KAPINGA KABUYA ASSIGNMENT
6.2
CARRY OUT A FOCUSED SEARCH FOR A RECENT (WITHIN LAST THE THREE YEARS) AND RELEVANT ACADEMIC/BUSINESS VIDEO
WHICH CONTAINS A SUCCINCT, FOCUSED AND RELEVANT CONTEXTUALIZATION AND DEFINITION OF SOCIAL MEDIA AND
MOBILES. KEY CONCEPTS SHOULD BE CLEARLY IDENTIFIED AND EXPLAINED IN THE VIDEO. THE VIDEO COULD COVER ANY ASPECT
COVERED IN THE NOTES ON SOCIAL MEDIA AND MOBILES (AS LISTED IN THE TABLE OF CONTENTS). THIS INCLUDES, SOCIAL
MEDIA, DIGITAL MARKETING, TECHNOLOGIES SUPPORTING, MOBILE APPLICATION DEVELOPMENT, ADVANTAGES, AND
DISADVANTAGES. THE VIDEO SHOULD BE A MAXIMUM OF FIVE MINUTES LONG. YOU MAY CUT/EDIT/SPLICE VIDEOS. PLACE THE
URL LINK FOR THE VIDEO INTO A WORD DOCUMENT.

EXCELLENT
(5)
VERY GOOD
(4)
GOOD (3) FAIR (2) POOR (1)
Excellent
video
containing a
succinct,
focused and
relevant
contextualis
ation and
definition.
Key
concepts
clearly
identified
and
explained.
Very good
video
containing a
clear and
relevant
contextualis
ation and
definition.
Key
concepts
identified
and
explained.
Good video
containing
good
contextualis
ation and
definition.
Key
concepts
identified
and
explained,
with a small
amount of
irrelevant
material.
Video which
is weak in
contextualis
ation, and
definition.
Key
concepts not
clearly
identified or
explained
Poor video
which is
unclear or
poor in
contextualis
ation, and
definition. A
fair amount
of irrelevant
material
Your video will be marked according to the following table:

Digital marketing is refers the execution of marketing using a form of electronic media,
such as, e-mail, wireless media, the web, interactive TV and social media, while making
use of digital data about customers’ behaviour and characteristics (Ahmed, 2016). It is
similar to traditional marketing except it includes a technology component (Ryan, 2016).
Digital marketing promotes the creation of relationships with consumers whereby the
marketer is required to understand how the consumer uses their technology to
communicate with them Ryan (2016). The internet and many digital mediums, such as,
email or websites, are used to promote a company’s products (Ryan, 2016).

A digital marketing plan consists of two main
components. Firstly, the “push” of digital
information in its marketing efforts and, secondly,
the “pull” of conversations with customers and the
sourcing of data and metrics (Serra-Cantallops,
Ramon-Cardona, and Salvi, 2018). It is imperative
that Ithemba as an organisation creates value
through digital marketing. Digital marketing is
linked to the organisation’s overall strategy and
that there are digital business models, as well as,
operations and a digital mind set (Seitz and
Burosch, 2018). There should be only one strategy
in an organisation, not several strategies that are
aligned with the overall strategy (Johnston, 2014).

Social media marketing is a subsidiary of digital marketing. It refers to companies using
social media to communicate and share a company’s information with its consumers
(Tuten and Solomon, 2017). Categorizing social media into zones can assist
organisations who want to use and benefit from specific aspects of social media (Kim
and Chandler, 2018). Social media marketing can be divided into four zones, namely,
social community, social publishing, social commerce and social entertainment (Tuten
and Solomon, 2017). Social community includes social media sites like Twitter and
Facebook whereby a company can build a relationship with their customers by being
amongst them. Social publishing focuses on content distribution and consists of
blogging whereby people share content. Social commerce includes sites like Facebook,
Instagram and TripAdvisor whereby companies offer services. Buying and selling is also
included in social commerce (Tuten and Solomon, 2017). Social entertainment is about
entertainment and refers to social media channels that “offer play and enjoyment like
social games, social music and social television. Social commerce refers to social media
channels that assist in the online exchange of products (Kim and Chandler, 2018,

Advantages of social media, digital and
mobile marketing are:
- Cost reduction in marketing
expenses,
-Increased brand awareness
and traffic
-Improved search rankings
-Increased customer loyalty

Social media marketing does not have high costs like costs related to sales people
associated with it, unlike traditional marketing (Nadaraja and Yazdanifard, 2013).
This is because many social media sites are free (Kaur, 2016). Literature concur that
SMEs adopting social media marketing can now reach a larger market share than
before (Jones et al., 2015; Nobre and Silva, 2014). Cost reduction and increased
reach are achieved because instead of connecting and communicating to a
restricted small community, they now can connect with consumers on an
international scale (Jones et al., 2015).

