ADOPTION OF DIGITAL MARKETING STRATEGIES FOR GROWTH AND SUSTAINABILITY OF SMES IN ETHEKWINI

Xoliswa Nzuza, Tshepo Tlapana and Raymond Hawkins-Mofokeng
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Xoliswa Nzuza: Durban University of Technology, Durban, South Africa
Tshepo Tlapana: Walter Sisulu University, Butterworth, South Africa
Raymond Hawkins-Mofokeng: Central University of Technology, Bloemfontein, South Africa

Management and Marketing Journal, 2025, vol. XXIII, issue 2, 245-258

Abstract: This study investigates the adoption of digital marketing strategies among small to medium enterprises (SMEs) in the eThekwini region, aiming to understand how these strategies contribute to business growth and sustainability. The research addresses a critical gap in knowledge concerning SMEs’ engagement with digital marketing and their ability to adapt to the evolving digital landscape. An exploratory, quantitative, and descriptive research design was employed. The study population consisted of 50 SMEs operating in eThekwini, and a census approach was used due to the manageable population size. Ultimately, 32 SMEs participated in the study. Data were collected through structured questionnaires that included closed and open-ended questions and analysed using SPSS (version 27). Key findings reveal that while most SMEs recognise the importance of digital transformation, many lack formal marketing strategies and often rely on improvisation. Social media platforms, Facebook and Instagram, emerged as the most preferred and effective digital marketing channels. However, limited marketing knowledge and financial constraints hinder the broader adoption of advanced tools such as Google Ads and email marketing. Notably, 59% of businesses reported acquiring new customers through online channels in the past year, highlighting the tangible benefits of digital engagement. The study recommends targeted interventions, including digital literacy training, differentiated strategies for B2B and B2C SMEs, subsidised access to digital tools, and integrating digital marketing into broader business planning. These measures are essential for enhancing competitiveness, driving sustainable growth, and unlocking the full potential of SMEs in the digital economy.

Keywords: Digital Marketing; Digital Marketing Strategy; Marketing Strategy; Small to medium enterprises (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:aio:manmar:v:xxiii:y:2025:i:2:p:245-258

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