Online Marketing – GoPro

Introduction
GoPro makes the world’s most versatile cameras, they have a range of high definition personal cameras. They are most commonly used to produce extreme sports and action videos. They are well known due to their light weight, ruggedness and the fact that they can be worn nearly anywhere on the body. They can easily be mounted in unusual places such as the outside of any planes, cars, boats, surf boards etc.
The company was started in 2002 by Nick Woodman following a surfing trip in Australia. He described being inspired to start the company while he was surfing and wanted to capture high quality action photos and videos of himself. His desire to capture angles and shots that looked professional inspired the name ‘GoPro.’
The aim of this report is to better understand the online marketing strategy used by GoPro and will look more into detail at; the online products and brands; the social media marketing and the website design.

Online Products and Brands
‘A product is anything that has the capacity to satisfy customer needs’ (Jobber 2003). There are three categories of online products, these are; physical/tangible, intangible/Services and digitised products. The Gopro is a physical, tangible product and meets the customers’ needs to film professional looking video at an affordable price.
The GoPro has several different versions and can be customised with extra mounts and accessories. Placing a product online can have both positive and negative implications. The cost of displaying the GoPro on the website is very low compared to the price of shelf space and so this is the preferred method. Because it is a global product it is quite difficult to find in store and online is usually the fastest and easiest way to purchase one regardless of your geographic location. Another benefit is that on the website, detailed information