Small and medium enterprise (SME) internet marketing challenges in the Tshwane area, South Africa

Abstract

The aim of this paper is to establish Internet marketing challenges of SMEs in the Tshwane area. It seems that the benefits of Internet marketing seem to be ignored by most SMEs however but unfortunately, Internet marketing challenges prevent SME owners from using these tools effectively. A survey study method of research design has been selected for the research. The sample for the study comprised 200 SMEs in the Tshwane area. Internet marketing usage in SMEs and the impact thereof is viewed as an essential part of modern day organisational operations for SMEs to promote their business both domestically and globally. ‘Unauthorised access to sensitive or proprietary information and limited verification of authorship of messages’ is mentioned as the largest challenges. The conducted research recommends that Internet marketing can be cost effective if the SMEs make use of their social networks and use best practises that enable them to get their adverts or posts shared across social networks. The conducted research also recommends that SMEs with limited resources start with social media and YouTube as a marketing tool, as the learning curve is low and cost involved almost nil. This paper conclude that Tshwane SMEs are using both Internet marketing and traditional marketing to promote their businesses.