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
cmo-xs-promo

Latest Videos

More Videos

who wants to date me I am 9 years old and i am a boy

Jeremy Hawkins

Sink a sub gaming experience signals Subway's renewed brand push

Read more

Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...

Caroline Scott

7 ways CMOs can improve their customer engagement game

Read more

Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...

Quent Sinder

Why empowering others can help make you a great leader

Read more

CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...

Anna Janicka

Sensis rebrands to Thryv and brings business software to Australian SMBs

Read more

AI Leasing Assistants have finally arrived for the multifamily industry. With so many to choose from it can be hard to figure out which i...

Alice Labs Pte. Ltd.

CMO's top 8 martech stories for the week - 6 May 2021

Read more

Blog Posts

Unboxing 101 - How savvy influencer engagement can build a brand

The humble unboxing video is a powerful tool. Correctly executed, it harnesses consumer fandom, viral authenticity and brand design magic to deliver a high-impact message to a tightly targeted cohort of consumers.

Gali Arnon

Chief marketing officer, Fiverr

​Power to the people

Purpose is the ultimate statement of intent for many organisations. Why are we here? What are we trying to achieve?

Rich Curtis

CEO, FutureBrand A/NZ

The playbook to develop strategic brand moats

Warren Buffet is an unlikely ally for marketers. But his belief businesses need strategic moats that increase their value in the market while acting as barriers to competitors can offer marketers a new playbook for brand building and driving growth.

Fabian Di Marco

Founder and managing director, Tzu & Co

Sign in