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Although this strategy has been effective for GoPro, they recently failed to enter theaverage consumer market and have only been able to sell to people that are active in sports.Despite this setback, they have sold over 15 million cameras to date [Jas16].Direct MarketingThe following screenshot can be seen as both a form of direct marketing and interactivemarketing. It qualifies as being a direct marketing advertisement because it is an advertisementthat is a form of direct communication to the GoPro users in order to generate a desired response.In this case, GoPro is motiving consumers to share their personal content on GoPro’s officialwebsite. As a reward, GoPro is offering cash prizes [GoP162]. It is also a type of interactivemarketing because the content will be modified daily by the users and is essentially dependent ontheir interaction for the success of this campaign.GoPro Incorporated (2016). Retrieved March 24, 2016 from Interactive/Internet MarketingOne of the most effective forms of interactive internet marketing in today’s environmentis social media. GoPro is very active on social media with 9,506,735 likes on Facebook and 1.5million followers on Twitter [GoP16]. They actively encourage their fans to share their contentproduced by the GoPro cameras and often retweet fans videos or photos.
GoPro Promotional Analysis 6GoPro Incorporated (2016). Retrieved March 24, 2016 from GoPro’s YouTube brand channel is filled with both user and brand generated content andeasily has over 3 million views per video posted [Say14]. These facts have been checkedrecently and are still proven to be true in the year 2016. Despite being very active on socialmedia and having an almost viral type of following, GoPro Inc. has still failed to incorporatefeatures into their cameras that make sharing the videos on social media simple and user friendly.Users can only share the video files after downloading the GoPro application that is oftenreviewed as being clunky and uncomfortable to use. This is speculated to hurt the sales of GoProin the near future [Eas15].Sales PromotionSales promotion can be focused in two different directions being either consumer or tradeoriented [You12]. GoPro focuses mainly on consumer oriented sales promotion and little to noinformation is available for the trade orientation of sales promotion.