Tuesday, 07 April 2015 16:43

Nissan partners with Adobe to launch digital marketing platform

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Vehicle manufacturer Nissan has deployed Adobe’s digital marketing solution, Marketing Cloud, globally as a unified digital marketing platform for the Renault-Nissan Alliance partnership to help it deliver an integrated customer experience and consistent image across its multiple brands.

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.

Nissan has selected Adobe Marketing Cloud, together with Adobe Digital Publishing as its corporate publishing solution, making its decision on the basis that Adobe’s solution was the best to support the customer purchasing experience using multiple digital touch-points, and facilitating a seamless customer journey.  

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.”

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Peter Dinham

Peter Dinham is a co-founder of iTWire and a 35-year veteran journalist and corporate communications consultant. He has worked as a journalist in all forms of media – newspapers/magazines, radio, television, press agency and now, online – including with the Canberra Times, The Examiner (Tasmania), the ABC and AAP-Reuters. As a freelance journalist he also had articles published in Australian and overseas magazines. He worked in the corporate communications/public relations sector, in-house with an airline, and as a senior executive in Australia of the world’s largest communications consultancy, Burson-Marsteller. He also ran his own communications consultancy and was a co-founder in Australia of the global photographic agency, the Image Bank (now Getty Images).

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