"These days, most of the things people purchase on the site aren't sold through auctions; they have fixed prices. And, the majority of items for sale are new — not musty antiques or old collectibles.
Richelle Parham, eBay's chief marketing officer, says plenty of people see eBay as an auction-focused marketplace, despite the reality.
"We need to change that perception," she says.
The company wants to be seen as an e-commerce innovator, rather than a staid auction site. To promote that image, eBay is embarking on a major ad campaign aimed at consumers who shop on smartphones. At the same time, eBay hopes it will change consumers' misperceptions about the company."
EBay targets mobile users, hoping to seem hip – USATODAY.com
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