Overview Of Business Challenge For Gopro

1407 Words Nov 17th, 2015 6 Pages
Overview of Business Challenge for GoPro GoPro experienced massive growth since 2002 by establishing itself not just as a camera brand, but as an adventure sports brand, according to Adele Revella, in her book Buyer Personas: How to Gain Insight into your Customer 's Expectations, Align your Marketing Strategies, and Win More Business. “They don’t just sell a video camera, they sell the memory of the wave or the ski trip down the slope,” says Ben Arnold, a consumer technology industry analyst at The NPD Group. However, GoPro’s stock has fluctuated from a high of 86.97 on October 3, 2014 to a closing price of 21.62 as of November 16, 2015. Analysts have speculated that the steep decline in GoPro’s performance can be attributed to the rise of smartphone technology.
We live in an era where smartphones can do just about anything now, including documenting an action sports adventure. GoPro claims to be the most versatile camera in the world. However, through visually illustrative advertising, smartphone companies have successfully marketed their products as capable of satisfying the needs of most photographers, even those interested in action sports. To compete with the dominance of smartphone companies, GoPro must re-establish itself as the adventure sports camera brand through the use of content marketing and visually illustrative advertising that demonstrates that their cameras provide the complete action sports experience.

Content Marketing Defined
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