The role of digital marketing in the survival of Pietermaritzburg's small, micro and medium-sized beauty businesses

Abstract

Digital marketing has become increasingly important as a marketing communication tool. The rapid advancement of technology and increased internet access has transformed the way businesses interact with their customers. The beauty industry, being one of Africa's fastest-growing sectors, has also embraced digital marketing strategies to effectively engage with customers and drive business growth. This research aims to explore the role of digital marketing in the survival of small, micro, and medium-sized beauty businesses in Pietermaritzburg, Kwa-Zulu Natal, South Africa. Through qualitative research, this study investigates how beauty businesses in Pietermaritzburg incorporate digital marketing into their overall marketing strategies. Semi-structured interviews were conducted with 22 small salon owners in the area, using purposive sampling. The data collected was analysed through content analysis, employing the NVIVO software. The findings demonstrate that digital marketing plays a significant role in boosting revenue for beauty businesses. Among various digital marketing tools, social media platforms emerged as the most effective and widely utilised due to their accessibility and diverse features. While themes such as email marketing and websites also surfaced, they were not as dominant as social media. Interestingly, when examining the survival factor, this research confirms that digital marketing is indeed a valuable medium for beauty SMMEs (Small, Medium, and Micro-sized Enterprises) to attract and retain customers while driving revenue growth. However, it highlights the continued importance of personal connections. Business owners cited challenges related to digital marketing, including technical incompetency, resource constraints, and difficulty in measuring effectiveness. Nevertheless, despite these challenges, they acknowledged digital marketing as the best investment for the survival of their businesses, considering it the future of the industry. Furthermore, recommendations are proposed to enhance the role of digital marketing in the survival and growth of Pietermaritzburg's beauty SMMEs. Networking and knowledge sharing initiatives are recommended to improve digital marketing strategies, with a focus on creating forums for owners to exchange experiences and stay updated on industry trends. Collaborating with digital marketing experts is encouraged to gain valuable insights and support tailored campaigns. The study advocates for continuous adaptation of digital marketing strategies, emphasizing regular monitoring of performance indicators and experimentation with new approaches. Overall, the study contributes to the growing body of knowledge on digital marketing in the beauty industry and provides practical insights for small salon owners in Pietermaritzburg. The findings emphasise the importance of embracing digital marketing strategies to stay competitive in today's digital era. Ultimately, this research highlights the relevance and effectiveness of digital marketing as a vital tool for the survival and success of beauty businesses.