This study examined the marketing strategies used by woodcraft artisans in Paete, Laguna, intending to determine how digital advancements can enhance the promotion and sustainability of the town’s traditional woodcarving industry. Despite Paete’s long-standing reputation as the “Carving Capital of the Philippines,” many artisans continue to depend on traditional methods such as word-of-mouth referrals, walk-in customers, and local collaborative marketing. Using a quantitative, descriptive–correlational research design, data were gathered from 108 purposively selected artisans to assess their current marketing practices and to evaluate the effects of digital tools such as social media, online marketing, and e-commerce.

Findings showed that while traditional marketing remains widely practiced and valued, artisans recognize the strong potential of digital platforms in expanding their market reach. Respondents agreed that social media platforms significantly increase visibility, attract younger audiences, and provide effective ways to showcase craftsmanship. Results further revealed that digital marketing strategies contribute to improved customer engagement, broader market access, and enhanced brand identity. Statistical analysis confirmed a significant relationship between the artisans’ current marketing strategies and the perceived effectiveness of digital marketing on business performance. However, challenges such as limited digital literacy and unfamiliarity with online selling were also identified, indicating the need for stronger support and training.

Based on these results, the study concludes that a combined approach integrating traditional methods with digital marketing strategies is essential for strengthening Paete’s woodcraft industry in a modern, technology-driven marketplace. To support this transition, the study proposes a digital marketing action plan that focuses on skills building, collaboration with local government and tourism offices, content development for social media, and participation in online marketplaces.