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The digital marketing world has become an everyday part of life for almost all businesses, and many incorporate social media and other electronic media into their strategies. It is also a known fact that many companies do not optimise these electronic media to its fullest due to a variety of reasons. The aim of this research study was to firstly investigate the awareness of Google AdWords and secondly to establish the use of Google AdWords among star-graded overnight accommodation establishments. The study was conducted among star-graded overnight accommodation establishments in the Western Cape, a strongly competitive market resulting in an increased need for targeted, affordable marketing tools. An empirical study was executed which enabled the quantitative capturing of the use of Google AdWords among these establishments thereby addressing of the research objectives in full. The result of this research study indicates that a general perception exists regarding Google AdWords as being difficult to use, thus deterring the adoption thereof among many establishments. This however, is countered by establishments that do make use of Google AdWords as an e-marketing tool, in that it is perceived as a successful e-marketing tool among these establishments.

The worldwide economic slump has led to millions of jobs being lost in the formal sector all over the world. This forced many people into business or to seek alternative employment. It has become increasingly clear that the formal sector will rather shed jobs in the foreseeable future than employ people. This has placed renewed focus on small businesses to come to the rescue. More and more governments are relying on these small businesses to create employment opportunities. This has also led to a number of these governments to invest in projects that will generate employment and stimulate economic growth. The obvious choice was to focus on SMMEs. This study evaluated the township SMMEs and their potential to employ more people. The focus was first on the growth or not of these businesses and then on their employment history over the past three years. The findings were encouraging with a large number of SMMEs indicating that their businesses either grew or maintained the status quo while there were positives in the number of people being employed in this sector increasing over the past three years.

Townships are part and parcel of the business landscape in South Africa although it was started during the apartheid era in South Africa. The impact of the apartheid era is still evident in the townships and is a testimony of abandonment, poor investment, overpopulation and isolation from urban areas and a serious lack of infrastructure and necessary resources in these areas (Thulo, 2015). A significant amount (60%) of the unemployed comes from townships and informal settlements (Thulo, 2015). It is evident that townships are complex and integrated at the same time with poor and middle class communities living side by side. Government has been attempting to kick start the economy and in the process to increase employment through small businesses and the generation of jobs in townships. This process is however hampered by a range of factors including a lack of infrastructure. The research highlighted the serious shortcomings in infrastructures throughout South Africa, and a need for advisory centres were indicated as being the most dire need in these areas to assist small business. Keywords: infrastructure; SMEs; small businesses; township businesses; South Africa JEL Classifications: M00, M10

Townships are part and parcel of the business landscape in South Africa although it was started during the apartheid era in South Africa. The impact of the apartheid era is still evident in the townships and is a testimony of abandonment, poor investment, overpopulation and isolation from urban areas and a serious lack of infrastructure and necessary resources in these areas (Thulo, 2015). A significant amount (60%) of the unemployed comes from townships and informal settlements (Thulo, 2015). It is evident that townships are complex and integrated at the same time with poor and middle class communities living side by side. Government has been attempting to kick start the economy and in the process to increase employment through small businesses and the generation of jobs in townships. This process is however hampered by a range of factors including a lack of infrastructure. The research highlighted the serious shortcomings in infrastructures throughout South Africa, and a need for advisory centres were indicated as being the most dire need in these areas to assist small business. Keywords: infrastructure; SMEs; small businesses; township businesses; South Africa JEL Classifications: M00, M10

Townships are part and parcel of the business landscape in South Africa although it was started during the apartheid era in South Africa. The impact of the apartheid era is still evident in the townships and is a testimony of abandonment, poor investment, overpopulation and isolation from urban areas and a serious lack of infrastructure and necessary resources in these areas (Thulo, 2015). A significant amount (60%) of the unemployed comes from townships and informal settlements (Thulo, 2015). It is evident that townships are complex and integrated at the same time with poor and middle class communities living side by side. Government has been attempting to kick start the economy and in the process to increase employment through small businesses and the generation of jobs in townships. This process is however hampered by a range of factors including a lack of infrastructure. The research highlighted the serious shortcomings in infrastructures throughout South Africa, and a need for advisory centres were indicated as being the most dire need in these areas to assist small business. Keywords: infrastructure; SMEs; small businesses; township businesses; South Africa JEL Classifications: M00, M10

