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

Blog Posts

Sustainability trends brands can expect in 2020

​Marketers have made strides this year in sustainability with the number of brands rallying behind the Not Business As Usual alliance for action against climate change being a sign of the times. While sustainability efforts have gained momentum this year, 2020 is shaping up to be the year brands are really held accountable for their work in this area.

Ben King

CSR manager & sustainability expert, Finder

The trouble with Scotty from Marketing

As a Marketer, the ‘Scotty from Marketing’ meme troubles me.

Natalie Robinson

Director of marketing and communications, Melbourne Polytechnic

How do we break out of our marketing echo chambers?

Clients and agencies can get stuck into a particular way of behaving and viewing the world, but there are ways to break out of our marketing echo chamber.

Steve O'Farrell

Managing Partner, The Royals

It's a good idea. Customers really should control their data. Now I understand why it's important.

Elvin Huntsberry

Salesforce CMO: Modern marketers have an obligation to give customers control of their data

Read more

Instagram changes algorithms every time you get used to them. It really pisses me off. What else pisses me off? The fact that Instagram d...

Nickwood

Instagram loses the like in Australia; industry reacts positively

Read more

I tried www.analisa.io to see my Instagram Insight

Dina Rahmawati

7 marketing technology predictions for 2016

Read more

The saying is pretty tongue in cheek. It's not saying that marketers are bad people, nor that they don't take themselves seriously. There...

LYF Solutions

The trouble with Scotty from Marketing - The CMO view - CMO Australia

Read more

Given Scotty's failed track-record in the marketing realm the memes and the ridicule is very apt and is in no way a reflection on marketi...

denysf

The trouble with Scotty from Marketing - The CMO view - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in