Integrated Marketing & IT – Philippines NBS Way
What I Heard (WIH) Series - Nestlevel 2022
Few weeks back Outside In initiated a deep coverage on the Nestle Future-forward here at:
This will be the 5th post in the ‘Nestlevel 2022’ series and I promise you that we will be taking a break (literally grabbing a Kitkat after this post) from the series for a few weeks at least. While there is still a ton of stuff to go through on Nestle, Outside In understands ‘topic fatigue’ beyond certain attention spans. So, we will come back to series later in 2023 sometime… Till then, here goes… the last Nestle-focused piece of 2022 – a snapshot of their Integrated Marketing & IT efforts in the Philippines (PH). Grab a Coffee…
Landscape of Integrated Nestle Business Services (NBS)
Nestle Business Services is a group entity with a vision to be a partner of choice for services that leverage their insights and scale to support business agility and digital innovation success – by providing trusted management and operational services that are valued by Markets and Zones
Philippines NBS Snapshot
15 years in Philippines (PH), with 24/7 Operations Locally – catering to 11 Languages
Scope of Services: IS/IT (3200+ Assets Managed), Dashboarding (80+ Dashboards), Process Automation (150+ Robots Live) – Analytics and Automation as a Service
Data Management: Historical Data Trends, Decisions & Forecasts, Measures and KPIs, Inputs & Comparisons, Aging & Health Checks
Efficiency: Hundreds of Internal & External Data sources in One Report – leveraging Nestle-approved Data Lakes
Insight: Story-telling through Data
Comprehensive: Leverage One Source of Truth to create the next level of dashboards, including Mobile Ready Solutions
How Nestle/Brands Learn About and Interact with Consumers
From Limited Consumer Data to Big Data
From “One Size Fits All” Campaigns to Personalized/Targeted Marketing
Impersonal/1-Way Communication to Interactive/Multi-way Communication
Lack of Real-time Performance Data to Learn from Online Behaviour/Consumer Feedback
Long Gap from Marketing: Conversion to Quick Conversion
Digital Acceleration with NBS Integrated Marketing
The ‘Must Win’ Battles are –
Data is King – Unify Data & Insights > Data as a Growth Engine
Personalization at Scale > Next Level Content
Performance Tracking, Evaluation and Iteration > Always On Analytics
A) Data as a Growth Engine
Consumer Engagement
CRM Services, for Personalization
B) Next Level Content
Website Services, with SEO/Search Services
Content Services
Content Adaptation
Blending Content Studios & NBS Services
Localization of Master Assets
Adapted Asset, for Personalization
And, use of: Enhancing Videos, Edit Down Videos, Resizing, Change Copy, Change Image and Sub-Titles Voice Over
Digital Commerce
C) Always On Analytics
Social Media Listening/Services
Marketing Analytics
In Conclusion
The key takeaways from the Nestle Business Services PH experience are:
Collect and activate Brands through Data
Drive Brand Performance through systematic Integrated Communication
Track Performance of every Spend and optimize for Growth
References & Sources:
1) My Notes from the Nestle Nestlevel 2022 Event: https://nestlevel.vfairs.com/en/#agenda