Faculty of Commerce, Law and Management (ETDs)
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Item Digital marketing as a survival strategy of small businesses in Gauteng, South Africa(University of the Witwatersrand, Johannesburg, 2022) Khumbule, Lungile; Galawe- Msimang, JabulileSmall businesses are critical to the South African economy as they employ over 50% of the labour force. Yet, in South Africa, most businesses fail within five to seven years of operating. There are multiple challenges that affect small businesses, including financial resources, marketing, innovation and others. Using digital marketing allows businesses to reach wider markets; therefore, small businesses can benefit from the effectiveness of digital marketing. The objective of the study is to explore the perceptions of owners and managers of small businesses regarding the effectiveness of digital marketing, and to examine digital marketing strategies that are essential for survival in small businesses. The research was qualitative research, with data collected through interviews with small business owners, executives, and digital marketing directors. The participants were recruited via an incubation company. There were eight (8) participants in the study. The key finding of the study is that there is a perception that digital marketing is effective for small businesses despite the challenges they face, such as a lack of skills, financial resources, legislative and government related challenges. The study found that social media could be key to survival, and the social media tools that were commonly mentioned in this context are Facebook and WhatsApp. Small businesses can use free or cost-effective methods of digital marketing to increase their brand awareness and sales. Small businesses should find creative ways to do cost-effective marketing and take advantage of any free courses offered online or by SEDA. The findings of this study contribute to the knowledge of how small business can survive