Literature agrees that implementing social media and mobile marketing in a business
increases a company's brand awareness and brand recognition, in turn, increasing the
traffic (Blair, 2018; Jones et al., 2015; Nobre and Silva, 2014). Increased brand awareness,
recognition and traffic is achieved when companies implement web pages that have
meaningful company information and promotions (Jones et al., 2015). Company’s sales
would increase with the increase in consumers (Nobre and Silva, 2014).

Improved search rankings are achieved by implementing a product
through a social media web page so as to improve the company’s
search engine optimization. Social media marketing also improves a
company’s search rankings on the internet (Mahajan, 2015).
Social media and mobiles have extended the relationship between
companies and their customers, in turn, resulting in increased
customer loyalty (Blair, 2018; Floreddu et al., 2014). Some authors
have advised that social media has resulted in companies’
customers communicating in an open and honest way. This
enhances customers’ engagement (Dijkmans et al., 2015; Floreddu
et al., 2014; Tiago and Verissimo, 2014). Enhancement of customer
engagement refers to customers engaging with the company by
expressing their thoughts through online communications (Tiago
and Verissimo; Floreddu et al., 2014). This results in loyal
customers as the customers feel heard by the company (Nobre and
Silva, 2014). Nonetheless, this open and honest customer
engagement can also negatively impact the company by the
consumer ruining the reputation of the company (Ryan, 2016).
Social media and mobiles create brand awareness by displaying
one’s brand many times helps the audience remember the brand
(Blair, 2018).

The disadvantages of social media, digital and
mobile marketing are:
-The possibility of a company’s corporate
reputation being damaged
-Lack of adequate skills
-Trust and security issues
-Time-consuming online presence.

• Damaged corporate reputation can occur because the open communication between a
company and its customers is controlled by the customer and not by the company (Ryan,
2016). The company’s information on a social media web pages and their brand could
potentially be misunderstood. The content that is being put out by the customer could have
detrimental impact on the company since the customer can say something to ruin the
reputation of the company (Ryan, 2016). Some scholars agreed that a company’s corporate
reputation is crucial and could be easily tampered with by the customers. Social media has
changed the way customers see companies and a company’s reputation is not based solely
on what the company does (Floreddu et al., 2014). Companies need to respond quickly to
any negativity and communicate with their customers before further issues develop (Ryan,
2016).
• Companies have struggled to implement websites as they struggle to hire the appropriately
skilled staff. This occurs as a result of a lack of adequate skills since there is a global
shortage of digital and analytical expertise (Gregori et al., 2015).
• Developers are often face obstacles when deciding on an appropriate development tool for
a given project (Appiah, Hayfron-Acquah, Panford and Twum, 2015). The two main options
at hands are mobile web and hybrid development tools (Heller, 2016). Most developers
concur that there is no single silver bullet since each toolset has advantages and

• Having an online presence is time-consuming for a company. The social media web pages have to
be constantly monitored so as to create a long-term relationship with customers. The customers
are posting comments and asking questions 24/7 on companies’ social media web pages and the
companies have to monitor and respond to the customer interaction otherwise the customers can
lose trust in the company (Leeflang et al., 2014).
• Companies who have an online presence must be aware of the trust, privacy and security issues
that may arise. Customers’ trust issues stem from security concerns. The customers fear that their
personal details are not secure and private and this can negatively affect their buying decisions
(Leeflang et al., 2014). The development of mobile applications has factors that could be viewed
as challenging, including fragmentation, development tool selection, app stores, and skills.
• Native apps cannot be directly deployed to a device, hence, they need to go through an App store,
such as, Google Play store (Williamson and Sharma, 2014). The largest app stores are Apple App
Store, Blackberry World Store, Google Play Store and the Microsoft Phone Apps Store (McIlroy, Ali
and Hassan, 2016). App stores create an additional asynchronous step to the deployment process
since developers are unable to set up updates on demand. This process becomes challenging
when urgent and critical issues need to be addressed and fixed but need to undergo a
prerequisite submission and review process (Williamson and Sharma, 2014).

