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September 14, 2011

eBay Launching Ad Campaign Geared Towards Mobile Shopping

By Oliver VanDervoort, Contributing Writer

When a person thinks of eBay (News - Alert), they will almost always think of an online auction. That was a carefully cultivated online presence by the website back in the day. That particular personality is actually a little bit of an albatross these days as the site tries to learn and grow in the 21st century. These days, there are far fewer auctions than ever before. The items people buy there are new more often than they are used. So how does eBay shed their moniker as an online auction purveyor?



In order to combat the perception of a site that hasn’t fit its stereotype for years, the company is launching an ad campaign that will highlight how they are tailoring their sight to mobile users. Online sales are reaching historic levels what with more and more adults using the internet for everything from social networking to Christmas shopping. Online shopping has become such a big deal that even traditional brick and mortar stores such as Best Buy understand they need to do more on the net. 

Those who are doing online shopping love to be able to shop from wherever they are, meaning mobile browsers are rising to the forefront. eBay understands that mobile shopping is catching on in a big way. They were actually one of the first companies to launch a mobile app. What the company needs to do now is get people to understand they actually have a mobile web presence.

The ad campaign will attempt to highlight that people can use the sight to buy almost anything, anytime, anywhere. The television commercials are due to launch today and will spend heavy focus on three particular groups of online shoppers. Market research shows that Fashionistas, consumer electronics junkies and auto parts and accessories fans are three of the heaviest online and mobile shoppers. 

According to eBay, customers who they consider fashion hunters are large smartphone consumers, with 65 percent owning one. eBay says 60 percent of gadget junkies own a smartphone as well.

Not surprisingly the ads will generally give the message that if you aren’t shopping on eBay using a mobile browser that you will be left behind in the path of progress.

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Edited by Jennifer Russell
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