Keeping content fresh and relevant is tough. That is why eBay Partner Network is launching its Hot Categories insights. We are pleased to announce that from June onwards we will be providing our publishers with a monthly forecast of categories that will be high in demand across the UK, DE and US marketplaces. Based on previous peaks and troughs in sales traffic, we will share a month-by-month model with you, predicting what categories we believe are going to help you grow your business. How do we define a ‘Hot Category’?
Aside from showing a significant spike versus the rest of our marketplace, each category selected must be large enough to be considered relevant. Categories such as Fashion / Women’s Clothing or Electronics / Mobile & Smartphones, which show relatively little fluctuation, have been excluded from our selection.
So how does it work?
Each month we will post the categories we expect to spike on our blog. Using previous datatrends* as the forecast model we are able keep you in-the-know with an easy, accessible visual aid. You’ll be able to anticipate what content to publish, and which ads and offers to promote.
Just read our blog on a regular basis and then adjust your performance strategy to align with the forecast.
Certain categories spike on multiple weeks. Not only does this give you the opportunity to capitalise again and again, you could even design entire campaigns based on this knowledge. The following graphic outlines which categories are forecast to experience multiple spikes across the year and when*. With this information in your tool kit you can host semi-dedicated campaigns for extended periods, safe in the knowledge that your visitors want to see them.
Please note that this shows only the categories that spike on multiple occasions. You’ll need to check in each month to keep up-to-date with the full monthly breakdown of individual spikes.
Make sure you don’t miss the first edition of our Hot Categories forecast on the 25th of June.
Questions? Don’t hesitate to get in touch.
*All data has been aggregated at weekly level for every level 2 category across the following time frames:
- UK program – Transaction data on UK site from 2013-01-01 to 2013-12-31
- DE program – Transaction data on DE site from 2013-03-31 to 2014-04-11
- US program – Transaction data on US site from 2013-03-31 to 2014-04-11