A Study of the Situations and Need Assessment for the Development of Online Marketing’ Digitals Skills for the Community Hard Song -Khwae, Tron District, Uttaradit Province

Abstract

          This research article aims to study the situations and needs for evolving online marketing digital skills of Hard Song Khwae Community Group, Tron District, Uttaradit Province. The data source includes community leaders, members of vocational training and vocational groups, staff of Hard Song Khwae Subdistrict Administrative Organization, and 34 people involved. To conduct research, organizing seminars, focus group discussions, and group activities were pursued. The research tool was a semi-structured interview, and the statistics used in the research  was content analysis. The results showed that 1) for considerations of online marketing digital skills for Hard Song Khwae community members, Hard Song Khwae community members lack skills and knowledge in using digital tools for social media marketing; however, the community members have potentials in terms of costs and readiness for online marketing, such as natural costs, cultural, traditions, and local wisdom capitals that are unique to the original version of the Laotians of Vientiane. Moreover, the business aspect of the community was a group selling products at the cultural street and online marketing lab. 2) For the requirement to develop digital skills for online marketing Hard Song Khwae community members, they require knowledge and skills in online marketing as follows: 1) the use of basic tools/equipment/photography techniques/composition/lighting, and 2) marketing techniques on social media live techniques content thinking techniques technical aspects of advertising, and 3) brand building techniques/packaging design techniques, services, and 4) technical aspects of payment channels (Internet Banking)/delivery techniques/knowledge of law and tax, and support basic tools for live broadcasting.