DIGITAL MARKETING STRATEGIES FOR AGRICULTURAL PRODUCTS

Abstract

This academic article is a literature review that synthesizes information from documents, articles, and books related to digital marketing for agricultural products. The study focuses on five key aspects: (1) Content Marketing, (2) Website, (3) Social Media Marketing, (4) E-mail Marketing, and (5) Search Engine Optimization (SEO). The objective is to enable farmers and producers to develop and improve marketing strategies effectively by applying the marketing mix (4Ps). These include: Product — building a distinctive image for agricultural goods; Price — setting prices consistent with costs and perceived customer value; Place — expanding distribution channels through digital platforms; and Promotion — increasing awareness and encouraging purchase decisions through online media. Digital marketing strategies play an essential role in enhancing competitiveness, reducing operational costs, and expanding the customer base efficiently. Moreover, farmers in Prachuap Khiri Khan Province should be supported in accessing and utilizing digital marketing effectively. Government agencies should organize training programs on the use of online platforms, provide support for digital sales tools and software, and establish networks connecting farmers directly with consumers. In addition, policies should promote local product publicity and access to financial resources for digital marketing development. These initiatives can help farmers increase income and strengthen the economic resilience of their communities.