Why Should Marketers Leverage Decoupled Drupal?

In the world of web development, new trends keep emerging and garnering more attention. Decoupled (or Headless) Drupal is one such content management system (CMS) that garnered a lot of attention since its introduction. With many vendors growing at a rate of 500 percent year over year, it's no surprise that decoupled content management system has caught the attention of Drupalists and offshore Drupal development teams across the globe.

However, marketers have lagged behind in catching the decoupled Drupal bug. Marketers can make use of a decoupled Drupal strategy to overcome challenges and hindrances that are on top of every CMO’s mind such as:

Reaching out to your target users using the right device and at the right time

Using best of breed solutions on a single platform

Acquiring new customers and retaining the existing ones

Customers expect marketers to be where they are. To be able to keep up with the growing customer expectations, marketers need to send out the right message, on the right device, at the right time.

Princess Cruises used decoupled Drupal and fundamentally changed the way their customers accessed information when boarding their ships. Prior to boarding a Princess Cruise ship, every customer relies on their mobile device to connect, purchase, and inform. This is why it seemed ideal to extend and change the Princess experience via Princess@Sea, a mobile app that enabled customers to plan their day's events and activities, review the ship itinerary, surf through the restaurant menus, and book shore excursions - all this with just a few click on their mobile phones. 

The aim was to outfit every vessel in Princess Cruises’ fleet with a ship-specific version of Princess@Sea. The digital experience had to be reliable while ships set sail all around the world. Princess Cruises wanted to centrally manage content across all their touchpoints and channels and facilitate a consistent experience on mobile and digital signage onboard the ship and the customer stateroom TV.

Princess Cruises opted for a decoupled Drupal strategy to distribute content across various channels and touchpoints. With Drupal as the brain behind its technical systems, Princess Cruises could efficiently build once and publish everywhere. Today, all the passenger facing screen on the ship are connected to Princess@sea (their mobile app), and therefore Drupal.

Enterprises can leverage Drupal on the backend to support their existing systems including customer relationship management (CRM) or product information systems. This also allows marketers to use the tools and solutions they require to succeed.

By using Drupal as a central repository, you can let your enterprise distribute content and data across numerous outlets available in the existing media marketplace. This not only includes Android and iOS apps but also extends from ending data to live broadcast television, YouTube posting, and access to future outlets as and when they become available.

The emphasis on being API-first is vital as enterprises need to build a platform they actually own. Embracing the API-first architecture is emerging as the best-of-breed solution to facilitate flexible, scalable, and innovative digital experiences.

What other benefits do you think marketers can avail by using decoupled Drupal? Drop your ideas in the comment box below. 

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