The debut of eBay Enterprise Marketing Solutions (EEMS) represents a unifying of a broad composite of digital-marketing solutions and agency services, which include MBS, for database marketing; ClearSaleing, for attribution; PepperJam Exchange, for affiliate and paid search; M3 Mobile, for mobile messaging; GSI Media, for sell-side media; FetchBack, for display and retargeting; and E-Dialog, for email and agency services through True Action and Silverlign.
The amalgamation of solutions and services illustrates that clients are “looking for a one-stop shop to go from creative to store to service, and that’s what eBay’s going after,” said Ray Wang, principal analyst and CEO of Constellation Research. “Long-term, end-to-end commerce marketing is one piece” of what eBay Enterprise consists of, he added, in addition to eBay Marketplace and PayPal.
E-commerce and interactive-marketing services provider GSI Commerce, which eBay acquired for $2.4 billion in 2011, became officially known as eBay Enterprise last month. The platform counts 1,000 brands and retailers as clients, and did $4 billion worth of e-commerce transactions last year.
“To be very specific,” Denton said, when asked whether eBay fits the bill of an Amazon or an Adobe, competitively, “we see ourselves as a digital-marketing services provider. We have commerce in our DNA. It’s what we do. When we talk about commerce marketing, we talk about focusing on a transaction. For some of our clients, a transaction might be a sale and, for some, it might be an application or signing up for something, like a credit card or someone requesting more information about a product. To us, a transaction is driving more engagement.”