A proposal to Nissan regarding an updated digital marketing strategy for implementation.

1. Nissan Digital Marketing Strategy
Presentation by: Mike Dam

2. Nissan’s Current Strategy
Nissan Heisman House YouTube
Campaign.
Engagement with Facebook users by
promoting contests and giving out free
prizes.

3. New Target Market Focus
Current 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/

4. 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

5. 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.

6. Social Media Contests
Nissan 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

7. Key Metrics To Measure
Measurement 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

8. Potential Budget
Internet Marketing is fairly
cheap
Hire 3 writers/editors, 3
creative designers/directors
$80k annually
Yearly budget of $480k

9. The Big Idea
Nissan’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

10. 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.