Enhancing the Marketing Potential of Agricultural Products through Digital Marketing Technology in Mae Win Subdistrict, Mae Wang District, Chiang Mai Province

Abstract

This research aimed to: 1) develop digital marketing strategies for agricultural products in the Mae Win Subdistrict community, Mae Wang District, Chiang Mai Province; 2) create digital marketing media for community products; 3) promote product marketing channels using digital technology; and 4) transfer knowledge regarding digital marketing and its technological applications. The sample group consisted of 60 participants, including farmers and youth from the Ban Mae Sa Pok Community, Mae Win Subdistrict, Mae Wang District, Chiang Mai Province. The research methodology involved four main processes: 1) developing digital marketing strategies based on customer–business interaction principles; 2) creating digital marketing media by establishing an online presence, producing storytelling content and videos, designing product branding, setting up online stores, and developing customer response systems; 3) promoting products through short videos on online platforms; and 4) organizing training programs on digital marketing and technology applications. The results revealed that presenting products on Facebook and TikTok using storytelling techniques expanded the customer base and improved product visibility. In addition, the use of the LINE application facilitated store management and the process of closing sales. The overall satisfaction of community participants after the training program was high (X̄ = 4.30, S.D. = 0.61). Therefore, enhancing digital marketing capabilities through technology contributes to strengthening the grassroots economy and promoting sustainable growth in the digital era.