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    The role of digital marketing in the sustainability of the formal retail sector in Flagstaff
    (2024-03) Noqazo, Zizipho; Madondo, Elvis
    Marketing is a fundamental part of any retail business as it is the means of promoting products and services to the target market (Grönholm 2012). Digital marketing has transformed retailers’ marketing strategies significantly. Online marketing channels are undeniablyoneof the most advanced digital technologies to be used in marketing, which makes it essential for retailers to incorporate these strategies into their businesses. The internet and its rapid technological developments have provided retailers with numerous tools for online marketing, such as email marketing, social media, pay-per- click, search engine optimisation, pop-ups and so forth. While many rural South African businesses are starting to adopt these marketing tools in their businesses, the role of digital marketing in the sustainability of the formal retail sector in the rural areas of South Africa (SA) has not been explored fully. The aim of this study was to explore the role of digital marketing in sustaining retail businesses in Flagstaff, while the primary objective of the research is to identify and describe the role of digital marketing in retail businesses in rural areas. According to Bala and Verma (2018), digital marketing is the greatest platform to transform a product into a brand and has the potential to increase sales tremendously, provided that businesses have knowledge and understanding of how to apply it properly. The study adopted a mixed research method in order to achieve the set objectives. This study followed the probability sampling method in recruiting participants. Random sampling was the probability sampling method employed to generate the sample for this study. Retailers operating in Flagstaff and members of the public (customers) were the two populations targeted for this research. The study used a structured self administered questionnaire consisting of 20 items to collect quantitative data from retailers. Focus group discussions were also conducted with members of the public to gather qualitative data. The researcher adopted the census method, whereby all 52 stores in Flagstaff took part in the study. The sample for the focus group interviews comprised of thirty (30) participants that were allocated into six groupsof 5 participants in each group. The study used version 27.0 of the Statistical Package for the Social Sciences (SPSS) to analyse quantitative data, and thematic analysis was used to analyse qualitative data. According to the study's findings,retailersutilise a variety of digital marketing methods, including social mediamarketing, email marketing, andmobile marketing, to exchange information, contact with customers, send them sales pitches and other marketing materials, and interact with them online. Retailers claimed that digital marketing had introduced novel ways to conductonline business,such as onlineshopping.However, this activity is connected to a numberof difficulties in rural areas, which hasprevented many retailers from offering it as a substitute for traditional shopping.As a result, there is little use of online shopping in Flagstaff retail businesses. Consumer feedback indicates that retailers' use of SMS communication, Facebook, and emails to convey information about sales pitches and promotions has inspired and encouraged customers to make purchases from particular retailers. However, participants have stressed that they prefer hearing from retailers through traditional channels sincethey are simpler to access because they have trouble getting information on digital platforms. The study recommends that rural retailers should integrate digital marketing into their marketing activities, which will increase awareness of the brand; reach a wider audience; aid in keeping up with trends and staying ahead of the competition; and maintain their presence on social media platforms. The study suggests that further research be conducted on the impact of specific online marketing tools in order to allow retailers to focus on online channels that align with their brand to generate profitable results for the business
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    A comparative analysis of the performance of traditional advertising media and online media for the promotion of tourism in KwaZulu-Natal
    (2018-04-23) Madondo, Elvis; Moodley, Padhma
    This is a comparative study of the performance of online media and traditional advertising media for the promotion of tourism in KwaZulu-Natal, South Africa. Durban Tourism (2013: 1) states that although KZN has done well to attract and hold major events in the Durban City, the number of visitors has declined since the last five years. There is a need for ongoing efforts to promote the tourism industry for it to remain competitive and continue contributing to the welfare of the people. Modern age advertising is divided into two main groups, traditional media and online media advertising. In the past, the tourism industry and other business organisations relied heavily on traditional media to market their products and services (Strategic Direction 2016: 9). However, the advancement of network technologies and the increasing penetration of the Internet have prompted increasing numbers of organisations around the world to use online (Internet) advertising in order to attract more customers in cyberspace, and to enhance their product sales and company profile. Goyal and Sharma (2013: 46) further claim that the advent of online media in tourism business has altogether revolutionised the whole system of performing business and brought about new ways of promoting business. In light of these developments, many marketing practitioners fear that traditional media have entered a death spiral and are no longer competitive in doing meaningful business. They believe that traditional media will succumb to technology innovations that revolutionised the promotion industry (Chao et al. 2012: 12). In this contemporary tourism marketing environment, the performance of traditional advertising media and online media needs to be revealed in order to guide media choice decisions by tourism marketers and authorities. This study employed a descriptive research design which aimed to achieve the objectives of the research through the use of mixed research methods. For this reason, two separate surveys were carried out. Non-probability sampling techniques were employed in recruiting the participants. The design employed two research instruments in the form of a structured questionnaire and structured interviews. Four hundred questionnaires were distributed to tourists at the Durban beachfront, Gateway Mall, Durban Station, and other public places that were convenient to the researcher and the researcher managed to get a 75% response rate. In addition to this, seven interviews were conducted with Durban Tourism and Tourism KwaZulu- Natal authorities, as well as marketing managers of selected Hotels and Travel Agents. The findings revealed that traditional media and online media are more or less equally competitive for the promotion of tourism. Traditional media is still effective for the promotion of tourism in this digital age, most especially in the domestic market. Though tourists used to turn to few sources, they now use various information outlets available at their disposal. Tourism marketers and authorities need to come to terms with traditional media and online media coexistence. There is no need to rely on one media to do it all. Where traditional media lacks, online media must be there to make up the difference and enhance the tourist’s experience. The results led to the creation of the tourism promotion framework which outlines that the tourism sector needs an integrated media choice approach. Further research on the same area covered by this study is required on an ongoing basis in order to keep abreast of the developments in the market. The media environment is unpredictable as completely different media can be developed and tastes and preferences of people change.