Nissan Digital Marketing Strategy

Presentation by: Mike Dam

Nissan’s Current Strategy

Nissan Heisman House YouTube Campaign.

Engagement with Facebook users by promoting contests and giving out free prizes.

New Target Market FocusCurrent target market are “Digital Natives”

New focus on target market should be:• Mothers in families of 3+• High school students who are receiving

their first car

Target market focus based on the safety of cars[1]

[1] http://www.cbsnews.com/media/some-of-the-safest-cars-on-the-road/6/

Proposed Digital Marketing Strategy

Target market specific blogs

Blogs that target specific demographics will make it easier to learn about Nissan’s cars

Social Media Contests• Instagram photo

contest• Facebook Trivia

Contest• Twitter ‘favorites’

contest

Demographic-specific Blogs

Blogs that are written can focus on the safety of new models, durability of current models, and reliability of their cars in various weather conditions.

Majority of the population in today’s age are online; having written content that cuts through the clutter makes it easy for readers to understand and get to know the brand

Written blogs will also be used for Inbound Marketing, allowing for Nissan to reach the eyes of families who have never bought from Nissan before, and are looking to make a change to a product that others recommend.

Social Media ContestsNissan currently posts Instagram contests, but:• They are not enticing to

participate in• Their prizes does nothing

for the brand/consumer relationship

New Idea• Photo contest with story

behind the photo• Prize to be featured in

Nissan magazine, with reference to the user

• Allows for recognition

Key Metrics To MeasureMeasurement will come from amount of comments/shares/favorites/likes each post receives on the blog

Social media contests will look at amount of times a hashtag is used for that specific photo contest, and how many impressions it has on Twitter

Goal is to have connection between increased sales and social media interaction be a mutual relationship

Potential BudgetInternet Marketing is fairly cheap

Hire 3 writers/editors, 3 creative designers/directors

$80k annually

Yearly budget of $480k

The Big IdeaNissan’s car are not just another “brand” that promotes durability and aesthetics

Digital Marketing Strategy is to inform consumers that Nissan provides:• Innovation for all products• Friend-to-friend relations, rather

than consumer-to-seller• Knowledge to stay current with

today’s trends

Recap

Digital marketing strategy is to promote a more engaging consumer base with the company, through target market specific blogs encouraging interactions with the brand, and social media contests to reward consumers to engage with the brand.

Key measures to pay attention to will be social media engagements (likes, favorites, retweets, tags…etc)

Potential budget will consist of paying a team of 6 around $80k a year, totaling at $480K.