DEVELOPMENT OF A PLANNING FRAMEWORK FOR MARKETING AUTOMATION IMPLEMENTATION IN A DIETARY SUPPLEMENT COMPANY: AN ACTION RESEARCH USING APPRECIATIVE INQUIRY

Abstract

This independent study employed participatory qualitative research using the Action Research methodology of Kemmis and McTaggart, integrated with the Appreciative Inquiry (AI) 4D Cycle of Cooperrider and Whitney. The four objectives were to: (1) examine the organizational context, needs, and readiness for Marketing Automation implementation; (2) synthesize planning components and processes through the 4D Cycle; (3) develop a Planning Framework appropriate for the organizational context; and (4) pilot test and evaluate its preliminary feasibility. Six key informants from Company ABC (pseudonym), a B2C dietary supplement business in Thailand, were selected through purposive sampling. Data were collected over five months through appreciative interviews, two workshops, and document analysis, and analyzed using Thematic and Content Analysis with Data Triangulation. Results revealed five organizational strengths, while Data Readiness was at a medium level. The “AI 4D Marketing Automation Planning Framework” was developed, comprising five cyclically-linked components, a 5-step SOP, and six Critical Success Factors, validated through Member Checking. A four-week Pilot Testing demonstrated Engagement Rate increases of 50-67%, Conversion Rate increases of 100-250%, and Cost per Result reductions of 28-35% across all customer segments. The findings indicate that quality pre-implementation planning reduces the risk of Marketing Technology project failure and generates measurable business outcomes, serving as a prototype for similarly-contexted B2C small businesses in Thailand.

Keywords: Marketing Automation, Appreciative Inquiry, Action Research, Planning Framework, B2C Dietary Supplement Business