Nissan deploys Adobe Marketing Cloud globally

Car manufacturer rolls out analytics, campaign management, social and targeting technologies to improve digital marketing

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.

Read more: Telling a new Australian story: Tourism Australia shares its marketing technology transformation

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

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

Great content and well explained. Everything you need to know about Digital Design, this article has got you covered. You may also check ...

Ryota Miyagi

Why the art of human-centred design has become a vital CX tool

Read more

Interested in virtual events? If you are looking for an amazing virtual booth, this is definitely worth checking https://virtualbooth.ad...

Cecille Pabon

Report: Covid effect sees digital events on the rise long-term

Read more

Thank you so much for sharing such an informative article. It’s really impressive.Click Here & Create Status and share with family

Sanwataram

Predictions: 14 digital marketing predictions for 2021

Read more

Nice!https://www.live-radio-onli...

OmiljeniRadio RadioStanice Uzi

Google+ and Blogger cozy up with new comment system

Read more

Awesome and well written article. The examples and elements are good and valuable for all brand identity designs. Speaking of awesome, ch...

Ryota Miyagi

Why customer trust is more vital to brand survival than it's ever been

Read more

Blog Posts

A Brand for social justice

In 2020, brands did something they’d never done before: They spoke up about race.

Dipanjan Chatterjee and Xiaofeng Wang

VP and principal analyst and senior analyst, Forrester

Determining our Humanity

‘Business as unusual’ is a term my organisation has adopted to describe the professional aftermath of COVID-19 and the rest of the tragic events this year. Social distancing, perspex screens at counters and masks in all manner of situations have introduced us to a world we were never familiar with. But, as we keep being reminded, this is the new normal. This is the world we created. Yet we also have the opportunity to create something else.

Katja Forbes

Managing director of Designit, Australia and New Zealand

Should your business go back to the future?

In times of uncertainty, people gravitate towards the familiar. How can businesses capitalise on this to overcome the recessionary conditions brought on by COVID? Craig Flanders explains.

Craig Flanders

CEO, Spinach

Sign in