What is it about?
A survey was completed by a sample of 33 sole proprietors in Merseyside, 18 of whom worked in the aesthetics sector. It was found that respondents lacked the necessary knowledge and time to undertake digital marketing, and the cost implications affected their success. Perceived benefits included increased reach, exposure and communication, which allowed sole proprietors to remain competitive
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Why is it important?
The findings show that practitioners would get most of their online success from using social media. Additionally, due to respondents’ lack of knowledge in the use of digital marketing, a recommendation could be to introduce this topic as a module of their training courses to make them more adept at using the available tools. Moreover, professional services should be sought by the individuals that consider time management an issue rather than cost.
Perspectives
This research has enabled me to grow my knowledge of digital marketing giving me a greater understanding, benefited academia as the literature is limited and given me the ability and confidence to educate future entrepreneurs on how and why digital marketing should be used.
James Hurst
Read the Original
This page is a summary of: Sole proprietors' perceptions of benefits of and barriers to using digital marketing, Journal of Aesthetic Nursing, March 2018, Mark Allen Group,
DOI: 10.12968/joan.2018.7.2.108.
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