A case study focusing on eBay marketing strategy

This case study summarizes the strategic approach used by eBay to take advantage of increased consumer adoption of the Internet. In this article I'll be summarizing eBay's objectives, strategy and proposition and key risks. Ebay marketing strategy updates will be added at the top of the case study.

2021 eBay marketing strategy update: E-commerce giant records highest quarterly revenue Q1 2021

Ebay has had a fascinating year. The quarterly revenue chart below depicts both highs and lows for this company in the last 12 months. Plunging to a low revenue of US $2,129 million in quarter 1 of 2020, the company then rocketed to it's highest recorded quarterly revenue of US $3,023 in quarter 1 of 2021. That's YOY growth of US $894.

When was the last time you adapted your e-commerce digital marketing strategy? Is it a static, unchanged marketing plan, or an agile, practical marketing funnel?

Smart Insights offers invaluable e-commerce digital marketing strategy solutions for online businesses of all shapes and sizes. It's no exaggeration that we have transformed members' businesses with our strategy and planning solutions. One of our most popular resources is the RACE Framework, a marketing funnel centered around customer lifecycles. Applicable to just about every marketing industry (across B2B, B2C, and D2C), the RACE Framework focuses on your customers' experiences of your marketing activities. Naturally, this focus is vital for those selling online, which is why we recommend the RACE Framework in particular for e-commerce digital marketing strategy planning. The RACE Framework is popular with so many members because it offers a streamlined, data-driven approach to marketing strategy planning which centers all around the customer journey. RACE funnel users…

E-commerce 2021: The latest data and forecasts for all things online retail growth

It's interesting to look back at e-commerce growth over the last few years and think forward to the future of this industry. As demonstrated by these charts from Statistica, the overall percentage of E-commerce retail sales have certainly grown in the last few months, accounting for 16% of sales in the US in Q2 2020. Equally, we have watched the overall percentage of E-commerce retail sales in the UK rising to nearly a third of all retail in the UK in May 2020 - it has since decreased slightly, but it will be interesting to follow this trend over this year, the holiday season, and into next year. …

What do the latest retail marketing trends mean for your e-commerce marketing strategy?

The biggest takeaway from our 2021 retail e-commerce marketing trends is that, with increasingly complex customer journeys in 2021, retailers need an e-commerce marketing strategy that integrates customer experiences. Customer lifecycle marketing is more necessary than ever, as consumers increasingly use multiple channels along their path to purchase. Therefore, to ensure you build a strong e-commerce marketing strategy to both reach and convert your customers, you need to consider the whole customer journey. We have marketing training and tools to refresh your omnichannel approach to e-commerce marketing strategy. Our popular RACE Framework structures your strategy across the customer journey process of plan, reach, act, convert, and engage. You can find out more about these resources and how to apply them to your e-commerce marketing strategy throughout this article. The…

Digital marketing for healthcare is all about the customer. In a sector experiencing rapid digital transformation, integrating your touchpoints and journeys is more important than ever

We all know research and decision-making for 'your money or your life' are lengthy processes for our customers. That's why you need a dedicated healthcare digital marketing strategy to reassure your customers at every touchpoint in their journey. Customer journeys and customer experience are important elements of all professional marketing, but where pharma and healthcare really come into their own is the complexity of their customer's omnichannel decision-making journey. As we know, Digital Transformation in the medical sector is rapidly altering the traditional marketing and distribution methods for healthcare and pharmaceuticals, empowering healthcare providers and patients with a choice of platforms and touchpoints to suit their needs. As an example, take McKinsey's illustrated target prescriber journey below. …

E-commerce conversion rate and lead generation stats for desktop and mobile devices for benchmarking averages across different industries

As you will know, conversion rates are often used as a KPI to review the effectiveness of e-commerce sites. Naturally, all site managers and owners want to know, "how do our conversion rates compare?" In this post, I have compiled different free industry sources focusing on retail e-commerce conversion. At the end of this article, we also feature an analysis of landing page lead generation conversion rates by industry sector towards the end of the post. We keep this compilation updated as new conversion data is published. In February 2021, we refreshed the industry and country breakdown with 2021 data as well as making a minor update to the B2B landing page conversion rates.

How are e-commerce conversion rates measured?

When benchmarking conversion, it's important to consider the denominator. Are you dividing the number of sales by…

We are now in the e-commerce marketing optimization era. To maintain growth, businesses need to innovate their approach to e-commerce marketing. Stay up to date with the latest sector trends

It's not a surprise that this year's trending e-commerce strategies and tactics all center around making online shopping experiences and comms more persuasive. In 2021, e-commerce retailers need the tools and techniques to stay competitive and defend their market share. That's why we've put together our free retail e-commerce marketing 2021 trends guide for e-commerce marketers to optimize their marketing across the customer lifecycle. As always, we've integrated these trends across our popular RACE Framework of Reach, Act, Convert and Engage. While online sales continue to grow in importance, the days of easy double-digit, year-on-year growth (as online shopping grew in popularity) are ending. In the era of e-commerce marketing optimization, retailers are rapidly scanning the marketplace to outpace their competitors.…

Website personalization, product, offer and content recommendation services to help retailers and other businesses personalize their proposition to nurture prospects and increase your conversions

The website personalization tools we recommend in this article enable you to segment visitors and then deliver personalized messages of the 'next best product' or 'next best content' within containers on your website as with the classic Amazon personalized recommendations (read their published methodology from this fascinating whitepaper from back in 2003). I originally wrote this post in 2010 when there were fewer personalization options. I have updated it annually since with recommendations provided via social media - do get in touch if you have a suggestion. The latest update includes the new Google AI Recommendations framework that was introduced in January 2021. A serious new competitor has entered the market to disrupt competition and perhaps reduce fees for retailers. [si_monthly_campaign_blog_cta_banner id=156146] This is…

E-commerce inbound marketing means attracting customers to your online store with engaging and relevant content to increase sales and conversions

E-commerce has rocketed over the last 12 months - and with it, inbound marketing tactics by savvy e-commerce marketers have picked up the pace, competing to attract customers to their site and win that sale. While a healthy e-commerce marketing strategy will always include a mixture of outbound and inbound marketing, with demand and competition peaking in 2021, there's little doubt that now is the time to focus on your e-commerce inbound marketing strategy to increase your return on investment. The numbers speak for themselves with e-commerce purchases accounting for 16% of all sales in the US in Q2. In fact, 9 countries were predicted over 20% growth in e-commerce post-COVID, the Asian Pacific market alone forecast $2,448.33 billion of E-commerce sales. With that in…

What is e-commerce marketing and how is it different from other digital marketing? Discover opportunities for strategic optimization in an industry which has seen year on year growth like no other

2020 was the year of e-commerce. You don't need me to tell you that. Over the last decade, our marketing technological ability and sophistication have gradually improved, enabling increased e-commerce engagement and traction, as more businesses have begun selling online. However, it's the rapid change in social behavior during the global pandemic that is responsible for the peaks we've seen this year - such as e-commerce accounting for 16% of total sales in the US in Q2 2020.

Identify, anticipate and satisfy customer requirements profitably, online

So, your customer wants to buy from you online? Great. But how is…