FIGARODIGITAL.CO.UK
Marketers Who Matter Jean-Pierre Diernaz
VP MARKETING, NISSAN EUROPE
So we have an ongoing brand association, and a lot of social media activity during this period. That’s the main reason why we’re choosing such opportunities to drive the brand.
Nissan has done a lot of sports sponsorship – can you tell me a little more about how those demographics merge? JPD: We’re about to enter into the third year of sponsoring the UEFA Champions’ League. The reason we are doing this is because the brand in Europe is going up. If you look at our years, we are permanently growing in terms of volume, in terms of shares. The next step of that growth requires an acceleration of our brand opinion. Now, we have a new product, we have new product coverage, we have European led products, but if we want to go a step further we need to add some brand opinion and brand awareness into our marketing. That’s where the sponsoring
comes into the mix; the strong rise of brand opinion - and the reason is that football is the number one sport in the world; it goes very much with our brand DNA. As we say, we are more of an action brand than an intellectual brand. We try to prioritise excitement and the driving performance of our cars. So it goes very well with sport, it goes very well with the excitement, goes very well with the fun attitude of the football. And the UEFA has a massive advantage because it is a long period of time; it starts in September with the group matches
What platforms should marketers be actively focusing on? JPD: With social there are more and more digital tools available to us in order to understand our consumer better. So typically programmatic media, personalisation aspects, all these elements are turning our marketing mix into a much more we have ever had in the past.
How important is integrated customer experience? JPD: Consumer-wise, we are entering into a re-establishment of a new digital customer journey or customer experience, whether it’s an it is seamless. Someone can go into a showroom, look at a car, go back exactly the same information. We will get the history of this customer, and it will all be seamless. In parallel, we are driving up our social media, we are including our social community team, and we are including the e-moderation aspect. We know it is very important, so we are trying now to have a customer satisfaction and customer quality program that’s social media led, which means trying to get into contact with our customers on our social channels. So it’s pretty much a 360 digital revolution that we’re putting in place.
Where do you think some brand marketers are failing in their approach? JPD: Probably the main recommendation is that they should engage with their consumer online. There is so much fantastic information available. So obviously I think I would strongly recommend them to have a process that will personalise the experience of their website; that would be priority number one. Priority number two is to listen to their consumers on social media, and to continuously nourish the link between the various groups. It’s something feasible, it’s not necessarily a big monster like the Champions league sponsoring or the big elements, but that’s something I would strongly recommend.
How does Nissan harvest data? JPD: Data comes from our web visits. So we have a new platform website that allows us to get a better understanding of what a prospect is doing on our website; how long they stay, where they come from, where they go after, and when you match this with Google Analytics, you start to get a very in-depth understanding of the digital journey of a prospect, which allows us to react relatively quickly. And again, the programmatic media is going to be a very strong opportunity in the future, and we are going to dial-up this much more into our business plan 2017 than we have done this year.
nissan-europe.com
8 issue 29 winter 2016
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