Digital Marketing

Explain the concept of Digital marketing.

Digital marketing is about using digital media to achieve the goal of marketing. In short, the marketers use digital media, for instance, the marketers use website to sell their product.

Case Study 1 (E-Bay) – Discuss how eBay has had to evolve its online brand proposition and communicate it to Achieve continued growth.

In recently years, e-bay has developed quickly as a digital marketer. At first, the communication tool is a significant part of digital marketing because users need to communicate to achieve transaction. In the earlier time, eBay provided software to help the users to communicate, for instance, Turbo Lister is a communication tool to help the selling process. Today, eBay uses artificial intelligence to help user find the best deals. However, some disadvantage of online shopping has been exposed. Fraud is the most important risk. To deal with it, eBay developed the trust and safety system to protect users’ interest. In 2007, eBay has launched neighborhoods which is for users to discuss the experience. In 2008, eBay has divided marketplace into three areas to improve service. In 2009, with the appearance of mobile phones, eBay start mobile commerce to convenient for users. Review the evolution of eBay, I think it always to from customer’s problem to improve their quality of service, which can increase the relationship between the customers and users. Moreover, eBay updating the brand proposition to use the TV media. Using the traditional TV media because the traditional media is also the important aspect to building and rewrite the brand proposition in people’s perception.

To sum up, eBay has used the benefits of the digital marketing to generate the maximum profit. At the same time, eBay tried to improve the system according to the actual situation and user’s interest. Therefore, eBay has built the trust and safety to the public and continued growth.       

Reference

Chaffey,D.&Ellis-Chadwick, F.(2019).Digital Marketing, England:Pearson.