Nissan's CMO Explains How Digital Is Changing the Future of Car Advertising

Sophisticated marketing needed for sophisticated shoppers

Nissan's CMO Roel de Vries is bullish on digital, and for good reason—80 to 90 percent of the car-buying experience now starts online. Car shoppers already know exactly what model they want before they step foot into a dealership, he says.

That shift is pushing Nissan full throttle into digital advertising for brand-building and direct-response marketing. "There's a lot of money that we spend to make sure that the customers, [who] are close to buying a car, get information about our products and brands," he said.

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