Botare Content Engine: A Process Innovation Framework for Integrated Marketing  Strategy Formulation

Verathian Khianmeesuk; Thitikorn Suthiapa; Chariya Sricharoon; Arphatsara Klakasikit

Authors

Verathian Khianmeesuk Southeast Bangkok University
Thitikorn Suthiapa Southeast Bangkok University
Chariya Sricharoon Southeast Bangkok University
Arphatsara Klakasikit Southeast Bangkok University

Keywords:

Botare Content Engine, integrated marketing strategy system, content operations, social commerce, FMCG

Abstract

This article develops Botare Content Engine as a process innovation framework for transforming fragmented content production into an integrated marketing strategy system in a social commerce environment. Using an action research-oriented single-case approach, the study explains how the framework integrates six core mechanisms: content taxonomy, product wave strategy, proof-first creative design, batch production, winner-only paid amplification, and CRM-driven retention. The findings show that these mechanisms help connect awareness, trust, conversion, and repeat purchase through pod-based execution, platform-role optimization, and integrated performance measurement. The article argues that Botare Content Engine reframes content from isolated communication output into an organizational capability for improving marketing efficiency, commercial coherence, trust formation, and sustainable growth in FMCG and e-commerce contexts.

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