Drupal: Giving a new dimension to Omnichannel marketing

July 18, 2016 - 12:17

Businesses are engaging in different innovative strategies to develop and deliver various digital marketing experiences across the market. Marketing strategies are spirally evolving. From a personal door to door marketing concept, the strategy has moved to wider mass marketing while delivering personalized content. Omnichannel marketing is about providing this experience consistently over all channels.

Omni comes from the word “omnis” which means universal, i.e present everywhere. Omnichannel marketing is this ability to provide a resonating experience across various touchpoints including but not limited to smartphones, tablets etc. This is not about a multichannel digital experience of the social, mobile and web, alone but indulges in a wider experience.

To deliver a consistent message across omnichannels, businesses are using Content Management Systems that have Open Source technology. This makes for well maintained and clean content management. The Content Management System needs to be agile, flexible, scalable and easy to integrate to accommodate evolving digital marketing technologies while supporting the present day business marketing tools.

Drupal, especially the latest version, Drupal 8 provides a great omnichannel marketing experience that helps manage and deliver content across channels and devices.
Drupal 8 platform has more than 200 new built-in features in its Core.

Drupal 8 and Omnichannel opportunities

The key features in Drupal 8 which supports omnichannel are:

Easy Content Authoring: Drupal 8 supports inline editing with Sparks. Using Ajax, contents can be updated fast without having to refresh the whole page.

Responsiveness: The responsive web design capability of Drupal 8 gives another dimension to omnichannel marketing. This allows for consistent content marketing no matter what screen the customer is viewing. Also, the mobile customer can get relevant feedback via social media, text and other messaging channels.

Multilanguage Capability: Drupal 8’s multi-language capability has opened a new realm of possibilities to the omnichannel strategy of being everywhere.

Channel Optimization: Through Google analytics of the website and various other omnichannels, the marketing strategy can be revised or revamped where needed.

Eco System for better Integrations: Integrate API’s from third parties to orchestrate an enhanced context driven marketing. Omnichannel marketing implements better business performances that enhances an organization’s brand value.

Omnichannel marketing is powerful. Businesses that employ the omnichannel strategy think long term and plan strategically to reach the consumers through various touch points. Forrester’s Michelle Beeson states that ”Even retailers with higher overall omnichannel scores still have a disconnect between touch points to address.”

Comprehending the omni-channel strategies, their operational applications and implications are key to a successful business marketing roadmap. Successful organizations create a consistent experience across different touch points and create an omnichannel facility to implement the same.

We, at Zyxware, have been providing Drupal solutions to various enterprises for the last decade. Give us a call to know more about our Drupal development services and the latest opportunities in Drupal 8 to overcome the challenges of omni-channeling marketing.

References
Omnichannel digital Experience- Acquia
What is omnichannel?
Forrester blog on Omnichannel

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