Nissan, which manufactures vehicles in 20 countries and regions around the world, deploys three 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, preventing it from maintaining a unified image, and proving challenging to fully leverage the power of the global brand.
Nissan’s DeLu Jackson, General Manager and Chief Digital Officer, Global Marketing Strategy Department, said 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.
DeLu Jackson 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 organisations 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.”