Marketing Management Assignment: GoPro's Online Communication Strategy

This report provides an analysis of GoPro's marketing strategy, specifically focusing on its online communication, content marketing, and storytelling techniques. The report begins with an overview of GoPro's business model and the relevance of the 5S framework in designing an effective online communications strategy. It examines the role of content marketing and storytelling in engaging customers online, highlighting the importance of user-generated content. The report then delves into a critical evaluation of GoPro's use of content marketing and storytelling, considering its integration of social media platforms like Facebook, Instagram, and YouTube. It explores how GoPro leverages customer-generated advertising to create an authentic brand. The analysis includes a discussion of the advantages and disadvantages of GoPro's current strategy. Finally, the report concludes with a set of recommendations to improve the quality of content marketing and the use of storytelling to more effectively engage with GoPro's target market, aiming to enhance its overall online marketing communication strategy.

GoPro is an American company that solely manufactures cameras and its necessary equipment
that is needed by the camera. The company, therefore, makes some good cameras that people
will enjoy using them. If cameras make you feel that you are in a different world then this is the
type of company you should invest in. GoPro was founded by Nicholas Woodman in the year
2002 and hence the company has seen tremendous profits over the years. The company has so
many strategies that will enable them to continue to be relevant in the industry. Fortrader is the
one behind the success of GoPro Company in terms of their market strategies.
In today's world, one cannot do without social media platforms like Facebook twitter and so
many other social media platforms. The social media platforms they make work easier for
people that is people can view products that a company is investing in. Youtube is one of the
most prolific platforms people nowadays use that is people create videos about the product they
are trying to sell and upload to Youtube. Once a video is uploaded then people can view the
product and therefore they can indulge with the producer what they like and dislike in a product.
The company will, therefore, know what is expected of them and they will have to do better will,
in turn, enable them to outbid their competitors like Sony who are very good in their products
In conclusion, technology has made the world a small place to live in this is contributed by
things like one can buy a product from a place like American and get it in Africa. Therefore
every company should invest in creating an outstanding social media platform and they will get
fruits like never before

Referencing
Berthon, P., Pitt, L., Campbell, C. (2008): “Ad Lib: When customers create the ad”. In:
California Management Review. (50) 4, p. 6-30. Available online:
http://eds.b.ebscohost.com/eds/pdfviewer/pdfviewer?sid=b78044d1-0c35-4c4a-a98e-
25c30ae09b4c%40sessionmgr115&vid=2&hid=114. [Accessed 03 February 2015].
Bobowski, K. (2014): “How GoPro is transforming advertising as we know it”. Fast Company.
Available online: http://www.fastcompany.com/3032509/the-future-of-work/how-gopro-is-
transforming-advertising-as-we-know-it. [Accessed 28 January 2015]