Posts about MarTech

Leveraging Buyers’ Persona To Enhance Customer Experience

Posted by Urvashi Melwani on Jan 22, 2020 11:56:27 AM

The widespread usage of multiple touchpoints for engagement ( communication channels and platforms ) facilitate buyers to interact with businesses at any moment; however, this always does not necessarily mean positive customer experience.

The action plan is to simply understand what type of content consumers are looking for and how they want to interact with the business

As specified in this report, there are 88% of companies who though understand the importance of personalizing the customer experience but lack resources and expertise to strategize an improved customer journey.

Contrary to it, there are only 37% of companies that believe they possess the right tools and resources to deliver the right information to users at the right time for enhancing their overall experience.

The action plan is to simply understand what type of content consumers are looking for and how they want to interact with the business. This way, it will give enterprises a better understanding of their audiences, which they can further leverage to target them with the right kind of information.

And that’s why the term, “buyers' persona", have gained undeniable popularity in the marketing space. 

This blog will further give insights on buyers' persona, its significance, and how you can create it to enhance the customer experience.

What is Buyer’s Persona?

Buyer personas, simply put, are partially-fictional profiles to depict your ideal buyers. These profiles encompass details like the buyers’ industry, job title, age, location, and other specific details related to their journeys like critical pain points, buying habits, goals, fears, content preferences, preferred methods of communication, and much more.

Buyer personas are easy to create through quantified research, current data, and past observations. And mind you, it’s effective also as can be seen through stats below-

  • 90% of companies who have used personas had been successful in understanding their buyers more efficiently.
  • 82% of companies using personas have succeeded in creating an improved value offering.
  • 93% of companies who surpass lead and revenue goals fragment their database by persona.

How It Can Help Your Business?

Buyer personas bring stupendous value and insights into the organization. Everyone in the team can leverage it for effective results-

  • Webmasters and web content managers can utilize buyers' persona for behavioral evaluation to further refine them based on visitor behavior and activity. It also aids in gathering feedback from customer service teams to keep the profiles updated all the time. 
  • Content marketers can use it to audit and tag their marketing content to analyze where it fits into the buyer journey for various stages.
  • Marketing leaders can enable programmatic marketing to deliver the right content to the right audience via the right channel at the right stage of the buying process.
  • A sales executive can use it for boosting sales and understanding the various members of the buying committee- what they care about? How to build an agreement to close the deal?

As a result, teams will be well-equipped to serve your customers’ needs and deliver an exceptional experience that keeps them coming back for more. However, if you don’t pin down your buyer personas, every aspect of your product development process, user experience, and marketing campaigns will suffer.

Importance Of Leveraging Buyer Persona

Flowchart to show customer journeyLeveraging buyers’ persona can prove to be very fruitful. Find out how-

The more customer-centric and personalized is the message, the more it will engage and trigger potential customers and users

1. Personas nurture relationship

Keeping customers at the heart of the organization is crucial for any business to succeed in today’s time. A comprehensive persona can help you promote harmony among your clients that further leads to a stronger understanding of what they are looking for. Knowing your customers’ goal, motivation and behaviors can ease your work eventually.

2. Impress clients with website interface and design

Focus on developing a website whose design reflects the customer experience or the company’s operations. Inculcate customers at the core of the design to find out how prospects engage with your brand through its lifecycle and whether their needs are getting fulfilled or not.

Unambiguous and focused persona designs highlight the road your customers will travel within your business and present you the opportunity to work upon them.

3. Attain targeted marketing

Buyer personas assist enterprises in getting accustomed to their targeted customers. 

This way, businesses can gain additional info from customers which they didn’t know of earlier. Once enterprises know their prospects, it can prepare market assets using the language they resonate in to convert them into leads.

Perhaps targeted marketing will help you to outshine your competitors.

4. Gain a competitive advantage

Customer-focussed web designs never fail to outperform the generic one. Further, it assists in designing a more appealing website than your competitor, who is using the same generic messaging for everyone.

Evaluate yours as well as your competitors’ site with watchful eyes. Talk to your digital marketing personnel to do the competitive analysis for your current website.

5. Delivering personalized messages

Streamlining all content from whitepapers to videos, blogs, articles catering to the needs defined in the buyer personas, marketers can deliver the right message effectively with the right content at the right time.

The more customer-centric and personalized is the message, the more it will engage and trigger potential customers and users. Data from Hubspot indicates that sending emails as per buyers’ persona increases CTR by 16%.

Sales executives can also use buyer personas while communicating with the customer, either through traditional channels or via digital modes. Buyer personas and segments aid the sales team in knowing who their customers are and what are their needs.

Buyer personas are the prerequisite for creating powerful and personalized messages delivered across all channels of marketing: site visits, events, outbound email programs, and social media communications.

Marketers themselves see a boost in sales when they tailor the web experience for users and a 20% increase in sales opportunities when prospects are nurtured with targeted content.

How Can You Create a Buyer's Persona?

Creating a buyers’ persona is not a difficult task. It’s just you have to find out who are your best customers, and whom you are trying to target. Also, look for common traits among these people, and note them down. 

Here are 5 places to collect info for your buyer persona-


Consider conducting surveys or adding a survey popup to your website to gather customer data that can help you get to know your target buyers


1. Customer Data

Interview current customers or look at real data provided from them. Customer service and sales teams have a massive amount of buyer data which you can sift through. 

In case you have demographics and interest reports enabled in Google Analytics, you can get insightful audience reports from there as well.

Consider conducting surveys or adding a survey popup to your website to gather customer data that can help you get to know your target buyers.

2. Competitor Data

Spy on your competitors to find out who are their customers and then use the same information to fill the buyer persona. You can also watch out their social media followers to get the scoop on their audiences.

There are a plethora of tools for the same as you can use Followerwonk for Twitter or Socialbakers Analytics for other social media platforms.

3. Market Research

Investing in market research can be one of the greatest ideas to know your target customers.

Either doing it in-house or outsourcing to some firm, you can conduct focus groups with the info and send out questionnaires to people in your target audience.

Collecting and evaluating market research data can quickly unveil commonalities within your target buying audience. However, look beyond the commonalities in the data to focus on the actual words your target buyers are writing in these surveys. The message and the personality that will come out through these responses will help you pop out your buyer persona effectively.

4. Social Media

Leverage social media to connect to your users and get a closer look at other people whom you are trying to reach with your products and services.

Check your analytics using the built-in reporting tools on your primary social media platforms. Keep in mind that you are looking for more than just gender, age, and location. Consider the time of day your followers are posting, what their interests are, and who else they are following. 

Also, read the posts your most active followers are writing. You can gain so much insight into the personalities, personal lives and work-lives of your target buyers this way.

Once information is collected, you should start writing the buyer persona using these insights.

While creating personas, you can cover these details specifically-

  • Basic demographic information
    Collect information like age, location, and income by the above methods as mentioned.
  • Behaviors 
    By what mode they prefer to communicate? What tone do they use? What activities do your customers enjoy?
  • Goals
    What are your customer expectations and what do they want to achieve?
  • Pain points
    The downside of their goals. What kind of problems or hindrances they are trying to settle?
  • Buying patterns
    How do your customers prefer to shop? At what time of the day the customers are most active?

Using Personas To Improve the Customer Experience

Three males and one female shown in the circleTaking notes of customer requirements’ is paramount in improving their experiences. Here’s how buyer personas can help enterprises improve it-


Consistency in communicating your brand values and ideas without any manipulations can be challenging especially when you have multiple associates working remotely

1. Time is money

Think about the whole customer journey as a way to leverage buyer personas. There could be one new buyer who might be thinking to consider your services or products, whereas another buyer is a repeat customer who might be interested in knowing about other products or services your business offers.

Timing plays a key role in such scenarios. A potential customer may get impressed if they get too many options from the get-go, compared to a regular or frequent customer who would love to welcome a more personalized experience. Ensure that you deliver the right message to the right customer at the right time.

2. Personalize your omnichannel experiences

Businesses should have a sound strategy to attract audiences across various channels to deliver each one of the experiences like it’s personally curated for them.

For instance, your brick-and-mortar customers must be largely in their 40s or 50s whereas your online orders may primarily come from millennials. On one hand, millennials like to dine in a restaurant with low lighting and loud music, and if they are just ordering take-out from your app, then you don’t necessarily want to cater to them in your brick-and-mortar restaurant.

Tailor the messages, buyer journey, and overall experience to the different personas on each platform.

3. Strengthen Your Brand Messages

Consistency in communicating your brand values and ideas without any manipulations can be challenging especially when you have multiple associates working remotely. It is important to keep them all on the same page to avoid delivering mixed experiences.

Mixed messages can put a negative impact on customers’ experience. The well-managed organization and successful companies convey one clear, concise, and understandable story through every action they take to portray brand vision, mission, and social responsibilities across to attract and retain customers.

4. Enhance the quality of products and services

Buyer personas help you in identifying customers’ likes and dislikes. This information then can be utilized to bridge the gap in updating the information to provide an enhanced customer experience.

For example, a restaurant created its buyers’ persona as a means to test and refine their menu. While there may be healthy dishes for the fitness-freaks, veg options for vegetarians, but only a few vegan plates, so in that case, vegan buyer persona might be turned off by a menu. Taking a closer look at who your customers are will show them you understand and care about their needs and wants.

Final Words

Personas will play a more prominent role soon as prospects wait eagerly to interact with sales and marketing during the buyers’ journey. Marketers will have to change their approach towards buyers to deliver a better and more personalized experience.

A customer experience strategy is a perpetual process. Embrace a continuous improvement approach. Analyze, optimize, and repeat.

Topics: Personalization, MarTech, Digital Experience, User Experience and User Interface

5 Enterprise Customer Experience Challenges & How To Solve Them

Posted by Rodney on Nov 28, 2019 12:43:05 PM

Today, in an ever-competitive online landscape, customer experience is the core concern for outperforming your rivals — but it’s particularly significant for enterprise businesses. Companies that grow sufficiently to reach the enterprise level have already nailed the fundamentals of their operations: their price points, value propositions, and promotional copy. They need to do more.

