How Digital Is Changing Car Advertising

Nissan’s CMO Roel de Vries is bullish on digital, and for good reason — 80% to 90% 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.

Q&A WITH ROEL DE VRIES

The Word ‘Digital’ Needs To Disappear

Roel de Vries, global head of marketing at automaker Nissan, says the word “digital” should disappear from advertising parlance entirely, now that the medium is so intrinsic to what marketers do.