Marketing mobile

Publicité vidéo et marketing mobile : un nouveau mélange chez Nissan

Toujours à la recherche de moyens efficaces pour promouvoir leurs nouveaux joujoux, à l’occasion du lancement du crossover Nissan Juke, Nissan se lance dans une campagne publicitaire mobile qui met en avant une présentation vidéo tout en effectuant une analyse comportementale.

Présentation de la campagne

Pour attirer l’attention des clients utilisant les appareils mobiles, Nissan, dans sa nouvelle forme de campagne publicitaire, décide d’intégrer une vidéo dans son annonce. Avec cette pub, les mobinautes intéressés par ce nouveau véhicule seront soumis à une sorte d’analyse comportementale assez avancée. Pour la réalisation de cette nouvelle campagne, le constructeur automobile use d’une solution marketing mobile appelée« take-over split video ». Il s’agit d’un système encore peu utilisé jusqu’ici, mais qui permettra sûrement à la marque de bien promouvoir sa nouvelle création. Avec cette nouvelle forme de publicité, Nissan aura la chance d’en savoir plus sur l’audience « Juke ». Mieux encore, le constructeur auto pourra en savoir davantage sur les éléments qui ravivent et qui déplaisent les mobinautes chez ce nouveau véhicule. Il faut juste remarquer que pendant la promotion du crossoverJuke, Nissan pourra effectuer en temps réel un suivi de la performance de sa campagne publicitaire.

Pourquoi choisir cette forme de campagne ?

Dans le cadre de cette campagne, Nissan a avant tout pour objectif d’en savoir un peu plus sur ses clients et ses prospects. Ainsi, la marque réalisera donc une publicité en fonction des réactions de chacune de ses audiences. Évidemment, dans cette procédure, la marque sera totalement à l’écoute de ses clients. Il est à noter que dans les mois ou années à venir, Nissan envisage encore d’utiliser cette forme de marketing pour faire connaître de nouvelles voitures. Avec sa nouvelle technique, la marque espère attirer de plus en plus de clients potentiels et compte surtout captiver l’attention des clients qui utilisent des appareils mobiles.

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À propos de l'auteur


Consultant marketing digital dans une grande agence de communication à Paris, je publie régulièrement des chroniques liés à mes domaines d'expertise : le marketing web et mobile, et l'entrepreneuriat web.