{"id":29121,"date":"2021-11-28T09:38:31","date_gmt":"2021-11-28T09:38:31","guid":{"rendered":"https:\/\/www.thepicpedia.com\/blog\/adobe\/how-bridgestone-re-aligned-its-digital-marketing-with-adobe-experience-cloud\/"},"modified":"2021-11-28T09:38:32","modified_gmt":"2021-11-28T09:38:32","slug":"how-bridgestone-re-aligned-its-digital-marketing-with-adobe-experience-cloud","status":"publish","type":"post","link":"https:\/\/www.thepicpedia.com\/blog\/adobe\/how-bridgestone-re-aligned-its-digital-marketing-with-adobe-experience-cloud\/","title":{"rendered":"How Bridgestone re-aligned its digital marketing with Adobe Experience Cloud"},"content":{"rendered":"
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How Bridgestone re-aligned its digital marketing with Adobe Experience Cloud<\/p>\n<\/p>\n

Bridgestone may be the world\u2019s largest tire and rubber company, but for Bridgestone Americas VP of digital marketing, Jeffrey Lack, that\u2019s only the tip of the iceberg. The company is now doubling down on its digital customer experience and product innovation, establishing itself as a fully integrated, sustainable mobility solutions provider.<\/p>\n

\u201cIf a truck in your fleet goes down because of a flat tire, that\u2019s time and money lost. As a consumer driver, tires are the only part of a vehicle that connects with the road,\u201d Lack says. \u201cThe technology in our products is critical to the navigation and safe operations of vehicles everywhere, and my team\u2019s goal is to match the quality of our products with an equally advanced customer experience.\u201d<\/p>\n

Bridgestone\u2019s marketing team began its digital transformation in 2013, working with Adobe to align its technology stack across 11 lines of business. Digital marketing was already a top priority for the business, representing more than 30 percent of total marketing spend, but the advances it made in recent years have completely flipped the script. Today, digital channels are the most important part of Bridgestone\u2019s go-to-market plans, accounting for a large portion of Bridgestone\u2019s sales and helps it to attract new customers each day.<\/p>\n

Time to get back on track<\/h3>\n

Many factors drove Bridgestone to reset its digital marketing approach. Chief among these was a lack of alignment between business units, which led to inconsistent customer experiences. The use of different MarTech platforms by each team only compounded the issue and left Bridgestone with a highly fragmented marketing operation that wasn\u2019t fit for its ambitious digital plans.<\/p>\n

Going back to 2013, Bridgestone\u2019s Retail Operations alone had 17 different websites across its four retail automotive service brands (for example, Firestone Complete Auto Care). As Lack recalls, it took a team of 35 people to code and update the site each time a change was required, no matter how small.<\/p>\n

\u201cWe took an honest look at ourselves in the mirror and realized we didn\u2019t have the right pieces to move as quickly as we wanted to. Instead, we had too many pieces working against each other,\u201d says Lack. \u201cOur online experience was as disparate and dated as our MarTech stack, which meant that we had to build entirely new websites just to serve customers using their phone or tablet.\u201d<\/p>\n

Installing a digital engine<\/h3>\n

To close these gaps and advance its digital plans, Bridgestone launched a comprehensive transformation program. Aptly named CB2, which stands for Cross-Business and Cross-Border, the program was designed to integrate Bridgestone\u2019s digital approach and tools across the business and to turn its digital marketing efforts into a competitive advantage.<\/p>\n

The first step was to consolidate its legacy marketing technologies down to just one set of robust tools anchored in the Adobe Experience Cloud as its MarTech stack. Bridgestone has since rolled out Adobe Experience Manager across its business, and they are at various stages of implementing additional solutions such as Adobe Analytics for measurement and Adobe Audience Manager to segment its experience for different customer segments. In addition, Adobe Target will help the company drive personalization efforts, while Adobe Campaign will orchestrate messages across channels, from email to mobile.<\/p>\n

\u201cThese technologies aren\u2019t just helping us get closer to customers, they\u2019re empowering us to take a more data-driven approach to marketing and measurement, which is transforming the way we work internally,\u201d says Lack.<\/p>\n

Indeed, Bridgestone has adopted the Data Driven Operating Model (DDOM) to drive its CB2 program forward. \u201cOur philosophy is that if we can measure it, we can manage it,\u201d says Lack. \u201cWith a single view of our data, we can create reports to track the health of every system in our marketing stack, with a focus on key performance metrics and new technology adoption.\u201d<\/p>\n

Getting on the fast-track<\/h3>\n

Bridgestone noticed improvements to its digital marketing almost immediately after switching to a single-stack approach. Just one year after consolidating its systems onto Adobe Experience Cloud, the company has saved the company millions in operational costs and stripped considerable time from its system upkeep.<\/p>\n

