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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.