Total points 100 – 10 = 90
Makiva you are required to Describe the concept “internet marketing” in the first paragraph, then
discuss the concept in the ensuing paragraphs.
Makiva R. Van Buren
Liberty University
Fitbit Flex
Group 2
June 25, 2015
Describe, discuss and analyze the internet marketing possibilities for your product/service
“Marketing is the process for creating, communicating, delivering, and exchanging
offerings that have value for customers, clients, partners, and society at large” (Kotler & Keller,
2011, G5). Vendors must use marketing techniques to decide their target markets. This process is
completed through market analysis and market segmentation. Companies must also understand
consumer behavior and advertising their product's value to the consumer. Marketing processes
must satisfy the needs and wants of consumers through exchange processes and building long-
term relationships. Marketing blends art and applied science and makes use of information
technology. Marketing is practical in business and organizations through marketing management.
Newer methods in marketing include relationship marketing with focus on the
consumers, business marketing or industrial marketing with focus on an organization and social
marketing with focus on benefits to society. Recent forms of marketing also use the internet.
Internet marketing or more usually called e-commerce, online marketing, digital marketing, or
search engine marketing. “E-commerce uses a web site to transact or facilitate the sale of
products and services online” (Kotler & Keller, 2011, pg. 438). E-commerce is used for online
retail sales. Vendors are able to market their products online using various websites related to
their product. Internet marketing is sometimes considered to be broad in scope, because it not
only refers to marketing on the Internet, but also includes various marketing channels.
Fitbit flex uses many internet marketing possibilities to promotion their product to its
consumer base. In today’s technology age, the internet is its main marketing channel. Fitbit uses
pure-click companies. These companies sell Fitbit’s products including the flex. Fitbit marketing
strategy attempts to perfect the segmentation strategy used in traditional marketing. The
company targets its audience more precisely. This strategy is sometimes called personalized
marketing, Fitbit can use this strategy to personally connect with its consumers. Fitbit uses
internet marketing including marketing done via e-mail, wireless media as well as driving
audience from traditional marketing methods like radio and billboard to internet properties or a
landing page.
Fitbit promotions the flex using a wide variety of marketing communications mix.
Advertising, sales promotion, events and experiences, public relations and publicity, direct
marketing, interactive marketing are all done via the internet. Using its personal Fitbit page, the
company is able to advertiser the usefulness of the flex. They also are able to send their
consumers sales promotions. The company allows their customers to have interactive events and
experiences through its website. Public relations and publicity information regarding the flex is
also readily available on fitbit.com
Fitbit used a common strategy. “Fitbit provided CNET’s Danny Sullivan with the Fitbit
Flex, which resulted in a positive series of articles about how he’s used the product to transform
his habits and life” (Hammontree, 2014). Sullivan used the internet to promote his good
experience while using the flex. This produced a great buzz for the flex in its earlier days. Author
Mikel Delgado use the internet to give her own personal experience regarding the flex. She
blogged that “From my own experience (and the testimonials of many others on the internet), the
Fitbit can inspire you to exercise more to meet your daily goals” (Delgado, 2014). These are
examples of advertisings done via the internet to promote the Fitbit flex.
References
Delgado, M. (2014). How fit is that Fitbit? Berkeley Science Review. Retrieved from:
http://berkeleysciencereview.com/fit-fitbit/
Hammontree, J. (2014). Fitbit leans on influencers, customers for promotions. Retrieved from
http://www.text100.com/fitbit-influencers/
Kotler, P., & Keller, K. L. (2012). Marketing Management (14th Ed.). Upper Saddle River, NJ:
Prentice Hall.
