Ebay's New Marketing Plan ... Attract more Buyers & SellersEBay is starting a marketing campaign this week to drive new buyers to the site, according to the mind of eBay Americas Jordan Sweetnam, who reached out to sellers on Tuesday through a post on the Seller Announcement Board.
EBay will run commercials across radio, display, electronic video and paid social. The creative builds on its Up & Running program, which is "meant to show the world that hundreds of thousands of small businesses are always up and running eBay," Sweetnam explained.
He connected to movies on YouTube, and while they may certainly entice buyers, they seem to be targeted more to small retailers that have had to close their physical shops and are looking for sales online.
Sweetnam said eBay saw a surge in buyer demand in April that resulted in double-digit Marketplace quantity development. In March and the first part of April, shoppers had been purchasing things in what eBay calls"confinement" categories -"items that people increasingly needed as they prepared for or adjusted to shelter in place mandates," he explained. "Buyers were focused on products for home offices, gym equipment and indoor leisure activities like video games and consoles."
EBay had pulled back marketing appreciably in North American in early 2019, and in its recent first-quarter earnings call for 2020, the company told Wall Street analysts,"Coming into Q1, we expected and saw modest buyer growth deceleration driven in part by our planned reduction of marketing spend on buyers with lower engagement and higher churn"
Sweetnam referenced eBay's marketing investment once he wrote,"You've heard often from me about how we are being strategic with our marketing dollars, and this new campaign reflects the changing market dynamics and the unique opportunity we have to really go out and drive the eBay brand message."
EBAY Stock Price Summary
30 day high of the EBAY stock price was $41.09 and low was $30.28.
90 day high was $41.09 and low was $26.02.
52 week high for eBay Inc. - $42.00 and low - $26.02.
