DIGITAL COMMUNICATION TECHNIQUES THAT AFFECT DIGITAL MARKETING PERFORMANCE OF THE COMMUNITY ENTERPRISE AND THE OTOP IN THE LOWER NORTH
Abstract
Past research has revealed the following obstacles to conducting effective digital business: a lack of experience in domestic and international digital marketing and the use of technology in business; insufficient marketing capital. The findings of this research concern factors that reduced these obstacles to successful performance of community enterprises, medium community enterprises, and small community enterprises. Specifically, these factors consist of: providing product information to customers (Communication), cooperating with business networks (Connection), and characteristics of individual entrepreneurs and products (Characteristic) that are correlated with the success of digital marketing, expanding customer base, increasing revenue and sales, and creating brand. Moreover, this research reveals the factors that influence success of highlevel digital marketing, i.e. communication in which the business operators focus on the use of both basic and advanced digital communication techniques to provide customers with product information. Finally, the results of this research show that the use of digital techniques, such as Google Adwords (Pay Per Click) and SEO (Search Engine Optimization) and advertising of the product on a network (Content marketing) etc. created customer demand. Responding to customer demand by launching a digital sale completes successful digital marketing, and is a worthwhile investment in a digital marketing budget.
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