Digital Marketing Management of Herbal Products in the Community Context of Ban Nong Thiam, Nakhon Pathom Province: Guidelines for Developing Marketing Strategies in the Digital Age

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บทคัดย่อ

   This research aims to 1) explore guidelines for developing digital marketing public relations media and to transfer this knowledge to the Ban Nong Thiam herbal shampoo business, and 2) enhance digital marketing strategies for herbal shampoo products. This involves creating an engaging Facebook page, crafting appealing slogans, utilizing effective hashtags, and improving product ordering channels through QR Codes linked to Line and Facebook. A mixed-methods approach was employed, combining qualitative and quantitative research methods. Data collection included questionnaires and interviews. The quantitative sample consisted of 220 consumers from Bangkok, selected via simple random sampling. Qualitative insights were obtained from 10 key informants through in-depth interviews. Data analysis involved descriptive statistics (percentages, means, and standard deviations) and t-tests for comparisons.  The results indicated a high overall satisfaction with the digital marketing efforts, with an average satisfaction score of 4.75. The highest satisfaction was noted for comprehensive content on the Facebook page, scoring 5. Additionally, the study identified that effective public relations media should use modern, engaging platforms like informational web pages and video clips. Key elements of successful public relations media include compelling headings, informative text, relevant illustrations, and clear contact information. This research highlights the significance of utilizing information technology to boost the potential and competitiveness of local businesses sustainably.