The focus of marketing communication efforts of smes within south Africa

Kallier Safura Mohamed ()
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Kallier Safura Mohamed: University of South Africa, Pretoria, South Africa

Management & Marketing, 2017, vol. 12, issue 1, 140-154

Abstract: Marketing communication is seen as a vital activity for the survival and success of SMEs. Traditionally tools such as pamphlets, local newspapers, posters and business cards were primarily used to promote SMEs. Today, however, the communication landscape has evolved due to technological advancements. As a result, there are many more communication tools that can be used by SMEs to conduct marketing communication activities of the business. The focus of this study is thus to determine the usage of traditional and technology-enabled marketing communication tools employed by SMEs in South Africa. A self-administered questionnaire was used to collect data from SMEs in South Africa. The results of this study indicate that most SMEs make use of e-media such as websites and e-mails as marketing communication tools. This article provides insight into the marketing communication tools that are being used by SMEs in South Africa which will contribute to the understanding of SMEs marketing practices. Studies suggest that there are many similarities regarding the challenges faced by SMEs globally and as such the findings of this study can be applied universally.

Keywords: Marketing; communication; SMEs; traditional marketing; technology-enabled marketing (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:manmar:v:12:y:2017:i:1:p:140-154:n:9

DOI: 10.1515/mmcks-2017-0009

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