• With regards to mobile platform fragmentation, the wide variety of mobile standards and
operating systems on devices often means one application can work very well on one mobile
device while it doesn’t on the other (Trajkovic and Mishev, 2014). Rewriting applications for
each platform is costly and requires skilled resources (Ribeiro and da Silva, 2014). A major
challenge to the development of mobile applications is that of fragmentation, which runs
across the mobile landscape (Trajkovic and Mishev, 2014). The fragmentation of mobile
devices refers to the various separate properties that make up each device such as: screen
size, storage space and camera specifications etc. Developers need to take the properties of
different devices into consideration, as they affect the user experience (UX) on an application,
as well as the application's functions and performance (Kaleel and Harishankar, 2013). Devices
with different memory, processing, communication and displaying capabilities are examples of
device fragmentation (Trajkovic and Mishev, 2014). Because of fragmentation, mobile
applications show different behavioural patterns, and this costs developers in terms of time
and efforts in testing a variety of mobile environments (Ham and Park, 2014).
• Mobility skills' demand are continuously increasing and companies are struggling to keep up
(Leow, Baker, Marshall and Wong, 2016). The demand for mobile applications outweighs
development capacity. This creates an inability of quick front-end development to client
demands (Moore, 2015). Developing mobile applications subsequently become challenging
due to rapidly changing business requirements and technical constraints associated with
mobile systems (Flora, Chande and Wang, 2014). Mobile application development includes
customer interaction and constant change in requirements, in turn, suggesting that

It is imperative for an organization such as Ikamva to create value through digital marketing. Digital
marketing is linked to the overall organisation’s strategy, hence, there are digital business models
and operations so as to create a digital mind set (Seitz and Burosch, 2018). There should be only
one strategy in an organization and not several strategies that are aligned with the overall strategy
(Johnston, 2014). Like all strategies, social media marketing strategy need to be clear, concise,
achievable, measurable and aligned with the company’s overall strategy in order to be successful
(Fylan, 2018). Social media marketing goals consists of two categories, namely, branding and
revenue-linked goals and metrics.

Step one is to identify the target audience of Ikamva to narrow one’s focus point and define
one’s strategy and objectives. Social Media marketing requires time, money, IT and people in
order to be successful. A destination strategy is where social media activity starts and ends on
the same social media platform (Sussin, Daigler, and Herschel, 2016). For example, a customer
leaves a negative review on a restaurant on TripAdvisor, and the restaurant manager then
responds to the review on TripAdvisor (Sussin, Daigler, and Herschel, 2016). A facilitation
strategy refers to customers being guided to another platform through their journey. For
example, a customer visits a motor vehicle manufacturer's website and navigates to the model
page to see the model that they intend to purchase. On the model page, there is a YouTube
video explaining the vehicle’s specifications and design. A facilitation strategy does not start
and end on the same platform (Sussin, Daigler, and Herschel, 2016). Destination strategies are
not appropriate for every company. They are usually used in high-level customer service
situations or when offering vouchers or online deals to customers, like on Takealot. Destination
strategies do not always consider customer behaviour.

Many customers prefer a facilitation strategy
because they may not feel comfortable disclosing
their private information like payments or account
history over a social networking site such as
Facebook (Sussin, Daigler, and Herschel, 2016).
Social media can prime a consumer’s interest for an
advertising message in another medium. Having
multiple sources of the same message can also
improve message credibility and confidence in the
advertised product (Ashley and Tuten, 2015). Mobile
marketing is a multi-channel, digital marketing
strategy aimed at reaching a target audience on their
mobile devices or simply marketing for mobile users
(Blair, 2018). According to a senior Vice President of
Coca-Cola, a company’s strategy is incomplete if it
does not include mobile marketing (Blair, 2018) and
I concur with that. Mobile marketing includes a
range of activities that should be linked to the
business strategy, as well as, targets, connects and
communicates with customers through their mobile
devices.

The following three steps need to abided to in order to
ensure that mobile marketing is effective at Ikamva:
1. Develop a mobile marketing strategy with clear and
relevant objectives designed to provide a good return on
investment (ROI).
2. Choose relevant mobile marketing types based on
your objectives and business strategy.
3. Track and analyse the strategy by using Analytics then
tweak the strategy as necessary.

Mobile strategies commence with a goal and objectives. Hence, Ikamva may opt to
capture leads, run ad campaigns and send out coupons amongst other things. It is
imperative that the target audience and market be defined. Additionally, Ikamva’s website
needs to be mobile responsive and optimised for mobiles but overall, the Ikamva’s
business processes need to be integrated with the mobile strategy (Blair, 2018).
Characteristics of mobile marketing like precision, interaction, novelty and effective
delivery are more and more concerned and recognised by various industries (Zhang, Wu
and Fan, 2019). There are many types of mobile marketing strategies but at the end of
the day, each Ikamva’s choice will depend on their business strategy.