The Identification of Research Problems in Digital Marketing for Thailand in the Future

Abstract

Digital marketing is increasing its role and importance both in the operation of all type of businesses in all levels including the rise of impacts on the quality of life of consumers.  Marketing academicians should be aware of the importance of the digital marketing research problem identification that must fit to the needs and providing benefits to the economic and Thai society in the future.  Based on the analysis and the synthesis of the past research to the present in order to identify the state-of-the-art of the digital marketing research as well as the organized visionary meeting that digital experts from different professions were invited to share their visions for digital marketing in the future .  It is found that both public and private sectors have great need of digital marketing research in order to help formulate the strategic goals, policies and guidelines for the development of Thai economy and the society under the rapidly changing environment in various perspectives more efficiently and effectively. The objective of this article is to identify the digital marketing research questions both macro and micro perspectives which match to the needs of Thailand in the future.  Marketing and other related academicians can take the suggestions of digital research problems in various dimensions from this article and carry on the task of the digital marketing research that will benefit to the development of the economic and Thai society in the future.