Rethinking the B2B Website
HARMAN’s Connected Automotive Marketing group and the OSK teams in Cologne and Berlin are working together to pursue a new direction in B2B communication. The relaunch of car.harman.com presents an impressive mix of top-quality content and a modern user experience. It establishes HARMAN as a thought leader in automotive development for and with the auto industry in respect of global megatrends ranging from Smart Mobility to the Sharing Economy to Personalization.
From its kick-off in late summer 2018, the project was a close collaboration of team members from the USA, India, Karlsbad, Munich, Cologne and Berlin that applied the very latest technology to create a website with groundbreaking design, user experience and layout. The agile and collaborative work ethic in workshops, meetings and phone conferences ensured a common understanding for each iteration of the development. This high degree of transparency and alignment was the basis for the short development time and go-live in December of the same year.
The consumer in the center of automotive development
The site’s content structure differs fundamentally from that of regular B2B sites because the focus is not on the products and services. Instead, it has the look-and-feel of an online technology magazine: lifestyle imagery, big headlines and animated elements draw the reader in to explore. A central structural element is five megatrends which give rise to specific questions on the future of mobility addressed in individual articles.
HARMAN thus demonstrates that it registers and anticipates the needs, concerns and hopes of tomorrow’s consumers, and is developing solutions for these, which it offers to its (B2B) customers. At the end of this content funnel are concisely presented HARMAN Automotive products that will shape the next era of mobility.