ClickZ eBay Insights Newsletter - 10.24.2024

eBay and Zodiac Collaborate on Limited Edition Dive Watch

Author

Zihan Lyu
October 24, 2024 • Estimated Reading Time: 5 minutes

Leading Voices 📣

In a recent discussion, Sam Carter highlighted how TikTok for Business helps brands integrate engagement on TikTok with other marketing channels, such as organic and direct search. By providing data-driven insights, TikTok enables brands to analyze how their campaigns perform across the entire funnel, from discovery to conversion. This integration helps businesses optimize the customer journey, ensuring that engagement on TikTok effectively drives higher conversion rates across channels.

@tiktokforbusiness

"We help our clients understand the relationship between TikTok, and a channel like organic or direct search to piece together how the fun... See more

Mark Ritson on Brand vs Performance

It's important to support the notion that brand VERSUS performance is something that needs to be put to rest. The most important word in F&B's The Long and the Short of It is….AND.

But it's equally important not to swing to the other extreme and start extolling brand and performance as things that can be achieved within the same ad. It's possible. Every good brand building ad also sells a lot of product. And every performance ad does something (usually not much) for the brand. But the key point is that marketers do need to treat brand and performance differently in mindset, objectives and execution. Folding them together only at the campaign level not the ad level.

Specialty Bites 🍪

eBay's Circular Fashion Fund, expanding globally, aims to invest $1.2 million in start-ups by 2025. Partnering with fashion councils, it supports circular solutions like garment repair and recycling. The initiative fosters innovation, offering mentoring and a $300,000 prize for the Circular Fashion Innovator of the Year.

eBay has collaborated with Zodiac to create the Super Sea Wolf Compression Diver watch, featuring eBay's signature colors and a unique countdown bezel. Limited to 300 pieces, this watch is priced at $1,695, matching Zodiac's standard model. It's a fun, stylish addition to the dive watch market

eBay has evolved from a community-driven auction site to a more corporate marketplace, focusing on new products. While it remains a major player in re-commerce, competition from platforms like Vinted challenges its appeal. eBay's recent changes aim to simplify selling and maintain its relevance in the evolving market.

eBay has launched the Top-Service label for German sellers, enhancing visibility and trust without extra fees. This label, akin to Amazon Prime, replaces eBay Guarantee and Plus logos. Sellers meeting specific criteria, like free shipping and top ratings, can earn this designation, boosting their competitive edge and sales opportunities.

Insight of the Week 👑 

In this interview, Henry Linney, Performance Marketing Director at Seraphine, a leading maternity brand, discusses how the brand harnessed full-funnel measurement for efficient growth. Here’s how they did it:

📊 Diversifying Channel Mix: Using full-funnel measurement, Seraphine identified opportunities in underused channels like Pinterest, reducing reliance on just a few channels.

💸 Better Budget Allocation: With apples-to-apples comparison across platforms, Seraphine could confidently optimize ad spend for greater efficiency.

⚡ Peak Period Preparation: Having data they trust allowed Seraphine to make quick adjustments to capitalize on momentum during Peak, ensuring strong performance during these periods.

Read the full interview to learn more about Seraphine’s approach!

Performance Platters 🍽️

Messaging apps like WhatsApp and Messenger are vital for sales, offering personal, immediate customer interactions. They enhance engagement, build trust, and drive conversions. By integrating automated tools and multimedia, businesses can optimize strategies. Tracking metrics ensures continuous improvement, making messaging apps a game-changer in customer engagement.

B2B digital commerce is revolutionizing business transactions by leveraging digital touchpoints to engage buyers. This approach enhances efficiency, customer experience, and scalability. Key trends include AI-driven personalization and mobile optimization. Implementing a suitable platform is crucial for success in this evolving landscape.

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