E-Marketing Report: Social Media and Digital Marketing for E-bay

This report examines the role of social media in e-marketing, focusing on its advantages and disadvantages. It analyzes how companies, specifically E-bay, utilize digital advertising strategies, including social media platforms like Facebook and Instagram, to target consumers and build brand awareness. The report discusses the importance of customer interaction, word-of-mouth marketing, and the use of digital media to influence consumer behavior. It also touches upon the Social Penetration Theory to explain social media's role in modern life and the impact of digital technology on online retail. The report concludes by summarizing the positive and negative effects of digital technology and social media on business, highlighting their importance for creating brand awareness and driving sales. The report also includes references to various books and journals related to e-marketing.

E-Marketing

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1 ...........................................................................................................................................3
Critically analyse and evaluate the advantages and disadvantages of social media...................3
TASK 2 .........................................................................................................................................4
How an organisation of your choice are employing digital advertising best practice with
integrated impactful strategies....................................................................................................4
CONCLUSION ...............................................................................................................................5
REFERENCE ..................................................................................................................................6

INTRODUCTION
Social media plays an important role in enhancing and motivating the behaviour of an
individual as well as group of people(Sharma, 2005). This is carried on the digital marketing
strategies of the E-bay which is a renowned online retail. This assignment is based on effect of
usage of the social media such as Facebook on the behaviour of the people and attitude towards
them. It will show how an adoption of the digital technology will benefit company in the
development and growth of their business.
TASK 1
Critically analyse and evaluate the advantages and disadvantages of social media
Now a days, social media is considered as the important factor to attract people as well as
group of an individuals. Regular usage of the social media can fed the behaviour of user's
towards it. It is important to analyse whether social is become a fad or it will regular and long
advantage to the modern life. The various advantages and disadvantages of the social media are
as follow:
Advantage -
Brand awareness: Well phrased, written and relevant content would grab the attention of
the potential customer to increase the brand visibility and affectivity.
Targeting the audience: Now a days, various brands related to the clothing fashion,
electronics etc. are targeting the customer through the social media platform to attract their
presence of the mind and behaviour to generate leads or purchase(McIntyre, 2002).
Customer interaction: It will give full advantage in contacting the customer through
social media to solve their issues and queries and also know their feedback's and opinion etc.
Disadvantage -
Ineffective use: There are many cases happened regarding the misuse of the social media
for disturbing and unethically chatting with the people especially female. It will lead to poor
result to female related brands to target and sell them products or services.
Resources: Limited resources has led social media to get avoided such as less access of
usage, subscription amount and costly resources have made social media limited to some extent.

Evaluation: People can misuse the benefits of the social media by taking their personal
information on the name of the evaluation and feedback etc.
Regular and frequent usage of the social media has led the people to get bore and less
motivated to usage. As a result, user's started deactivating their account. Social penetration
theory is best suitable for explaining whether social media is fed or features for the modern life:
In this theory, focus starts with target the existing user of the social media basically those
who demotivated from the Facebook to enhance their attitude and personality in order to
generate business from them. In this, social media is taken as the source for building the
relationship among different caste, religion and creeds people to create advantage for the
marketing brand and enhance participation of the user in their activities.
This will enable the social and formal of the relationship by the help of self-disclosure
technique in the social media(Hanson, 2015)
TASK 2
How an organisation of your choice are employing digital advertising best practice with
integrated impactful strategies.
Digital media employs manpower which is full of skills and knowledge to create audio,
video and display and motion content to attract the audience and social media users. In context
with E-bay, this e-retailer is using social media such as Facebook, Instagram etc. to target the
base of the fashion freak user to understand their choice of taste and preference about the
fashion. E-bay is self owning their apps for both android/iPhone. It means that consumers can
easy access the E-bay platform to buy and purchase products.
Through the help of digital media, e-bay has raised the customer attention towards them
as the most preferable fashion brand. E-bay is using the Word of mouth theory is order to spread
the brand image from one person to another from their regular user's. For e-bay, the information
communicated by the friends and relatives are more true, honest and trustworthy which was
generated by the marketing team of E-bay. Word of mouth has the capacity to influence anyone
regarding anything for the general purpose. It is important to be brand loyal to generate the word
of mouth.

Digital technology has ability to motivate the behaviour of the active digital users.
Currently, E-bay is using the strategy to take feedback from the respondents on social media to
attract the attention of the user's. E-bay has been used paid digital media step to showcase the
products on the TV, newspaper, magazines etc. They generally use digital media when they are
providing any kind of offers, discount, festive benefits etc. Word of mouth theory in regards with
the digital media has led e-bay to gain various advantages such as:
Credibility: E-bay is selling through the online websites/Apps rather than less focus on
the offline market which is not any potential now. There customer base is well versed with the
choice of online purchasing and transaction(Dominici, 2009).
Profitability: Maximum customer satisfaction and optimum service leads to the
profitability for any companies, its a fact. E-bay has mostly focused on delivering the product on
time, with the optimum feedback and evaluation through mobile Apps/text message.
It is important for the E-bay and other companies to take optimum advantages of the
digital media and word of mouth to gain the trust, loyalty and faith from their existing and new
customers(Kalyanam, 2000).

CONCLUSION
Form the above report/assignment, it is concluded that digital technology and social
media have both positive and negative effects on the company's business. At some cases, it was
noticed that social media has become resource for the online retail company to target customer's
and sell their products. Frequent usage has fed-up the people to remove themselves from the
social media. It is also concluded that digital media has become crucial for every online business
to create awareness about them.

REFERENCE
Books & Journals
Brodie, R. J., Winklhofer, H., Coviello, N. E., & Johnston, W. J. (2007). Is e‐marketing coming
of age? An examination of the penetration of e‐marketing and firm performance.
Journal of interactive marketing. 21(1). 2-21.
Kalyanam, K., and McIntyre, S. (2002). The e-marketing mix: a contribution of the e-tailing
wars. Journal of the academy of marketing science. 30(4). 487-499.
Chang, H. H., Wang, Y. H., & Yang, W. Y. (2009). The impact of e-service quality, customer
satisfaction and loyalty on e-marketing: Moderating effect of perceived value. Total
Quality Management. 20(4). 423-443.
Sheth, J. N., & Sharma, A. (2005). International e-marketing: opportunities and issues.
International Marketing Review. 22(6). 611-622.
Hanson, W. A., & Kalyanam, K. (2000). Principles of Internet marketing. Cincinnati: South-
Western College Pub..Gilmore, A., Gallagher, D., & Henry, S. (2007). E-marketing and
SMEs: operational lessons for the future. European Business Review. 19(3). 234-247.
Dominici, G. (2009). From marketing mix to e-marketing mix: a literature overview and
classification.