April 3, 2020

Why Drupal as a platform to drive your business?

Hello! Why is Drupal the right platform
for digital business? Well, there are a plethora
of different reasons why companies rely on Drupal
as their central platform for carrying out digital business almost just as many reasons
as there are companies. But first, let’s take a look at
who is using Drupal at the moment. It has been around for about
fifteen years now, after all. On the international stage,
there are plenty of well-known multinational brands
that rely on the Drupal CMS: take for example the BBC, Tesla,
the US government or NASDAQ. All of these organisations have their
own KPIs and business objectives but the end goals of these companies
are remarkably similar: they all want to connect
with their end customer. In other words, the people they care about
and the people they want to reach. And these companies are increasingly
relying on Drupal to do so. They are already using the Drupal CMS
as a fully-fledged platform to build digital relationships
with those customers. If we stay a little closer to home, we can find
a very large Drupal presence in Belgium. It’s used not only by very large
organisations there like the VRT broadcasting company,
Bpost, the National bank… but also by mid-market companies
like Beobank, ERA, Synergie Jobs… and organisations like Boerenbond,
the Flemish farmers’ association Fairtrade, etcetera. We are talking about
a very wide-spread prevalence and this clearly demonstrates the appeal
of Drupal, not only on an enterprise level but also on a mid-market level
that is craving marketing capabilities. They are all looking to achieve that one goal:
to digitally connect with their end users. This concept of connecting with your end user
is of paramount importance. The better you connect with your end user the more personal the connection
you will be able to build. the more personal your connection,
the more info your user will start craving and the more trust you will be able to build
to sell your own products or services. Of course this still leaves an open question:
how does Drupal facilitate all this? Well, Drupal’s greatest strength
lies in the unification of content, community and commerce
onto one single platform. A platform that is easy to maintain by marketeers. A good platform allows marketeers
to gather all of a company’s content into one single environment. And you can use that environment to deliver content
to your end user through different channels whether that is a website on a computer,
an app on your smartphone, an in-store screen, a car,
in flight-entertainment on a jet it doesn’t matter. The content will reach the end user
at the right time and in the right context. Drupal is able to manage all of this. It allows you to deliver a multichannel
experience across multiple brands in different countries,
with different languages. The discussion whether Drupal is
the best technology and how it works isn’t actually always to the point. On a basic level, it’s not a question of technology,
but a question of business needs. Drupal has been around
for nearly two decades now and we’ve seen an organic growth of businesses
that now make up an entire Drupal ecosystem. Of course Drupal is free,
open source software at its core anyone can start downloading without
licensing cost and just code away. While I invite anyone to do so and
play around as much as you please it will be incredibly hard to roll out
a professional-looking environment in a business context without
the help of a suitable partner. And that is where the ecosystem kicks in. There are a million environments
and services built around Drupal that are focused on organisations
and businesses alike. There are platform specialists,
Drupal integrators, companies who provide training and
consulting services, and many more. It’s because of this complete package
that companies can rely on Drupal as their digital
experience platform safe in the knowledge that
they are well-supported by these community-backed
tools and services. Now, why is Drupal so well-suited to use
in your day-to-day operations for the people who have
to actually work with and in the CMS
and spread new content? In the past, the early Drupal versions
such as Drupal 5 and 6 had a bit of a reputation
of not always being the most user-friendly CMS platform. Now, this is definitely a thing from the past
since D5 and D6 are lightyears away from the latest version, Drupal 8 which comes equipped
with plenty of new features both for back-end developers as for marketeers and content editors who rely heavily on the front-end. To give an example: marketeers can now use
in-place editing to edit pages directly. And back-end developers can create so-called
paragraphs to build pages in a flexible way allowing the marketeers in turn
to take matters in their own hands and create their own custom landing pages. This of course implies
a considerable productivity boost for both IT and marketing departments. As I mentioned earlier the question what Drupal can be used for
in your organisation is a business matter. But also from a technology perspective there is something special
that makes Drupal tick. Drupal is built on a so-called
decoupled architecture which means that the back-end
and front-end are separated. This enables us to use Drupal as
a true content management system that you can use to spread content
across all different kinds of channels. Take for example a development team that
is working on a mobile app with certain content it is very easy to request that content
via the web service and display it on a website. The same goes for in-store screens,
or even in-flight entertainment a content editor can manage multiple
screens from a central environment and send the right content to the right screens,
regardless of their set-up. That decoupled build is what
makes Drupal truly multichannel it’s one of the core features
of the platform. Another main advantage of Drupal’s setup
is that it it very scalable both at its core as well via
additional third-party platforms. This enables a set-up that
is both secure and scalable. One of my favourite examples is weather.com. They have a Drupal website
that receives millions of requests every single day they simply can’t afford
to have any sort of delay or other hiccups on
their digital environment. The weather.com website is
also living proof of the fact that scalability, performance and security are
not mutually exclusive in some way or another. Drupal also has its own
dedicated team of security experts who spend hours of their time
every single day to look for vulnerabilities
and other issues. And it is thanks to Drupal
being open source that everything gets fixed in
an efficient and transparent way in stark contrast to proprietary software. Drupal has a regular, monthly
security update cycle. And if you work with the right partners they will install those updates for you
as soon as they are released which gives you as a company
peace of mind. Let’s move on from talking technology
and get back to the business side let’s talk speed of delivery. As soon as you’ve installed Drupal you can start to develop internal capabilities,
together with your teams. Open source in general
and Drupal in particular enable you to work on the code
with your own teams which makes you go to the market
much master than proprietary software. You can simply source and build your own
marketing and development teams who work together
with your development partner. This faster time-to-market enables you
to anticipate new evolutions and communicate much faster
with your target market which only benefits that highly personalised
relationship with your end customer or consumer that I mentioned
in the very beginning of this video. It allows you to take in key learnings
about your customer enabling you to serve
him or her appropriately. This way, you can generate more business and improve customer satisfaction the key in building a true
one-to-one customer relationship. In short:
Drupal is the best platform for business. Three reasons: First, you can start building a marketing
platform right out of the gate a platform that is easy to use for marketeers
and that enables you as a team to reach strategic business goals. The platform’s architecture
enables you to build websites and to push content to apps, screens etc.
be it now or in future projects. Secondly, Drupal is extremely tailored to
create a one-to-one relationship with customers. And if you want to develop the solution
to build those relationships in-house you can do so – which in turn
improves your time-to-market. The third main point: at the end of the day
your Total Cost of Ownership so that is the full investment
you have to make to build, host and improve your platform,
will be much easier to keep in check with Drupal because with Drupal
you can start very, very small and keep building towards something
very very large if necessary. Everything depends on the way
you want to organise that digital environment
within your organisation. Drupal is ideally positioned to carry out
a smooth, gradual digital transformation rather than a painful digital disruption. The CMS allows for a phased approach and
gradual implementation into your business. And it is exactly this phased approach that will
make all of your teams and business units want to get on board to deliver
that digital customer experience an experience that is fully tailored
to your end customer. Interested in finding out
more about Drupal? Just drop us a line or give us a call,
and we can have a look at how Drupal will match
with your business.

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