Digital Marketing Strategy and Marketing Performance Evidence from Service Businesses in Thailand

Abstract

Currently, digital media has been continuously growing in many business sectors.  This is a good opportunity to help companies to reinforce their brand awareness and recognition. Digital media played an important role in increasing company’s competitive advantage in highly competitive markets. In addition, digital media allows the customers to easily access the products and services. The objective of this research is to examine the relationship between effects of digital marketing strategies and marketing performance evidence from service businesses in Thailand. This research is based on answers from a sample of 107 service companies in Thailand which have been collected through a paper-based survey questionnaire. This research analyzes the data using descriptive statistics method and multiple regressions for hypotheses testing. The results show that; 1) Digital marketing strategy enables to create marketing content and online reputation management and to create a positive effect on marketing performance. 2) Digital marketing strategy enables to build online reputation and has a positive effect on brand awareness. 3) Digital marketing strategy has apparently created marketing contents and online reputation linked to a positive effect on relationships between buyers and sellers. 4) Brand awareness contributed to a positive effect on the marketing performance. 5) The relationships between buyers and sellers contribute to a positive effect on the marketing performance. The result of this study is very valuable for academician in expanding and adding value to the modern marketing management. Besides, it is a very useful guideline for the managers conducting their business. Therefore, achieving digital marketing strategy needed knowledge of the marketing content, creative content, and up-to-date content. Moreover, the business must emphasize on online reputation management strategy in order to reduce negative feedback and gain trust. Therefore, the business needs to concern brand awareness and brand recognition by creating distinctive symbol and logo. Lastly, this is technique facilitating customer relationship management and also benefit to the service industry.