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What martech lessons we can learn from Tesla’s touchless car delivery
19 February 2021 13:17pm
In 2021, you can get takeout from ghost kitchens, purchase the same outfit as your Snapchat Bitmoji, and order a Tesla Model S online with touchless delivery. These socially distant customer experiences might sound intimidating to design, but they all rely on three foundational elements. Each one starts with digital asset management (DAM), product information management (PIM), and an intelligent conversation with your customer.
Let’s look at Tesla’s touchless delivery of the Model S as an example. Although it sounds futuristic, it centers around a website experience that shows you what today’s DAM and PIM technology can do.
To help you get started, we teamed up with The Content Advisory (TCA) to write a playbook on how to approach DAM and PIM systems in a way that enables you to build the same kind of high-quality customer experience as Tesla’s touchless car delivery. You can download it now, or read a bit more about Tesla’s martech and get your playbook at the end.
First impressions still matter in 2021
A lot changed in 2020, but companies still only have 50 milliseconds to make their first impression on a screen. Imagine you’re a customer in the market for a Tesla Model S. When you follow a Google search to the Tesla website, you immediately know you’re in the right place. Logo, high-quality images, and to-the-point copy — check.
From there, it’s on to the core of the conversation around your new car. You know…range, top speed, color, interior, wheels, self-driving capacity, etc. This segment of conversation is all about the details that make this Model S, your Model S.
In other words: “Ok Tesla, you’re off to a great start, but do you have exactly what I want?”
Conversation quality is in the details
In Tesla’s case, their Model S product page speaks for itself. You want the
Tri Motor All-Wheel Drive/Plaid option in solid black? Got it. Pick the 21 inch Arachnid wheels and the cream interior. Add the full self-driving capability and you’re ready to order a £101,380 vehicle online for touchless delivery.
With their integrated product information and rich media content pulling into the content management system (CMS) and onto the website, it feels like you're having a good conversation with someone. You see the paint colors change with your selections, get a look at the wheels on the car, and watch a video of the self-driving capability in action. This is a great example of how your product content can communicate without using many words.
This entire touchless buying experience can be built on a solid, integrated approach to DAM and PIM technology.
Put DAM and PIM at the center of your technology stack
Tesla’s website makes it look easy, but it takes a lot of work to get your product information and digital assets to line up so well. Especially if your company manages tens, hundreds, or thousands of products and all of their variants. And once you add a layer of customer data to the equation and account for all the possible customer journeys, it can get overwhelming.
That’s why we developed this playbook with The Content Advisory to help you architect and design a foundational DAM+PIM model. From a strong, clear base, you can deliver a connected and automated network of content-driven digital experiences. Here are three discrete, sequential steps we outline in detail to help you develop your model.
Audit your desired customer experience
Review and grade the organisational capabilities and needs to deliver optimised content experiences against three (or more) customer experience and/or business challenges.
Architect a layered approach
DAM and PIM systems, along with other data repositories, are considerable investments. Consider them essential platforms that connect to the broader customer behaviour and conversation stack made up of more component-based technologies.
Activate a phased charter
Pick one step along the desired customer experience and create a project plan with an achievable scope for the first initiative. Detail the needs to connect the experience, and then the one that precedes and/or follows. Build your way up and down the customer journey.
Ready to get started? Download your playbook for DAM+PIM from Widen and TCA here: DAM+PIM: Creating Highly Compatible and Quality Customer Experiences.
You get to have your own conversation
Chances are, your product isn’t as well-recognised and desired as the Tesla Model S. That means you’ll have to work harder to start and finish a conversation with your customer. And, your desired customer experience might be a question answered or a problem solved, not necessarily a sale.
Your DAM and PIM systems enable intelligent communication through the whole lifecycle of a customer. That’s why it’s important that you get the foundation right. With an integrated approach, you’ll have the right content to deliver at any point in the conversation.
Get your DAM+PIM playbook from Widen and The Content Advisory here: DAM+PIM: Creating Highly Compatible and Quality Customer Experiences.
Nate Holmes, product marketing manager at Widen