Improving the performance of the OTOP online marketing

To help the entrepreneurs for selling their products, the government setup the one tambon one products is called OTOP. Online marketing is the one of channel to distribute the products to customers. In Chiang Mai Thailand, the www.cnxcenterpoint.com website was developed to help and increase the mar...

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Bibliographic Details
Published in:ICSEC 2016 : the 20th International Computer Science & Engineering Conference : "smart ubiquitous computing & knowledge" : 14-17 December 2016, Chiang Mai, Thailand pp. 1 - 4
Main Author: Marung, Ukrit
Format: Conference Proceeding
Language:English
Published: IEEE 01.12.2016
Subjects:
analytics
Business
Cascading style sheets
digital marketing
e-commerce
GROW model
neuro linguistic program
online marketing
Optimization
Pragmatics
search engine optimization
Search engines
Social network services
TABS model
Training
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Summary:To help the entrepreneurs for selling their products, the government setup the one tambon one products is called OTOP. Online marketing is the one of channel to distribute the products to customers. In Chiang Mai Thailand, the www.cnxcenterpoint.com website was developed to help and increase the marketing channels for the OTOP entrepreneurs. The website is supported by Chiang Mai Provincial Administrative Organization including 25 sub-districts and 250 entrepreneurs. To improve the performance of the website, the search engine optimization (SEO) is importance in the online marketing including the tittle, keywords, description. However, the main problem is the entrepreneurs have lack of SEO knowledge. The entrepreneurs are unable to create the suitable information for the website. Therefore, the neuro linguistic program is used to train the entrepreneurs to understand the SEO for getting the suitable information. In the research, the website was developed by using CSS, MySQL, PHP, HTML, and JavaScript. The number of products and shops are 664 items and 88 shops. To evaluate the performance the online marketing, the analytics web, page rank are the tools. To evaluate the effectiveness of generating the keywords, tittle, and description, rating levels of the entrepreneur satisfaction was used. The results were collected between Septembers to October 2016. The results show that the number of new visitor and return visitor are 26.1% and 73.9%. To visit the website, the organic search, direct, and reference are 42.64%, 25.56%, and 8.33%. The entrepreneur satisfaction on the content of the training is 54% very satisfied, 35% satisfied, and 11% neutral, respectively. The entrepreneur satisfaction on the benefit of training is 53% every satisfied, 41% satisfied, and 6% neutral, respectively.
DOI:10.1109/ICSEC.2016.7859918