Hobart, J.W (2014).
Understanding Generation Y: What You Need To Know About Millenials.
Stokes, R. (2013). eMarketing: The essential guide to marketing in a
digital world. 5th Edition. Quirk eMarketing.
Examine Edgars customer’s major source of product and service information
Pinielo it shows that Gaborone have the largest number of telephone users as
compared to other places with a total percentage of 20.4% at Kweneng and
Kgatleng region. When analysing by education most of the people who have
internet access are those who completed lower secondary and upper education
with a percentage of 30.7%and tertiary education constituted of 23%.Fixed
wireless and asymmetric digital subscriber line are the most used by household
at 15.6%.When rating internet access with age it shows that most of the users
are between the age of 25-40 years mostly headed by tertiary education
customers and employees owning smart phones, laptops and computers.
Pinielo (2016) Edgars statistics which released a report on April 2016 that
reflects on the level of internet access among customers, it shows that 40.6%
of people have access to internet using mobile cell phones, computers and
laptops. Pinielo further explains that most of the device used by people to
access internet is mobile cell phones that is used to participate in social
networking like Facebook, WhatsApp, twitter and Instagram.
2.3 To determine the level of internet access among
According to Stokes and Quirk (2014), unlike
text and even images, video offers an extremely rich, engaging and stimulating
experience for viewers. Both brands use the marketing platform to promote their
brands, but Mr Price does this well. Mr Price is just not putting up content to
promote the brand but content that makes the brand lovers feel like they are
part of the campaigns become their video are inspiring. Mr Price’s YouTube
channel has 2.075 subscribers compared to Edgars with 1.045 subscribers. The
content on Mr Price is engaging, has a story line that appeal to their target
and involves both a combination of brand influencers and ordinary people. Their
videos draw inspiration from fashion street style of ordinary people and
stylists, bloggers and models which is fitting of their brand persona. The only
thing that is lacking is that their channel is not updated regularly like all
their social media platforms but that also has to do with their audiences who
are probably not so frequent on YouTube.
According to Moses
(2015), mobile advertising is usually messages delivered to customers through the
use of devices such as computers, featured phones or tablets. It is in a form
of short message services (SMS), multimedia messaging service which is known as
MMS. Mobile advertising involves a process whereby the market will have to
consult from the customer about his/her preference whether to send any
information about products on promotion or on sale, then the customer will then
provide contact number. Mobile advertising makes it easy for customers to
receive message about any information and also making it more reliable and
Bauer, Reichard, Barnes
and Neumann (2005), says that with rapid emergence of fast and high speed
wireless network technology and also an increase in the market of very smart
cell phones it now the interest of advertising/marketing industry to introduce
mobile advertising because most of the people are always engaged in their cell
phones 24 hours. International companies like Nike, BMW and Mc Donald have
adopted a strategy of communicating commercial messages about the product or
services through the use cell phones as it is a highly promising instrument
that have gained a great importance. This strategy of mobile marketing involves
obtaining permission from the owners of the cell phone for trust and security
Bauer, H.H., Reichardt, T., Barnes, S.J. and
Neumann, M.M., 2005. Driving consumer acceptance of mobile marketing: A
theoretical framework and empirical study. Journal of electronic commerce
research, 6(3), p.181.
The Mobile Marketing Association
(MMA) have defined Mobile marketing as a set of practices that allows
organisations to put forth communications and engage their intended target
audience in an interactive and relevant manner through any mobile device or
network (Stokes & Quirk, 2014).
Web banners advertising is also a very
important tool of advertising because it is easily seen as it pops up every time
customers open web pages. Web banners are explained as graphical advertisement
which is mostly placed on the company’s web page. It is a kind of advertising
which comes in video, audios and sometimes animations forms and using JAVA or
Adobe flash programs.
