In a recent conversation with a chief technology officer, he asserted all digital technology changes in his organisation were being led by IT and not by marketing. It made me wonder: How long a marketing function like this could survive?
Nissan has deployed Adobe’s Marketing Cloud platform globally in a bid to deliver a unified and more cost-effective digital marketing strategy around its Renault-Nissan Alliance.
The car manufacturer is rolling out the Adobe Experience Manager, Adobe Analytics, Adobe Target and Adobe Social components of the vendor’s Marketing Cloud across its 20 locations globally to manage three core brands: Nissan, Infiniti and Datsun.
In a statement, the group said it was looking to optimise cost efficiency of its marketing efforts through better data analytics and asset management, while halving its annual marketing investment as a result of the digital transformation. This will come from better utilisation of global resources, rationalising overlapping investments, and standardising processes.
Previously, Nissan’s digital marketing was undertaken independently in each region. General manager and chief digital officer for global marketing strategy, DeLu Jackson, said the rising importance of digital channels with consumers meant a unified customer engagement strategy had become an imperative.
Having one platform unifies Nissan’s brand strategy and put the marketing function’s focus on the purchasing processes used by customers, the company stated. It also hopes to drive growth and improve ROI around customer engagement as a result of the new investment.
“At Nissan, we believe there is a need to transform the way we engage with customers,” Jackson said. “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.”
Jackson said Nissan had already successfully launched a new platform encompassing four brands across three organisations in major growth markets including South Africa and India.
The solution has enabled Nissan’s marketers and creative team members in each location to establish a platform to deliver personalised and targeted communications catering to each customer through a range of digital channels including mobile, social and dealer networks, and to leverage unified brand assets.
Nissan is also using Adobe Digital Publishing as its corporate publishing solution and has been a customer of Adobe for several years.
“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,” Jackson added.
More about Adobe Marketing Cloud capabilities and adoption
- Adobe chief: Marketing now encompasses product creation
- Adobe announces IBM, Accenture as global services partners
- Adobe extends its Marketing Cloud to IoT and beyond
- Adobe and SAP strike reseller agreement to tackle enterprise customer engagement
- University of Sydney to rollout Adobe Marketing Cloud
- Adobe can now send customized messages to beacon apps
- Adobe announces raft of new marketing technology capabilities
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