Of course, the larger your business becomes, the harder it gets to achieve lofty customer experience ambitions. Let’s take a look at 5 customer experience challenges that are common at the enterprise level, and set out how to overcome them:

Getting Departments Working Together

The typical startup will have essentially one department accounting for various tasks. Marketing, customer service, supply, HR.. it’ll all be handled by the same core group of people. At the enterprise level, each area will most likely have its own distinct department, which massively helps with efficiency and quality but causes some issues when it comes to providing a cohesive experience (cohesion is big for CX — people like internal consistency).


The solution: get your applications running together using a system like APPSeCONNECT. Widespread integrations make it possible to continue working with disparate solutions while ensuring that information can be shared very easily, helping to handle high-value customer requests and achieve broad consistency.

Dealing With Support Requests

Handling support requests when you run a small business isn’t too bad: you can generally take your time, knowing that you have enough slack in your schedule to accommodate, and find a great solution. It’s different at enterprise level. The typical enterprise business gets far more support requests than it can handle internally, leading to messages going unanswered and clients becoming frustrated.


The solution: combine a well-programmed live chat chatbot with a small set of competent support assistants. The chatbot can handle most basic queries very efficiently, and anything that requires escalation can go to a human. This allows you to maintain a 24-hour business presence without spending too much (you can use virtual assistants to save money).

Reaching Customers Across Multiple Channels

Given the various technological wonders available to them, shoppers like to have options: they like to be able to buy wherever they are and no matter what devices they’re using. For instance, if someone wants to order through a Facebook chat, for instance, they should be able to. While most companies have learned that it’s vital to be mobile-responsive, plenty still don’t know how to approach multichannel selling.

The solution: invest in an eCommerce platform with multichannel (or even omnichannel) capability. Provided you choose sensibly, it won’t take prohibitively long to get the required integrations set up, and everything after that should be reasonably simple.

Justifying Substantial Investment

Customer experience doesn’t automatically sound like something that deserves investment. Sales sounds more essential, because people can see the clear value in those. Running a business at the enterprise level often means trying to keep various leading figures happy, and if the person handling the investment doesn’t really understand what CX is all about, they’ll be unlikely to approve a substantial budget for it.


The solution: patiently explain to anyone who needs to hear it that great customer experience has a massive ROI (use analytics to bolster the case) The more you polish your site, the more visitors will go on to convert and become loyal customers — loyal customers who’ll spend more and bring in valuable referrals.

Meeting Varying Needs and Expectations

Different customers have different preferences, obviously. Some people like to receive a lot of marketing materials, while others prefer to be left alone and seek out products or services when they need them. Some like upselling and cross-selling options, while others get annoyed by such efforts and feel unfairly pressured. This is so much worse at the enterprise level — and you have to make an attempt to keep everyone happy.


The solution: use personalization tools to track customer preferences and deploy materials, features and options only when appropriate. If you make it so that someone can simply tick a box to say that they don’t want any product recommendations, for instance, you’ll allow your customers to customize their own experiences.

Each of these CX challenges can be quite frustrating at the enterprise level, but every one of them can be solved through the smart use of software solutions. 


**This post is written by our guest author Rodney Laws. He's an Editor at Ecommerce Platforms. 


Interested to write for us? Drop a mail at

Topics: Personalization, Chatbots, MarTech, User Experience and User Interface

Integrating Marketing Automation With Drupal Can Drive Faster Response Time To Customers

Posted by Urvashi Melwani on Oct 25, 2019 2:16:24 PM

In this digitally altered scenario, where every millisecond is crucial for the marketing industry to deliver customer responsiveness and enhance productivity, enterprises should start leveraging the marketing automation system earnestly & in a full-fledged manner to take their game to the next level.


The digital integration of marketing automation tools will create a huge difference in the upcoming times for marketing communication

After all, marketing automation is an efficient marketing strategy that draws together your different content with demographic information of your customers, to help you convert these potential leads at the most feasible time. 

The digital integration of marketing automation tools will create a huge difference in the upcoming times for marketing communication. As a result, these software tools and technologies will make it easier to incorporate seamlessly with a Drupal-based website through custom modules.

Now, let’s take a deep look at this blog which provides insights on marketing automation, it’s benefits, and available Drupal modules to make the work of marketing teams easier manifolds-

Know What Is Marketing Automation

Marketing automation facilitates organizations to consolidate, streamline, and automate tasks with the help of modules and tools that were earlier bulky, repetitive, and consumed a large chunk of time, such as emails, social media, analyzing the audience, and pushing them the right content at the right time.


Marketing teams can view a centralized dashboard and also tweak their strategies to enhance the overall ROI of the organization

Marketing teams can view a centralized dashboard and also tweak their strategies to enhance the overall ROI of the organization

This way, marketing teams can view a centralized dashboard and also tweak their strategies to enhance the overall ROI of the organization. These time and cost-saving effects keep increasing along with the growth of organizations in size and complexity.

Benefits of Marketing Automation

Various elements being pointed out by element in the centreThe benefits of implementing marketing automation tools are manifold for overall business as well as for marketing teams as well. Below is the list of benefits of marketing automation-

1. Reduce your staffing costs

Marketing automation tools let your team set up lead nurturing and marketing campaigns that can be automatically triggered based on certain defined criteria.

Within the few months of the setup of automated campaigns, your business can easily send thousands of personalized emails each day on autopilot.

2. Grow revenue

Once your company starts automating your cross-sells, up-sells, and customer follow-ups, you can observe an increase in your customer lifetime value. And when combined with better lead management and prioritization, it will possibly increase your sales activity too to boost your ROI.

3. Improves accountability of sales and marketing teams

Marketing automation ensures that the obstacles are identified well on-time with its tangible processes, and aerial view reporting of the company’s projects.

In case, the marketing team is unable to convert the identified leads into “sales-qualified leads”, it will get instant and impartial feedback for improving their nurturing campaigns.

This feedback mechanism not only reduces heated arguments but also lets staff members take the onus of their part and hence perform it more diligently.

4. Less repetition and more focus on creativity


When manual work is replaced with automated rules and campaigns, enterprises naturally free up their team members’ time to emphasize more creative tasks

When manual work is replaced with automated rules and campaigns, enterprises naturally free up their team members’ time to emphasize more creative tasks.

This clearly improves team members’ productivity & efficiency and simultaneously bestows them with the joy of enjoying creative work every day instead of performing mundane repetitive tasks. 

5. Refine your marketing processes

Enticing customers in this digital era is no more a cakewalk. If you want to engage customers with your services, then visualize their entire journey and work around making such worthy marketing strategies to gradually refine your leads targeting and nurturing process.

This whole journey will indicate to you about the leads that are falling off during the nurturing process, and hence, make refinements to those areas accordingly.

6. Target potential customers across various channels


Marketing automation lets enterprises reach customers in a personalized way across different online and offline channels

Personalization has become a newfangled solution now to show customers that companies do take their interests in likes/ dislikes. Marketing automation lets enterprises reach customers in a personalized way across different online and offline channels.

The services these tools offer range from multi-channel targeting, email, social, phone calls to text messages, and postcard targeting.

7. Schedule posts and campaigns ahead of time

Marketing automation tools give an edge to companies where they can easily schedule the different posts for different segments of their audience, based on the evaluation and insights gained on audience type.

Marketing teams can add variations in the content to send it to different sections of their audience, making it more personalized as per customers’ needs and interests.

8. Get reality check- what’s fruitful and what’s not


Marketing automation tools can help you figure out the campaigns that worked and for what segment of customers as per the data obtained through CRM

Marketing automation tools can help you figure out the campaigns that worked and for what segment of customers as per the data obtained through CRM. This level of detail enables you to create in-depth statistics reports, and hence, emphasize weak links for better results.

Implement Marketing Automation With These Drupal Modules

8 written inside Drupal logoHere is a complete list of the best Drupal marketing automation modules that you can incorporate in your website to reap its benefits-

1. Marketo MA

The Marketo MA module can help you incorporate the tracking capabilities of Marketo along with the ability to collect lead data during user registration and form submission.

Features include-

  1. Adds Munchkin tracking code to your webpages
  2. Collect lead data using Marketo’s Munchkin Javascript or API integrations.
  3. Ability to determine which user actions trigger lead capture
  4. Stipulate how user profile fields should align with Marketo fields

2. Marketo

Marketo is one of the prominent marketing automation modules in Drupal that offers consolidation of various Drupal components and the Marketo email marketing system.

It provides a framework by which Munchkin javascript can be embedded into your pages and an API as well for linking the tracking cookie and lead information. 

3. Eloqua

Eloqua is an automated marketing tool that streamlines all your stem-to-stern sales processes like, demand generation, revenue performance management, etc. 

It further boosts the sales processes by capturing a substantial amount of quality data of your customers’ sales leads and re-post the form submissions to the platform, provided you have an Eloqua subscription, to begin with.

4. Pardot

Well-known for its marketing and customer-relationship management tool, Pardot uses Pardot Analytics to collect details of your potential and current customers. For example, it can track whether a potential client was involved or discouraged by a particular price. Enterprises can also upload links and files to analyze if these particular sites are accessed or not, and so can create a list of links accordingly which customers can use to find other products that might interest them. 

Pardot offers a top-notch path based tracking system which can be leveraged throughout a Drupal-powered website.

Learn more about Pardot’s feature from here-


5. HubSpot

The HubSpot module integrates with HubSpot API and Webform to submit Webforms directly to HubSpot’s lead management system. HubSpot’s JavaScript tracking code can be directly embedded into your Drupal website.

HubSpot mentioned in a boxFor example, a Webform based contact form on the website can submit its data to HubSpot, where marketing teams may already track potential clients and contacts; or Webform-based e-newsletter signup could transmit the lead to HubSpot’s targeted marketing system, allowing you to use your formerly existing email campaigns.

6. Poptin

With Poptin, you can create amazing popups, options, and forms in no time. 

Poptin popup plugin tracks the behavior of website visitors and accordingly shows them the right content at the right time.

This, as a result, increases leads, gets customers to subscribe to a newsletter, increases their engagement and retains visitors that are just about to leave website using exit intent technology and many other triggers.

