The Imbali Education and Innovation Precinct (IEIP), through the Durban University of Technology (DUT) Project Management Office, in collaboration with the DUT Centre for Social Entrepreneurship Rapid Incubator (CSERI), recently hosted a merSETA-funded Digital Marketing Training Programme for Small, Medium and Micro Enterprises (SMMEs) at the Indumiso Campus.
The programme was officially opened by the Imbali Education and Innovation Precinct Interim Chief Executive Officer (CEO), Dr Wellington Zondi, who welcomed participants and encouraged them to embrace digital innovation as a catalyst for business growth and long-term sustainability.
Addressing the entrepreneurs, Dr Zondi highlighted the importance of continuously developing new skills to remain competitive in an increasingly technology-driven economy.
The training equipped entrepreneurs with practical digital marketing knowledge and tools to strengthen their online presence, improve customer engagement and enhance the competitiveness of their businesses.
Facilitating the programme, DUT Centre for Social Entrepreneurship Rapid Incubator PR and Marketing Assistant, Ms Snelisiwe Hlongwane, introduced participants to essential digital marketing principles and demonstrated how Micro, Small and Medium Enterprises (MSMEs) can use digital platforms to grow sustainable businesses.
She emphasised the importance of identifying target markets, building a consistent brand, selecting the most appropriate social media platforms, creating engaging content, maintaining meaningful customer engagement and measuring success through business outcomes such as customer enquiries and sales rather than social media likes.
Participants were also introduced to a range of digital tools, including Canva, Gamma, Buffer, WhatsApp Business, Google Business Profile, Grammarly and ChatGPT, which can help improve marketing, communication and operational efficiency.
The programme supports the Imbali Education and Innovation Precinct’s vision of developing inclusive entrepreneurial ecosystems while advancing DUT’s ENVISION2030 strategy of creating societal impact through innovation, entrepreneurship and people-centred engagement. It also contributes to CSERI’s mandate of developing sustainable and market-ready enterprises across KwaZulu-Natal.
Reflecting on the significance of the training, DUT Centre for Social Entrepreneurship Rapid Incubator Director, Mr Solomon Nyamurima, said digital marketing has become a critical business capability for entrepreneurs.
“Digital marketing is no longer optional. It is an essential business skill for every entrepreneur and SMME seeking to remain competitive in the 21st century. Within the Precinct, many businesses are spaza shops, salons, caterers, tailors and small service providers. Digital platforms such as WhatsApp Business, Facebook, Instagram and TikTok provide these enterprises with opportunities to expand beyond their immediate communities and reach customers across Pietermaritzburg and beyond. This level of market access would be difficult to achieve through traditional marketing methods alone.”
Nyamurima added that a strong and active digital presence enables businesses to establish credible brands, strengthen customer trust and position themselves more effectively with suppliers, partners and potential funders.
One of the participants, Ms Samkelisiwe Mkhize, founder of Izithelo Catering and Bakery and a resident of Imbali Unit 1, described the training as insightful and empowering.
“The training introduced me to practical digital marketing strategies that I can immediately apply to promote and grow my business. I have gained valuable knowledge on how to use social media more effectively to reach new customers and strengthen my business,” she said.
The digital marketing programme forms part of an ongoing business development initiative. Participating businesses will undergo assessments to identify their specific challenges and growth opportunities, enabling the Precinct and its partners to provide tailored support, mentorship and capacity-building interventions that promote long-term business sustainability.
Pictured: Imbali Education and Innovation Precinct Interim CEO, Dr Wellington Zondi.
Sindisiwe Ndlovu
