|Sun Oct 30 2016 13:27:32|
Where Have All the eBay Promos Gone?
By: Ina Steiner
"Where the hell are any selling promotions," an eBay seller asked recently in this thread
on the eBay boards. But while the seller said they hadn't seen any in a long time, some others piped up and said they had received invitations to participate in free-listing promotions, including the following:
500 free auction listings (Aug 24)
500 free auction or FP listings (Sep 7)
500 free auction listings (Sep 19)
500 free FP listings (Oct 26)
But while some sellers are receiving invitations, it's not your imagination if you think there are fewer seller promotions than in the past.
As we reported in our 411 coverage of eBay's October 19th quarterly earnings call, eBay CEO Devin Wenig told Wall Street analysts that he's doing fewer seller incentives and concentrating instead on brand advertising on TV and social networking sites.
What may be of greater concern to sellers is that Wenig also said eBay is running fewer buyer incentive promotions. As we reported, "Wenig explained eBay was shifting marketing spend away from buyer coupons, seller incentives, and inventory incentives towards top of the funnel marketing to work on eBay's brand image among consumers."
If you were in charge of eBay marketing and had only a fixed budget, where would you spend it? Attracting sellers or buyers or both? And what approach would you take to bringing more buyers to the site?