OPINION PIECE

How can digital marketing uplift developing countries?

14 September 2021

Donna Falloon, a member of The Global Academic Council

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Recently, one of my students told me about Juna Amagara, an organization that he supports through volunteer efforts. As I am always interested in organizations that my students tell me about, I checked out Juna Amagara and was moved first by the statement on its website “Saving Life in Uganda”. Even more so, its mission states in part, “….. By providing children with safe shelter, quality education, balanced nutrition, health education, faith training and vocational opportunity, we are launching a generation of Godly leaders who will be a force for positive change throughout Africa” (Juna Amagara Ministries, 2020).  The parts “quality education” and “vocational opportunity” caught my attention because this is the type of work that I try to do daily. 

There are two aspects of digital marketing that can help: 

  1. Digital marketing educational opportunities can help people gain skills and expertise in a professional field that is growing tremendously as businesses recognize the importance of digital marketing.
  2. In developing countries, digital marketing enables businesses and organisations to reach around the planet, telling the world about their country, its citizens, and businesses opportunities. This can grow economies and in turn the livelihoods of those involved.

Of course, these two aspects go hand-in-hand – businesses that want to market digitally need employees with digital marketing expertise. Having local citizens with the skills to support businesses with their digital marketing needs can contribute to the ways that digital marketing can uplift developing countries.

It is true that many developing countries do not have the level of technology infrastructure that other nations have, however, they have some – and we can build on what is already there. 

At LCC International University where I teach, we have students from more than 50 nations every semester, with many from developing countries. I have had students tell me they could not get an education in their home country, that the opportunity was not there. Many of them want to return to their home after graduation to help improve their communities.  Providing digital marketing education within a developing country’s boundaries allows these young individuals to stay within their own country, and further support uplifting it.

How can developing countries break out of poverty without education for citizens, without opportunity for them? Education and opportunity must be supported. They cannot be held back.  Providing digital marketing education to people in developing countries, helping to provide employees who can support digital marketing strategies in businesses of developing countries, and helping businesses grow through their digital marketing activities can support the growth of a country and its citizens.

We need to exercise patience as a world. However, we need to act fast to drive relevant education that provides skills for people in developing countries to uplift their economies.

Donna Falloon is the Director of the MA in International Management program at LCC International University in Lithuania. She holds a dual MBA degree in Marketing and Management, as well as a PhD, Organization and Management with a concentration in Management Education. She has been a university professor since 2006 teaching a variety of business and marketing courses to students from around the world.

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