Let’s travel back to 2013, when mobile marketing started to dramatically reshape the digital landscape. At the time, digital marketing accounted for over 30% of Bridgestone’s total marketing spend, but they weren’t working in as coordinated of a manner as they could be.
Their MarTech platforms were disconnected and designed for the specific needs of each business unit, with limited compatibility throughout. Their online presence, which just a few years prior was ahead of the competition, needed to be refreshed to address the latest trends, including the newer mobile and tablet-based formats. And there was an opportunity for increased coordination and alignment across the organization.
A digital audit revealed dozens of disparate technologies powering the entire enterprise — including seven different web hosting platforms, at least six content management systems, three separate mapping tools, and three unique analytics tools. Such a fragmented digital state made it impossible to share learnings and best practices, let alone update code and content across the corporation’s numerous business units.
“We realized that digitally speaking, we were miles apart and about to fragment ourselves further trying to keep up with the pace of change,” said Lack.
And with over 90% of consumers starting their tire shopping journey online, this just wouldn’t do. Lack estimates it’s a journey that consists of anywhere from 15 to 25 steps and several unnecessarily repetitive questions, like what’s your vehicle’s year, make, and model? You’re right back to selecting a tire you’ve already picked out online.
“Every time you add a step to the process, you lose between 30% and 50% of your potential buyers.”
Building an aligned tech stack would allow Bridgestone to better connect the shopping and buying experience and better support their affiliated dealers and retail partners.
To turn their digital marketing efforts into a distinct competitive advantage, they needed to move as one. So they launched the CB2 (Cross-Border, Cross-Business) program to bridge the gap between where they currently stood and where they wanted to be.
Endeavors aligned around three key elements: creating common web services, building standard platforms and web hosting capabilities, and coordinating efforts across the Americas and globally. To pull it all off, they needed a Martech stack and partner who could provide both the engine and the navigation system for their journey.