Digital Marketing Planning for Promotion of One Tambon One Product Entrepreneurs in Khirimat District Sukhothai Province under the COVID-19 Pandemic

Abstract

The purpose of this research were 1) to study the impact of the COVID-19 virus outbreak on One Tambon One Product entrepreneurs in Khirimat district, Sukhothai province, and  2) to plan digital marketing to promotion for One Tambon One Product entrepreneurs in Khirimat district, Sukhothai province. The researcher found that entrepreneurs in Khirimat district, Sukhothai province, have been affected by the COVID-19 virus outbreak in various aspects, including lifestyle, culture and traditions, community and cooperation, environment, health, economy, and adaptation and resilience. As a result of this impact, entrepreneurs have planned the use of digital marketing for promotion by emphasizing the principles of consumer decisions. They can utilize digital marketing for promotion through the following methods; 1) awareness stage, to employ digital channels such as content marketing, online PR, social media, and influencers for creating contents and advertisements to increase awareness, 2) comparative and evaluation stage, they can use content marketing, influencers, online PR, social media, and a website for creating content that has a positive influence on customers to assist in comparing the product's advantages with those of competitors, 3) purchasing stage, by using the website, e-marketplace, super app, and paying through the payment gateway system or having an online payment service via credit/debit card, 4) experience implementation stage, through social media as a platform for sharing various encounters helps to impress customers, and 5) loyalty stage, through e-mail marketing, social media, and influencer to foster loyalty towards products and services as well as utilizing the 4 P's and 4 C's strategies to meet customer needs effectively, resulting in customers developing a positive perception of the product or service and encouraging them to make repeat purchases.