AuctionBytes Blog
Covering auctions, collectibles and marketplace selling.

AuctionBytes Blog The AuctionBytes Blog has been giving a voice to online merchants since its launch in 2005. Named one of the world's top 30 blogs in 2008 by "Blogging Heroes." Weigh in with your thoughts on the joys and pitfalls of selling online.
Thu Sept 15 2016 14:50:57

eBay Tries to Be One of the Cool Kids

By: Ina Steiner

Sponsored Link

As eBay tries to find traffic to make up for its fall in Google search, it has increasingly turned to social networking sites, including ones targeted at young people.

Perhaps that's why eBay is now trying a hip approach in its email marketing. Today we saw two emails from eBay with the following subject lines:

"Get into it! Savings so good you'll want to put a ring on them ..."

"FOMO? $0 shipping, from eBay." (FOMO is short for Fear Of Missing Out.)

What do you think of the approach - can eBay appeal to the younger crowd with this approach?

And by the way, a seller had forwarded the email with the second subject line and said they were annoyed that eBay was taking credit for the free shipping when they wrote $0 shipping, from eBay. 

We'd love to see the subject lines from emails you're receiving from online marketplaces and whether you think they are effective.




Comments (23) | Permalink

Readers Comments

eBay Tries to Be One of the Cool Kids   eBay Tries to Be One of the Cool Kids

This user has validated their user name. by: bitbybit

Thu Sep 15 18:05:35 2016

These bozos have no idea on how to market. The emails I have received from eBay over the last couple years have become more desperate, dumb and a turn-off. I have deleted all of them but recall several thanking me, awarding me and because I am so special...here are several things you can spend your money on. Thanking me by having me buy something? DUMB,DUMB,DUMB No thank YOU eBay for reminding me why I no longer want to make any purchases on eBay.

Most Cool Kids don't like ''old'' people trying to be cool and trying to get them to do something by using this tactic. Kids consider eBay OLD and will see right through this lame approach, that is, if they even give a split second at the email.  Most kids do not even look at email so eBay has already lost the race before even getting out of the gate.

I don't know who does eBay's marketing, but they should be fired. It really is an uphill battle for eBay in attracting any demographic. They pretty much decimated that all on their own over the years.    

eBay Tries to Be One of the Cool Kids   eBay Tries to Be One of the Cool Kids

This user has validated their user name. by: Rexford

Thu Sep 15 18:18:35 2016

It is a well known fact that when you try too hard to be cool you are anything but.

eBay Tries to Be One of the Cool Kids   eBay Tries to Be One of the Cool Kids

This user has validated their user name. by: Marie

Thu Sep 15 18:56:58 2016

I think it is worth a try.  I do agree that ebay should not be taking credit for the zero shipping unless Ebay is actually going to pay for it.  But if the campaign works, I'm all for it.  

We need more traffic.  We all know that.  So would you prefer they did nothing?  Social media can be a great way to advertise.  Maybe their approach isn't the best, but it isn't that bad either.  

eBay Tries to Be One of the Cool Kids   eBay Tries to Be One of the Cool Kids

by: Bloggo This user has validated their user name.

Thu Sep 15 23:21:14 2016

Young people think eBay is about as cool as MySpace or K Mart.

eBay Tries to Be One of the Cool Kids   eBay Tries to Be One of the Cool Kids

This user has validated their user name. by: bitbybit

Thu Sep 15 23:21:59 2016

Sure anything is worth it to attract more traffic but emails to the younger crowd is like selling ice to Eskimos or a worm farm in the desert. Instagram, snapchat, texts are pretty much their focus and then followed by twitter and facebook. Facebook is primarily used by adults 30+.

Basing this on my marketing background, family and current work experience with the younger crowd age 6-25 and their parents.

eBay Tries to Be One of the Cool Kids   eBay Tries to Be One of the Cool Kids

by: pace306 This user has validated their user name.

Thu Sep 15 23:22:51 2016

Blogo is %100 correct. They believe that eBay is for grandma's and just not cool.

Of course none of this would be needed if they didnt anger their sellers 24/7 ... but why take the EASY way to profit if you can go the hard road?

eBay Tries to Be One of the Cool Kids   eBay Tries to Be One of the Cool Kids

This user has validated their user name. by: Bill

Fri Sep 16 02:49:19 2016

All of the millennials that I know including my own kids think that eBay is for old people and that is all they are going to sell to or buy from on eBay. They all use Amazon, Craigslist or Facebook to buy or sell. A few will look at eBay but they say it is all messed up in search, way overpriced and too hard to find anything that they are looking for. If they are looking for something old they will drudge through the muck to find it. eBay is for old and used items not new stuff. Everything that eBay lists in the promo emails I can find at a better price on Amazon or at Walmart. Trying to be cool is not going to cut it at all.

eBay Tries to Be One of the Cool Kids   eBay Tries to Be One of the Cool Kids

by: imbloated This user has validated their user name.

Fri Sep 16 10:30:35 2016

The $0 shipping claim is a lie. Many items do not have free shipping! The short ad misleads one to thinking that all items ship free. Plus, no item really ships free because eBay fees mean we have to raise our total prices. It's a lie in several ways. The whole concept of free shipping is misleading because it costs more to ship to some places than others, so if one offers free shipping one is forced to charge more than necessary if the buyer lives close. So free shipping costs some buyers MORE.

eBay Tries to Be One of the Cool Kids   eBay Tries to Be One of the Cool Kids

by: Volvo351 This user has validated their user name.

Fri Sep 16 11:27:53 2016

This is just going to strike that audience as Totally Lame, and I say that while being fully aware that the term 'lame' is probably, well, lame at this point, too.

