Optimizing Mobile and Social Multi Channel Experiences

Click to hide the video transcript

Drupal for Web Experience Management: Optimizing Mobile and Social Multi-Channel Experiences

Web Experience Management solutions built on Drupal make it easy for digital marketers to change the content they are providing, whether those users are coming from mobile or social platforms.

Mobile experiences are now occupying a greater percentage of consumers' time online. This presents an opportunity for Digital Marketing organizations to ensure that mobile delivery of content and campaigns is optimized for particular device sizes as well as native mobile device capabilities such as geolocation services. This is a new frontier for marketers to reach new customer segments and open up new selling opportunities based on how, when, and where users are consuming content or promotions on a feature phone, smartphone, tablet, or the next hybrid model yet to be developed.

Web experience Management solutions built on Drupal offer leading edge responsive design presentation for mobile web applications managed directly from within Drupal itself. It also provides a flexible backend for native application development on smartphones or tablets.

For this site, when we edit a front page panel within the desktop experience, we see our different variants and click on mobile to determine how we want to select a particular mobile theme. This could be based on a users mobile browser, or on the theme that is being provided. Then we can easily provide a unique layout and unique content for those mobile users.

So how are these mobile web experience tools being used? Here we show an example of responsive design within a media and entertainment site. This screen shows the desktop version of the site, and we can see a media rich environment with lots of interesting content including links, images, and even movie trailer videos. When the user wants to view this content on their handheld device, we now see a much more focused interface. Using the same base website, responsive design let’s us tailor and optimize the experience to the dimension of this particular device. On the iphone, the user only sees the basics of what they need while interacting with the content on the go. For instance, the user may only want to know what movies are playing, where they are playing, or perhaps even purchase tickets on the way to the show. So Drupal ensures the rich media is transcoded and transformed into the appropriate format for this particular device for a captivating multi-channel experience.

Responsive design techniques let you scale both the content and the context depending on the device browser size. As we scale down the dimensions on the screen, we see that as we progress from desktop dimensions down to a tablet size, and then further down to smartphone sizes, the content self optimizes and reorganizes for an optimal customer experience.

But multi-channel experiences aren’t limited just to mobile use cases, optimizing customers social and community based interactions are also a key capability delivered by Web Experience Management solutions built on Drupal.

In fact, Digital Marketing organizations now realize that traditional one way marketing strategies are ineffective in today’s connected landscape as prospects increasingly move online to leverage reviews and recommendations from like-minded consumers. User generated content now needs to be tracked, moderated, and controlled to foster deeper connections with customers and prospects. Within Drupal, marketers can embed forums, blogs, ratings, reviews, and even calendars directly into the site, connecting prospects with other prospects or existing customers to prospects.

Aside from creating your own social communities within owned media, marketers also want to push content out to earned media and the leading social media sites. Here, all of the content from this consumer products companies facebook site comes directly from Drupal. So as we click through our facebook application and the facebook content, all of it has been delivered seamlessly from the Drupal repository.

Thanks for viewing this video on Drupal for Web Experience Management: Optimizing Mobile and Social Multi-Channel Experiences.

Get in touch with Acquia today to learn more about our hosting, support, training, and other value added cloud services. And be sure to view our additional videos on Drupal for Web Experience Management.