The worldwide economic slump has led to millions of jobs being lost in the formal sector all over the world. This forced many people into business or to seek alternative employment. It has become increasingly clear that the formal sector will rather shed jobs in the foreseeable future than employ people. This has placed renewed focus on small businesses to come to the rescue. More and more governments are relying on these small businesses to create employment opportunities. This has also led to a number of these governments to invest in projects that will generate employment and stimulate economic growth. The obvious choice was to focus on SMMEs. This study evaluated the township SMMEs and their potential to employ more people. The focus was first on the growth or not of these businesses and then on their employment history over the past three years. The findings were encouraging with a large number of SMMEs indicating that their businesses either grew or maintained the status quo while there were positives in the number of people being employed in this sector increasing over the past three years. Keywords: SMME, unemployment, job creation, township, economic growth. JEL Classifications: M0, M2

The worldwide economic slump has led to millions of jobs being lost in the formal sector all over the world. This forced many people into business or to seek alternative employment. It has become increasingly clear that the formal sector will rather shed jobs in the foreseeable future than employ people. This has placed renewed focus on small businesses to come to the rescue. More and more governments are relying on these small businesses to create employment opportunities. This has also led to a number of these governments to invest in projects that will generate employment and stimulate economic growth. The obvious choice was to focus on SMMEs. This study evaluated the township SMMEs and their potential to employ more people. The focus was first on the growth or not of these businesses and then on their employment history over the past three years. The findings were encouraging with a large number of SMMEs indicating that their businesses either grew or maintained the status quo while there were positives in the number of people being employed in this sector increasing over the past three years. Keywords: SMME, unemployment, job creation, township, economic growth. JEL Classifications: M0, M2

The worldwide economic slump has led to millions of jobs being lost in the formal sector all over the world. This forced many people into business or to seek alternative employment. It has become increasingly clear that the formal sector will rather shed jobs in the foreseeable future than employ people. This has placed renewed focus on small businesses to come to the rescue. More and more governments are relying on these small businesses to create employment opportunities. This has also led to a number of these governments to invest in projects that will generate employment and stimulate economic growth. The obvious choice was to focus on SMMEs. This study evaluated the township SMMEs and their potential to employ more people. The focus was first on the growth or not of these businesses and then on their employment history over the past three years. The findings were encouraging with a large number of SMMEs indicating that their businesses either grew or maintained the status quo while there were positives in the number of people being employed in this sector increasing over the past three years. Keywords: SMME, unemployment, job creation, township, economic growth. JEL Classifications: M0, M2