7. Mailchimp

This module provides collaboration with MailChimp, a well-known email delivery service. The module provides the following features-

  1. Allows website users or visitors to choose the email lists which they want to be in and out
  2. Lets marketing teams generate and send MailChimp email campaigns from the site
  3. Marketing team and users both can view a history of emails they have been sent from Mailchimp
  4. Ensures that the email delivery service is efficient, simple and precise

8. Personalize

Personalize module comes with an array of extendable plug-ins and APIs to tweak Drupal content for giving it a personalized touch. Two fundamentals of this module are-

  1. Personalizing content should be easy for anonymous users as it is for authenticated users
  2. Personalization should continue to work even when the pages are fully cached (including in varnish and CDNs).

9. Loopfuse Integration

No matter whether you are running SMBs or MNCs, you can integrate this module on your Drupal website with LoopFuse Oneview to automate marketing processes. It facilitates enterprises to automate web activity tracking, lead qualification and lead scoring activities. 

Know more about marketing automation from here:


10. Silver Pop Engage

Silver Pop Engage module caters to the sophisticated marketing automation product capabilities by integrating its Web Tracking API and XML API to allow tracking a user through various flows and levels of processes.

An anonymous user is allocated a distinctive cookie value as a result of which whenever they trigger any custom events, it gets stored in Silverpop’s Engage database. 

With the Engage Marketing Automation product, you can:

  1. Elevate the number of leads entering your pipeline and nurturing them until they are sales-ready
  2. Easily create multi-track drip campaigns driven by leads’ behavior
  3. Implement relevant communications and follow-ups constantly to keep your potential customers occupied
  4. Use several scoring models to score as per specified behavior and demographics.
  5. Establish a substantial marketing ROI by measuring the influence of campaigns.

11. Wildfire Email Marketing Platform

Wildfire is an email marketing system that incorporates completely into your website to allow the marketing team to send intuitive bulk emails to the subscribers in just a handful of clicks.

Any normal Drupal content can be put straight into an email hassle-free. The module also offers mail templates, list management, content management, and job tracking tools that are present in your Drupal website.

The marketing team has to just choose the stories that they want to include in their mail and rest WildFire takes care of. However, the prerequisite to use this module is to have an account with Wildfire HQ to perform a mail-out.

12. Automatr Marketing Automation

This is currently the only marketing automation tool and the first one as well that is specifically built for Drupal and other open-source platforms. It installs the basic integration code for Automatr on your Drupal website.

Below are the features it offers-

  1. Employs cookie and IP information to track every visitor on the website. It registers each page visit and download
  2. Keep a record of form submissions and tie them to the respective visitors so that you can analyze their actions.
  3. Showcases consolidated visitor history. 
  4. Powerful reporting
  5. Deploys SendGrid (highly efficient email distribution cloud) on the back end. And it is included in the cost.

13. Salesforce suite

This suite of modules supports integration with Salesforce by aligning Drupal entities such as users, nodes, files, with Salesforce objects such as contacts, organizations, and opportunities to perform more actions other than simply pushing or pulling information from Drupal to Salesforce or another way round.

Changes can also be made in real-time or independently during the scheduled runs.


To sum it up, marketing automation amalgamated with Drupal is the way ahead for businesses to design and deliver excellent experiences. It will facilitate enterprises in evaluating the levels of engagement which their site provides to the potential and existing customers. 

As consumers become more demanding and data growth breaks out, progressive companies will look forward to emerging technologies to lead in an era of intelligent and automated customer experience. 

However, the success of such content management and marketing automation solutions will depend on the ease of adoption and its ability to scale across millions of customers/ across locations while ensuring that errors and bugs are being fixed on a timely basis.

Topics: Drupal, Personalization, MarTech, User Experience and User Interface

Essential Drupal SEO Modules to Boost Traffic On Your Website

Posted by Urvashi Melwani on Sep 27, 2019 12:00:00 AM

Search Engine Optimization (SEO) is the chief ingredient in preparing the recipe of top ranking on Google. SEO assist websites in acquiring traffic from organic, natural, or editorial search engine results. There are several other factors also that affects the ranking of the website, such as quality of content, site loading time, backlinks, and responsive designs.

Further, Drupal being a robust and highly customizable website content management system is considered as the most SEO friendly platform. Its unconventional architecture encourages site-builders to implement ethical SEO practices in their workflows, just to name a few, from  correct tagging of content,  and SEO-friendly naming conventions, to make your site search-engine friendly and user-friendly. 

Thus, with targeted content, properly coded website and theme, and installation of SEO modules can help organizations to make a success story seamlessly.

Integrate These Drupal SEO Modules For Better Visibility & Ranking

Text written horizontally and vertically inside box
Following is a Drupal SEO-friendly modules checklist that you can get ahold of to highlight your site-

1. Pathauto
One of the most essential modules of Drupal is the Patghauto. It saves your valuable time, which you devote to create the path/URL aliases. It does so by automatically creating URL /path aliases for the contents (nodes, taxonomy, terms, users) based on configurable patterns.

For instance, we configure our blog entry as blog-entry/[node:title]. And this blog post is published with the title, “Embracing Drupal SEO modules”, Pathauto will instantly generate an SEO friendly URL as “Blog/Embracing-Drupal-SEO-Modules” instead of “node/92”. 

2. SEO Checklist
If you are aware of the SEO basics and manage multiple websites at a time, then this module is perfectly suitable for you. With SEO Checklist, you can keep your SEO practices in check. 

It eliminates guesswork by creating a functional to-do list of modules and tasks that remain pending. The regular updates of this module make on-page search engine friendly without any hassle.


Two boxes interconnected with each otherSource:

It makes work simpler by breaking down the tasks into functional needs like Title Tags, Paths, Content, and much more. Next to each task is a link mentioned to download the module and a link to the proper admin screen of your website so that you can optimize the settings perfectly. It also places a date and time stamp next to each item when a task has been finished. This, in turn, provides a simple report that you can share with others showing what’s been done.

3. Metatag

This module allows you to automatically provide structured metadata, i.e., “meta tags”, about a website. In context with SEO, when people refer to meta tags, they usually mean referring to the meta description tag and the meta keywords tag that may help enhance the visibility and rankings on the search engine results.

4. XML Sitemap

Drupal XML sitemap module once installed will provide your website a sitemap itself and make it searchable by search engines. This, as a result, will help search engines in understanding the hierarchy of your website and accordingly crawl in a tree sort of manner.

The best part of having this module is the flexibility to include or exclude certain pages from the sitemap of your website. This means that you don’t need to get those pages indexed which you are not using anymore.

5. Google Analytics

The Google Analytics Module helps in tracing the footprints and general behavior of users concerning their interaction with the landing pages and the content present on the website. Not only this, but it also provides insights into your visitors including demographics, where they found you online, what keywords they used to find you and a lot more.

Further, it also eliminates the tracking of in-house employees who might be visiting the website very often and could be counted as visitors and unique sessions. 

6. Real-time SEO For Drupal

The real-time SEO module for Drupal relieves you from the tedious task of optimizing content by including keywords in a fast & natural way.

It works best in combination with the Metatag module. How?

It checks whether your posts are long enough to secure a place in SERPs, the meta tag is included with the high-ranking keyword present in it if there are subheadings in the post or not, etc.

This evaluation makes sure that you don’t miss out on a single opportunity even to increase organic traffic and hence improve your ranking.

7. Search 404

The search 404 module rescues your website by controlling the bounce rate, which search engines use as a criterion to rank websites’ quality. Whenever users come across some pages showing 404, this module automatically redirects them to the internal site search with the related term in the URL.

Besides, it helps you in retaining visitors coming in from old URLs linked from other sites or search indices.

8. Alinks

Alinks module automatically replaces keywords with links in the content body with a list of links. You can set the content type on which this should work by simply setting up the phrases and links through the administration interface. And from here onwards, the module will take over and replace the keyword phrases in the body field with links to the pages to specify.

9. SEO Compliance Checker

The SEO Compliance Checker analyzes the node content on search engine optimization whenever it is created or modified. Whenever a publisher saves or previews a node, the module performs audits and gives the user feedback on the compliance of the rules in the form of a result table to the editor. 

This can help SEO beginners immensely as they will get to know about the areas where they need to optimize content more accurately.

This comprises of scanning of alt tags in the image, usage of keywords in the node titles, keyword density on the body, etc. 

10. Metatag

It maintains structured data and tags so that you can add them to your HTML to improve the way search engines read and represent your pages on SERPs.

11. Taxonomy Title

Taxonomy title modules let you edit the heading tag (H1) of the taxonomy page. The importance of H1 tag can’t be neglected and overlooked for it forms a crucial element in SEO and helps in achieving rank on the top page of SERPs. 

People interested in SEO may prefer to add more user-friendly, keyword-rich, and descriptive words to this heading element.

This is the only module that lets you control that title individually for every term. 

12. Menu Breadcrumbs

As per its name, it appends a breadcrumb menu line to the top of the website. It also provides substantial benefits for both users and search engines. Well, first it lets the user know where he is in the navigation hierarchy, and secondly, there is an anchor text in the breadcrumb, which internally links it to the appropriate URL.

13. Power Tagging

The PowerTagging module evaluates content from Drupal nodes and the associated file attachments. It interprets content and concepts automatically through thesaurus or taxonomy even if synonyms are used. Users can consolidate all suggested tags or index the bunch of Drupal content nodes automatically, leading to the formation of a semantic index. This practice makes search comfy than ever before.


  • Customizable entity’ tags with manual tags combined with an auto-completion of tags already used.
  • Multilingual tagging is supported
  • All content can be tagged automatically in one go with Bulk-tagging


Learn How To Use Taxonomy to Tag Content in 9 Steps


14. Similar By Terms
Similar by terms module tends to provide a framework for content items by showcasing a view block with links to other analogous content. The similarity is based on the taxonomy terms assigned to content. Views are available based on similarity within each of the defined vocabularies for a site as well as similarity within all vocabularies.

15. Footnotes
Footnotes module can be utilized for creating automatically tallied footnote references into an article or post, for instance, to add a reference to a URL.

16. Require on Publish
This module comes handy when fields to be required the only option is to be filled at the time of publishing content or if it is already live. This can be used when you have fields available such as tags or SEO information on your content that editors generally don’t need to fill up until the content is going live.

