• Wisanan Ouparamai สาขาวิทยาการจัดการ มหาวิทยาลัยสุโขทัยธรรมาธิราช
  • Prapasri Phongthanapanich


Distribution channel, Marketing communications, Digital marketing, New normal, Next normal


This academic paper focuses on studying and suggesting important issues used in formulating digital distribution channels and digital marketing communications strategies in order to benefit the operations of business operators to survive and operate their businesses sustainably. Therefore, if businesses can combine these two marketing mixes in digital marketing, they will be able to support each other so that businesses can deliver their products or services to consumers accurately, completely, and timely respond. The new normal lifestyle, also known as “New Normal”, which is an era where consumers have to order and pay for goods and services via online channels to reduce exposure and reduce the risk of infection. Until now, entering to the “Next Normal”, consumer behavior and attitudes have changed after living under the situation of the COVID-19 epidemic for a certain period of time. Consumers are exposed to new digital technologies and services including online platforms in various forms with more focus on convenience and meet the safety and hygiene. From the analysis of literatures and related research, the author therefore presents 8 key points that will be used as a guideline for determining the strategy of digital distribution channels and digital marketing communications that are suitable for business in this Next Normal era. These 8 key points are: Image, Experience, Quality and Standards, Convenience, Information, Safety and Auditability, Promotion, and Customer Relations. The application of these 8 key points will enhance the efficiency of digital distribution channels and digital marketing communications to achieve the perfect integration by using digital technology to support them. To enable business organizations to store and analyze consumer behavior data and use them to create products and services. This includes developing digital formats for their distribution channels and marketing communications to support the widespread and growing trend of Next Normal lifestyle which is the important role for consumers and the future


Ananchokphathama. I. (2015). Marketing mix and purchasing decision in Line Giftshop. (Thesis Master of Business Administration, Thammasat University). (In Thai)

Baines P., Fill C., Rosengren, S. and Antonetti P. (2017). Fundamentals of Marketing. Oxford University Press. UK

Boone & Kurtz. (2019). Contemporary Marketing. 18th Edition. Cengage Learning Asia Pte Ltd.

BOT (2020). Bank of Thailand. The Next Normal: Next trend of “The Next Normal” after COVID 19. BOT Phra Siam Magazine. No. 6. November – December 2020. P. 8 – 9.

BOT (2020). Bank of Thailand. Annual Report 2020.

Buakhao. S., Whutti. W., Panthong. O., Kachawansie. A., Manoonsartsathorn. M. and Theerabunchorn. T. (2020). Marketing Competency Development for Community Business: Bann Kudrang, Sarika District, Nakhonnayok. Academic Journal Phranakhon Rajabhat University: Humanities and Social Sciences. Vol. 11. No. 2: July – December 2020. P. 53 – 67. (In Thai)

ETDA (2021). Electronic Transactions Development Agency (Public organization). Survey report internet user behavior in Thailand in 2020 (Thailand Internet User Profile 2020). Strategy Office

Kannan, P.K. and Li, H.A. (2017). Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing. 34(1). P. 22 – 45.

Kansing. U. and Wisitayanithikija. C. (2017). Factors of Marketing Mix Effecting Consumer Behavior to Buy Souvenir from Supreme Cholburi Volley Ball Club. Academic Journal Phranakhon Rajabhat University: Humanities and Social Sciences. Vol. 8. No. 1: November – April 17. P. 52 – 61. (In Thai)

Kerin R.A. and Hartley S.W. (2021). Marketing. Fifteenth edition. McGraw-Hill education. NY

Kotler P. & Armstrong G.(2018). Principles of Markrting. Global Edition. Seventeenth Edition. Pearson Education Limited. UK

Kotler P., Armstrong G, Hoon Ang S., Tion Tan C., Hon-Ming Yau O., Men Leong S. (2017). Principles of Marketing: An Asian Perspective. Fourth Edition. Pearson Education Limited.

Narakorn P. (2020). Mediating Effects of Digital Marketing Capability on SMEs Entrepreneurs Marketing Performance. Chulalongkorn Business Review. Volume 42(4). Issue 166 (October – December 2020). P. 44 – 66. (In Thai)

Solomon M.R., Marshall G.W. and Stuart E.W. (2015). Marketing Real People, Real Choices. Eight Edition. Pearson Education Limited.

Sombultawee. K. and Rinthong. W. (2021). Purchase Intention Towards Omni-Channel Retail: Buy Online Pickup in Store (BOPS). University of the Thai Chamber of Commerce Journal. Humanities and Social Sciences. No. 41(1). January – March 2021. P. 89 – 104. (In Thai)

Taikham. S. (2019). The development of online marketing communication model of organic products of community enterprises. Bangkok: Suan Dusit University. (In Thai)

Wattanapichai. M. (2015). Relationship between consumer attitudes and purchasing intent on communication and marketing of online fashion stores without storefronts. (Thesis Master of Communication Arts, Chulalongkorn University). (In Thai)

Wuttisakdusakun, A.M. (2017). Digital Marketing Communication and Customers Decision Making on Online Messenger in Bangkok District. (Thesis Master of Communication Arts, Bangkok University). (In Thai)




How to Cite

Ouparamai , W., & Phongthanapanich, P. (2021). DIGITAL DISTRIBUTION CHANNEL AND DIGITAL MARKETING COMMUNICATIONS STRATEGIES FOR BUSINESSES IN NEXT NORMAL ERA. Academic Journal Phranakhon Rajabhat University, 12(2), 398–413. Retrieved from



บทความวิชาการ (Article)