NEW YORK ? A Nissan executive at Mobile Marketer's Mobile FirstLook: Strategy 2013 conference said that the company sees one in five digital sales leads coming from mobile.

During the ?Nissan: How a leading automaker strives for mobile relevance with the tech-savvy consumer? session, the executive spilled about how the company views mobile. In particular, the session presented a look at how marketers need to not view mobile as a silo.

?More than ever with the proliferation of all these devices we are putting information into the consumers? hands, and more than ever the ability to do that means that the communications are going to be split,? said Scot Cottick, senior manager of interactive marketing at Nissan, Franklin, TN.

?It used to be that you could separate these worlds ? you could say that you have a strategy for desktop that works, I have a strategy for tablets and smartphones that works ? we at Nissan do not believe that is the case anymore,? he said. ?My belief is to stop thinking of it as mobile.?

Mobile research
Mobile Web in particular plays a strong role for Nissan. Although applications also have a place as part of a mobile strategy, mobile Web makes sense for how the car brand?s consumers use the channel as a research tool.

In addition to contributing to 20 percent of all digital sales leads, 15 percent of Nissan?s Web traffic comes from mobile.

Marketers need to view mobile as part of a broader marketing strategy. Additionally, marketers need to be willing to test and try new things.

With a plethora of screen sizes available, it is a challenge for marketers to develop for multiple form factors.

Instead of focusing on the differences between desktop and mobile experience, context and screen size is more important.

Therefore, the philosophy ?write once and read everywhere? is important.

Ultimately, the goal behind Nissan?s marketing is to drive traffic to dealerships to let users test out the automobiles themselves.

Mobile fast track
One way that Nissan incorporates mobile into dealerships is by placing stickers with QR codes on car models. Users who scan the QR codes can learn more about the cars right there in the dealership?s parking lot.

The executive said that in particular the company sees a high amount of engagement during the weekends when consumers most likely have more time to spend while car shopping.

Another example of how Nissan used mobile to showcase its its Versa sedan model is through an interactive mobile site. The mobile site put consumers in the driver?s seat with a 360-degree interaction that lets uses motion to let users learn more about a car by moving their phone around. The site also includes video content that users can click on.

Nissan also used a second-screen engagement for its work with the GT Academy. The brand set up a mobile Web site that lets users access real-time content while watching TV.

According to the exec, the brand saw a double-digit bump in engagement by including second-screen initiatives.

Going forward, Nissan is looking at new technologies such as augmented reality and near-field communication in 2013.

?Our business is a business of testing and optimization ? if you?re not trying things you?re stagnant,? Mr. Cottick said.

?We in Nissan believe whole-heartedly in screen resolution and context,? he said.

Final Take
Lauren Johnson is associate reporter on Mobile Marketer, New York