17. Auto Recommend Content Tags (Thru Apache Stanbol)
This module uses Apache Stanbol via a web socket to recommend real-time tags, or even find keywords while the editor is writing, editing, or creating a new piece of content.

18. Drupal SEO Tools

This is an all-inclusive SEO suite. This module offers a dashboard which encapsulates a plethora of SEO functions for the sites, from keywords, titles, tags, paths, redirects, sitemaps to Google analytics, webmaster tool, etc.

However, it has some prerequisites that must be met to make full use of the suite. 

19. Redirect

Redirect module lets you rechannel an existing URL to another one. Additionally, it keeps the two links on your website without delivering a 404 not found error. It also works wonder in case you want to handle duplicate content.


Watch this video further to understand more about Drupal 8 SEO-

20. Global Redirect

The problem with the alias system in Drupal is that the default URL is still present, i.e., there are still 2 URLs pointing to the same content on your website. The search engine bot can identify the duplicate content easily, and so it can put an impact on your website ranking.

Global Redirect module cures this problem by checking if there is an alias for the existing URL and if it is, then it redirects to the alias URL.

Besides, it exhibits other features like removing the trailing slash in the URL, cross-checking that clean URLs are being implemented correctly and checking permission and access to nodes, URLs.

21.Content Optimizer
Content optimizer module improves your website’s search engine ranking by refining the on-page optimization factors and ensuring that your content meets all the requisites listed under Drupal SEO best practices. It instantly audits your website content through SEO analyzer and guides as per the content stats obtained to improve search engine rankings.

22. Site Verification
Search engines rank your website when they are able to properly navigate through your website and also index it. Now, to know if your site is crawlable you need to verify it. This site verification module helps in the same by either uploading an HTML file or adding meta tags. It supports search engines like Google, Yahoo, & Bing. 

You can use this in combination with XML sitemap to let search engines index your up-to-date website content appropriately.

23. Links Checker
Broken things are considered unlucky and so as is the case with broken links for your website ranking. Broken links put a bad impression on search engines. Hence, Links Checker module can help specify the failed results which you can rectify easily.

24. Menu Attributes
The Menu attributes module facilitates the admin to point out specific attributes comprising of id, name, class, styles and rel.

This module is helpful in your SEO strategy especially when you want to “nofollow” certain menu items to mold the flow of PageRank through your site.

Are You The One Who Is Offending Search Engines? --- Follow These 5 Tips To Avoid Common SEO Mistakes

“To err is human, to forgive is divine”- Alexander Pope

After all, we, being humans, can also flub in achieving our goals. However, if not rectified on time, can result in heavy loss. And here by heavy loss means, your site won’t show up on top pages of the search engine results.

Notebook, phone and glasses kept near a man

Perhaps, you can prevent it from happening by following these 5 simple tips and tricks-

1. Include top-ranking keywords in your content

The primary task to be SEO-friendly is to focus on the keyword strategy for your website. Use various keyword tools, like Google Keyword Planner or SEMrush to find out the high ranking keywords that you can use in your website content ( landing pages, blogs, and other information pages) to secure top rank on the search results of the search engine.

2. Ensure that your URLs are search-engine friendly

Another important factor in our SEO checklist is to URL structure. Yes, it does matter! Search engines like Google, Bing put a lot of stress on the use of user-friendly URLs. Such clean URLs make the content more readable and also give a clear picture of what the page is about. Example of an unambiguous URL for a service page of a site would be something like

As discussed above, the Pathauto module is an excellent Drupal module which makes this process a whole lot easier by converting complicated URLs to clean and clear URLs.

3. Don’t underestimate the power of metatag

Metatags are those micro-sized text pieces that you (should) place in the header part of your website to make search engines aware of what the web page is about. 

In case you don’t include metatags in your content, the search engines are forced to guess what the page contains and trust us, this could seriously piss off search engines, and eventually, your SEO ranking will suffer!

Fortunately, you don’t need to indulge yourself into the code of your Drupal site’s web pages to implement meta tags since Drupal already has a solution (module) for it- Metatag module

With the metatag module, you can automate the process of placing meta tags and HTML title tags in the header of your webpage.

4. Indulge Users With Your Mobile-friendly Website

The changing technology scenario has brought everyone together with the advent of mobile phones, especially millennials, who use their smartphones to access the internet for every small detail.

Having said that, Google now prefers those websites who offer users mobile-friendly interface. Therefore, it’s high time that companies optimize their Drupal website well to adapt to the screen size of different devices. Enterprises can use content-as-a-service (CaaS) to push their content via APIs on their Drupal website. CaaS automatically adjusts the size and format of the content, increasing the feel of the content.

That’s why Drupal 8 is considered as an out-of-the-box solution for driving the SEO compatibility of the website effortlessly.

5. Keep Drupal updated

Drupal, being open-source software, and managed by a huge community of developers is regularly updated to incorporate new features and fix bugs and errors to keep potential security risks at a dead end. 

This has two benefits, one- your website will be safe from any cyber-attacks and second, search engines list those sites on top which keep vulnerabilities at bay. 

Hence, keeping your website updated is an important factor in your Drupal SEO journey. Make sure that you keep on updating your Drupal site as soon as an update is rolled out to keep website ranking high on SERPs.

Final Words

Confining yourself to just creating a website and pushing content on it is never enough to get your website on the top search results of search engine pages especially when there is a slew of websites present on the world wide web.

Search engine optimization for Drupal is a homogeneous practice that evolves as you keep investing time on it. The more you practice, the more is the visibility! Integrate these modules onto your website and also follow the mentioned Drupal SEO guide religiously to witness a significant boost on your website’s ranking on search engines. After all, it’s worth a try!

Topics: Drupal, Planet Drupal, MarTech

Introducing Drupal as Content-as-a-Service (CaaS)

Posted by Urvashi Melwani on Sep 19, 2019 3:49:00 PM

With the proliferation in the touchpoints that enterprises use to connect with customers and provide them with the valuable experience, it’s has become a tedious and challenging task to optimize the content far and wide.

Further, the number of devices that consumers use to access brand content- desktops, mobile phones, laptops, tablets, and smartwatches - with yet more looming on the horizon; have their own set of restrictions and specifications which again increases the complexities of content creators & marketers in the dissemination of the personalized content.

Also, this Gartner Report  suggested that marketers & decision-makers should now opt for a unified experience strategy to streamline their customer-facing content. This can be done through the implementation of the latest technology and channels to promote dynamic personalization and optimize content in an avant-garde manner. And all this can be executed by dint of Content-as-a-Service.

This blog provides further insights on CaaS, its use cases & features, and how enterprises and marketers can leverage Drupal as CaaS for managing their content efficiently.

What is Content as a Service?

Content-as-a-Service (CaaS) focuses on managing structured content into a unified repository or feed that other applications and properties consume.

The idea behind it is to provide a future-ready CMS that makes content readily available by employing API with or without developing the presentation tier. The presentation layer can be a website, a mobile app, or a feed into a device’s interface. 

The idea behind it is to provide a future-ready CMS that makes content readily available by employing API with or without developing the presentation tier

This separation between the content itself and its presentation implies that RESTful APIs, for instance, can provide the same content that serves both your website to an iOS or Android app.

Put simply, it draws a clear line between the people creating the content, the people delivering the content, and of course, the people consuming it.

A long box with different elements inside

Source: Bloomreach

Characteristics of Content-as-a-Service solutions include:

  • The content disseminated across all channels via a Rest-based API

  • A method of developing content as per prescribed content models

  • Structured formats for returning content via simple queries.

  • Distributed authoring and workflow content administration

  • A content repository hosted in the Cloud for universal access

  • Triggers that alert customer experience applications that consume content to content updates

  • Metadata definitions that can be defined and move along with the content via API

How Does CaaS work?

The actual implementation of CaaS can vary as in the case with any architectural pattern but here is a general overview of how CaaS platform may work-

Multiple boxes connected in flowchart

The content management UI is a web application to centralize all content authoring and content management of the platform. Content is placed inside centralized storage: it is to note that the format and technology used for the same does not matter at this point, what matters is the correct storage of data.

At last, the content is made available through a technology-agnostic API, like REST API. There are products available in the market which lets you author the content whilst working on the presentation layer to provide you with a wide array of applications you may need (for instance, web apps, mobile apps). 

You could, as an alternative, also provide access to the public APIs of these platforms, allowing others to take care of building their own presentation layers and saving you the trouble of working on that. 

Know how Srijan helps enterprises in modernizing their platforms to manage their content across various channels

Explore Our Services

Why CaaS?

Creating dedicated content for every specific medium becomes cumbersome to the point of being unworkable

Have you ever thought that how enterprises and marketers can tweak content for each one of the channels and yet ensure that the content is safe and sustainable for any modification in the future? Since it’s understood that creating dedicated content for every specific medium becomes cumbersome to the point of being unworkable.

So, how is it possible? The answer to this simple question is CaaS!

It can be efficient for enterprises those who want to upgrade their CMS either into one which can serve as CaaS or when there was nothing before.

However, the key deciding factor(s) at the end will be your current context. The reasons are mentioned below-

  1. Siloed Content

    Enterprise deals with an enormous amount of content and the sources from where it comes in and having to manage them independently can prove labor-intensive. Either company can spend a lot of time from their schedule to simply manage the content or spend too many resources having a team manager & a set of independent tools with the added overhead of getting them to collaborate with each other. 

In either case, they are most likely dealing with one or maybe more of such situations:

  • They don’t own a uniform content format, which can be made use of for easy distribution. 

  • They don’t own a centralized method to make content available for consumers, be they internal or external ones.

  • Metadata is not given due importance in empowering their content and making it rich for consumers.

  • And centralized storage, so, companies have to put extra efforts to move from one source of data to the next.

The adoption of CaaS could be beneficial to anyone looking desperately to switch their content management strategies. A switch to content-centric approach, i.e., Content-as-a-Service, would significantly improve their performance.

2.   Limited formats for your content

Content has to be an abstract entity, and choosing the way how it should be consumed, should be your top priority

Your problem might not be about managing your content but inefficiency in reaching to the targeted consumers due to a restricted amount of formats you are compatible with. Content-as-a-Service is again the perfect solution for such kind of scenarios.

