digital pivot

Prepare to Pivot: IT, Stop Playing Catch Up

Digital trends change fast. Content and platforms seem to emerge overnight.

Have you heard of this great new show called “Tiger King?” Wait, that’s old news. The latest TikTok dance craze? It’s over before it starts. 

In our digital-first world consumers expect new, relevant content at their fingertips. They don’t just want to be informed, they want to be educated and in some cases, entertained. What does this mean for brands? If they can’t keep pace with consumers’ expectations for the channels they want to engage on and the volume of content their audience expects - they’ll lose business.

The challenge for most organizations is that the online experience is more fragmented than it has ever been. Consumers are engaged on the web, mobile, social, conversational interfaces, chatbots, digital signage, etc. Organizations are expected to engage on most, if not all of those channels, today. And of course, they need to be prepared for “what’s next?” 

The opportunity: Companies who can pivot quickly and engage with customers on emerging channels will make a meaningful connection. However, too often, IT leaders get stuck trying to untangle a knot of digital properties and they don’t have the bandwidth to think about what’s ahead of them.

The solution: Architect for adaptability. Here are challenges we’ve seen brands face when it comes to delivering “multi-channel experiences” and how they can be prepared for the future. 

Trapped by Siloed, Proprietary Tech

Back in the early days of the World Wide Web, you probably remember having a “computer room” in your home. Today, the idea of only consuming content in a single space through a desktop screen is long gone. From smartphones to wearable tech to voice assistants, the digital channels available are expanding rapidly.

Proprietary technologies often lock organizations into a set of channel-specific solutions (email, web, social, etc.) that don’t work together. There is a need to “buy the stack” to get the interoperability that’s desired. And, interoperability is often “on the roadmap.”. The net result with a proprietary model is that productivity slows down, new channels aren’t adopted and experiences become inconsistent or non-existent

A platform built on open-source technology is inherently connective, channel-agnostic and has thousands of prebuilt connections to widely adopted technology platforms. At Acquia, we leverage the thousands of integrations available in the Drupal community. We provide a flexible, open architecture that is designed for emerging channels. This approach gives brands the freedom to choose tools that suit their needs, integrate systems quickly and easily adopt “the next big thing.” 

Our Aim: Architect for Adaptability

As outlined, connectivity is foundational to building relationships in a digital world. You need to engage with customers on the channel they care about. You can’t do that without having an architecture that’s designed to adapt. At Acquia, we’ve pioneered this model in the DXP / Enterprise Content Management sector. 

What does this mean for you? No brand wants to be the last to jump on the bandwagon. It’s time to stop settling for incomplete, inefficient technology and processes and embrace an adaptable, future-ready architecture that can evolve to fulfill every new customer expectation. To that end, we’re delivering Acquia Drupal Cloud. Drupal Cloud gives digital leaders the momentum they need through a combination of a powerful enterprise CMS and intuitive, easy-to-use developer and marketer tools. It’s the only platform that lets you be truly open to change. 

For more on how our open approach to digital experience can help, read our e-book or contact us to discuss your needs.

Ryan Picchini

Ryan Picchini

Director of Product Marketing Acquia

Ryan Picchini is a product marketing leader for Acquia's Drupal Cloud. Ryan has spent the last 14 years helping brands navigate the changing digital landscape and focus on activities that impact their bottom line. 

Ryan has been at the forefront of digital transformation across multiple marketing and advertising disciplines and has worked on the "front lines." As a sales rep, he had the chance to listen to customers' challenges and goals. As a result, he's a big believer in open marketing (he's worked at the other guys) because he knows the results it delivers for customers and partners.