The digital marketing world has become an everyday part of life for almost all businesses, and many incorporate social media and other electronic media into their strategies. It is also a known fact that many companies do not optimise these electronic media to its fullest due to a variety of reasons. The aim of this research study was to firstly investigate the awareness of Google AdWords and secondly to establish the use of Google AdWords among star-graded overnight accommodation establishments. The study was conducted among star-graded overnight accommodation establishments in the Western Cape, a strongly competitive market resulting in an increased need for targeted, affordable marketing tools. An empirical study was executed which enabled the quantitative capturing of the use of Google AdWords among these establishments thereby addressing of the research objectives in full. The result of this research study indicates that a general perception exists regarding Google AdWords as being difficult to use, thus deterring the adoption thereof among many establishments. This however, is countered by establishments that do make use of Google AdWords as an e-marketing tool, in that it is perceived as a successful e-marketing tool among these establishments. Keywords: Google AdWords; search engine optimisation; star-graded overnight accommodation establishments JEL Classification: M30 GMT Detect languageAfrikaansAlbanianArabicArmenianAzerbaijaniBasqueBelarusianBengaliBosnianBulgarianCatalanCebuanoChichewaChinese (Simplified)Chinese (Traditional)CroatianCzechDanishDutchEnglishEsperantoEstonianFilipinoFinnishFrenchGalicianGeorgianGermanGreekGujaratiHaitian CreoleHausaHebrewHindiHmongHungarianIcelandicIgboIndonesianIrishItalianJapaneseJavaneseKannadaKazakhKhmerKoreanLaoLatinLatvianLithuanianMacedonianMalagasyMalayMalayalamMalteseMaoriMarathiMongolianMyanmar (Burmese)NepaliNorwegianPersianPolishPortuguesePunjabiRomanianRussianSerbianSesothoSinhalaSlovakSlovenianSomaliSpanishSundaneseSwahiliSwedishTajikTamilTeluguThaiTurkishUkrainianUrduUzbekVietnameseWelshYiddishYorubaZulu AfrikaansAlbanianArabicArmenianAzerbaijaniBasqueBelarusianBengaliBosnianBulgarianCatalanCebuanoChichewaChinese (Simplified)Chinese (Traditional)CroatianCzechDanishDutchEnglishEsperantoEstonianFilipinoFinnishFrenchGalicianGeorgianGermanGreekGujaratiHaitian CreoleHausaHebrewHindiHmongHungarianIcelandicIgboIndonesianIrishItalianJapaneseJavaneseKannadaKazakhKhmerKoreanLaoLatinLatvianLithuanianMacedonianMalagasyMalayMalayalamMalteseMaoriMarathiMongolianMyanmar (Burmese)NepaliNorwegianPersianPolishPortuguesePunjabiRomanianRussianSerbianSesothoSinhalaSlovakSlovenianSomaliSpanishSundaneseSwahiliSwedishTajikTamilTeluguThaiTurkishUkrainianUrduUzbekVietnameseWelshYiddishYorubaZulu Text-to-speech function is limited to 200 characters Options : History : Help : FeedbackClose

The digital marketing world has become an everyday part of life for almost all businesses, and many incorporate social media and other electronic media into their strategies. It is also a known fact that many companies do not optimise these electronic media to its fullest due to a variety of reasons. The aim of this research study was to firstly investigate the awareness of Google AdWords and secondly to establish the use of Google AdWords among star-graded overnight accommodation establishments. The study was conducted among star-graded overnight accommodation establishments in the Western Cape, a strongly competitive market resulting in an increased need for targeted, affordable marketing tools. An empirical study was executed which enabled the quantitative capturing of the use of Google AdWords among these establishments thereby addressing of the research objectives in full. The result of this research study indicates that a general perception exists regarding Google AdWords as being difficult to use, thus deterring the adoption thereof among many establishments. This however, is countered by establishments that do make use of Google AdWords as an e-marketing tool, in that it is perceived as a successful e-marketing tool among these establishments. Keywords: Google AdWords; search engine optimisation; star-graded overnight accommodation establishments JEL Classification: M30 GMT Detect languageAfrikaansAlbanianArabicArmenianAzerbaijaniBasqueBelarusianBengaliBosnianBulgarianCatalanCebuanoChichewaChinese (Simplified)Chinese (Traditional)CroatianCzechDanishDutchEnglishEsperantoEstonianFilipinoFinnishFrenchGalicianGeorgianGermanGreekGujaratiHaitian CreoleHausaHebrewHindiHmongHungarianIcelandicIgboIndonesianIrishItalianJapaneseJavaneseKannadaKazakhKhmerKoreanLaoLatinLatvianLithuanianMacedonianMalagasyMalayMalayalamMalteseMaoriMarathiMongolianMyanmar (Burmese)NepaliNorwegianPersianPolishPortuguesePunjabiRomanianRussianSerbianSesothoSinhalaSlovakSlovenianSomaliSpanishSundaneseSwahiliSwedishTajikTamilTeluguThaiTurkishUkrainianUrduUzbekVietnameseWelshYiddishYorubaZulu AfrikaansAlbanianArabicArmenianAzerbaijaniBasqueBelarusianBengaliBosnianBulgarianCatalanCebuanoChichewaChinese (Simplified)Chinese (Traditional)CroatianCzechDanishDutchEnglishEsperantoEstonianFilipinoFinnishFrenchGalicianGeorgianGermanGreekGujaratiHaitian CreoleHausaHebrewHindiHmongHungarianIcelandicIgboIndonesianIrishItalianJapaneseJavaneseKannadaKazakhKhmerKoreanLaoLatinLatvianLithuanianMacedonianMalagasyMalayMalayalamMalteseMaoriMarathiMongolianMyanmar (Burmese)NepaliNorwegianPersianPolishPortuguesePunjabiRomanianRussianSerbianSesothoSinhalaSlovakSlovenianSomaliSpanishSundaneseSwahiliSwedishTajikTamilTeluguThaiTurkishUkrainianUrduUzbekVietnameseWelshYiddishYorubaZulu Text-to-speech function is limited to 200 characters Options : History : Help : FeedbackClose

