The collection and processing of information to monitor, visualize and optimize performance, uncover actionable insights, and extract implications.
Big data is the collection, processing, analysis and interpretation of massive sets of structured (data-based) and unstructured (social, behavioral) data to provide actionable insights for a business or brand. Big data differs from (traditional) data processing in its scale, which is generally described as being beyond the processing limitations of common data analytics.
Artificial intelligence (AI) employs algorithmic programming that can teach itself to learn, grow and change as it is exposed to new data. This includes Machine Learning, Natural Language Processing, Prediction Engines and other sub-sectors that can detect and extrapolate patterns to power discovery and recommendation engine platforms. Emergent AI systems often use big data as "source material" for learning (ex. IBM's Watson). AI applications range from data analysis to full automation of routine work such as workflow management, manufacturing or customer service.
The creation, production, publication, distribution and measurement of original content in a range of formats including written word, photo or visual, video, audio and interactive/multimedia. This would also include your investments in content strategy (standards, planning, workflow, governance), content marketing (the creation and distribution of assets to achieve marketing outcomes) and content management (editorial or production staff, technologies to facilitate content strategy and content marketing).
Commerce (e, m, social, new rev streams)
Buying/selling goods or services via digital or mobile platforms. Tools and technologies in this area include e-commerce storefronts, mobile shopping applications, social commerce platforms or services that allow brands to better monetize their social media communities, and sharing economy revenue models including the introduction of a sharing-based business model (difficult for CPG) or tapping into sharing communities for marketing partnerships, content creation, collaboration and idea co-development.
Managing a company’s interactions with current and/or future customers. CRM solutions cross sales, IT, loyalty, marketing, and customer service. Solutions range from traditional email marketing or CRM programs to marketing automation systems, the development and deployment of a single customer view and 1:1 personalization, and even the use of gamification to encourage and reward specific brand-relevant behaviors.
Emerging tech (augmented reality, virtual reality, 3D printing, conductive ink, etc.)
A broad category that includes any of a wide variety of new technologies (outside of those included in the other categories) that may offer additional ways for marketers to create and deliver engaging digital experiences to consumers, either now or in the near-future.
Influencer Marketing & Advocacy
Programs that focus on key individuals either inside or outside your customer base, with the intention of tapping into the ability those individuals have to sway the perceptions and behaviors of other current or potential customers. Influencer marketing programs focus on outside celebrities, social media "stars", opinion leaders or content creators who have the ability to promote Nestlé or its products to their own audiences, thereby attracting new customers for the brand. Advocacy programs provide a structured way to engage your existing customers in activities that attract new customers for your brand.
Internet of Things & Wearable Tech
Technology that brings internet and cloud capabilities to physical objects, allowing them to identify and communicate with other devices and objects to deliver usage insights and a more integrated consumer experience. Relevant examples would include wearables (such as smart watches, wristbands, glasses rings, and fitness trackers), smart kitchen appliances, smart product packaging, as well as a wide array of connected everyday objects from clothing and lightening to buildings and cars.
Location-based and Proximity (iBeacons, SoLoMo)
Platforms that enable a layer of location based awareness and functionality (from extreme proximity to global mapping). Includes location-based services such as Foursquare and Swarm or applications that use a device’s native geolocation function and/or technologies such as beacons, near field communications (NFC), RFID, Bluetooth Low Energy (BLE), and geo-fencing to deliver location-specific services, content or experiences.
Mobile (includes Apps)
The development and delivery of marketing content, services, experiences and functionality across mobile devices, platforms and operating systems including iOS, Android and Windows Mobile, and across "dumb" phone, smartphones and tablets. Specific solutions include WAP sites, mobile responsive sites, SMS/MMS marketing programs, and mobile apps.
Paid Media (includes native, programmatic, performance)
Paid digital advertising including display ads, pay-per-click, mobile ads, social media ads and digital sponsorships. This includes programmatic buying, advertising that is aggregated, booked, flighted, analyzed and optimized via demand side software interfaces and algorithms. This category also includes native advertising a less disruptive form of marketing (information or entertainment-based), in which a brand's content is made to appear more like a publisher’s own content and is delivered in-stream with the publisher's content.
Ratings & Reviews
Facilitating, gathering and presenting honest, authentic consumer feedback on your own websites and/or third party websites.
Search marketing comprises SEO (organic) and SEM (paid) placements on common search engines. SEO includes budgets decidated to tagging & affecting the visibility of a website or a web page in a search engine's unpaid results. SEM includes bidding on keywords to purchase ads on search engines to drive website traffic.
Social (Includes listening, social presences, visual web):
The use of social media platforms such as Facebook, Twitter, Instagram, Pinterest, Vine or LinkedIn, as well as emerging social networks such as Snapchat, WhatsApp or Yik Yak to distribute marketing content to a community of opted-in friends, fans or followers; to gather insights via social listening; to respond to your customers (ont-on-one or at scale in a conversational, real-time manne; andconnect with your consumers to build ongoing community, dialog and partnership with them and with each other. Your activities here might also include influencer marketing: identifying, engaging and activating individuals such as celebrities, personalities and prominent content creators or thought leaders, with the objective of having a positive effect on awareness, positive brand perception, or purchase behavior among a specific target audience. Solutions include influencer identification, verification, activation, and analysis.
Websites (includes minisites, splashpages):
The design, development, hosting and maintenance of your brand's website, microsites/minisites, landing pages or other web-based "owned" content experiences, including (not limited to) those related to campaigns, promotions and product launches.