STUDY OF DIGITAL MARKETING TO PROMOTE COMMUNITY PRODUCTS IN PINK WATER LILY LAKE, UDON THANI PROVINCE

Abstract

Abstract  

          This research aimed to 1) study digital marketing approaches for promoting community products and increasing product distribution channels, 2) propose digital media models for promoting community products, and 3) evaluate satisfaction with using digital media models for promoting community products. This quantitative research utilized a questionnaire, analyzing data through frequency distribution, percentage, mean, and standard deviation. The target population comprised two groups: 400 tourists or prospective buyers in the Talay Bua Daeng area, and community product entrepreneurs in Talay Bua Daeng, Udon Thani province.

          The findings revealed that 1) digital marketing approaches for promoting and increasing distribution channels for community products received high overall interest in four categories: content marketing, homepage domination, online social networks, and websites, while email marketing received moderate interest. For content marketing, respondents showed high interest with the highest mean of 3.99. 2) The digital media model for promoting community products was a website employing content marketing as the marketing strategy. This digital marketing media helps customers receive information, stimulates purchase desire, increases awareness of community products, attracts more customer interest, boosts sales, and increases entrepreneur income. 3) Overall satisfaction with using the digital media model for promoting community products was high across content presentation, design, promotion, and distribution channels.