Many CMS, such as WordPress, take the responsibility for presentation ensuring that you don’t have to worry about it. However, you also get restricted to the number of devices with which representation of your content is compatible. There could be so many devices where your content can be rejected immediately or simply not pleasant to be consumed in. For instance, have you ever considered how will your online trading WordPress website will show stocks on your smartwatch? What about a VR headset? Or a holographic projection? Agreed that last one does not exist yet but you must ensure that the company is well-equipped and future-ready to be compatible with new technologies, especially when it is moving at breakneck speed and released to the public every day.

Even the new foldable phones are going to be accessible for the public now- what will happen then to the content?

Companies will limit their odds of success if they kept their content tied to their representation. Content has to be an abstract entity, and choosing the way how it should be consumed, should be your top priority

3.  Native mobile app needing content

Content-as-a-Service provides you with the flexibility to use your content however you want, now or in the future

Since content display on mobile phones and apps demand extra attention, most of the traditional CMS fails to provide the necessary tools and facilities for the same. They only provide web-compatible formats (e.g., HTML) making it unfit for your app.

You can work around this by using a headless, decoupled CMS or Content-as-a-Service to simplify your work. In a nutshell, Content-as-a-Service provides you with the flexibility to use your content however you want, now or in the future.

What Drives the Adoption of CaaS?

There are two groups primarily that can leverage this type of content delivery the most: developers and business users/content creators.

  1. Developers

Developers do require CaaS no matter they are mobile app developers who need a backend to feed their apps with content or front-end developers who expect to interact with an API. 

Such technologies have been around since long and widely accepted as well, further fueling the demand for CaaS.

2.  Business

  • Those content creators who want to increase the reach of their content to as many platforms and channels as possible- web, mobile, social networks, smart devices, and so on. 

  • It becomes exorbitant to have a separate solution for every channel- development-wise and maintenance-wise. 

  • It is convenient to manage a single editorial team and a single software stack for all channels.

  • CaaS solutions can help developers in being more productive and efficient with the tools they like to use.

CaaS Use Cases

It’s often perceived that there is no single CMS that is equally good for maintaining both a personal blog and a huge online shop. Contrary to the assumptions, CaaS outperforms its harbingers in some use cases-

CaaS focuses on pushing wherever and whenever required, designers need not worry anymore

  • Mobile apps content backend

Pushing content on a mobile app via CaaS proves as the most effective way to have dynamic in-app content without having the need to resubmit the app to the app marketplace.

  • Multi-channel publishing

CaaS CMS is also beneficial when content needs to be transmitted across various platforms, for example, you want to push the same content to a website as well as to mobile apps.

  • Rich Web apps

Modern view controller, i.e., front-end frameworks, such as AngularJS, React, and Ember synchronizes well with structured content via APIs.

  • Integrating with existing services and software stacks

CMS can considerably reduce the complexities and simplify workflows in an existing project, for instance, eliminating hard-coded content from HTML pages, and maintaining them with a CMS. In contrast, the API by CaaS makes it highly integration-friendly and robust.

  • Tailored UX

The CMS of web age posed strong design restrictions. Though you could fully tweak the UI but building a Wordpress-powered web app from scratch was not very likely. 

On the other hand, as CaaS focuses on pushing wherever and whenever required, designers need not worry anymore!

  • Programmatic content creation

It becomes a tedious task to manage already existing content and also the one arriving from multiple sources. Therefore, it is best-suited to upload content into one unified repository by creating content via APIs.

  • Artificial intelligence and chatbots

Content structured via API makes it easy for AI-powered agents and chatbots to move it around and churn it for ensuring relevance than screen scraping and using natural language for processing unstructured content.

How Drupal Can Prove to Be An Effective CaaS?

Drupal has unfolded the idea of Content-as-a-Service (CaaS) to solve the dilemmas posed by our newfangled digital ecosystem & its extremely high demand for new and different types of content. 

A square with multiple circles and squares connected to each other

Following features on how Drupal can be an effective CaaS-

  1. Reusable future-proof content

Drupal content can easily exist in the form of reusable chunks

Generally, CMSes manage content in a back-end repository and push it to the front-end templates for serving an experience.

However, Drupal decouples the back and front end whenever required. So, Drupal content can easily exist in the form of reusable chunks: free from the presentation and set for delivering content to sites and apps. Thus, content becomes future-ready.

  1. Set front-end developers free to create a better experience

With Drupal’s presentation-neutral content and a RESTful API, front-end developers can freely carry out their creative vision and build interactive sites & apps with the tools like Node, Angular, Backbone, Ember and others.

  1. Fill the content bucket more easily 

Content nowadays should not be restricted to one source only rather it should move in and out freely. And Drupal helps in that by ingesting third-party content (e.g. from aggregators and syndicators) to bring content into your Drupal ecosystem and making it further easy to push to any site, app or channel.

  1. Share content beyond your sites

Today, organizations want to share content on multi-channels where the audiences are inside of content aggregators disrupting the news business. Content teams need an optimal way to create content & then share it with minimal effort. And Drupal does that! The other sites and apps you choose can easily churn Drupal content.

  1. Alter the look

The separation of backend content from front-end presentation gives a leading edge to developers to refine an experience without worrying about the content in the CMS.

Additionally, Drupal’s 8.0 version comes with an inbuilt REST API which marked its beginning of API-first initiative.  

REST allows apps and websites to read and update information on the websites via the web. It also encourages developers to rely on HTTP methods to operate on resources managed by Drupal.

Furthermore, the Drupal community has been working on shipping Drupal modules with web service APIs instead of depending on a central API module in the upcoming releases of Drupal.

Contenta, one of the Drupal’s distributions, is an HTTP API provided for ready-to-use purpose with full auto-generated documentation. It offers modern API capabilities with JSON API, and also feeds content in the JS-driven websites, mobile applications, TV and even fridge applications.

Contenta supports Create Once, Publish Everywhere, be it single application development or multi-channel publishing.

Then there is another distribution, Reservoir, which helps in implementing the Decoupled Drupal architecture, is very flexible and simple-to-use for building content repositories of any application. It also helps in modeling content, governing content, and interacting with that content through HTTP APIs. 

In a nutshell, Drupal’s API-first approach offers the following benefits which further bolsters CaaS model-

  • The decoupled approach separates the presentation layer from the service layer thus allowing a detailed and dedicated focus on each of them.

  • A foolproof approach to help organizations connect to infinite digital signages for enhancing customer experience

  • Increased interaction with customers on their preferred devices will eventually scale up your marketing efforts

  • The decoupled approach is flexible and open for changes, addition, and modification of the structure.

  • Deploying a front-end framework like Angular or React will lead to sophisticated, enriched and dynamic web experience


Learn more about Drupal API-first initiative from here-


Features to Lookout For in CaaS

CaaS comprises of three vital parts: the editing interface (typically a web app), the CMS infrastructure capabilities, and the development ecosystem.

Web editor

  • Enables content architects to design the structure of the content

  • Enables content editors to manage content from creating, updating to collaborating on it.

Technical infrastructure

  • Offers performance, uptime, and scalability to ensure that enterprises can rely on their vendor to deliver content in mission-critical applications.

  • SLAs with short incident response times and access to dedicated staff- so in case of a problem with a mission-critical app, companies can be provided back up again and fast.

  • Mobile delivery capabilities so that great user experience can be delivered even in network-challenged environments ( like subways, rural areas) and high bandwidth cost areas (such as emerging markets).

  • API-based importing, management, and delivery for controlling content programmatically in both ways

  • All-inclusive and up-to-date documentation to help the development team start using the tools quickly.

  • CDN ( content delivery network) to deliver the content rapidly


Development ecosystem

  • SDKs and libraries to increase the speed no matter what the tech stack is

  • Demo app source code so that developers don’t feel the need to reinvent the wheel all over.

  • Third-party integrations to obtain value from existing tools.

Other Characteristics of CaaS

The decoupled approach ensures that code and content are placed separately so that marketers and developers can do their respective work

  • Decoupled approach

The decoupled approach ensures that code and content are placed separately so that marketers and developers can do their respective work. Teams can also work parallelly on a creative copy, enticing visuals, and expert integrations in one unified platform.

  • Separation of content and presentation

This is the quintessence of the headless CMS approach - agnosticism towards how content is presented. This frees developers from creating highly custom front-ends and apps since they get to define the content display part.A box with various elements listed inside and interconnected Source: Gartner 

  • Cloud setup

The complete separation of the content management and display part allows organizations to migrate infrastructure between Cloud and hybrid, even at the site level or project level. Some projects can be installed locally while some on Cloud depending on the business’ choices for optimization as per needs. 

  • Insights

Centralized Content-as-a-Service lets businesses evaluate the content consumption across the digital ecosystem. This ceases businesses from duplicating their efforts and content when posting to microsites, international sites, or apps. It can also measure the use of that content by looking at the API connections used to deliver that content, and keeping track of where the content is going. 

In the End

The digital revolution and breakthrough in technology have accelerated the efforts of content creators - be it creation, designing, or dissemination. The goal is clear- refined user experience.

With that said, the creation of content in abundance and its delivery as a service through thousands of APIs will generate more data thereby assisting content developers to create more precise business models.

The technology is already in place, and the architectural patterns will allow enterprise systems to scale up without hampering their performance.

Content-as-a-Service ensures that developers are rendered maximum freedom and flexibility to realize their digital innovation. Drupal as a CaaS has been delivering a wonderful experience to both content editors and developers alike.

It is definitely a convenient way to ensure that your strategy is future-proof and can handle any new media in the future.

Topics: Drupal, Planet Drupal, MarTech, Digital Experience

5 smart content management solutions for marketers on Drupal

Posted by Nilanjana on Sep 18, 2019 3:26:00 PM

With every new release, Drupal is emerging a valuable asset in the enterprise marketing stack. The additions to Drupal core, especially with Drupal 8 and after, have made it a digital platform that comes equipped for all the standard marketing best practices right out of the gate. In addition to that, the larger Acquia ecosystem is also delivering new solutions that empower Drupal be more than just a CMS. These bring in some powerful martech capabilities that have made Drupal into a platform that’s ready to deliver the results that enterprise marketing teams want.

