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The focus of marketing communication efforts of smes within south Africa

Author

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  • Kallier Safura Mohamed

    (University of South Africa, Pretoria, South Africa)

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.

Suggested Citation

  • Kallier Safura Mohamed, 2017. "The focus of marketing communication efforts of smes within south Africa," Management & Marketing, Sciendo, vol. 12(1), pages 140-154, March.
    • Handle: RePEc:vrs:manmar:v:12:y:2017:i:1:p:140-154:n:9
    DOI: 10.1515/mmcks-2017-0009
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    References listed on IDEAS

    as
    1. Riyad Eid & Hatem El-Gohary, 2013. "The impact of E-marketing use on small business enterprises' marketing success," The Service Industries Journal, Taylor & Francis Journals, vol. 33(1), pages 31-50, January.
    2. Ioana Cecilia Popescu & Ionel Dumitru & Calin Veghes & Camelia Kailani, 2013. "Marketing communication as a vector of the Romanian small businesses sustainable development," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 15(Special 7), pages 671-686, November.
    3. Regomoditswe Mavimbela & Erick Dube, 2016. "Can an Internet Adoption Framework be Developed for SMEs in South Africa," Journal of Entrepreneurship and Innovation in Emerging Economies, Entrepreneurship Development Institute of India, vol. 2(2), pages 120-135, July.
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