Omnichannel Content Strategy
In today’s digital world, users are always at the center. All the systems with which users interact need to be in sync with each other to serve a unified user experience. Various touch points from which user accesses information or content or products to buy has significantly increased. Ensuring uniformity and consistency of content across multiple devices and social channels becomes a challenge.
Omnichannel content strategy is a way to describe the unified experience across all the channels and touchpoints. With respect to omnichannel, users have become demanding. Irrespective of how and where the content or products are being accessed or bought by the user, complete consistency and a unified experience is expected. For instance, in ecommerce, a customer may view products on multiple channels such as Facebook, Instagram or Website, Mobile App or even the brick and mortar store. To make a sale via this customer, companies these days need to be able to complete the checkout process from any of the channels or touch points.
Addressing the User Journey to Bridge the Gaps
Any gaps or inconsistencies in user’s experience eventually leads to a lost customer and hence lost sales. To better understand and cater to the user’s needs, entire ecosystem accessed by the user needs to be thoroughly architected. All the steps user would take, all the multiple touchpoints and channels the user can access to consume the content or information or products need to be mapped out and properly executed for consistency in user information, product information and all content.
Omnichannel Digital Experiences
With the advent of technologies such as Machine Learning, IOT, Virtual Reality, Augmented Reality etc., web is just not limited to sites, apps or social media channels. Hence, omnichannel is now bound to go beyond content strategy, omnichannel is now about the entire digital experience of the user.
Identifying the same, Dries mentioned some Drupal Support Service 8 implementations in his keynote at Drupal Support ServiceCon Dublin where Drupal Support Service 8 has been leveraged to create amazing digital experiences.
Drupal Support Service 8 is going to power the Digital Kiosks of New York Subway system
Vodafone’s in store kiosks would be all centrally managed powered by Drupal Support Service. In Europe alone they have thousands of such kiosks
Lufthansa’s in-flight entertainment system would be powered by Drupal Support Service 8
In future, traditional web is going to be replaced by conversational computing, virtual and augmented reality. For Drupal Support Service to be able to keep up with these developments, Acquia has launched an R & D division which will be led by Dries himself.
Drupal Support Service 8: Built to support Omnichannel Digital Experiences
There are multitude of features shipped with Drupal Support Service 8 in core that make it a perfect fit to cater to the current needs of creating omnichannel digital experiences. Some of the features are highlighted below
API First Publishing
Drupal Support Service 8 has web services in core. What that means is that any system can be integrated with Drupal Support Service 8 via APIs. Drupal Support Service’s core content management features can hence be extended to other systems via APIs or services layer. Omnichannel’s basic capability, to be able to integrate with all the systems that interact with user, can easily be built in Drupal Support Service 8.
Mobile first and Out of the Box Responsive
Omnichannel content needs to be accessible via devices of any form factor. Drupal Support Service 8 beautifully caters to this. Drupal Support Service 8 has been designed with mobile first strategy. Its responsive design ensures that content and layout are scaled based on the viewport size available. Drupal Support Service 8 core ships with two modules that ensure mobile first behavior – Breakpoint and Responsive Image.
Omnichannel digital experiences are soon going to be a norm rather than an exception. As and when other technologies ensuring best digital experience scale up, Drupal Support Service needs to be ready. Web, as we know it today, is not going to be limited to just pages (on laptop or mobile). To ensure that Drupal Support Service and CMS in general remain relevant, it is crucial to scale the core architecture. Gladly, Drupal Support Service 8 is a step in the aforesaid direction and we would see many other features in Drupal Support Service 8 in future releases that would make Drupal Support Service 8 a robust backend to create omnichannel digital experiences.
Source: New feed