A Comprehensive Digital Marketing Plan for eBay's Business Growth

This report provides a comprehensive analysis of eBay's digital marketing plan and business acceleration strategies. It begins with a company overview and situational analysis, including strengths, weaknesses, opportunities, and threats. The report outlines eBay's digital marketing objectives, target market, branding, and positioning strategies. Furthermore, it delves into product, price, and distribution strategies, followed by a detailed digital marketing communication plan. The report also includes evaluation and monitoring approaches to ensure the effectiveness of the marketing initiatives. The analysis considers eBay's competitive landscape, highlighting the importance of innovation, customer satisfaction, and strategic marketing planning to maintain and grow its market share. The report emphasizes the need for eBay to address technological challenges, improve financial reporting, and enhance brand management to achieve sustainable business outcomes.

Running head: DIGITAL MARKETING PLANNING
DIGITAL MARKETING PLANNING
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Table of Contents
Introduction................................................................................................................................2
Company Overview...................................................................................................................2
Situational Analysis...................................................................................................................3
Strengths.................................................................................................................................3
Weakness................................................................................................................................4
Opportunity............................................................................................................................5
Threats....................................................................................................................................5
Digital marketing Objectives.....................................................................................................6
Target market, Branding and positioning strategies..................................................................6
Product, price and distribution strategies...................................................................................8
Digital marketing communication plan......................................................................................9
Evaluation and Monitoring approaches...................................................................................10
Conclusion................................................................................................................................11
References................................................................................................................................12

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Topic: Digital marketing planning and business acceleration strategies of eBay.
Introduction
Digital marketing is the process of business advancement through the latest
technologies and amalgamation of strategies in business. Thus situation handling and
marketing acceleration of product demand encourage the digital marketing process. It is a
kind of promotional approach of the service that ensures better productivity of the company.
Digital marketing campaigns are also important for the achievement of goals and objectives
(Ryan, 2016). Development of buyer personas and set target market is important in that case.
The branding strategies are important in case of achieving the best response from the market.
The approach of product, price and placement in digital marketing is important in that case.
The informative approach in digital marketing helps the entire process of marketing and
encourage business advancement. The purpose of the report is to analyse the digital
marketing process of eBay and different strategies involvement for the advancement of the
company.
Company Overview
The American multinational e-commerce based company deals in the consumer to
consumer and business to business sales through the online marketing process. This is a huge
ground for customers to sell and buy products in an open market. eBay is creating a better
form of commerce (ebay.com, 2018). In the case of digital marketing, online process of
having products is a kind of leisure approach that people have found nowadays and online
retail companies are taking advantages of that. The company was incorporated on March 13,
1998. The company was in the platform of open marketplace and classified section
(ebay.com, 2018). Different products are there and that accumulated in a proper form so that
people find their desired things in a proper way. Individual stakeholders are 9.62% along with

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the mutual fund holders are 45%. The classified group of business, stub hub and the global
presence of the company make a sustainable outcome of the company (ebay.com, 2018). The
company has 175 billion active buyers and they need to extend their margin in terms of
serving customers. The company also have buyers in 190 markets and it is considered a top
10 global retail business in the world (Priem, Wenzel & Koch, 2018). The company measure
the success by the advancement of customer success. The unique product section and
maintaining quality is the major prospects for the company. This is the platform that ensures
customer value and processes their amenities through the success of the organisation.
Situational Analysis
eBay has some effective competitors like Amazon, Flipkart, Myntra and other online
e-commerce stations (ebay.com, 2018). Innovativeness and advancement through the
business portal is a major issue in that case and customer satisfaction through product
advancement is the major aspect of such a situation. The possible internal environment
analysis provides an opportunity to understand the market standard of the company.
Strengths
 The global image of the company is high and people have trust and faith over their
products.
 There are 2 million active buyers worldwide in 2016 (Muzellec, Ronteau & Lambkin,
2015). More than 167 million people are now associated with eBay and this is one of
the biggest achievement for the company (ebay.com, 2018).
 The company has circulated their network in large sections. The gross merchandise
volume of $84 Billion, which is the leading gross merchandise in 2016 (ebay.com,
2018). Through the large area network active buyer has grown by 5 million in 2016
and after that 2 million was increased in quarter basis.

