THE DEVELOPMENT OF INTEGRATED DIGITAL MARKETING FOR SAFE SHRIMP ENTREPRENEURS IN NAKHON PATHOM PROVINCE

Abstract

This research aims to develop an Integrated digital marketing strategy for safe shrimp entrepreneurs in Nakhon Pathom Province by employing a mixed-methods approach combining qualitative and quantitative research. The sample consists of 15 safe shrimp farmers and 400 respondents. The study found that two primary digital marketing channels were utilized: Line Official Account (Line OA) and an online shrimp wholesale marketplace website. The Line OA channel facilitated convenient and rapid communication with customers, while the marketplace website enhanced accessibility to product information and sales efficiency. The findings indicated that the development of digital marketing channels integrated both traditional marketing methods and digital marketing, referred to as an omni-channel approach, resulting in seamless transactions and significantly increased customer satisfaction. The combination of these channels contributes to building a strong brand and enhancing sustainable sales opportunities.