popularity
of low-carbon lifestyle.
SWOT Analysis-
The key internal and external factors affecting the property of the organization's project
undertaken are described in this model. The SWOT analysis include-
Strength- Ebay is a strong brand offering different products and satisfy the customer while
efficiently deliver the products with a low cost model. As the company enjoy the first movers
advantage in cloud services. Ebay focuses towards the betterment of the customers and
determine the effective leadership and globally recognize the brand towards the customers.
Weaknesses- Ebay is part of an excessively thin diversification strategy that builds on the core
expertise of online retail books and enables them to invest in new fields. (Bakhtieva, 2017). Its
having near zero margin towards the products cause Ebay offering free shipping to its customers
and occurs huge revenue and high volumes that has not able to translate the meaningful profit for
the company and unable to deal with the Chinese counterfeit goods.
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Opportunities- By rolling out the online platform, Ebay having a huge opportunity of providing
online payment scale to spread their business in such a way by which they can capture maximum
market share and expand their business globally (Mnif, M. and Bouamama, 2017). Ebay can
increase the number of products in their own brands instead of selling merely and storing
products of other firms. They can build a portfolio which offers the more stocks than the firm can
position to strength and comfort as this can be increase the income.
Threat- The threat of Ebay usually arises from the local competition in the market, and they
identify hacking and theft of information of the customers which increases the concern in online
shopping. The pricing strategy can be a threat for Ebay.
2. Linkage of business with digital marketing strategies
Digital marketing is a part of Ebay marketing strategy. The organization’s leading strong
point lies in its capability to encourage its merchandizes on various platforms (Bala, 2018). For
initiating a campaign, the institution has to adopt certain digital marketing strategies proficiently
through all consumers’ communiqué touchpoints. This includes: Reach: Ebay had to became queen of cross-platform promotions, such as Instagram,
Snap-chat, Twitter etc. Partnership with snap-chat to create an optical examine
instrument is a great start of any campaign to became it successful. In this, using snap-
chat camera user are able to scan the products barcodes. On Instagram, the organization
offered that user can add a linkage to individual story to take back to an Ebay product
page. The clue is to let designated social media consultants to create their own display
case on the Ebay podium with all their preferred products and to give them a commission
whenever converts from the page. This will add encouragements directly from their
social media pages on Facebook, Instagram, Twitter or YouTube to its universe (De
Pelsmacker, 2018). Approach to social media marketing: Approach of social media marketing of Ebay is
similar to any other companies who contribute towards the marketing of their company
on social media platform in order to attract more and more customers. Company must
ensure that through social media, company must communicate with the audience in
specific way to attract the attention of consumers. The content, Ebay shares on the
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website, must be useful to their audience, must reflect the interests and able to create an
emotional connection with the customers. Campaigning with ad-words on google: Advertising products on google is a great way
Ebay adopts to get there listings in front of lots of customers. In this google provide
support and setup guides to help in starting marketing Ebay stores extremely quickly on
digital marketing platform. Facebook marketing: With the help of Facebook marketing a large network of people
arise who helps in following the business by their customers. It also helps in sighting
updates of the company within a very less span of time by consumers. The Ebay can
interact with their potential customers on their Facebook pages as well as Facebook
community groups which dedicate to buying and selling the company's items.
 Instagram marketing: With the effective Instagram marketing Ebay has been able to
increase the scope of the organization selling in order to capture more customers through
compelling visual engagement. It also supports the search experiences. The video feature
of the platform enhances the selling capacity and goodwill in the market space. Instagram
allows the organization to share 15 second video with their followers to attract more
customers.
3. Objectives formulation
 To increase sales by 10% from existing as well as new consumers by making use of
digital marketing effectively.
 To improve gradual traffic conversation rate by 30% by making maximum usage of
social networking sites such as Instagram, Facebook etc.
 15% of visitors of the website should be returned by the end of 6 months. To receive 15,000 visitors per month from the google which have to show results by
year-end.
 To reduce the bounce rate by 30% for all traffic sources by end of the year.
4. Implementation plan to meet the objectives.
Ebay is leading e-commerce company and occurring a major place at online to keep up in
the market. While adopting the strategy plan that puts ahead to the competitors with a digital
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marketing plan which offers Ebay to outsource the efforts made by them which include email
marketing, website design and enhancements, social media marketing and search engine
optimizing.
Strategies to implement the plans-
Segmentation, Targeting and Positioning (STP)- STP marketing reflects a move from
marketing focused on goods to marketing focused on consumers. This change provides
organizations with an ability to develop a deeper understanding of who their target clients are
and how to meet them. In short, the more your marketing campaigns are customized and
targeted, the more effective the organisation will be. Segmentation, targeting and positioning of
eBay relate to marketing decisions and efforts related to the identification within the population
of a particular community to which eBay seeks to offer its services (Ing, Osman, and Tze-Yin.,
2020). Segmentation involves dividing the population into groups according to certain features,
while targeting involves selecting particular groups to market goods found as a result of
segmentation. Positioning refers to the most appropriate selection for the target consumer
segment of the marketing mix.
