An overview of digital marketing practices at Nestlé Bangladesh

Abstract

This report aims to discuss briefly about the digital marketing techniques of the Nestlé Bangladesh team. The digital marketing department of Nestlé Bangladesh, however new, is expanding rapidly and contributing more to add value to the company’s visions with every passing day. Nestlé understands that the importance of connecting with consumers more effectively, which is where digital marketing plays a great part. The inception of the department was on October, 2014. Ever since, the digital team is thriving to maintain a smooth and consistent functionality to generate and publish quality contents on a regular basis. The department consists of the digital team itself, e-commerce department and the Consumer Engagement Center. This report attempts to discuss how the digital activities are adding value to the brand’s essence and purpose. The report also elaborates on the digital activities carried out by different brands, their targeting strategies and the basic objectives by the digital promotions and investments. Nestlé being one of the leading companies of the world, is also trying to be the market leader in terms of its digital activities. The social media marketing contents are developed according to the instructions and guidelines mapped out by the brand team. The brand team personally runs the ATL and BTL activities while the digital activities are carried out separately but of course with the consent of the brand. In fact, there are a number of stakeholders for the digital activities. Everything which is published online much be in accordance with the legal, regulatory and wellness department of the company. The digital activities works together with the consumer engagement activities to communicate effectively and in regularly. The report discusses how the digital contents are used to create brand lift, sales lift and market share lift. The effectiveness of the digital communication is measured by both qualitative and quantitative measures. Reach and engagement are calculated to measure the performance of the digital activities. At the same time, a view of what the competitors are doing and what works best for Nestlé in other markets also helps determine what strategies should be adopted and implemented by the digital team of Nestlé Bangladesh.