eBay is turning to TV ads and direct mail to try to generate traffic as it still struggles to gain exposure in Google search results and reengage shoppers lost due to the security breach of 2014 when eBay required 150 million customers to reset their password.
eBay ran a Mother's Day ad on TV in 16 US markets that was part of a multimillion-dollar "Celebrate Her" campaign that included online video, streaming radio, and digital targeting. You can watch the More than Shopping ad on YouTube, and eBay plans to run more mixed-media efforts in the months ahead. It recently uploaded another video to YouTube called More than Summer.
eBay also ran a direct mail campaign aimed at winning back shoppers who haven't purchased on eBay for some time. It sent plus-sized postcards and said the "snail mail" campaign performed above expectations. eBay will run additional direct mail tests in more categories to more audiences.
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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 ina@ecommercebytes.com.
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