Ebay has to double marketing efforts after cyber attack

Industry News By Josanne Griffin-Mason, 18th July 2014

Ebay has announced a need to step up its marketing efforts as we enter the second half of the year. They have admitted that the cyber attack they suffered in May has had an effect on sales.

Ebay have cut down their prediction of estimated sales for the year to $18.3bn from $18.5bn admitting that the hack had an immediate and dramatic impact on sales.

A reassurance was launched shortly after the cyber attack which asked customers to immediately change their passwords. John Donahoe chief executive said that 80-85 per cent of customers of those impacted changed their passwords.

However, this still leaves the 20-15 per cent that hasn’t changed their passwords. Donahoe revealed that those who had changed their passwords have not returned to their usual activity on the website.

“We are redoubling our efforts to reach and reward our most loyal customers, to inspire new shoppers to visit eBay and to support our UK business priorities, particularly our recently expanded Click & Collect service with Argos,” said Sarah Chalcott, senior director for UK marketing at eBay.

There was also a change in Google’s search engine rankings that pushed eBay lower within search results and increased competition against competitor Amazon.