Nissan Deploys Adobe’s Marketing Cloud Platform Globally

Nissan has deployed Adobe’s Marketing Cloud platform globally in an effort to deliver a unified and more cost-effective digital marketing strategy around its Renault-Nissan Alliance.

The automaker manufactures vehicles in 20 countries and regions around the world, and deploys the Nissan, Infiniti and Datsun brands through its office locations in each area. Historically, the company has executed digital marketing strategies under the direction of each region, which prevented it from maintaining a unified global image. Nissan wants to optimize the cost efficiency of its marketing efforts through improved data analytics and asset management. By deploying a shared digital marketing platform, the company plans to draw from the capabilities of all regions to transform its overall digital marketing direction.

DeLu Jackson, Nissan’s General Manager and Chief Digital Officer, Global Marketing Strategy Department, explained that the rising importance of digital channels amongst consumers made it clear that a unified customer engagement strategy had become an imperative move for the automaker. By utilizing a single platform, the company can unify its brand strategy and put the marketing function’s focus on the purchasing processes that are used by customers. As a result of the new investment, Nissan hopes to drive growth and improve ROI around customer engagement.

“At Nissan, we believe there is a need to transform the way we engage with customers,” said Jackson. “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 organizations in major growth markets including South Africa and India.”

The Adobe solution enables Nissan’s marketers and creative teams in each location to establish a platform to deliver personalized and targeted communications that cater to each customer through a wide range of digital channels including mobile, social and dealer networks, as well as to leverage unified brand assets. The company feels that the Adobe Marketing Cloud solution is the best choice to support the customer purchasing experience and to facilitate a seamless customer journey.

Nissan has already been a customer of Adobe for several years and is using Adobe Digital Publishing as its corporate publishing solution.

“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,” said Jackson.