Analyzing eBay's Digital Marketing Campaigns: A PESTEL Report

This report provides a PESTEL analysis of eBay's digital marketing strategies. The introduction highlights the influence of external factors on the success of digital marketing campaigns, focusing on eBay as a prominent e-commerce venture. The main body delves into the PESTEL framework, examini...Read More

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

running own digital marketing campaigns unethically. Currently the UK’s government is also
completely against the untheatrical and inappropriate marketing practices.
Economic factors
Economic factors also put both types of impacts on eBay’s digital marketing campaigns,
positive or negative (Cheng and Ismael, 2017). For example; currently the UK’s economic
conditions are not better, in which this factor will negatively affect to company’s campaigns,
because when a country has poor economic conditions, then local people like to consumes only
essential goods and services in market place for saving their money or fund. In this situation, if
eBay run its digital marketing campaigns in poor economic system of a country, then its
campaigns will be not succeeded in influencing many customers for buying eBay’s products and
services.
Social factors
Upper management of eBay have to consider social factors as well, because these will
also affect to eBay’s digital marketing campaigns. Basically, most people like to consume
products of those companies which runs marketing or advertisement campaigns relating their
culture. In this situation, social factors will impact to marketing management of company for
running such advertisement through digital marketing campaigns which are relatable with
customers’ religion, culture and ethnicity.
Technological factors
Technological factors will positively affect to company’s digital marketing campaigns,
because existing e-commerce company can’t run its these campaigns without using various
technological gadgets and tools. For example; smart phones, PCs, internet, Tablets etc. are very
mandatory to company for systematically running its digital marketing campaigns in the selected
marketing campaigns.
Environmental factors
Digital marketing campaigns of eBay will be definitely affected by environmental
factors. For example; in some market places, local government has not permitted to use different

technological gadgets and tools for protecting the natural environment, because sometimes high
range of signals very badly affecting to natural environment. In this situation, upper management
of eBay should order to its marketing manager for not conducting such practices under the digital
marketing campaign which negatively affect to natural environment.
Legal factors
The management of company has always required to follow all legal and ethical
considerations in its workplace while conducting any business practice of function in market
place (Siniakova, 2020). In this situation, upper management at eBay have to ensure that its
marketing team is following all legislation, regulations and standards of business or not while
conducting digital marketing campaigns in market place. This is necessary to marketing manager
for adhering digital all business laws to achieve great success through own digital marketing
campaigns.
CONCLUSION
On the basis of above findings, upper management of eBay have to be ready for dealing
with each impact of different external business environment factors while conducting digital
marketing campaigns. The marketing management have to consider these all PESTEL factors for
gaining huge success from own various campaigns.

REFERENCES
Books & Journals
Cheng, Y. and Ismael, I., 2017. Marketing and promoting of the design and cartoon works.
Huang, Y. and Wood, B., 2017. Identify successful sales and Marketing strategies that affect
customer loyalty in a small coffee shop.
Siniakova, A. M., 2020. Marketing plan for a “Tangiers Lounge” Hookah Lounge in the US,
California.