The Impact of Digital Marketing on Consumer Behaviour: A Case Study of Millennials in
South Africa (Schitte & Chauke, 2022)
Please note: Reading uploaded on Learn2022.
You are required to engage with this topic focusing on the following areas:
• Describe the role and importance of digital marketing.
• Explain the specific impact of digital marketing on marketing practice in general and
in relation to millennials, specifically.
• Utilise the reading to find a unique angle to critically evaluate how digital marketing
influences consumer behavior in the South African context. This is not a
summarization of the reading!
• Utilise examples of a firms or a few firms that engage specifically in the use of digital
marketing. Pay attention to what are the success and pitfalls that are encountered
• What constitutes the key components of a digital marketing strategy and what are
the current trends in its implementation.
• Provide a critical argument and review of the topic highlighting your perspectives
based on the key issues and debates that surround this area of marketing. Note that
a South African perspective is imperative