Bridgestone may be the world’s largest tire and rubber company, but for Bridgestone Americas VP of digital marketing, Jeffrey Lack, that’s 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.
“If a truck in your fleet goes down because of a flat tire, that’s time and money lost. As a consumer driver, tires are the only part of a vehicle that connects with the road,” Lack says. “The technology in our products is critical to the navigation and safe operations of vehicles everywhere, and my team’s goal is to match the quality of our products with an equally advanced customer experience.”
Bridgestone’s 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’s go-to-market plans, accounting for a large portion of Bridgestone’s sales and helps it to attract new customers each day.