Fitbit currently has an overwhelmingly large market share in the activity-trackers category, and it’s available in 40,000 locations in 48 different countries. Fitbit’s unit share of the Full Body Activity Trackers at the end of third quarter 2014 was 69%, according to NPD Group’s Retail Tracking Service. The dynamic increase in availability and high customer acceptance rate of Fitbit products is truly remarkable considering the company was founded in 2007. However, what is even more impressive is Fitbit has implemented very little advertising for their fitness wearable technology products, yet have seen global success. Tim Rosa, VP-global marketing at Fitbit, announces the company will start a global advertising campaign because of the increasing number of new competitors in the wearable market such as the Apple Watch. “We feel like the category is maturing, so the time felt right to launch a brand and product campaign,” said Tim Rosa. “It’s getting more competitive so we felt like it was a good time to step up our game.” The campaign is a brand-oriented one, but will also feature the new products prominently. “We wanted to create a campaign that says fitness is different for everyone, and you can find your own type of fitness,” said Mr. Rosa. Below is a link to Fitbit’s digital advertisement video.
Fitbit has been active in the digital and PR marketing since its inception, but this campaign will include marketing across all media, including TV with buys on network and cable channels, as well as internationally in Asia-Pacific as well as Europe, the Middle East and Africa. Although Fitbit has shown a positive history of penetrating foreign markets, implementing a successful global marketing campaign is difficult even for the most successful global brands and requires large amounts of capital investment. If Fitbit were to focus their global marketing efforts on developing a global customer engagement model, the firm will undoubtedly realize an increase in global market share. For example, Endomondo is a sports tracker app for your smart phone that is designed to make fitness fun for its users. Although the application has only been available for a couple of years, Endomondo has a current user base of 20 million people and obtained them with only a team of 30 members. Considering Fitbit and Endomondo are closely similar products, Fitbit should consider Endomondo’s approach to continuously improving their customer’s experience while using the app.
Mark Appel’s blog article, “The Future of Marketing: Customer Experience” can help shed light on how Endomondo’s app fosters customer experience through the use of interactive marketing. Once you start to register every single step you start to realize the meaning of the engagement model and entering layered commitments. It is a careful game that is played between the app vendor and the user. Every single step can result in a failure so building trust, offering true value which is relevant and meaningful for the user is key. And although marketing has always been in this area it has changed a lot. With the current state of technology, market transparency and speed the only accepted way of communication is being ultimate authentic. All must be real, true, tangible, valuable. If not, people churn (Appel). In other words, the app is marketing and vice versa, and Fitbit should consider interactive marketing strategies that help advertise the firm’s smart phone application and foster a positive customer experience.