การจัดการเชิงธุรกิจและแนวดำเนินงานสื่อในยุคดิจิทัล (Business Management and Media Implementation in The Digital Ag

Abstract

Mass media is a communication channel which carries contents, messages,
and entertainment media to the viewers. Mass media is divided into two categories:
traditional media and new media. Nowadays, new media has constantly replaced
traditional media causing the shift in viewers’ media consumption. As a consequence,
media business in Thailand has to adapt for its existence. However, spending a lot
of money on advertising alone cannot be a solution to this issue. Contents have to
be creatively produced to win consumer satisfaction based on marketing communication
principles and consumer needs. The number of ‘likes’ and ‘shares’ is just one part.
The most important part should be that of the reputation and positive feedback of the media contents which lead to an increase in sales. Therefore, communication
formula in digital era should be applied; and they are: 1) constructing contents that
suit the target group of consumers, 2) changing the styles, techniques, and ways
of presentation, 3) fostering ethical communication by promoting and encouraging
truthfulness, and 4) making the contents ‘go viral’ through various distribution
channels.