Digital Marketing in the Service Industry

Abstract

This article aims to elucidate the role of digital marketing in the service industry, with particular focus on hospitality, gastronomy, tourism, and healthcare. It synthesizes the transition from traditional  to digital marketing by integrating historical perspectives with recent empirical evidence from Thailand. The analysis underscores the strategic application of social media platforms, the creation and dissemination of persuasive content, and the utilization of digital channels to foster consumer engagement, enhance service awareness, expand content accessibility, and achieve organizational objectives. In addition, the discussion addresses consumer behavior in the digital environment, including patterns of social media usage, preferences for connectivity through various devices, and online purchasing practices. These trends highlight the extensive digital user base in Thailand and the increasing prevalence of online consumption. Such conditions reinforce the critical role of digital marketing as a mechanism for driving service utilization and generating revenue within service-oriented industries. In the aftermath of the COVID-19 pandemic, however, the service industry has been confronted with intensified competition and rapidly changing consumer behaviors shaped by global economic and geopolitical dynamics. As a result, digital markets have become the structural foundation for growth in the contemporary service economy. Organizations are therefore required to cultivate advanced capabilities in digital marketing management to secure competitive advantage and strengthen resilience in navigating an increasingly volatile and uncertain environment.