Welcome to Eliza’s Thinking…

I am currently studying a double degree in Marketing Management and Communications in Advertising. This was not my initial dream. After year 12 I had a drive to study international relations and psychology, but the part of me driven to be creative was screaming out for attention. So instead I followed that voice and arrived here.

My real passion in life does not fall in either marketing or advertising. It falls somewhere in-between. It falls where effective communication and marketing provide the highest benefit to society and animals. I love the great outdoors and enjoy all nature has to offer. This drives me to crave work with companies and not-for-profits who aim to make lasting positive changes. I named my blog ‘Eliza’s Thinking’ for two reasons. The first being, I am sharing my thoughts and ideas unfiltered and secondly, I hope to share my thoughts on topics impacting our world today.

Digital Marketing Unit Questions – Week 1

1a. Explain the concept of Digital marketing

Digital marketing is commonly defined as: achieving marketing objectives through applying digital media data and technology. However, digital marketing is not dissimilar to regular marketing. It allows for a macro and microenvironment, the 7 P’s and SWOT analysis methodologies, all working within the world of digital technologies and therefore digital creative. Digital marketing is commonly defined as: achieving marketing objectives through applying digital media data and technology.

1b. Case Study 1 (E-Bay)

Discuss how eBay has had to evolve its online brand proposition and communicate it to Achieve continued growth.

eBay’s purpose is to ‘pioneer new communities around the world built on commerce, sustained by trust and inspired by opportunity’ (Chaffey and Ellis-Chadwick, 2019).

Technology, the share economy and alike have grown the depth of buyer and seller detail on the Internet. eBay’s brand proposition relies on trust and therefore to evolve the brand, eBay have had to make their platform more ‘trusting’. As fraud was one of eBay’s largest problems, their ‘Trust and Safety Programs’ were detrimental to the survival of the platform. One of the ways eBay established these programs was through registered user feedback platforms (Chaffey and Ellis-Chadwick, 2019) allowing all buyers and sellers to be reviewed honestly and leave criticisms exposed.

eBay have done this through Detailed Seller Ratings (or DSRs) which help provide detailed feedback to the buyer audience (Chaffey and Ellis-Chadwick, 2019). DSRs have four areas of review. This helps to increase conversation rates as buyers feel more comfortable buying. For eBay to communicate this, they had to advertise specifically to their current and growing markets to ensure they see the increase in eBays trusting buyer/seller environment.

References

All photo’s taken by me.

Chaffey, D. and Ellis-Chadwick, F. (2019). Digital marketing. 7th ed. Harlow: Pearson.