This post delves into the key modules and solutions that enable smart content management in Drupal, both in terms of creating and publishing content, as well as leveraging that content in diverse ways to drive results.

Smart Content

Smart Content is a Drupal toolset that can help deliver anonymous website personalization in real time, for Drupal 8 sites. Essentially, site admins get the ability to display different content to site visitors, based on whether they are authenticated or anonymous users.

Some examples of how you can leverage it include:

  • Displaying a smart block showcasing your latest offer or most popular blog to a first time visitor to the site
  • Displaying a smart block that showcases different industry specific case studies for different users in your database
  • Displaying a smart block only for mobile viewers of your site, maybe asking them to view it on your mobile app

Now this module in itself has limited functionality, but becomes very useful when used in combination two other Drupal modules:

Smart Content Blocks

Included within the Smart Content module, these allow you to insert a Smart Block on any page and set up conditions that govern the content being displayed within the block. These conditions can be used to hide or show a specific content in certain cases, and form the basic personalization rules for your Drupal site. The blocks have an easy interface within the Drupal 8 backend, giving you the flexibility to add any number of blocks, anywhere on a page. 

It's important to note that all of your content, irrespective of format, is available to show and promote through Smart Content Blocks. Ebooks, videos, images, blogs, service pages—anything that’s already in the Drupal CMS can be delivered to a block. 

Smart Content Segments

A complete set of conditions grouped together to achieve a reusable composite condition. For example, a set of the following three conditions:

  • showcase only on desktop
  • showcase if location is France
  • showcase for anonymous users


will create a smart content segment that can be applied to any smart content block to ensure that it's displayed to anonymous users from France, viewing the site on a desktop. This feature saves you time as you don' have to set up the same set of individual conditions every time.

At the heart of Smart Content are the conditions, editable rules that allow you to govern the display of content. The interface is easy to manage, and familiar to marketers working on a Drupal site. 


You have your choice of the basic conditions for personalization like the browser, language, device type etc. You also have the more advanced options like targeting different industries based on third party IP lookups, or tapping into existing segmentations or campaigns from a marketing automation system. Essentially, anything that has an API with available data can be used as conditions to help drive your personalization strategy with Smart Content.

Layout Builder

The Layout Builder module, experimental in Drupal 8.5 and 8.6, had a stable release with Drupal 8.7. This module allows content authors to easily build and change page layouts and configure the presentation of individual content, content types, media and nodes. It also allows you to add user data, views, fields and menus. 

This is a huge asset for enterprise marketing and digital experience teams because:

  • The module gives a drag-and-drop interface to create custom layouts for specific websites sections and pages, with the ability to override templates for individual landing pages when required
  • Content authors can seamlessly embed video across the site to create a more interactive user experience, and increase engagement and conversions
  • Marketers can now build and preview new pages at their own pace, without the fear of negatively affecting the existing user experience.

All of this means that marketing teams now have more control over the site, and can make changes and additions independently. This also reduces the turn-around-time for new campaigns by reducing, or even eliminating, dependencies on development teams. Think high-impact landing pages designed exactly as you want, but without the waiting around or constant back-and-forth with developers.

Media Library

With the release of Drupal 8.7, the CMS now has a stable media library module.

It provides a visually appealing interface for browsing through all the media items in your site. With the new version, multimedia properties can be added to content either by selecting from existing media or by uploading new media through bulk upload support. Once uploaded, users can remove or reorder any images ready for import. 

It provides an easy way to upload several media assets in your Drupal website quickly. Let’s you add alt-text, check the images before uploading.

Powered by Views, it allows site builders to customize the display, sorting, and filtering options.

Acquia Lightning

As enterprise marketing teams launch large scale campaigns, they often need to put together new microsites that work flawlessly. And they usually have to do it at a short notice, to leverage critical marketing opportunities in time. 

Having to depend upon the development teams to create one from scratch, and the constant coordination required to make that happen, can lead to the marketing team losing precious time. 

Acquia Lightning, an open source Drupal 8 distribution, is the perfect solution for this challenge. Lightning give you a basic ready-to-launch site with pre-selected modules and configurations that can cut development time by 30%. This allows:

  • Development teams to publish optimized Drupal 8 sites in short time frames
  • Editorial teams can easily work with layout. Media and content on these sites, and have them campaign-ready in no time

Some of the key features in Lightning that are particular great for marketers are:

Moderation Dashboard

This dashboard gives you  complete visibility into your Drupal content status, with a structured overview of where every pieces of content is in the editorial process. Besides tracking content status, you can also manage access controls determining who can access which pieces of content at the backend.

Screenshot 2019-10-01 at 6.50.09 AM

The key pieces of information you can view of the dashboard are:

  • Current drafts in progress
  • Content you created
  • Content needing review
  • Recent site activity
  • Individual editor activity in the last 30 days

Moderation Sidebar

Screenshot 2019-10-01 at 7.03.38 AM

The moderation sidebar allows you to stay on the website frontend as much as possible while making edits and managing the editorial process for any piece of content. Actions like editing text and layout, publishing a piece, creating new draft and more can be easily achieved with the sidebar. And it's quickly accessible by clicking "New Tasks" on any piece of content. For marketers no really keen on getting into the backend, this sidebar is a simple way to make the edits they need, with minimal chances of error. 



Scheduled Publishing

As the name suggests, this feature in Acquia Lightning allows you to set a piece to publish at a future date. This functionality give you a better view of when content is set to launch, and also ensure that it launches at optimal times, according to reader preferences. And this happens without you having to be on the job at odd hours, just waiting around to publish content.

Screenshot 2019-10-01 at 7.17.14 AM

You can schedule publish times from on individual pieces by editing the 'Current Status' to select “Schedule a Status Change” . Then choose “Published” and select your preferred publishing date and time.

Acquia Lift

We cannot talk of smart content management with Drupal without talking about Acquia Lift. For enterprise sites built on Drupal, there’s nothing more suitable for the personalization than Acquia Lift.

Acquia Lift is a solution designed to bring in-context, personalized experiences to life. It’s a powerful blend of data collection, content distribution, and personalization that enables enterprise marketing teams to closely tailor the user experience on the site. And all this without excessive dependence on development or IT teams.

Acquia Lift gives enterprises three key elements to drive their personalization and reflect it with their website content:

Profile Manager

This helps build a holistic 360 degree profile of your users, right from when they are anonymous visitors on the site, up until the stage where they are repeat customers. It collects user demographic data, historical behaviour data, and real-time interactions so you can get a complete understanding of who your users are, what they want, and then work on how best to deliver that.

Content Hub

The Content Hub is a cloud-based, secure content syndication, discovery and distribution tool. Any piece of content created within the enterprise can be aggregated and stored here, ready to be pushed out to any channel, in any format. 

Faceted search and automatic updates give visibility into the entire gamut of content being created within the enterprise - in different departments, across websites, and on different platforms.

Experience Builder

This is the heart of Acquia Lift - the element that allows you to actually build out a personalized experience from scratch. The Experience Builder is a completely drag-and-drop tool that lets you customize segments of your website to showcase different content to different target segments, based on data pulled from the Profile Manager.

Enterprise marketing teams can 

  • set up rules that define what content should be shown to which segment of site visitors
  • perform A/B tests to accurately determine what type of content drives more conversions for which user segments. 


All this can be done with simple overlays atop the existing website segments, without impacting the base site, and without depending on IT teams for implementation.

With a commitment to creating ambitious digital experiences, every new Drupal release has brought in new features to add to the marketing ecosystem. While the overarching focus is on being flexible and scalable, these solutions are creating real impact on customer experience, conversions, online sales and brand proliferation.

And for enterprise teams contemplating shifting to Drupal for diverse proprietary CMSes, the payoff from empowered marketing team alone makes it worth the effort.

While most of the features mentioned here can be accessed by your teams easily if they are already using Drupal, some require guidance. Especially Acquia Lightining and Acquia Lift will need skilled teams to set it up for you, before marketers can start reaping the benefits. 

If you are looking to deploy Lift or Lightning, just drop us a line and our Drupal experts will be in touch.

Topics: Drupal, MarTech

Headless Drupal - What it means for marketers

Posted by Kimi Mahajan on Sep 17, 2019 3:56:00 PM

If your website is on the right CMS, it becomes easy to create marketing campaigns, drive leads, and tell your brand’s story to the world. However, making content available on every new device in the market accessible to a user becomes a challenge for marketers.

Headless Drupal may sound exactly what a marketer needs - a platform that helps content reach any device a user uses. Yet, there are some significant problems that it poses to the marketer. Let’s understand them in detail.

Revisiting Headless Drupal

A traditional Drupal has a back-end (stores the content) and front-end (which decides the delivery of that content). Now as there is no limit to devices accessible to users, brands need to go beyond just delivering content on websites and web apps.

With a pure headless CMS, tightly coupled front-end is removed, and it delivers content through an API anywhere and on any device (commonly referred to as API-first).

Headless Drupal offers faster functioning than traditional Drupal and offers highly responsive and fast websites ensuring rich user experience.

When the user interface is decoupled from the CMS, the logic for displaying content on each device is on the front-end and its native tools are responsible for controlling the user experience.

How Headless Benefits Marketers?

It is important for marketers to be where their customers are and send the right communication, on the right channel, at the right time. Here are the 3 benefits of headless Drupal to marketers:

1. Platform Independent Communication

Headless Drupal CMS offers great flexibility to marketers as they can deliver one piece of content in multiple formats – to a desktop, smartphone, app, VR devices, smart speakers, and smart appliances. It saves marketers a lot of time previously spent creating and optimizing content for different devices.

2. Freedom on Content Display
Marketers prefer to use headless as it offers choice over how your content appears on the frontend, with extra security over traditional Drupal. JavaScript frameworks has gained more traction due to the demand for more flexibility in the front end. Its emphasis on client-side rendering offers a more engaging and dynamic user experience.

3. The Faster, The Better
Decoupled Drupal is also faster as the logic for displaying the content is decided by the front-end interface. As marketers are in a constant urge to impress the existing customers and at the same time attract new ones, a faster site helps them in engaging with customers as fast as possible.

Why it is Not Marketers’ First Choice?

