Navigating the Fast-Paced Evolution of Consumer Expectations Wit Nissan’s Global CMO Allyson Witherspoon

The automotive industry is a rapidly evolving landscape, and the driving force behind this change isn't technology alone, but rather the shifting expectations of consumers.

With over 20 years of experience innovating in the automotive marketing arena, Allyson shared vital insights into the current landscape, illuminated by her tenure at respected companies including Nissan, Mercedes Benz, and INFINITI Motor Company. She underscores the importance of testing out new strategies to meet changing consumer expectations, understanding that while some may not succeed, the process of experimentation is vital.The podcast delved into several key points that bear significant relevance for all marketers, regardless of their industry.Meeting Customer Expectations with Software-Defined VehiclesThe automotive industry is characterized by long research and development cycles, often extending over several years. However, the transforming consumer scene necessitates shorter timeframes and dynamic adaptability. Therein lies the burgeoning demand for software-defined vehicles that offer swift updates, responding to consumer requirements within a year.The implication for vehicle manufacturers is clear - to meet contemporary consumer expectations, accelerating R&D processes and incorporation of software agility into vehicles is no longer optional but a necessity.A Consumer-Centric Approach to Software DesignThe choice of developing in-house software versus outsourcing is an intricate one. Allyson highlights that the answer hinges on what best serves the consumer needs. For instance, Nissan chose to partner with Google Assistant because it provided a superior user experience than what could be achieved independently. However, decisions can vary depending on multiple factors, like the specific software, target customers, and vehicle models.For sustained success, brands need to balance their skills and the advantages of external partnerships, all while prioritizing their customers' needs above all else.Brands Need to Focus on PersonalizationAnother significant transformation in automotive marketing is the shift from one-way pitching to fostering a dialogue with consumers. In an era where multiple communication channels are available, the significant element of personalization cannot be understated. Brands need to invest in understanding their customers' preferences to effectively tailor their communication strategies.How To Manage Data Across DealershipsThe need to sell through dealerships can make accessing first-party data a hurdle. To circumvent this issue, Nissan focuses on the lifetime value of a customer. Their strategy prioritizes long-term relationship building, aiming to maintain contact with customers over the approximately ten years they keep their cars, aiming to ensure repeat purchases from Nissan.Keep On Top of Consumer TrendsThe pandemic spurred a sea change in consumer behavior, with customers becoming more selective about the brands they support. Companies should heed to Nissan's example of adapting to global changes in consumer preferences. Despite the uncertainty, Nissan made the shift to enhance its brand image rather than focusing on offers.Understanding your customers and showing flexibility in approach can help a brand stay relevant and maintain customer loyalty.In summary, the crucial elements to thriving in the fast-paced world of automotive trends are: staying on the pulse of consumer demands, experimenting with diverse strategies, adopting a consumer-centric approach to software development, prioritizing personalization in marketing efforts, perfecting the management of dealership data, and keeping a close eye on consumer trends.Listen here:Spotify: https://open.spotify.com/show/0uT4r3klBUv8lzQe2PgW1JApple Podcasts: https://podcasts.apple.com/us/podcast/the-speed-of-culture-podcast/id1617896513.