Abstract
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.
Highlights
small and medium enterprises (SMEs) are an important aspect of the economy locally and internationally and marketing communication within SMEs is an important activity for the success of the business (Resnick et al, 2016)
The small business owners were presented with a list of fourteen marketing communication tools that they could use to communicate to their customers
SMEs have the option of making use of traditional marketing communication tools or technology-enabled marketing tools to communicate with their customers and to promote their businesses
Summary
SMEs are an important aspect of the economy locally and internationally and marketing communication within SMEs is an important activity for the success of the business (Resnick et al, 2016). The marketing communication function is important to SMEs as without marketing communication, the customer would not know about the business or the products that it sells (Popescu et al, 2013). As a result of the many new communication methods available, the way in which business is done and the way in which businesses communicate with their customers have changed as well (Salehi et al, 2012) These new marketing communication methods have various benefits for SMEs such as enhancement of exposure for the business, cost effectiveness, the ability to reach new customers and the ability to be more competitive (Taiminen and Karjaluoto, 2015). The study will make a significant contribution in understanding the marketing communication tools (traditional or technology-enabled) used by SMEs in South Africa. This understanding of the marketing communication tools used by SMEs can provide additional knowledge of how SMEs in South Africa operate and what makes them succeed or fail
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