Consumer integration with fitness apps is worthy of brand
A recent cycling accident
unfortunately left my Apple Watch smashed, and, unlike smartphones,
there isn't an easy way to replace the screen. The option was to go
back to my old Casio or pay to replace the whole thing. I decided
to try going back "old school," but it's been a few weeks now, and
I am desperate to have my Apple Watch back!
This got me thinking about the fitness
market as a whole, our reliance on apps, and data we freely record
across apps and devices.
Consumers are so reliant on mobile
devices, and the wealth of data brands are able to access has
transformed the way a brand can target an audience and understand
The global market for fitness apps is
expected to grow 31% until the end of 2020, and the declining costs
of fitness apps means they are more accessible to consumers. Apps
such as Runkeeper and MapMyRide enable brands to run challenges for
communities where they capture consumer data if users opt in. This
can be powerful in targeting people at the right time and with the
Integration with social platforms is
part of why fitness apps have grown so much in popularity and are
increasingly becoming core platforms for fitness and trends in and
of themselves. They have even helped create influential stars such
as Joe Wicks and Kayla Itsines. These stars provide a great
opportunity for brands in terms of targeting their followers all
the way up to full brand partnerships.
This is a powerful option for engaging
with a passionate community to gain credibility. It is also a great
opportunity to use something other than traditional banner
advertising. Mobile is still likely to be at the heart of use,
given this is the place where consumers access the content.
Overall, fitness provides a great
platform with which to align a brand and reach a broad audience.
Future use of data, such as heartbeat and health information, is an
interesting development and one to watch in terms of
Thinking of how mobile forms such a
crucial part of the consumer journey with fitness in particular is
essential for brands to consider and understand in part of their
marketing mix and advertising strategy.
By Lorna White, Senior Planner
This blog was originally published on the INMA website on 18 June
2017. To view the original article, click