Digital Marketing Communication of Local Identity Food of Home Businesses and Small Businesses on the Facebook Platform

Abstract

At present, digital marketing communication is important for selling products in every type of business. In this article, the author team is interested and wants to present digital marketing communication methods that will promote the unique food of each region or each local which is different from other products. Although digital marketing communication methods are similar to digital marketing communication for general products, digital marketing communication for local identity food should bring the uniqueness of the area and stand out to create more interest. The identity food mostly comes from small businesses or household businesses. The entrepreneurs must be placed on understanding the behavior of food consumers and their identity. They must consider market segmentation and select target markets. The entrepreneurs also have an understanding of their brands and the brand communication strategies of their local food products. Additionally, they should understand and be able to choose the platforms and create content to tell their products’ stories and do marketing communication of their products which the author team found the important problem; the entrepreneurs do not know what content to present and reflect their product identity. In addition, entrepreneurs should monitor the situation, and trends, and evaluate digital marketing communication to improve their digital marketing communication skills continuously.