In South Africa, we are facing an economic pandemic. The last Stats SA figures have unemployment creeping towards the 30% mark with the majority of those unemployed being young people. The tragedy is that most of these young unemployed people have a tertiary qualification. So what is the solution to the challenge that we are facing?
With the infiltration of digital connectivity into the rural areas of South Africa, we would like to propose that online digital marketing education could provide a solution to this unemployment crisis. As digital marketing is a highly sought-after skill – the world over – this will mean that people taking these courses will become more employable.
The rising demand for digital marketers
Global recruitment companies are reporting an upsurge in the demand for digital marketers. Specific skills that are highly sought after include:
“This spike in demand for digital marketers has been prompted by the change in customer buying habits,” says Lisa Schneider: managing director of the Digital School of Marketing. “Organisations are preferring to conduct business online as this broadens their target market. No longer are businesses limited to selling to people who can come to their bricks-and-mortar establishment. They are now able to sell to people who live in very different geographical locations.”
Technology and the economy
In his February State of the Nation Address, President Cyril Ramaphosa emphasised the role that technology and the Fourth Industrial Revolution have to play in uplifting our economy. To keep in line with this vision, the Department of Communications, together with Broadband Infraco, has overseen 508 rural sites being connected to the Internet grid.
This makes online education – in particular online digital marketing education – a reality that can be achieved for people in these communities. “The most tangible benefit of online education is that it is much more affordable for the student. This is because there are no costs, which are usually involved with face-to-face classes, such as venue hire, electricity, etc.,” concludes Schneider. “However, because these courses are SETA accredited and backed by reputable institutions – as ours are – the online courses have the same weight as those done in bricks and mortar institutions.”
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