The release goes on to say "the shift will put the focus of marketing on the purchasing processes of its customers “who are now digital users” and drive growth and revenue. The savings are likely to come through better utilising global resources, reducing overlapping investments across regions and standardising processes."
In a final statement Nissan’s general manager and chief digital officer of its global marketing strategy department, DeLu Jackson said: “At Nissan, we believe there is a need to transform the way we engage with customers.”
Anyone who says this has little understanding of the costs of building, supporting and marketing a platform like this. We all know that it's customisation and complexity that add cost and time. Global automotive platforms are by nature complex because every country is a little different. So this platform is going to be bespoke, complex and customised.
Time is money and I just witnessed a global company in another industry roll out an identical platform that ended up being 18 months late in a 3 year build.
The costs of marketing these things is mainly in the hands of Google and Facebook. When did that ever cost less - data or not. And finally clearly the author of this decision was not around in 1997 when all automotive companies did the same and abandoned these efforts because it does not add up for anyone other than the software vendors.
If they were really interested in transforming automotive engagement they should have said the following:
Since most of the traffic to automotive websites comes from mobile devices they have built and launched a new mobile portal that integrates the brand and dealers sites in one seamless customer focused experience that removes the huge chasm between dealer and OEM.
That all dealer inventory is now available online in one easy to use mobile site. This allows people on the move to find the car they want and to make immediate contact with the dealers via phone or the browser. Customer service is now available 24x7 because that's how people operate.
That recognising that the best place to sell food is in a food court they had formed a partnership with the major dealer groups. These groups sell more that one brand and Nissan wanted to ensure their brands were well represented in these dealer portals.
While doing all of this they accepted the pace of change and the ability to move quickly was the key strategic advantage. So they had moved away from complex technology stacks to less software and more integration of best of breed solutions at the periphery of the platform. Individual countries were encouraged to adopt the same strategy because they all had local complexities to resolve.
Finally in an effort to reduce waste and marketing expense a data integration platform and CRM system had been developed in conjunction with the retailers to ensure that the end to end customer experience and ownership experience were aimed at a smooth and seamless experience.
The future of automotive marketing is about:
- Working with the large retail groups because they sell the cars and consumers always consider a number of options.
- Delivering inventory from the retail channel into the experience from the top of the funnel to the bottom.
- Being mobile first because the phone will be key in the buying and owning experience.
- Moving quickly to meet the needs of changing customers and deploying lightweight easy to use solutions that can change as the consumer do.
I'm almost sure in 12 months this initiative will still be going, will not have changed the costs and the next strategy will outsource local sites where they belong - close to the customer.
Read more at http://www.adnews.com.au/news/nissan-looks-to-slash-marketing-investment-by-half-through-digital#wjuD75pSpqg39xW4.99