Digital Business Report: eBay's Digital Marketing Strategies Analyzed

This report provides a comprehensive analysis of eBay's digital business operations. It begins with an overview of eBay, its unique selling points (USP), and a comparison with its competitors. The report then delves into the principles of digital marketing, including initiate, iterate, and integrate, and how eBay applies these principles. It explores eBay's marketing strategies, such as establishing a larger user base, focusing on local and international trading, and utilizing various growth engines (viral and paid). Furthermore, the report outlines a digital marketing campaign for eBay, including defining business criteria, choosing KPIs, budgeting, content development, competitor analysis, and target audience identification. The report also highlights the key differences between online and traditional competitors, discussing their respective advantages and disadvantages. Finally, it provides an example of an online organization that failed to achieve growth through its digital marketing campaign and explains the reasons for the failure. The report concludes by emphasizing the growing importance of digital business in today's competitive landscape.

Digital business

INTRODUCTION
Internet has always been the integral part of business
which expand the market sector at wider scale. Main aim
of this report is to understand the importance of digital
business in business sector. E bay, a largest corporation of
e-commerce headquartered in U.S. Firm deals in online
products and services such as household appliances,
apparels, cosmetics etc.

TASK 1
Provide a overview of selected online organization
eBay, an American multinational corporation
which deals at online marketplace, headquartered
in U.S. It is deals in ample number of products and
services such as consumer electronics, home
appliances, cosmetics etc. It is mostly operates its
business from online websites
http://www.ebay.com/

Unique Selling Points (USP) and compare to
their market competitors.
USP- It is also known as unique selling points
which refers to process by which products, services
or brand is unique from their competitors. It is
essential to be aware about the USP of an
organisation so that strategies & tactics are
adopted accordingly. The USP of eBay is that it
deals online auctions and transactions by securing
the users details in most secured way

Comparison
BASIS E- Bid eBay
Advantages USP
Main benefit of this is
that there is high traffic
on websites due to no
extra charge of fees.
(Henthorne, 2016).
n this advantage is that
customers find it easy
as because there is
Good Til Cancelled in
which managed stores
automatically.
Disadvantages
of unique
selling price
Drawback is that
customers find it
difficult to manage
their stored
products.
Limitation is that
charges of fixed price
& GTC listings are
quite high (Kahre,
2017).

digital marketing principles and Online Organizations marketing strategy
Digital marketing is the most hub concept of business now a days. With
changing period of time, all firms have gone to digitalis. Digital
marinating refers to way or process of access or reaching to consumers by
use of social or digital channels. In this competitive era, most of the
companies are doing their business through use of digital marketing. In
reference with eBay, they are online businesses platform organization
which have been a achieving success globally. Also, they have been using
marketing strategy for their business in with changing period of time.

Principles of digital marketing
Initiate-
It is being considered a first principle of digital marketing in which it states that
customers are base of business without which products or services cannot be
traded. It is important to make assure about customers of a company so that
analysis is done properly. So, eBay use this principle in business because by
focusing on this they are able to identify & analyse their customers who are
potential (Kurnianti, 2019)
Iterate-
It is another principle which is used by eBay in their digital marketing in which it
reflects that though this it is possible to analyse & emphasis on customers activity
which assist in improving the effectiveness of digital marketing campaign. By
examining behaviour of customers regularly, it is easy to make decisions
regarding strategy.

Integrate-
Then at last one is integrate in which it states and focuses on making/
using of all digital channels to achieve a better outcome. By integrating all
channels, it is easy to use marketing strategies in effective manner. It
might involve online or offline marketing or both depending upon firm
requirements. For example- eBay uses mostly online marketing to boost
their business activities (Trotman, 2017).

Online organization marketing
strategy
Marketing strategy is essential part of enterprise
which is needed to be used to improve the business
practices & growth in market. Marketing strategy
of business are different & are used accordingly
depending upon basis of a company. These are
defined as set of actions used to achieve objectives
within a period of time.

Establishing a larger user base-
It is first strategy in which eBay focuses on attracting of more new users
at larger scale. To effectively use this, eBay build a strong relationship
between various 60 websites even including American online which assist
company a larger base to run their activities & operations.
Concentration on local & international trading-
In context of eBay, they have large number of local websites across the
globe through which they were able to access all new opportunities &
customers. They have successfully built a true global presence of entity
amongst the users more than din 150 countries (Henthorne, 2016). With
this strategy, it is easier for them top be aware about market change,
customers needs at all aspects.

Growth engines
Viral engines-
These are those engines in which less amount of money is spend on promotion as
well as advertising. These growth engines includes of different types such as
inherent, artificial, and word of mouth. In relevance with eBay, they uses this
engines as it help them to promote their brand when there is need of urgency with
less amount (Kingsnorth, 2019).
Paid engines-
In this, promotion & advertising of product is done by spending amount of money
at larger scale. This growth engine is mostly used as it help in creating promotion
at all aspects of promotional tools. With this, engine, it is easy and beneficial for
entity to enhance their business recognition in most efficient manner. It is quite
expensive approach of promotion but is used at wider scale.

TASK 2
digital marketing campaign for selected online organisation
Defining business- The first aspect of creating digital
marketing campaign is to define a business criteria and aims
in which market analysis, competitors, and objectives are
clearly defined. In this, eBay main defined its business as a
online marketplace for doing auctions and trading.
Choose KPI to measure- In this, after defining goals of
campaigns it is crucial to track progress for performance of
campaign. It is important to measure KPI so that goals or
objectives measurement is done properly.