Regarding advertising and brand image, ebay has really lost sight of what they actually are. In fact the executive team really seems to hate what ebay actually is. The self loathing is very evident based on earnings reports calls as well as subsequent media soundbites. Hardly surprising given the executive hires and where they come from.
The current thinking is that ebay needs ads focusing on mainstream items that demonstrate they are a viable (ie cheaper) alternative to Amazon. None of this builds any brand value. It is basically equivalent to shouting HEY WE ARE COOL TOO and hoping anyone listens. What they should be trying to do is launch some iconic campaigns that are very tongue in cheek about people finding all manner of diverse (and especially oddball) items that they need on the site. Self deprecation and humor will resonate far better with the millennial crowd than current strategies. Young people could care less if you are a second rate Amazon...period. That is like the uncool uncle at the family barbecue trying to regale the crowd with his self proclaimed tremendous sense of humor. Playing to your weakness is a poor strategy.
The last few months have been pretty terrible here sales-wise but things have looked brighter over the last week. Even had someone actually use a coupon today, which is a first. Unfortunately it wasn't a millennial so work remains to be done.
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