Still reeling after the hack attacks earlier this year, consumer online trading place eBay is looking to claw back some of its lost market share with its worldwide branding campaign.
The first time eBay has introduced such tactics into its online marketing and advertising, the firm has certainly given it a bold tag line, of ‘Shop the World’.
It is a reference to not just to the positioning of the firm on a global platform, but also the sheer wealth of products that are always readily available, with Sarah Calcott, the senior director of operations, advising:
“Leading up to the holiday season is a great time to communicate to customers how shopping has changed (and) reassure customers and tell them what a great experience we offer.
Unsurprisingly, of course, it is a heavily digitally led campaign, with search engine optimisation (SEO) copywriting services being used to engage on social media. The first appearance of the campaign came last month, but it is understood that it will be ramped up another level during November.
The initial campaign was to target those Christmas shoppers wanting to get their presents bought nice and early. However, as the demographic changes, so will the campaign, much as any digiital advertising or newsfeed campaign can.
The shift in campaign focus will now be on those waiting until the last minute on order to take the best advantage of bargains as retailers and independents slash prices to reduce stock levels.
The UK arm of the drive will also promote eBay’s introduction of a click and collect service.