Though headless Drupal has been beneficial for developers, but is it valuable to marketers as well? Below are the reasons why marketers, despite its advantages, don’t prefer to go for headless Drupal.

1. No Preview Available

With no presentation layer in a headless Drupal, marketers are not able to create and edit content with a WYSIWYG editor as they would with the traditional Drupal. The most challenging part is they can’t preview their content before publishing to their audience.

2. Dependency on Developers

With headless Drupal, development teams can create a custom-built front-end to customize the layout and entire design of individual pages.

The marketers will have to be fully dependent on developers to carry out tasks for conversion optimization purposes, which proves to be an inefficient solution for them.

3. Marketers Have to Manage Fragmented Environment

Today’s marketers have to engage with their audience in real-time, publish content in line with the latest trends, launch landing pages, deploy microsites, track progress, monitor data, collaborate with advertising campaigns, and much more.

A headless Drupal makes the marketers manage content workflows, form building, and microsite deployments. Managing everything at such a huge scale, soon creates an expensive and hard to manage ecosystem. Not only it complicates the life of a marketer, it also gets in the way of creating a seamless and connected customer experience.

4. Impacts the SEO

Marketers lose standard SEO functionality on adopting headless Drupal for their content strategy and will eventually have to invest additional time and cost for Drupal SEO development.

What It Means For Marketers?

Marketers can consider going for decoupling Drupal when they want to publish the content on more than one platform such as multiple websites, various front-end devices or when they need real-time updates of a site where performance would be killed by using traditional Drupal.

However, if their requirement is to manage a responsive website, headless Drupal won’t be beneficial and will slow down time to market. And, also the costs involved are too high.

Solution For Marketers - Progressive Decoupling

Decoupled Drupal loosely separates the back-end from the front-end, creating an architecture which serves perfectly to both developers and marketers simultaneously.

As a marketer, you can benefit by its user-friendliness and the API-driven omnichannel delivery capabilities. The content layer separated from the presentation layer allows marketers to have an authoring experience that feels familiar. The presentation layer above the API layer allows for seamless integration and blending of different tools and technologies.

So to conclude, headless Drupal isn’t for everyone, and in many cases sticking with a traditional CMS or choosing decoupled Drupal is the best option.

If considering decoupled Drupal strategy seems intimidating, Srijan can help you connect with the experts to help drive your marketing strategy with it. Contact us to get the best out of Drupal.

Topics: Drupal, Planet Drupal, MarTech, Architecture

New Retail Landscape: Aligning Trade with Customer Experience

Posted by Rajat Lal on Sep 2, 2019 4:45:00 PM

The retail industry is experiencing exponential disruption. With new technologies coming in and transforming the way consumers interact and feel about a brand, retailers must respond by engaging customers seamlessly across all touchpoints with dynamic supply chain and agile operations.

According to a CNNMoney report, more than 7000 stores were closed, and 662 retailers filed for bankruptcy in the US alone, in 2017. Ever since Amazon began its pervasive dominance of the online retail market, the battle has always been perceived as ‘eCommerce vs brick and mortar stores.’ And for a while, that was indeed true. However, that clear dichotomy might no longer hold, as we take a closer look at customer behaviour.

Customers’ inclination towards eCommerce and the availability of mobile phones are continually evolving their behaviour and expectations.

The answer lies in the rising phenomenon of a new retail landscape, with changing consumer behaviour, which is a blend of online and offline retail experience bringing in a whole new level of convenience for customers.

The New Retail Landscape

Every retailer has a unique business situation, challenges, resources and strengths, and advantages to the marketplace. Before understanding the universal aspect that every retailer must get right, let’s look at the changing trends in the preference of the consumer.

Modern consumers prefer to buy through channel of their choice per their convenience. A PWC Study shows that 24% of consumers regularly used mobile to shop in 2019, compared with 11% in 2014.

a line graph with two lines in orange and grey

Early analysis from Internet Retailer show online retail sales in the U.S. crossed $517 billion in 2018, a 15.0% jump compared with 2017. The growth in retail sales in physical stores reached 3.7% last year.

This means that eCommerce now accounts for 14.3% of total retail sales when factoring out the sale of items not normally purchased online, such as fuel, automobiles and sales in restaurants. And it also means that in only a decade, the web has more than doubled its share of retail sales. Ten short years ago, eCommerce was at 5.1% of total retail purchases.

three hollow pie chart with numbers and text
In order to achieve great results, retailers must focus on some imperatives.

  • Customer convenience: Engaging them seamlessly across all touchpoints
  • Customer preference: Differentiate through superior and personalized offerings with dynamic supply chain
  • Agile operations: Innovate for agile operations, profitable business models and empowered employees

New technology capabilities help retailers achieve these imperatives.

Mobile and social engagement technologies allow contextual and relevant connections with consumers, employees and suppliers.

New capabilities such as machine learning, cognitive technology, and advanced analytics can decode patterns, preferences and trends that enable better and quicker marketing, increased operating efficiencies, transparent processes and agility in retail, to deliver the products and services consumers expect.

Businesses across industries, including retail, are increasingly looking to leverage cognitive technologies to innovate and position themselves for accelerated and sustainable success in the digital world.

Five colored blocks arranged in a puzzle like manner with text and

In retail, this presents an opportunity to understand things more deeply, faster, to become more relevant to consumers and to run businesses more strategically and more efficiently.

Retail Challenges and Solutions

Despite significant investments and efforts by retailers to drive digital transformation and exceptional customer experience over the last decade, challenges continue to abound across omnichannel strategy and operations functions, such as:

  • Moving away from traditional planning process to automated trading with newer technologies
  • Engaging customers in real time to deliver excellent experience and consistently stand out
  • Productize business and IT to improve operational efficiency

Addressing these omnichannel retail strategy and operations challenges calls for innovative use cases driven by cognitive abilities such as dynamic pricing, virtual product trial, and on the go notification.

Srijan can help retailers respond to challenges and influencing decisions.

  Retailer’s Priority Retailer’s Efforts/Initiative Challenges where Srijan can help
Customer Acquisition
  • Brand positioning
  • In-store footfall/ Online traffic
  • Increase customer base
  • Advertising Campaigns
  • Introductory offers
  • KYC information, segmentation
  • How to reduce acquisition cost?
  • How to optimize conversion rate
  • Incomplete customer persona
  • Delivering memorable customer experience
Upsell & Cross-Sell
  • Drive revenue
  • Increase basket size and share of wallet
  • Seamless personalized customer experience
  • Expensive digital transformation program
  • Data and insight-driven planning and marketing
  • Investment in digital solutions for context-driven offerings
  • Increasing basket size, reduce returns
  • Real-time personalized upsell/ cross-sell push
  • How to address cart abandonment effectively?
  • How to deal with real-time price changes
  • Consolidating omnichannel customer behaviour
Engagement & Retention
  • ROI from reward and loyalty programs
  • Revenue forecasting
  • Optimize ROI & customer experience
  • Drive improvements in digital systems for the desired output
  • How to identify factors that deliver conversion/ customer experience at scale
  • How to mitigate the risks of wrong actions?


Such challenges span both business and IT, and may have varying degrees of impact on customer experience, operational excellence, revenue growth, and cost reduction

All of this aligns perfectly with today’s business demands—to do ‘more with less’ at speed and scale, and sustain growth within the constraints of business, technology, and human capabilities.

These challenges have a direct impact on customer experience and therefore should likely be early adoption approach. These include delivering a personalized and frictionless experience, identifying factors that deliver conversion, reduce acquisition cost, break-free operations, and optimizing supply chain and fulfillment.

Solving these challenges and realizing their benefits is no longer the stuff of fiction. Consumers are already using cognitive technology enabled products and services in their daily chores.

How Srijan Can Help

These challenges and solutions are driven by the context to foresee and solve problems, simplifying and managing complexities, predicting the future, and responding to changes in real-time.

Some of the common new models to explore are:

  1. Virtual product try-on: AR-enabled virtual try on lets buyers experience the product look on them with just screens in front of them. Eyeglasses, lipstick, eye shadow, nail colour, jewellery, even clothes - customers can try and buy entire collections without leaving the try-on screen. That’s where the idea of ‘new retail’ comes in, bringing in a whole new level of experience for the customers by blending the digital and in-store retail experience.
  2. Digital price tags: Merging a brand’s online shopping app and its physical store can help offer variable pricing to customers based on their purchase intent and behaviour. As databases gather more data on buying patterns, frequently bought items or items lying in the cart for a long time can get highlighted with available offers and discounts at real time, as the customer passes by them on a store aisle. This could be helpful in inducing an on-the-spot purchase.
  3. Digital signage: An old marketing practice of drawing customers with interactive and engaging digital signage solutions. It can be used in a distinct way by fusing it physical shopping to create a cohesive multichannel experience. Digital signage at brick and mortar store in fact open up a myriad of new options increase sales, operational efficiency and brand awareness.
  4. On-the-go-notification: Similar to dynamic pricing, shoppers can receive pop-up notifications on their phones as they cross certain stores in a mall or even products within a store. This could be information on new collections, new products, deals and offers, all based on past behaviour - browsing patterns on a shopping app, time spent and aisles visited in a particular store, frequency of visits etc.
  5. Just-in-time-inventory stocking: While virtual product trials are one way to reduce logistics expenses, retail stores can also enable the just-in-time stocking to cut costs. So instead of having a huge stock of merchandise, they can selectively have pieces that customers have booked for an in-store trial. This could be especially applicable for merchandise like footwear, accessories, cosmetics, electronics, and apparel.

However, established supply chain processes will also need to change for retail enterprises to truly benefit from the just-in-time stocking. A combination of digital warehouse management, automated delivery scheduling, and adoption of low-volume, low-cost delivery methods will need to be incorporated into supply chain management.

The time for debating retail vs. in-store investments is over. The smart choice is to merge the two into a tightly integrated platform that offers an enhanced customer experience. Contact our experts today to get in touch.

Topics: Omnichannel, MarTech, Digital Experience

Strategy For A Successful Digital Experience

Posted by Kimi Mahajan on Aug 26, 2019 5:54:00 PM

In a recent study by Qualtrics, 65% of respondents expressed that their experience on a website or app is an important factor in their willingness to recommend the brand.

