Nissan plans to slash its global marketing investment through a digital transformation strategy.
The Japanese automotive brand has deployed Adobe Marketing Cloud across the Nissan-Renault Alliance, including its Nissan, Infiniti and Datsun brands, to deliver a consistent customer experience and brand globally.
The brand aims to “optimise cost efficiency through data analytics and asset management while sustaining brand image”.
It claims that the shift will put the focus of marketing on the purchasing processes of its customers “who are now digital users” and drive growth and revenue. The savings are likely to come through better utilising global resources, reducing overlapping investments across regions and standardising processes.
Nissan’s general manager and chief digital officer of its global marketing strategy department, DeLu Jackson said: “At Nissan, we believe there is a need to transform the way we engage with customers.”
Nissan has already begun rolling out the platform to a number of markets. Previously Nissan's digital execution was regionally managed – not global – which meant discrepancies in the way the brand was portrayed. It will now be overseen by Nissan’s global marketing division through a shared digital platform developed by Adobe.
UPDATE: Nissan is expecting significant savings through digital, but has since retracted that it is slashing its marketing investment by half, citing an incorrect statement released by Adobe. A spokesperson for the auto brand said: "Part of the thinking behind the decision to make this change to our digital marketing is to gain better synergy effects, avoid duplications and therefore also save costs. The claim that we’re doing this in order to halve our marketing spend simply wasn’t said by DeLu or claimed by Nissan, hence the change to Adobe’s statement."
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