Greyling Leonie, Van Wyk Divan
Abstract
In the rapidly evolving marketing landscape of South African SMEs, this study examines the perceived effectiveness of marketing channels employed by agencies integrating digital and traditional methods. Digital marketing’s precision, real-time analytics, and cost-effectiveness are weighed against traditional marketing’s broad reach and trustworthiness. The purpose and motivation of this study lie in providing empirical insights into how marketing agencies can optimise the use of these channels to enhance the effectiveness of their marketing efforts.
The study employs a qualitative approach, utilising semi-structured interviews with marketing professionals from various agencies. This method allowed for an in-depth exploration of the nuanced strategies and perceptions regarding marketing channel integration.
The research underscores the strategic necessity of integrating digital and traditional marketing channels to optimise marketing investments. Effective integration enhances reach, engagement, and brand consistency, though it requires substantial resource allocation and diverse skills. The findings advocate for a symbiotic relationship between digital and traditional channels, proposing that a unified strategy can significantly boost marketing efficacy.
This research contributes valuable insights into the complexities of integrated marketing, while providing actionable insights for marketing agencies to enhance their strategies in a digital era.
The study employs a qualitative approach, utilising semi-structured interviews with marketing professionals from various agencies. This method allowed for an in-depth exploration of the nuanced strategies and perceptions regarding marketing channel integration.
The research underscores the strategic necessity of integrating digital and traditional marketing channels to optimise marketing investments. Effective integration enhances reach, engagement, and brand consistency, though it requires substantial resource allocation and diverse skills. The findings advocate for a symbiotic relationship between digital and traditional channels, proposing that a unified strategy can significantly boost marketing efficacy.
This research contributes valuable insights into the complexities of integrated marketing, while providing actionable insights for marketing agencies to enhance their strategies in a digital era.