Digitalemediabemarking binne ATKV-oorde

Abstract

The arrival of the internet radically changed the way in which organisations do business. Given the technological progress and the digital era in which users live, it is important for an organisation to adapt its marketing strategy to new trends and to users' changing needs. Digital media marketing is a fast-growing field, thanks to the development of the different platforms and the provision they make for users' needs and preferences. Digital media marketing offers unlimited possibilities as part of an organisation's digital media strategy. An effective digital media marketing strategy has become central to reaching organisational objectives. It can be of great value for any organisation in a marketing context, provided that it is managed and applied correctly. This study focuses on the Afrikaanse Taal- en Kultuurvereniging, known as the ATKV, as a case study. We investigated the various digital media platforms ATKV-Sake uses to determine how these efforts should be managed so that the organisation can reach upcoming markets while maintaining their current market. The ATKV trademark is 93 years old and focuses on the inclusive development of the Afrikaans language and culture to the benefit of all South Africans. The organisation consists of two entities, namely an internally funded, non-profit organisation and a second company, namely ATKV Sake Pty Ltd. The ATKV NPC (non-profit company) is responsible for the cultural operations, including language, education, art and social wellness programmes. The seven holiday resorts fall under ATKV Sake and are known as ATKV Resorts. These resorts serve as holiday destinations for mainly families. ATKV Sake is dedicated to regular interaction with their target market. Due to the challenging circumstances in the market, such as difficult economic times, new technological advances, a variety of digital platforms and upcoming new markets with new social media needs, an effective digital marketing strategy is crucial for ATKV Resorts. They will have to review the digital marketing strategy regularly if they want to keep up with the changing environment. The study starts with a literature review to investigate different theoretical components of digital media marketing, including a definition of digital media marketing, the elements of digital marketing and strategic management thereof (with reference to segmentation, targeted marketing and positioning), as well as the SOSTAC model, together with the value and influence of social media on an organisation's performance. This is followed by an overview of the South African tourism industry and ATKV Sake's central role in it. ATKV's history as an organisation are explained. In light hereof, the organisation's vision, mission and values as a trademark is discussed. A mixed method research approach with qualitative and quantitative research methods was used to gather information on ATKV management's approach to digital media marketing, and ATKV members' perception of digital media marketing. Semi-structured interviews were held with three ATKV managers and an electronic questionnaire was sent to all the active ATKV members. The results of the interviews indicated that the ATKV management team knows what digital media marketing with respect to the ATKV Resorts entails. However, the interview process revealed that the ATKV management's approach to digital marketing is not evaluated and adapted regularly as it should be. This can be problematic in the long run, seeing as the target market and their needs change over time. The results of the electronic questionnaire indicated that the majority of ATKV members have a positive attitude towards ATKV Resorts's digital marketing strategy, although there are areas for improvement. ATKV Resorts can do more to strengthen trademark loyalty among ATKV members through digital media marketing. The study contributes based on which ATKV Resorts can adapt their digital media marketing. In doing so, they can identify a new digital media marketing strategy that focuses on new emerging markets while still maintaining existing markets. The ATKV's management team can therefore expand their knowledge of digital media management and measurement and use the recommendations and guidance from this study to implement strategies to further improve their digital strategy.