Talks With Teads | Nissan on Innovation, AI, and Customer Connections

In this edition of “Talks With Teads,” broadcasting live from the Media Post Auto Summit at the New York Auto Show. Today, our host Natalie Bastian, Global CMO of Teads, is joined by Marisstella Marinkovic, Vice President and Chief Marketing Officer at Nissan U.S. The discussion focuses on innovative marketing strategies and the future of automotive consumer engagement.

Key Highlights:

Innovation in Marketing

Marisstella shares insights into Nissan’s latest marketing strategies, which emphasize unique ways to connect with consumers. Highlighting a recent initiative, she discusses the launch of the Nissan Kicks through a live stream on social, which attracted over 50,000 viewers. This approach not only tapped into a new audience but also exemplified Nissan’s aim to meet consumers where they are.

Embracing New Media

The conversation sheds light on the shifting landscape of marketing touchpoints. From traditional methods like direct mail to dynamic digital platforms, Nissan adapts to the diverse media consumption habits of their audience. Marisstella emphasizes the importance of being present in various media spaces, from online environments to physical events like auto shows, ensuring that Nissan engages with consumers across all touchpoints.

The Role of AI in Marketing

AI’s integration into Nissan’s marketing strategy is a focal point of their discussion. Marisstella explains how AI-powered chatbots and personalized online experiences enhance customer interaction, making it more efficient and tailored. By automating routine tasks, AI allows the marketing team more time to focus on creativity and innovation.

Diversity and Inclusion in Creative Campaigns

Nissan’s commitment to diversity and inclusion is evident in their creative campaigns. Marisstella talks about a Super Bowl ad specifically designed for the Hispanic market, aired on Univision. The ad was crafted to resonate with family values, a core aspect of the targeted culture, emphasizing Nissan’s deep understanding of its diverse consumer base.

The Future of AI and Optimization

The discussion concludes with a look at the future applications of AI in optimizing marketing efforts. By reducing the need for numerous ad variations and enabling real-time adjustments, AI not only boosts efficiency but also enhances the effectiveness of marketing campaigns, directly impacting Nissan’s bottom line.

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