Web banners advertising
Jenkins (2008) explain email marketing
as a very unique, flexible and personalised communication that involves
receiving and sending. Email marketing is proven successful worldwide because
it target particular individuals or customers, it creates loyalty, trust,
create awareness and even build customer relationship. It is less costly
because the company customise messages to certain individuals using data driven
technology and in that way it saves time for both parties.
Jenkins, S., 2008. The truth about email
marketing. FT Press.
Stokes & Quirck (2014) explains
email marketing as a tool used in the cultivating and maintaining of
long-lasting relationships with potential and existing customers. Email
marketing is essentially one of the tools used in the broader concept off
Customer Relationship Management (CRM).This method of engagement, when used
optimally, has the potential to yield some of the highest Return on Investments
(ROI) of any of the digital marketing based tactics. Email marketing is a
direct form of marketing that is attractive due to its permission requirement.
Consumers opt-in to a messaging list of their preference and will then receive
relevant content sent electronically.
This allows for a highly targeted mailing list. Outcomes associated with
Email advertising include customer retention as well as value creation for the
Mobile. Zarrella (2009) explains that
social networking is the best most defined in the context of media paradigm now
and previously. Social networking comes in different and many forms but the
most important and popular ones are Facebook, twitter, LinkedIn and WhatsApp.
Whether a business is small, medium or big it should have social networking
access to be able to reach their customers, there is no reason for a company
not to have social networks while customers have it does not make sense. There
will be no reason not to use social networks because it is less costly, easy to
use and it has less impact to the business financial. It is very important or
any business around to consider the use of social networks because many
statistics shows that a huge number of people worldwide are highly active in
social networks because that way it makes business life more easier for both
the consumers and the marketers.
Mr Price as a big stores competing
with Edgars store has a very strong and attractive online presence that is well
enhanced to appeal to its target market and customers. Mr
Price store everywhere utilises all its social media tools, and integrates them
to engage, interact and communicate with consumers. For instance, Mr Price
combined up with fashion bloggers in the Braamfontein area to create an
Instagram promotion with a call to action that asked customer everywhere to
join the campaign or that promotion by tagging themselves to Instagram pages
wearing their favourite items that they bought at the store. Every pictures
from the campaign were shot and edited by a popular photographer and then were
put on the photographer’s personal
Instagram accounts as well as the
accounts of those bloggers and some of the pictures will be tweeted. Consistent
and acceptable messages and call to action rang throughout both platforms and
then more customers will be caught and even existing customers will give
responses. It is this level of engagement and communication integration that
Edgars can take note of.
According to Stokes (2013), social
networking is a highly recommended marketing tool in a business industry
because most of the people are highly engaged and very active. The usage of social
networking assists businesses in building an online brand existence, raises
awareness, and also permits the consumer to be involved in the brand’s section
through collaboration, communication and sharing. There
different variety of social networking platforms that Edgars use available
which include Facebook, twitter, Instagram, WhatsApp and WeChat. Social
networking affords businesses the opportunity to pool customers in their
comfort zone which is online where they participate, relate, socialise and
share ideas and views. Unlike traditional advertising like television, printed
newspapers and radio, advertisements on social networks are well customised,
modified and highly targeted, thereby getting the attention of interested
Social networking (Zarrella, D., 2009. The social media marketing
book. ” O’Reilly Media, Inc.”.
of online advertising tools are available to generate business online and even
pool customers but it does mean a company should use all of them but it can
pick the most efficient and effective tool to operate the business . According
to Stokes (2013), Edgar’s major forms of online advertising tools is social
networking, email marketing,
web banners advertising, mobile marketing
and video marketing.
To identify the major forms of online advertising tools used by Edgars store
The last chapter discussed
introduction and background of the research study, in this current chapter the
researcher will give a broad understanding of literature review, what other
authors say about online advertising, their views and opinion about online
advertising at regional, local or international level in relation to the
research objectives mentioned. Information will be obtained from different
sources such as journals, books, online blogs and different articles which will
aid in developing an understanding research study.