Developing a Precision-Based E-Marketing Application for Improved Adoption Among Traditional Farmers in the Eastern Cape, South Africa

Literature Review

Traditional farming relies on indigenous farming knowledge, innovations, and crude implements passed down through generations (Hamadani et al., 2021). It is considered the most sustainable farming system because it balances natural resources, ecosystems, and land management (Alam et al., 2014). Traditional farming involves integrated livestock farming, intercropping, crop rotation, and natural farming methods, such as agroforestry, composting, and recycling (Singh & Singh, 2017). It is typically rain-fed and prevalent in rural communities, serving as the agricultural hub and economic backbone (Bartol, 2023; van Schalkwyk et al., 2016). Different forms of farming that have evolved from traditional farming include peasant, communal, small-scale, resource-poor, food-deficit, subsistence, and emerging farming (Bartol, 2023; van Schalkwyk et al., 2016). Enhancing the well-being of traditional farmers, including their farming efficiency, income, and productivity, is a crucial aspect of the United Nations’ sustainable development goals (Ma et al., 2023). This plan includes initiatives to improve access to healthcare (goal 3), foster innovation for income and employment generation (goal 9), and foster global partnerships for sustainable development (goal 17; Andersson & Hatakka, 2023; Ma et al., 2023). One innovative approach to achieve these goals is by improving marketing efforts through electronic (e-marketing) platforms supported by e-commerce infrastructure, considering the widespread use of smartphones.