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| Thu Jul 19, 2007 5:33 am What Can We Learn from Ebay's Marketing? |
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Whether you're a big ebay fan or not, Ebay's recent financial reports shows that their profits have risen 50%. (Although active users are about the same as last quarter - 83.3 million).
As large as this company has grown, they still do active testing on their marketing results. Last month, ebay temporarily stopped buying keyword advertising on Google.
Mrs. Whitman, ebay's chief executive stated, "It actually had no impact on the financials of the quarter, and we learned a lot about where we want to spend money and where we think we can save money on Internet marketing"
Ebay is now considering placing more emphasis on offline marketing.
Aaron M. Kessler's, a senior research analyst at Piper Jaffray, reasoning is that, “People who are using Google are probably already on the Web and going to eBay,” he said, “whereas more TV and outdoor advertising might get new users.”
What can we learn from Ebay's marketing?
*No matter how well you are doing, test your marketing efforts. Can you imagine the money they're going to save through the recent test they did? I imagine they have already spent a fortune on Google advertising.
*Even though you may rank well in the search engines or have gained high popularity on the web, offline advertising can help expand your online business even more. (And, I'm sure Ebay will continue to test which offline advertising efforts bring in the best results as well.) |
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