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 The digital growth of the company is the production priority of the company. There
are some developed interfaces and there are some reliable sources that accumulate the
process of technologies and services (Gulati & Soni, 2015). Better technologies will
provide better chances of service quality. The technological infrastructure important
and advanced in eBay.
 Stub hub is the world largest ticket marketplace. The process delivers an easy way of
ticketing. The expansion of the process is more than 45 countries (Lanzolla &
Giudici, 2017). The brand is also required in that case market promotion, so good
quality service and improve ticket inventory management help the process
advancement.
 eBay Valet is the value proposition process and more than 100,000 users have been
experienced through this process (ebay.com, 2018). The partnership is being extended
by eBay for valet and that will be effective for the advancement of business.
Weakness
 Technological innovations are the major drawback in eBay. They are lagging in case
of technological advancement and have to build a strong management for the
formulation of market sustainability.
 There are some technical issues like integration issues, backup and disaster recovery
challenges, security risks and lack of IT planning have been faced by the company
and the due to such situation transactional problem and some customer harassment
incidents happened.
 Internal control over financial reporting is important for the market reach and the
inner strength to consolidate the business in the market (Stott, Stone & Fae, 2016).
eBay is not good in financial reporting and managing the situation, thus they need to
ensure their stock prices, business reputation (ebay.com, 2018).

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 Brand management is not apparently good for eBay and that is the reason, market
control and diversification is business is not quite possible. The responsiveness and
control over the market strategy are important but eBay needs to control their growing
sector to move better position in the market.
Opportunity
 The brand acquisition with PayPal and Stub Hub help them to grow their business in
the easy buying process. The brand delivers a different kind of products and all those
products maintain the quality and effectiveness in the market.
 The mobile application of eBay provides an opportunity for customers to avail of the
system easily (Priem, Wenzel & Koch, 2018). The world is moving fast so as the
time, people do not have enough time to search through laptops or desktops, thus
mobile application makes more sense for buying products.
 Innovative marketing strategy for emerging market will help in penetration. eBay
delivers that and provides the new opportunity for the new market as well. The deeper
absorbing nature of business helps them to analyse the market objective and pressure.
Threats
 Competitors are the most challenging issues for eBay and they also have some
effective strategies to grow their business (Chauhan & Sarabhai, 2018). Amazon,
Flipkart, or retail giants like Walmart and Costco have the good business market and
that is the reason eBay needs to think better strategic marketing planning for the
development of the business.
 The regulatory framework is another threat to the company. The operational cost in
economic brands varies as per the quality and product and eBay needs to control the
framework.

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 There are some labour problems and import-export regulations on eBay. Regulatory
and competitive mindset needs to be revised for eBay so that trade regulations are
maintained in a proper way (Leeflang et al., 2014). Fluctuation in business may
happen and economic imbalance can be possible on such occasion.
Digital marketing Objectives
The digital marketing process states some effective objectives in case of branding the
company. An improve conversion rate is very important for the company. The brand
awareness of product and market promotion is important and that is the reason more
awareness needed from the company (Chauhan & Sarabhai, 2018). The greater market share
of the company helps them in competing with other companies as well. The major objectives
of digital marketing are:
 To increase the sales rate of the company by using key performance indicators
 To develop a proper application so that customers can easily access the website
 To manage the branding in a proper way and improve the conversion rate help the
ultimate business
 To make some effective strategies to control business in places and an effective
marketing mix associate the business in different sections
Target market, Branding and positioning strategies
The target market of eBay is mainly consisting of online customers and their interest
for the innovative product at a low rate. The market research signifies the division of target
market. The product distribution is in urban as well as in rural areas helps business
acceleration (Grover et al., 2018). In the case of a demographic process, the target has been
set by the approach of people. Some people love to use the different texture of garments,

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apparel, shoes, stationery items, pieces of jewellery, and other daily needs. They are not
willing to change the product they are used to and that is the reason the target market set is
important for the company. The behavioural approach is the key process in this case, the
degree of loyalty, benefits from the product services and personality of an ambitious process
help the business.
In the case of branding, eBay needs to deliver something innovative from their
perspective so that market development of the company reaches the next level. There are
different e-commerce companies and all of them have a good market for business in different
sectors. Brand depends on the class of the people, their affordability, their need and their
reach to get the product (Jaring et al., 2015). If the product price is high then people do not
afford those products in good numbers, thus eBay maintains a strategy of providing products
in an average cost and that explores the opportunity of the company in the national and
international market.
In case of positioning strategy, eBay delivers product and service identity for the
determination of service identity in the niche market. The product line of eBay and customer
needs is benefitted by the effective marketplace culture and market position. In the case of
positioning, target market and competitors are the main highlighted sections. Through the
target market, the company can set their business policy and also offer their products for the
specific target market (King, 2016). On the other hand, through the positioning process,
market acceleration of other companies and the advancement made by eBay clearly
explained. Amazon, Flipkart, Jabong, Etsy, Bonanza, eBid, Newegg, and Rakuten all these
companies have good market positioning, thus good promotional strategy through digital
media helps the process for eBay.

