eBay Gears up for the Holidays
By Ina Steiner
eBay is gearing up for holiday shopping with new TV ads and a guide to help sellers get ready as well. The marketplace said it is running a multi-million-dollar marketing campaign spanning email, web, display advertising, social media, PR, and more to "keep eBay top-of-mind and the hottest shopping destination throughout the holiday season."
eBay is also launching a new shopping experience in the toys category starting in late September.
In the U.S., eBay is running three new commercials in 18 markets from September 5 - November 18th. The goal of the ads is to show shoppers that they can find the new designer and electronic goods that they want on eBay for immediate purchase using their smartphone or tablet. The new tagline is "From the new to the hard-to-find, when it's on your mind, it's on eBay." The ad campaign will also include print and social media.
In one ad, a young woman returns home to make a horrifying discovery: her greatest love (a red dress) in tatters. "See how her roommate and her eBay mobile app are there to rescue her from heartache and despair."
In Germany, eBay began running a new TV commercial on September 3rd, and it began running a British version in the UK on September 24th along with an outdoor advertising campaign that highlights the popularity of mobile shopping. eBay UK, which has 60 million live listings, predicts that 30 percent of Christmas gift items available directly from its retail partners will be bought via mobile.
The 30-second TV ad features a young woman shopping on her mobile phone, "swiping" items aside with her finger. A version of the TV advert in the UK will include an end-frame that highlights its recently announced partnership with Nectar, a loyalty program that will enable Nectar cardholders to collect points automatically when they shop on eBay.co.uk. (From mid-October, Nectar and eBay UK users will be able to collect Nectar points on successful bids and Buy It Now transactions once they have linked their eBay accounts with their Nectar card.) Digital advertising will go live in the UK on September 26, including video banners on both desktop and mobile sites.
eBay also launched a new selling guide featuring a Holiday Hotlist along with guides on Top Ways to Maximize Sales; Optimizing for Mobile Shoppers; Holiday Shipping; and a Holiday Planning Calendar.
About the author:
Ina Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. She's a widely cited authority on marketplace selling and is author of "Turn eBay Data Into Dollars" (McGraw-Hill 2006). Her blog was featured in the book, "Blogging Heroes" (Wiley 2008). Follow her on Twitter at @ecommercebytes and send news tips to email@example.com.
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