eBay is running a marketing campaign to let know users about recent website enhancements and also the increased number of ‘Buy it now’ products that are now available on it. The campaign created by Tullo Marshall Warren comprises an on-site marketing, email and a direct mail pack.

The target audiences of this new campaign – online and offline - are people who spend a significant amount of money on eBay’s website. They will be given a mailpack. It is based on the theme ‘Guess what?’ designed so as to inspire excitement and curiosity.

Account director at TMW, Laura Ohrman, stated:

“The majority of eBay communications happen online. Apart from it, using the offline channel gives the opportunity to gain cut-through with the top buyers. It brings an element of surprise. It is great to see eBay push the boundaries, to produce a pack, which uses a raft of dynamic technologies and demonstrates that it (eBay) values its top customers.”

There has been criticism that prompting more traders to make use of the ‘Buy it now’ option instead of conducting auctions will alter the nature of eBay and also make it less unique in online retailing. eBay has asserted auctions remain at the heart of its online business.