Pete Townsend said it, half a century ago: "Don't try to dig what we all say!"

eBay Tries to Be One of the Cool Kids   eBay Tries to Be One of the Cool Kids

by: ignatz This user has validated their user name.

Fri Sep 16 13:18:43 2016

Donahoe tried to be "cook kid." Look at the mess he made.

eBay Tries to Be One of the Cool Kids   eBay Tries to Be One of the Cool Kids

by: ignatz This user has validated their user name.

Fri Sep 16 13:19:17 2016

That's "cool kid."

(Who knows, maybe Donahoe tried to be a "cook kid" too.)

eBay Tries to Be One of the Cool Kids   eBay Tries to Be One of the Cool Kids

This user has validated their user name. by: iheartjacksparrow

Fri Sep 16 13:41:23 2016

That ship has sailed on eBay being cool. Ten years ago, everyone's conversation included selling or buying on eBay. Today, I never hear anyone talking about eBay.

eBay Tries to Be One of the Cool Kids   eBay Tries to Be One of the Cool Kids

This user has validated their user name. by: bitbybit

Fri Sep 16 15:25:47 2016

''....you'll want to put a ring on it''

How many women want a cheap as@ ring from eBay?

Is everyone in their marketing department completely removed from reality?

Is the gimmick to show stupid off the wall remarks the only idea you can come up with since nothing else has worked to draw traffic to eBay?

By the way, millennials never shop, sell or even visit eBay. My millennial goes to Amazon.  


eBay Tries to Be One of the Cool Kids   eBay Tries to Be One of the Cool Kids

by: mcposty This user has validated their user name.

Fri Sep 16 15:53:06 2016

To broke for a real television and radio campaign. You may see obe commercial every few weeks.

Didnt they axe their affiliates? Or made it less money to do so? A gazillion sales on anazon are generated from afilliates



eBay Tries to Be One of the Cool Kids   eBay Tries to Be One of the Cool Kids

This user has validated their user name. by: toolguy

Fri Sep 16 23:08:27 2016

This is off topic but I have to post this.

I got this from eBay today:



Hi Lisa L. Osborne,

Good news--your order was canceled.

The seller refunded $24.70 back to your original payment method, and you don't need to do anything else.

How can a cancellation be good news?

eBay Tries to Be One of the Cool Kids   eBay Tries to Be One of the Cool Kids

This user has validated their user name. by: Ric

Sat Sep 17 08:48:20 2016

Millennials do not want to waste time looking for what they want, and the results generated by eBay's search engine lack clarity, accuracy and relevancy.

Until eBay's search engine produces accurate - relevant results based solely on the keywords entered, eBay does not stand a chance with millennials or anyone else for that matter.

eBay needs to eliminate virtually every algorithm they have burdened their search engine with, and leave only those algorithms necessary to return results based solely on the terms entered in search.

If eBay can't or won't clean up their search results to make them more accurate to the specific terms entered in search, eBay is going to continue it run toward extinction.

Sellers would cope with eBay's anti seller policies if eBay was generating sales.  Between irrelevant search results alienating buyers, and ever increasing beatings bestowed upon their sellers, eBay is playing a zero sum game.

eBay Tries to Be One of the Cool Kids   eBay Tries to Be One of the Cool Kids

This user has validated their user name. by: toolguy

Sat Sep 17 10:39:30 2016

@ Ric

Most of the sellers I follow have 90-100% sell thru week after week after week. Here's a short list of successful eBay sellers.

bidadoo_business
hgrauctions
primarysurplus
packrats2014
besttestus
scituateauctionsR>
Look
at the past completed sales of these sellers.

It's not all doom & gloom on ebay as you think or say it is.

eBay Tries to Be One of the Cool Kids   eBay Tries to Be One of the Cool Kids

This user has validated their user name. by: toolguy

Sat Sep 17 10:49:22 2016

My son is a millennial he would never buy on eBay but he has bought on Amazon. I scold him every time an Amazon box lands on the porch explaining we make our living on eBay not Amazon!

He shrugs me off as being and old man stuck in the past. . .

eBay Tries to Be One of the Cool Kids   eBay Tries to Be One of the Cool Kids

by: quirkyantiques This user has validated their user name.

Sat Sep 17 16:16:14 2016

Interestingly enough-I closed my store there about 3 months ago as I no longer sell much of anything on there. Last week I got an email begging me to come back to "see what I was missing!" and offering me a store at $5 a month for the next 3 months.....

eBay Tries to Be One of the Cool Kids   eBay Tries to Be One of the Cool Kids

by: BargainzBabylon This user has validated their user name.

Sun Sep 18 23:42:28 2016

Sorry, but I have a fair number of millennials shopping with me. It all depends on what they're looking for, what they're interested in. They're not going to find the stuff I carry on Amazon, but they'll find it in one of my stores/shops.

They're not a separate species, they're not as alike to each other as lemmings, they're just yet another generation with the usual variety of desires and interest like any other generation, and they'll use whatever media is most appropriate and fun for them, just like we did.

The social media campaign is smart, even if the content is abysmal. OMG, I remember marketing people trying to be 'hip' when I was a kid. JUST DON'T was usually our reaction. Most hipsters just look like Tryhards to me, anyway.

Click to view more comments
1 2  [Next Page]


Login is required to post comments.
To sign in to leave a comment using your AB Verify User Name, fill in the form below. If you have not yet signed up for AB Verify, or if you'd like more information, go to the Registration Page
.

Login for AB Verify
Be sure and use your email address and password to log in.

 
Email:
Password:
 
 Forgot Your Password?
 Even though you are signed in with the AuctionBytes Blog, you will have to sign in to the EcommerceBytes blog. But you can sign in with your existing AB Verify info.