Digital Marketing Strategy for Non-Store Microenterprise: A Case Study of Non-Store Health and Nutrition Microenterprise in Thailand
This research will focus on digital marketing strategies of non-store microenterprise in Thailand. The purpose of this research is to identify how non-store microenterprises use the digital marketing tools, which strategy they choose to apply in each stage of the buying process, why they choose that strategy and how the performance of each strategy is. The investigation relies on the qualitative research method and uses multiple case study research strategy to explore in-depth about digital marketing strategy context issues. This research uses interviews as the data source to investigate research questions. Interview data source or the primary data gathering from interview four owners of non-store health and nutrition microenterprise in Thailand. The four microenterprises are NC Human Development Company Limited, Nutrition Health Pharma Company Limited, RV Network Company Limited and PC Global Service Company Limited. This study will use a developing a case description strategy to develop a descriptive framework of digital marketing strategy of non-store health and nutrition microenterprise. For analytic techniques, this research chooses a pattern matching logic to analyse data of case study evidence. This technique compares an empirically base pattern with a predicted one or with several alternative predictions. This research found that the effect of digital marketing strategy on firm’s performance come from many factors. Key metrics to evaluate performance of microenterprise in this study is return on digital marketing expense (RODME). This study has found the strategy that support firm to achieve in digital marketing, there are; (a) achieving brand consistency on social media; (b) integration of digital marketing tools; (c) knowledge and expertise in digital marketing tools and platform; and (d) increasing budget. Finding of this research can be a guideline for person or company who aim to success in digital marketing. This finding not only benefits for non-store business but also benefit for business that have physical store and expect to enhance number of their customers. Finding of this research can be a guideline for person or company who aim to success in digital marketing. This finding not only benefits for non-store business but also benefit for business that have physical store and expect to enhance number of their customers.
Keywords- Digital Marketing, strategy, microenterprise, non-store business, e-commerce