Communication strategies for implementing aid or subsidies of the Digital Economy Promotion Agency To drive the economy in the digital age

Abstract

The purpose of this research was to study Communication strategies for implementing measures of assistance or subsidies of the Digital Economy Promotion Agency drive the economy in the digital age using qualitative research methods in-depth interview. The sample group is the personnel of the Digital Economy Promotion Agency for 5 people, namely Director of Digital Industry Department, Director of Digital Industry Department Investment Promotion Division, Digital Industry Director Marketing Promotion Division, Senior Digital Economy Promoter, Investment Promotion Division and digital economy promoters Marketing Promotion The results of the research revealed that the communication strategy of the Digital Economy Promotion Agency for the use of measures of assistance or subsidies of the Digital Economy Promotion Agency. The media and activities organized by the Office are clearly divided into target groups in the selection of messages and according to the objectives of each type of measure, which classified media and public relations activities on the use of measures to help or subsidize the Digital Economy Promotion Agency into 2 types as follows: 1) Communication through online platforms, including Facebook page, YouTube channel and the website of the Digital Economy Promotion Agency. It is the most popular communication channel with easy, fast and always-on access. Therefore, the use of media such as Art Work can cover the target audience. It can also be sent back to Facebook for the organization to receive feedback, suggestions and criticism; and 2) Event communication It helps to promote the interest of the original target group to join the activity. And it helps to attract and create new target groups. In the past, the Digital Economy Promotion Agency has organized activities to support target groups in accordance with various measures both in the nearby areas and in the provinces throughout Thailand in order to reach the target audience who may not have the opportunity to access digital media. The Digital Economy Promotion Agency is an agency that focuses on working for the public and not neglect that can access to technology. The organization still has a communication solution so that all people have equal opportunities.