Myth 1: Retail is Dead
It’s hard to walk in New York or Los Angeles without spotting a vacant storefront. This, coupled with recent headlines have done little to dispel the myth that retail is dead. Adding to the hysteria, was the heavily publicized downfall of Toys “R” Us last year. However, retail is not dead; it is evolving.
In 2018, the CMO Council, in partnership with eBay, conducted an online audit of brands like LEGO, Fruit of the Loom, Bosch, Serta, PUMA, Lenovo and Electrolux. According to more than half of survey respondents, retail is being reinvented thanks in part to global eCommerce communities like eBay. But while these communities are revolutionizing retail, they are also forcing the brand marketers to rethink their own evolution across all channels and touchpoints. 1.
While advertising on eCommerce platforms can drive foot traffic to brick and mortar stores as well as brand sites, it requires strategic thinking. With the appropriate use of data, brands can effectively target consumers, which brings us to Myth #2.
Myth 2: Consumers Think Personalization is Creepy
Retailers are reinventing their online experience through customer personalization. When a customer visits a website, they can be targeted using search data and other key data points. However, some find this level of personalization off putting. While there is definitely a fine line between customized and creepy, not all personalization has to make a consumer feel like they are being followed.
According to MarTech, “It is actually reported that 67 percent of consumers prefer brands to automatically adjust content based on their current context; with 83 percent of consumers willing to share their personal information in exchange for a more relevant experience. When brands fail to be relevant, a striking 42 percent of shoppers will get annoyed and an alarming 66 percent would stop from making a purchase.” 2. With 900+ audiences, eBay can deliver highly segmented campaigns to reach the right people. However, this type of data mining requires artificial intelligence which can be met with apprehension and brings us to Myth #3.
Myth 3: AI = Dehumanization
Let’s make this clear, artificial intelligence (AI) does NOT compromise the consumer experience. In fact, every time a user interacts with a marketplace, AI learns and provides feedback. AI touches every page on eBay. It is woven into all aspects of the eBay marketplace, anticipating the needs and wants of buyers and sellers, inspiring shoppers on the hunt for something special, and making the platform more accessible to everyone.
eBay uses AI to provide structure in a non-structured world made up of millions of buyers and sellers across 190 markets, interacting with 1.2 billion listings. Every time a user interacts with the marketplace, the AI learns and provides feedback. This information creates more opportunities for advertisers looking to connect with eBay’s 900+ unique audiences. 3. As we approach 2020, brands and agencies must ensure their partners are innovating to meet customer demand for personalization.
Ready for some more myth busting? Connect with our ad sales team.
A leading car insurance brand partnered with eBay to drive customer acquisition and achieve a CPA average of $50. This campaign resulted in a success as user engagement grew to 121% throughout this multiple touchpoint campaign.
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It’s time to shop for those you love as we celebrate the holiday of love. Everyone from the Last Minute Lover to the Romantic at Heart are shopping for that perfect gift on eBay this time of year. Learn more about who are Valentine’s Day Shoppers are and what they’re shopping for.
Ready to make each moment count in 2019? Contact our ad sales team.
If it’s happening in the world, it’s happening on eBay. Movie releases, video game drops and cultural moments are all felt on eBay instantly. We have engaged audiences who find more of what they’re passionate about on our platform. Learn more about how eBay is on the pulse of what’s trending.
Ready to make each moment count in 2019? Contact our ad sales team.
It’s hard to believe that less than a generation ago, nearly all consumer-packaged goods (CPG) were purchased in stores. While many shoppers still turn to brick-and-mortar convenience and grocery stores, an increasing number are purchasing CPG items online.
In a survey conducted by Periscope by McKinsey, over 70% of U.S. respondents reported having purchased CPG products online. Beauty and personal care, cleaning supplies and coffee, tea and snacks were among the most popular overall categories of CPG products, with at least a quarter of total purchases in these categories happening online.
This behavior is seen across demographics—users of different ages, genders, income levels and parental or marital statuses shop online for CPG items nearly evenly. These shoppers are motivated by the pragmatic advantages of online shopping: convenience, price, availability and delivery.
To stay relevant, CPG brands must evolve how they reach shoppers. Here’s why a growing number of brands are turning to sites like eBay:
- eBay shoppers search for and purchase basic CPG items regularly. About 1,000 CPG items are searched every hour on eBay, and the demand is especially high among our top categories: one coffee-related item is searched every 6 seconds, one candy-related item is searched every 5 seconds and one home cleaning item is searched every 2 seconds.
- eBay shoppers spend time browsing for CPG items. While many CPG shoppers log on knowing which products they need, they still browse on eBay for an average of 14 minutes before making a purchase. This creates an opportunity for brands to reach the consumer multiple times in their shopper journey.
- Because CPG items tend to be disposable, everyday items, shoppers return to eBay. This creates a growing community of loyal customers for brands to reach.
CPG advertisers looking to generate brand awareness on eBay can activate high-impact ad placements including an instream video solution, pairing the engagement of video with the power of eBay’s shopper data. These placements create an engaging, memorable experience for shoppers, driving brand lift, awareness and ultimately in-store purchases.
Advertisers can also find unique ways to reach the growing online CPG market with eBay’s audience insights and over 700 pre-defined audience segments. For example, eBay’s CPG shoppers are a surprisingly creative audience. They are 5.9 times more likely to purchase art and photographs, 7.5 times more likely to purchase cookbooks and 7.9 times more likely to purchase arts and crafts than the average eBay shopper. Insights like these can help advertisers reach new, qualified audiences at scale.
eBay’s rich market share data can help advertisers understand where to target shoppers along the user journey. For example, although CPG purchases tend to be for everyday items, the shopper journey is relatively long. On average, users purchase items 15 days and three sessions after they first viewed them. This longer journey provides multiple touchpoints for brands to reach users before they make their purchase.
eBay’s advertising platform allows brands to keep pace with the increasingly digital market of CPG shopping. To utilize eBay’s scale and insight to connect with your key audiences, contact our ad sales team.
eBay has a tech savvy audiences who love their smartphones, a lot. Telco shoppers come to eBay for all their smartphone needs and spend a lot of time researching and comparing products making it a perfect place for brands to reach these engaged audiences. Learn more about what they’re shopping behaviors are in this infographic.
If it’s happening on the big screen, red carpet or in the comic books, then it’s happening on eBay. Shoppers go to eBay to find more of what they love, and this year they loved all things entertainment. Learn more about the Entertainment Shopper trends that happened on eBay in 2018.
eBay Advertising has a great pulse on our audiences through our shopper’s behaviors on site. In fact, through their shopping behaviors, we can tell a lot about what’s trending with them and what brands they love. Learn more about what Millennials are doing on eBay in our latest infographic.
Learn more about this Community Selling Campaign designed to raise awareness and funds for the organization and mission.