Enterprises need to offer exceptional experience and put the consumer more at the center to create a connection and foster it to win loyalty.

With more than 82% of consumers turning to their cell phones to help make a product decision, how should enterprises strategize to craft a great experience for them?

Why is Digital Experience Important?

The digital experience is the resulting impression of a company in a customer’s mind after an overall digital interaction. Even the smallest businesses are realizing the importance of digital channels in customer relationships and are focussing on their digital journey. Consumers prefer digital self-service support rather than getting assistance from a support person over the phone.

It is clear that these digital moments are shaping essential KPIs that will ultimately inform the path to purchase and retention, resulting in the need for a mobile-first mindset as important than ever.

A digital experience consists of many different journeys that determine if the overall customer experience was positive. It depends upon whether a consumer visited the website to buy something that caused the positive interaction, or a consumer came to get support? Did the brand interaction educate them for the purchase decision, or did they do their own competitive comparison or price shopping exercise?

Game Plan for a Successful Digital Experience

To lessen frustrating customers and refrain them to move towards to competitors due to poor digital experiences, businesses should focus on the following 5 goals for an effective digital experience strategy.


According to Forrester, 61% of U.S. online adults are unlikely to return to a website that does not provide a satisfactory experience.

The functionality of the website or application plays a pivotal role in improving usability and accessibility in your user experience. The web experience created is the greatest competitive differentiator in the digital age.

A great way to explore functionality is to build a plan for “moments of truth” to map customer journey, to track positive interactions or touchpoints where frustrations exist.

It’s fundamental to understand that great user experience doesn’t come with flawless design, but comes with impeccable functionality.


To create a seamless digital experience, the web app should be designed in line with other channels.

Customers are not restricted to using a single channel and rather prefer multiple channels to interact with your brand. So when you ensure users to experience omnichannel seamless journey across all interactions, you build trust.

The key features of the web app should be uniform across all channels and a conscious decision should be made to add additional functions specific to each channel. Also, the actions users take using one channel should affect all other channels. The user experience should be optimized as per the context of your channel, with a fair promotion strategy to ensure that the omnichannel customer experience is channel-neutral. An integrated approach should be followed to allow customers to choose their touchpoints without losing out on features or content.


Users prefer interacting and seeking support through digital means with little human interaction and prefer to solve their own issues and find their own answers. Self-service is more common than ever as customers use their smartphones to conveniently access information, make payments, schedule appointments, book travel, and find answers to support questions.

As per Global State of multichannel customer service report, 90% of people now expect brands to offer self-service options.

The key for brands to be rated highest in terms of customer satisfaction is to offer them a choice of self-service options, along with offering a seamless connected experience when moving between channels.

By flagging reported repetitive cases and using surveys and metrics such as Customer Effort Score, and Customer Satisfaction Score to discover key issues can help in enhancing the overall process of self service.Game Plan for a Successful Digital Experience


It’s a known fact that a huge number of options can make it more difficult for customers to make a decision and turn them away from choosing a suitable product or service.

91% of consumers are more likely to shop with brands that recognize, remember, and provide them with relevant offers and recommendations.

Enterprises have been able to leverage the power of machine learning and deep learning technology to have powerful technological capabilities at their fingertips to help them create personalised web experiences. By producing rich insights into an individual’s wants and needs by aggregating customer’s data and learning from it in real time, these insights help businesses deliver the right consumer interactions that become a powerful differentiator for their brand.


Deliverability defines the effort and enjoyment that users perceive when navigating through the experience.

Both empathy and friction are two critical agents in achieving deliverability. It involves learning about the difficulties people face, as well as uncovering their latent needs and desires in order to explain their behaviors.

Guarantee smooth deliverability to users by understanding their pain points, their likes and dislikes and reason for buying your product in order to provide them with delightful experiences. Gain insights about customers by asking the right questions to get to know where they are getting stuck. They are the real brand promoters of your business and you would want to keep them happy by taking into account their feedback for improving their experience.

Customer feedback plays a critical role in improving deliverability and needs to be solicited at various stages in the experience, rather than simply at the end of the journey. This will allow you to map their emotional journey throughout their experience and identify where negative emotions occur.

As customer experience begins to claim the title of key brand differentiator, businesses cannot afford to make the fatal mistake of ignoring the importance of digital experience strategies.

Topics: MarTech, Digital Experience

Building bots with Amazon Lex is the right solution for your business

Posted by Kimi Mahajan on Aug 23, 2019 2:22:00 PM

Did you know, over 80% of businesses are in favour of using chatbots by 2020? The demand for chatbots doesn’t seem to slow down since it encompasses a wide ecosystem of uses including automation, improving customer experience and mitigating latency.

With more than 65 million businesses using social media channels, chatbots have emerged as winners in grabbing marketing and sales opportunities by acquiring and engaging customers through messengers. 

Amazon Lex is an AWS solution, powered by deep learning functionalities like automatic speech recognition (ASR) and natural language processing (NLU), to publish bots for use across different channels. 

Although, Amazon Lex has emerged as a key player in the highly competitive chatbot market, but is it worth the investment?

Chatbots, but why?

The chatbots aren’t new and have been in use since the late nineties. The first chatbot, Eliza, was built in 1966 at the MIT artificial intelligence laboratory.

Chatbots, but Why?Source: Edureka!

With Chatbots, businesses can get rid of the need for hiring assistants. With minimal initial costs, they can serve the customers 24*7, with flawless customer experience, bringing in better RoI for the business.

With smartphones changing user behaviour, people have started to prefer chats over calls, which explains why businesses need personalised chat feature.

Here's how chatbots can help solve user’s queries quickly and easily:

  • Chatbots work on scripts and carry out actions as per defined workflow, with as many users as possible, without a minute delay. If the chatbot cannot answer an unexpected question it can be channelled to your support team.
  • Are available 24X7, making them the best investment in your business.
  • Can help automate routine mundane tasks, thereby reducing the overwhelming burden and enabling you to better able to focus on areas like sales and marketing, where your expertise is required. 

How Amazon Lex helps bot development?

Amazon Lex is a service which allows enterprises to create chatbots through voice and text inputs in minutes without any coding knowledge, ensuring highly engaging user experience. It enables you to build interfaces by embedding and integrating with a wide range of platforms with the help of deep learning technologies such as:

  1. Automatic Speech Recognition (ASR) for converting speech to text
  2. Natural Language Understanding (NLU) to recognize the intent of the text

The platform helps in developing customized and highly specialized chatbots to interact with your customers efficiently, which comes with a pay-as-you-go feature.

What makes Amazon Lex best?

Amazon Lex-powered bots can become a key competitive advantage for enterprises allowing them to optimize processes and enable cost savings. Let’s understand the benefits of leveraging Amazon Lex to build bots.

  • Automatic speech recognition
    With this unique deep learning feature, it enables you to develop chatbots that offer highly engaging user experiences by allowing you to initiate lifelike conversations with your customers.
  • Natural language understanding
    The unique in-depth learning feature enables your chatbot to understand the intent of the conversation. It allows delivering a highly interactive user experience based on human-like conversations. The lex powered chatbots have in-built ability to process the information enabling you to quickly and easily build sophisticated, natural language bots.
  • Versatility and automatic scaling
    By allowing you to master the above two functionalities, it enables you to define new product categories.


Amazon Lex relieves you from the responsibility of the management of infrastructure by giving the provision of paying only for the features that you used. It allows you to build, test, and deploy your chatbots directly from the lex console and enables you to easily publish your voice or text chatbots to mobile devices, web apps, and chat services. Once published, your Amazon Lex bot processes voice or text input in conversation with your end-users and requires minimal to almost no human intervention post deployment.

  • Seamless experience with easy to use console
    Amazon interface gives just the right interface with easy to use, point and click features, guiding almost anyone through the process of building chatbots in a matter of minutes. With a few example phrases, Amazon Lex builds a conversation interface model to answer queries in text and audio format and complete sophisticated tasks.

Watch the video here to know how easy it is to create a chatbot of your own with Amazon Lex:

Amazon Lex - Quickly Build Conversational Interfaces (1)


  • Flawless integration with almost any platform
    Amazon Lex can be easily integrated with many other AWS services including Amazon Cognito, and Amazon DynamoDB. AWS platform takes care of the bot's security, monitoring, user authentication, business logic, storage and mobile app development.
  • Cost-effective solution for bot development
    Amazon Lex doesn't involve any upfront costs or minimum fees except for text or speech requests made. It comes with a pay-as-you-go pricing model and with a minimal cost per request, it remains a cost-effective way to build conversational interfaces.

Srijan built Amazon Lex-powered bot for a global cleaning solution

Srijan worked with a global cleaning solution to help onboard assets to the IoT ecosystem, and collect, monitor, and analyze sensor data in real-time with the help of data visualization dashboards. This helped them track equipment conditions across their customer sites and automatically offer to serve as and when required. 

Srijan then suggested building a chatbot in addition to the dashboards to find relevant data. Chatbots worked on “ask-and-answer” approach and on simply asking a query, the bot, available via mobile apps would analyze necessary data to give an answer.

Amazon Lex was used as the base interface for building the chatbots. Deep learning functionalities and natural language understanding in Lex allowed creating conversations that accurately captured the business logic. The bot built was equipped in delivering information on equipment performance metrics, the equipment health, savings potential and could help with which equipment to use in which scenario.

Building bots using Lex helped the client in the upselling business worth 90 million USD and increased the user retention of the beta user group from 8% to 42%, boosting the product upselling. It also allowed the analytics team to automate a lot of tasks which earlier happened over spreadsheets.

Read the case study - Developing Enterprise Chatbots for Instant Access to Asset Performance Data

Contact us

Srijan leverages its expertise and knowledge of Amazon Lex to create unique conversational interfaces using Amazon Lex for your enterprise. Our team of developers are skilled in creating world-class experiences for your clients located globally.

Get in touch to partner with us for your chatbot requirements.

Topics: Machine Learning & AI, MarTech


Write to us

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms Of Service apply. By submitting this form, you agree to our Privacy Policy.

See how our uniquely collaborative work style, can help you redesign your business.

Contact us