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Product, price and distribution strategies
In the case of product strategies, online portfolio management is the key step that
eBay has to cater. The company focuses on the need of the customers and that reflected
through their attitude and approach. There are different product strategies found through their
business development.
 Marketplace services and catering demand in different national and international
market is the key approach in that case.
 Ticket exchange service is another product strategic management that helps product
availability in different places (Holroyd, 2018).
 The global business range helps the brand to earn some positive responses from
worldwide and that encourage the business opportunity as well.
 This is a composed online trading platform and transaction of money is also online so
fair and transparent marketing deal and composure is there.
In the case of pricing, this is the most important section as the ranges of price determines
the product acceleration in the market. Low-cost price will help products to spread in the
market. The involvement through low-cost price in e-commerce services has good range in
business globally (Vrontis, Thrassou & Amirkhanpour, 2017). The pricing strategies are
mainly based on
 Market-oriented pricing strategy and that signifies the different range of price for the
same product in the different market. The reason behind the change is the
adaptability of the product at that range.
 Dynamic pricing policy helps in fixed pricing and final sale amount. The flexible
price helps the business to stable their acceleration in all over the world (Holroyd,
2018).

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 Optimizing profit through the growth of sales revenue makes sustainable progress in
business.
 The sales format is needed to be changed and that experienced a better revenue
generation through product selling.
Product distribution strategy is based on the different channels and transaction of
business. The venues are decided on the basis of the target market and that is the reason most
of the venues are pre-decided after the market study (Holroyd, 2018). There are different
technologies as well to improve better customer experience and that will help the business in
advance perspectives. The basic distribution strategies signify
 The official website for the company so that customers can see the product benefits
and the price differentiation through the website. The review from the website and the
market engagement through the website helps the entire process of business success.
 The mobile application is the easiest way to distribute products and target market can
be easily accessible through the process (Holroyd, 2018).
 Application programming interface helps the process of optimizing business through
product selling and marketing.
Digital marketing communication plan
The digital marketing plan is based on media strategies. Through the social media
bookmark links to web page and blog, pages come from the platform and that is the reason
basically social media will endorse the product in the global market. Tumblr is used for the
brand inspiration and that encourage the digital marketing for eBay. Communication through
digital marketing modes is connected through Twitter, Instagram and even from different
blogs as well (Kim, 2018). Facebook is also trying to link with companies so that open
platform will happen where people can share their feedbacks. Online publicity of products

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and e-mail marketing of such products helps in case of product distribution. People will get
aware of this process and advertisement in digital and online and in flex or banner process
helps the market advancement. Through the better website design and optimization of
resources, the company will get good market through the digital marketing process. The
importance of communication is mainly addressing the product queries and grievances and
company have to put some relevant answers from their end. The executives are there for that
reason (Holroyd, 2018). However, the brand positioning and market advancement depend on
the online advertisement and product quality in business. eBay will find some better business
opportunity if they organise some open market distribution. The promotional approach
through social media highlights such things and that encourage the business at its best.
Evaluation and Monitoring approaches
The monitoring approach signifies the business level result based approach. The result
based approach delivers the meeting of objectives. The fulfilment of objectives and collective
engagement in business make proper outcomes in the global market. Constructive approaches
to monitoring help the process and that encourage improve a change in business (Holroyd,
2018). A dominant movement is distribution experiences from diverse perceptions by
different persons and that encourage business activity in different places also (Kim, 2018).
The evaluation approach will be a reflexive approach and the monitoring process develops
the reality of objective and possible outcome from that point a view. The institutional setting
and existing practices maintain a focus line so that business will gain momentum and create
opportunity in business.
Conclusion
The paper can be that eBay has a good opportunity in case of using social media for
their promotional activity. The activity is approaching towards the business strategies and

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online marketing so that a mass people will know about the brand culture and authority of
business. The advancement in business is possible by the effective approach of market
handling and evaluation of the company. The internal environment analysis along with the
branding and positioning helps the business to evaluate the right position and that encourage
the business opportunities as well.