eBay launches Enterprise Marketing suite

Summary:eBay is starting to corral some of its subsidiaries under a more uniform umbrella.

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Just a day after posting a decent second quarter earnings report , eBay is rolling out its new plan for subsidiary GSI Commerce.

Last month, the online retail giant is refashioned GSI as eBay Enterprise. Now it is building upon that with a new organization dubbed eBay Enterprise Marketing Solutions (EEMS).

The suite of products and tools are intended to drive e-commerce marketing for enterprise customers and global brands.

This runs the gamut from support for CRM to targeting marketing campaigns around social, mobile and email.

See also: eBay Exact for iOS launches for 3D-printed goods

EEMS encompasses a number of existing agency services and marketing product offerings, including ClearSaleing, e-Dialog, FetchBack, M3 Mobile, MBS, PepperJam Exchange, Silverlign and True Action.

Steve Denton, vice president of marketing solutions, and Reuben Hendell, vice president of the marketing solutions and strategy team for eBay Enterprise, explained jointly in a blog post on Thursday this unified platform should connect eBay's own solutions "with universal attribution, analytics and business intelligence to drive superior ROI and transactions."

Another part of the plan is to unify all of these brands under a more cohesive umbrella with the familiar eBay brand name, but also a clearer purpose by tacking the word "enterprise" into the moniker.

Thus, it will form the third primary pillar of eBay's portfolio, alongside eBay Marketplaces and PayPal. (The latter seems to be strong enough to stand on its own without needing the force of the eBay brand name still.)

Image via The eBay Enterprise blog

Topics: E-Commerce, CXO, Enterprise 2.0, Mobility, Software

About

Rachel King is a staff writer for CBS Interactive based in San Francisco, covering business and enterprise technology for ZDNet, CNET and SmartPlanet. She has previously worked for The Business Insider, FastCompany.com, CNN's San Francisco bureau and the U.S. Department of State. Rachel has also written for MainStreet.com, Irish Americ... Full Bio

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