In this session...
When the pandemic hit and businesses closed, eBay's 25-year purpose - to empower economic opportunity - became the springboard for its most vital campaign ever. Within weeks the company launched a marketing initiative in support of brands and business everywhere.
This fireside chat will take a firsthand look at how the e-commerce giant channeled 'purpose' to rapidly respond to the market with creativity, relevancy and authenticity, and why alignment between purpose and opportunity is a brand's greatest asset.
This is a new Main Street economy. With stores closing, shoppers sheltering in place and huge shifts in spending habits, 2020 has become a small business event like no other. To the local shop owner, it can feel like they have been left to fend for themselves. But throughout 2020, eBay has leaned into its 25-year purpose of “enabling economic empowerment” to stand beside small business – helping open online store doors as Main Street closed. Since March, tens of thousands of businesses have joined the eBay platform, becoming part of a global ‘local business’ community already 100s of millions strong.
In this session, Andrea Stairs, Head of Marketing, eBay North America, and Sucharita Kodali, VP, Principal Analyst, Forrester, will discuss the tech giant's 2020 actions in support of a business community that suddenly needed an e-commerce partner, and explore who’s getting ‘it’ (purpose) right now, and how.
What You'll Learn from This Session...
- Why organizations must always have a larger purpose ‘in play’ and ready to go.
- How e-commerce can balance social responsibility and opportunity.
- How to connect and align brand values with customer needs, particularly in crisis.