The digital marketing world has become an everyday part of life for almost all businesses, and many incorporate social media and other electronic media into their strategies. It is also a known fact that many companies do not optimise these electronic media to its fullest due to a variety of reasons. The aim of this research study was to firstly investigate the awareness of Google AdWords and secondly to establish the use of Google AdWords among star-graded overnight accommodation establishments. The study was conducted among star-graded overnight accommodation establishments in the Western Cape, a strongly competitive market resulting in an increased need for targeted, affordable marketing tools. An empirical study was executed which enabled the quantitative capturing of the use of Google AdWords among these establishments thereby addressing of the research objectives in full. The result of this research study indicates that a general perception exists regarding Google AdWords as being difficult to use, thus deterring the adoption thereof among many establishments. This however, is countered by establishments that do make use of Google AdWords as an e-marketing tool, in that it is perceived as a successful e-marketing tool among these establishments. Keywords: Google AdWords; search engine optimisation; star-graded overnight accommodation establishments JEL Classification: M30 GMT Detect languageAfrikaansAlbanianArabicArmenianAzerbaijaniBasqueBelarusianBengaliBosnianBulgarianCatalanCebuanoChichewaChinese (Simplified)Chinese (Traditional)CroatianCzechDanishDutchEnglishEsperantoEstonianFilipinoFinnishFrenchGalicianGeorgianGermanGreekGujaratiHaitian CreoleHausaHebrewHindiHmongHungarianIcelandicIgboIndonesianIrishItalianJapaneseJavaneseKannadaKazakhKhmerKoreanLaoLatinLatvianLithuanianMacedonianMalagasyMalayMalayalamMalteseMaoriMarathiMongolianMyanmar (Burmese)NepaliNorwegianPersianPolishPortuguesePunjabiRomanianRussianSerbianSesothoSinhalaSlovakSlovenianSomaliSpanishSundaneseSwahiliSwedishTajikTamilTeluguThaiTurkishUkrainianUrduUzbekVietnameseWelshYiddishYorubaZulu AfrikaansAlbanianArabicArmenianAzerbaijaniBasqueBelarusianBengaliBosnianBulgarianCatalanCebuanoChichewaChinese (Simplified)Chinese (Traditional)CroatianCzechDanishDutchEnglishEsperantoEstonianFilipinoFinnishFrenchGalicianGeorgianGermanGreekGujaratiHaitian CreoleHausaHebrewHindiHmongHungarianIcelandicIgboIndonesianIrishItalianJapaneseJavaneseKannadaKazakhKhmerKoreanLaoLatinLatvianLithuanianMacedonianMalagasyMalayMalayalamMalteseMaoriMarathiMongolianMyanmar (Burmese)NepaliNorwegianPersianPolishPortuguesePunjabiRomanianRussianSerbianSesothoSinhalaSlovakSlovenianSomaliSpanishSundaneseSwahiliSwedishTajikTamilTeluguThaiTurkishUkrainianUrduUzbekVietnameseWelshYiddishYorubaZulu Text-to-speech function is limited to 200 characters Options : History : Help : FeedbackClose