Michelin invests in pre-tyre purchase content marketing: Cloud-based tyre content syndication platform a 'first'

摘要

On 15 June Michelin launched what it says is the tyre industry's first cloud-based content syndication platform. According to the company, the digital platform will allow partner dealers to access any kind of official digital content provided by the manufacturers in real time in order to automatically update their own sites. Specifically this means, rich content including over 2,000 photos, videos, product datasheets, banners and graphics. In terms of brands, Michelin reports the platform will begin with Michelin-related material followed by Kleber, BFGoodrich, Kormoran and Tigar "in the near future" The reasoning behind the move is comes from Michelin data saying 65 per cent of tyre buyers seek out information on the Internet before purchasing. However some sources put this percentage even higher. Either way, according to Michelin, in 90 per cent of cases, consumers visit the websites of dealers rather than manufacturers. Therefore Michelin wants its customers to be able to access consistent information which is updated in real time.