Marketing Mix- The marketing mix refers to the collection of acts, or strategies, that an entity
uses to promote its brand or brand on the market. In addition to the growth of the E-Commerce
market, EBay has expanded. EBay's marketing mix is one of the reasons why the online e-
commerce giant is so popular in the e-commerce field. Product in the marketing mix of EBay. It
was based on the needs of those people who were busy and bound to a desk and who wanted to
shop online to save their time. As EBay primarily concentrate on the electronics products and
consumers of the fantastic product portfolio interface in depth. Competitive pricing occurs across
the entire e-commerce sector because consumer switching is very high and acquisitions can take
place in minutes. EBay's benefit in this direction is that it offers a comprehensive overview of a
specific product, market availability, and the best price on its portal. On every device which has
an Internet connection, EBay is basically present. The distribution of products is thus optimal. To
compare products, features, prices and looks of the product, customers can use the platform.
Thus, in a retail showroom, clients get all that can be purchased. EBay does not engage much in
above-line promotions, but it is important to remain aware of customers in today's scenario.
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Therefore, advertisements, websites, blogs, and even social networks are widely marketed to
draw the attention of consumers.
Digital Marketing- It's an area to reach consumers through the use of internet. It's a broad area
including the content marketing, search engine, email marketing, social marketing etc. to attract
more customers towards their brand. In case of Ebay which adopt the digital marketing strategy
and promote their products and provide services in online so that the customers are satisfied, and
they can consume a high value of customers. Digital marketing helps the company to lead the
business, sales more products by reaching peoples who are looking for goods and services and
garner new traffic in the websites.
Social Media Marketing- It's a platform to connect the customers by using different social media
and promote the companies products and services (Dietrich, Rundle-Thiele and Kubacki, 2017).
While the use of social media platforms Ebay will increase sales, attract the customers towards
their brand, drive websites traffic and build their brand image. Ebay promote their products on
Facebook, Instagram etc. and aware the customers about the new offers, products, services they
are providing and move towards the growth of the market share.
5. Budgeting
Expenses Amount in £
Operating Expense
Rent 15000
Equipments 20000
Internet 5000
Salaries 25000 65000
Implementation cost
Holdings 50000
Socila media marketing 150000
Digital marketing 200000
Other marketing cost 50000 400000
Controlling cost
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Analytical tools 150000 150000
Total 615000
½ pound for a single day is also added to this campaign which might cause extra
expenses to the business for running this digital marketing campaign successful.
6. Campaign measurements.
The managers of the Ebay use various analytical tools to measure performance such as Facebook
analytical tool and Instagram analytical tool.
1. Facebook analytical tool includes:
 Quick search: Quick search gives an instant overview of the brand online. It is a social
media exploration device who gives widespread exposure of social networks. The
features of quick search include the rapid brand overview, find actual and current styles,
creating content that will easily connect with the consumers, compare numerous brands
to build standard against competitors.
 Manage, program, examine and combine together: With the help of this application the
organization and the managers are able to quickly manage and monitor all social media
accounts. It is very easy to use for the consumers, and they can quickly share and
reschedule the posts from individual accounts. As far as this tool concerned, Buffer’s free
plan is ultimate. Three social accounts and 10 schedule posts per account can be added by
user with the help of this plan (Shiau, 2018). Its features include reorganized methods to
classify which type of content perform better with the audience, imprint key meeting
metrics such as like, share comments etc., keep watching which posts are performing well
with the audience and which will require further improvements and getting the data to
watch how the content of the organization performing to find which content is working in
favour of the business and which are not.
2. Instagram analytical tools include:
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 Owl metrics: Owl metrics is basically a complete tool for all things of Instagram
analytics (Sherlock, 2019). With the help of this tool the organization is able to get
insight of most likeable photo and video filters, top tags by audiences, the best interval to
post, most engaged posts, sources from which the posts get engaged and so on. Another
advantage of this tool is that managers are able to keep close check on hashtag
performances plus managers are able to know where exactly followers are spending time
through click rates.
 Keyhole: With the help of this tool managers are able to find consumers real time
feedbacks for instance anyone can leave a specific hashtag, a keyword or account to
watch what trends are beginning to develop. This tool will also help the managers to
make sense of internal trend which provide the best results to the establishment.
CONCLUSION
From the above study it is concluded that digital marketing is very much important to
track easily and monitor the campaigns. When a business person invests time and money in some
particular project there should be some positive outcome occurs. This strategy helps the
organization to adapt and drive better results. With the help of social media such as Facebook,
Instagram, Snap-chat etc., the Ebay is able to achieve its competitive advantage and in addition
to competitive advantage the organization also able to gain wide number of customers towards
their business.
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