1. bookVolume 12 (2017): Issue 1 (March 2017)
Journal Details
License
Format
Journal
eISSN
2069-8887
First Published
30 Mar 2015
Publication timeframe
4 times per year
Languages
English
access type Open Access

The focus of marketing communication efforts of smes within south Africa

Published Online: 09 May 2017
Volume & Issue: Volume 12 (2017) - Issue 1 (March 2017)
Page range: 140 - 154
Journal Details
License
Format
Journal
eISSN
2069-8887
First Published
30 Mar 2015
Publication timeframe
4 times per year
Languages
English
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

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