Internet marketing plan for a fitness website. Case: lifttofit.com

Abstract

The objective of the present thesis was to develop a proper internet marketing plan for the website lifttofit.com. The thesis is composed of a theoretical section and an empirical study. The theoretical part includes some concepts and principles, such as the definition and benefits of internet marketing, how to determine an internet marketing plan, as well as the existing internet marketing channels.

In the empirical study part, a quantitative research method was chosen, with the aim to understand the insights and attitudes of internet users of different ages, genders, professions towards the online fitness industry. The final outcomes were collected to serve the preparation of a detailed internet marketing plan for lifttofit.com, but the implementation of the plan was left to the case company.

As a result of the study, the case company received a completed and tailored internet marketing plan. The internet marketing plan provides the company with guidelines on how to implement internet marketing, examples of the content creation process in different channels, and how to measure the effectiveness of each channel.