Bridgestone went live with its first four websites in 2015, supporting sales for two lines of business in two countries and leading to 250,000 incoming calls from customers. Just five years later, the company has launched 68 websites with its Adobe marketing stack, supporting 14 business units in 19 countries. Most importantly, 50 million customers visited Bridgestone\u2019s website in 2020, generating 25 million retail leads.<\/p>\n

\u201cMost customers now start their buying journey online. The COVID-19 pandemic has only accelerated the trend, with virtually every sale coming from a digital lead. Thankfully, we were prepared to accommodate this shift and give customers the flexibility to choose how they engage with us,\u201d says Lack.<\/p>\n

Lack and his team know this is only the beginning of Bridgestone\u2019s transformation. The aligned marketing stack will also help the company build new simplified shopping experiences. Using Adobe Target and Adobe Analytics to test and refine its digital experiences, Bridgestone will be better positioned to share relevant and timely information with buyers that will make their purchase easier.<\/p>\n

\u201cWe need to make sure Bridgestone is out there looking for people who need tires and making it easy for them to research and buy them on any channel,\u201d says Lack. \u201cIt takes multiple steps for a customer to complete a purchase after finding the product they want on our website, and we are committed to bring that figure down significantly.\u201d<\/p>\n

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\u201cEvery time you add a step to the purchasing process, you lose up to 30 percent of your potential buyers. This isn\u2019t just about Bridgestone\u2019s success, it\u2019s also about supporting our affiliated dealers and retail partners with a more streamlined customer experience that keeps shoppers engaged\u201d.<\/h2>\n<\/p>\n<\/div>\n<\/div>\n

Driving side-by-side with Adobe<\/h3>\n

When Bridgestone first laid out the plans for CB2, it knew it wanted more than just a technology vendor to supply its marketing stack. The company needed a partner that would advise and grow with the business as its omnichannel experience became more sophisticated. Bridgestone chose Adobe for its best-in-class technology, but also for its partnership mindset and commitment to working side-by-side with the company\u2019s marketing stakeholders.<\/p>\n

\u201cWorking with Adobe has been a case of 1+1 = 3 at every turn. Whenever we join forces to add a new solution or capability to our digital infrastructure, the returns are greater than the sum of their parts,\u201d says Lack.<\/p>\n

Looking back on Bridgestone\u2019s transformation so far, Lack reflects on what he has learned when it comes to choosing the right partner and fostering a transformation culture across the organization. For Bridgestone, aligning teams and stakeholders around new ways of working was as important as implementing the integrated marketing stack itself.<\/p>\n

\u201cOur people are the real drivers behind our success,\u201d says Lack. \u201cGetting here wasn\u2019t always easy, and some of the early changes we made took some convincing, but now that we\u2019ve climbed the mountain and get to ski down the other side, we\u2019re having a lot of fun. The more we improve, the more momentum we build and the faster we all get to evolve together.\u201d<\/p>\n<\/div>\n

Source : Adobe<\/p>\n","protected":false},"excerpt":{"rendered":"

How Bridgestone re-aligned its digital marketing with Adobe Experience Cloud Bridgestone may be the world\u2019s largest tire and rubber company, but for Bridgestone Americas VP of digital marketing, Jeffrey Lack, that\u2019s only the tip of the iceberg. The company is now doubling down on its digital customer experience and product innovation, establishing itself as a …<\/p>\n","protected":false},"author":1,"featured_media":29123,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[22],"tags":[],"_links":{"self":[{"href":"https:\/\/www.thepicpedia.com\/wp-json\/wp\/v2\/posts\/29121"}],"collection":[{"href":"https:\/\/www.thepicpedia.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thepicpedia.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thepicpedia.com\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thepicpedia.com\/wp-json\/wp\/v2\/comments?post=29121"}],"version-history":[{"count":1,"href":"https:\/\/www.thepicpedia.com\/wp-json\/wp\/v2\/posts\/29121\/revisions"}],"predecessor-version":[{"id":29124,"href":"https:\/\/www.thepicpedia.com\/wp-json\/wp\/v2\/posts\/29121\/revisions\/29124"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.thepicpedia.com\/wp-json\/wp\/v2\/media\/29123"}],"wp:attachment":[{"href":"https:\/\/www.thepicpedia.com\/wp-json\/wp\/v2\/media?parent=29121"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thepicpedia.com\/wp-json\/wp\/v2\/categories?post=29121"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thepicpedia.com\/wp-json\/wp\/v2\/tags?post=29121"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}