Nissan USA: Digital Marketing Strategy Proposal
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Transcript of Nissan USA: Digital Marketing Strategy Proposal
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.