Blog 1 (Digital Marketing)

1a The concept of digital marketing

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Digital marketing can be defined as achieving business objectives by using various digital technology and platforms as well as data (Chaffey & Ellis 2019).

When it is connected to traditional marketing, I think digital marketing is also a way of observing, identifying and satisfying customer needs in order to success among business. Therefore, the nature of digital marketing is to create customers value and gain profit among this process.

1b Case study- Discuss how eBay has had to evolve its online brand proposition and communicate it to Achieve continued growth.

The key success of eBay cannot be separated from the evolution of its brand proposition on both the buy side and the sell side of electronic commerce, which has established a great example of E-business (Chaffey & Ellis 2019). eBay focuses not only on self-inspection such as setting clear strategy and mission, but also has an effort on adjusting these strategies based on particular circumstances.

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eBay aims to provide a better customer experience by building trust as well as creating value during and after the purchasing. Firstly, eBay improves its software and using AI which become ‘fabric’ that penetrates into the daily life of mobile using in order to follow the trend of technology. For example, the development on search engine of eBay enables customers to find the most suitable deal based on customized data on their cell phones which saves time and consolidate valid information (eBay 2019). Moreover, it implements experiments and setting feedback section to get opinion from users, comments from various aspects which help eBay to communicate with customer need and satisfy them by restructuring strategy. The convenience customers feel during the shopping which helps eBay to retain loyal customers and attract more potential customers. Furthermore, the perfection of profile and safety system among buyers assists eBay to prevent fraud in the online market. It is shown that its website has a detailed explanation on how to avoid seller fraud (eBay 2019).

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In addition, eBay evolves its proposition from the seller aspect which includes to expand new markets by using a cost-effective approach to sell products in a customer base. It analyzes the preference among customers and then manage its inventory in a reasonable and costless way. Knowing customers purchasing behavior which helps eBay to increase its conversion rate and build a good brand image of reliability, distribution and marketing activity are all develop effectively. Also, eBay has an emphasis on observing its competitors in order to enhance competitive advantage and retain its outstanding status. For example, the acquisition eBay had which not only has strengthened its financial capability to a greater influence among the industry, but also to enrich its product feature in a broader range. Therefore, eBay has responded to the four stages of digital marketing communication well to improve overall performance, which are reach, act, convert and engage (Chaffey & Ellis 2019).

In conclusion, eBay has shown its evolution during the journey of operating online market, but online business is full of opportunity and challenges which requires continuous adaption and adjustment to survive in the final.

References

Chaffey, D. & Ellis-Chadwick, F. (2019). Digital Marketing. England: Pearson.

eBay. (2019). Avoiding seller fraud. Retrieved from Name of Web site: https://www.ebay.com.au/help/buying/resolving-issues-sellers/avoiding-seller-fraud?id=4024