Wednesday, December 7, 2011
Broken Ad: eBay
Did you detect the major shift in strategy at eBay in their latest round of advertisements? The commercials depict people using eBay to buy all the run-of-the-mill items that they can find at the mall. Whether it's a tablet computer or a new pair of jeans, eBay is the last place anyone will go for these items because of their reputation as an auction site.
These new advertisements abandon the auction-style attribute of the brand and instead push a anti-auction position of "Buy It New. Buy It Now." Isn't that the position of most retailers?
eBay was positioned different. It's the first place to find the stuff you cannot find anywhere else.
Not anymore apparently.