Allyson Witherspoon, Vice President, Marketing Communications and Media, Nissan North America, Inc., will speak on "The Convergence of Marketing" at our Marketing: Automotive conference Nov. 19
in Los Angeles. We caught up with her last week.
Q. What is the most important idea you hope attendees will take away from your presentation?
A. Marketing has become much more complex over the last several years due to rapidly changing consumer behavior. The traditional tactics and media plans of the past are less
effective so marketers now must find more relevant and impactful ways to reach consumers with their messaging.
Q. What's next on your personal or professional agenda?
A. Professionally, Nissan will be refreshing 70% of our line-up in the next 18 months. My agenda between now and then is to organize my team and our agency partner, Nissan
United, to be able to deliver impactful marketing to our different vehicle audiences to improve consumer opinion and consideration.
Q. Which marketing challenge keeps you up at
night?
A. What keeps me up at night is the speed of change in consumer behavior. In a mature manufacturing-oriented industry like automotive, I’m constantly
thinking about how quickly can we keep up with the trends in marketing, digital, and customer experience and ensuring we’re making the most of every dollar spent.