Nissan deploys cloud-based unified digital marketing platform

Nissan has deployed Adobe’s digital marketing solution, Adobe Marketing Cloud globally as a unified digital marketing platform for Renault-Nissan Alliance, to help the company deliver an integrated customer experience and consistent image across its multiple brands.

Nissa manufactures vehicles in twenty countries and regions around the world, selling three vehicle brands – Nissan, Infiniti and Datsun, through its office locations in each respective country.

In the past, Nissan had executed digital marketing tactics under the direction of each region, which prevented the company from maintaining a unified image.

The company aimed to optimize cost efficiency through data analytics and asset management while sustaining brand image. Nissan also aimed to drive market growth, unifying its brand strategy and putting its marketing focus on the purchasing processes used by customers, which it deemed as being typically digital users.

Nissan’s Global Marketing Division made the decision to transform its digital marketing direction by deploying a shared digital marketing platform for Renault-Nissan Alliance, that could draw from the capabilities of all regions. The company selected Adobe Marketing Cloud, together with Adobe Digital Publishing as its corporate publishing solution. Nissan made the decision hoping Adobe’s solution would support the customer purchasing experience using multiple digital touch-points and facilitate a seamless customer journey. 

Nissan selected Adobe Experience Manager, Adobe Analytics, Adobe Target and Adobe Social from the Adobe Marketing Cloud. As each solution was rolled out, Nissan’s marketers and creative team members from each location were able to establish a platform to deliver personalized and targeted communications catering to each customer through a range of digital channels including mobile, social and dealer networks, all the while leveraging a unified set of brand assets quickly and efficiently.

Nissan is aiming to reduce its annual marketing investment by half through this digital transformation. Savings are expected to be realized through better utilizing global resources, rationalizing overlapping investments, and standardizing processes.

At the same time, the company expects revenue generation and ROI to increase by delivering the best possible experience to each customer.

Talking about the implementation, Nissan’s DeLu Jackson, GM and chief digital officer, Global Marketing Strategy Department, said that digital channels were a natural option for today’s consumers. “At Nissan, we believe there is a need to transform the way we engage with customers. To achieve this transformation, we have selected Adobe as a major technology partner. The mission defined for Adobe Marketing Cloud customer engagement platform, is aligned with the customer engagement objectives we laid down for Nissan. Using this solution, Nissan has already successfully launched a new platform which encompasses four brands across three organizations in major growth markets including South Africa and India. We are confident that Adobe Marketing Cloud will help us drive our brand and customer experience on a range of channels including mobile, across the entire world.”