Posts about MarTech

Drupal is Here to Increase Your Marketing Agility

Posted by Urvashi Melwani on Aug 23, 2019 12:53:00 PM

Marketing department these days are feeling the heat to make processes faster, agile, and efficient in this fast-paced digital world. That’s where the concept of Drupal comes into the picture! 

Drupal, since its inception, has been considered crucial for the companies which are trying to get on the digital transformation bandwagon in order to provide a faster and more nimble digital experience to customers.

Drupal comes equipped with a set of marketing tools to target the right audience and increase the overall ROI for the businesses. Additionally, the suite of tools and solutions available, build a solid foundation important for marketers, to unearth its potential and other martech capabilities; making it one of the most powerful and widely approached platforms for all the marketing needs. 

The blog gives you insights on how Drupal can be a perfect choice for marketers.

Leveraging Drupal For Marketing

Drupal has become an inseparable part of the marketing space which not only drives the business revenue but also makes a remarkable balance between marketing technologies and its ecosystem with its content first, commerce-first, and community-first marketing solutions.

Creative Freedom 

Dependence on the IT team for implementation is the most known problem for digital marketers. With traditional CMS it takes an added effort, time, and resources across design, development and marketing departments to work in sync.

By the time changes are implemented the model already looks outdated to the new situation.

“Drupal seamlessly incorporates with the existing marketing and sales technologies of the enterprises”

The cutting-edge Drupal modules and distributions empowers different teams with to have their creative freedom in order to manage the development of a project at their own pace and convenience. 

With Drupal’s architecture, organizations have a platform where they can dynamically launch their website. Marketing teams can curate the structure with segment content and visuals to lay the foundation of a strong digital strategy in its backbone.

Drupal turns out to be a useful asset for organizations which are looking for implementing it in their digital business as it seamlessly incorporates with their existing marketing and sales technologies.

Balancing Marketing Ecosystem

CRM systems are important in running businesses and boosting sales management. It is important for organizations to integrate and be able to customize the martech stack to their unique needs. 

Drupal offers features that help you create a fine balance between CRM and marketing ecosystem- with content-first, commerce-first, and community-first marketing solutions. Business, technology, and marketing professionals use Drupal to create such agile solutions that are easy-to-use and offer a wide reach across the web. Built fully-responsive, customers and users can discover products and solutions with the help of any device. 

It possesses infinite potential with native features and module extensions, including collaboration with third-party digital marketing tools.

In all, it’s a platform to help you push your strategy for the upcoming phase of digital customer engagement and digital business.

Responsive Customer Experience

Based on the system of engagement, it gives a solid foundation important, for all the single interactions with customers and people within the organization alike, to provide the ultimate unified experience. Streamlining your business operations and aligning your digital strategies, it delivers on the mobile-first approach. Enterprises’ marketing teams can manage the website and administrative pages with ease across multiple platforms.

“Personalized customer experience is evolving at a blistering pace”

Organizations competing in this customer-centric age are putting efforts to provide a personalized experience to customers for keeping them engaged and simultaneously attracting new visitors on board for lead generation.

The digital strategies run by marketing teams majorly focuses on increasing leads, conversions, and revenue percentage of the company gradually via digital channels. 

As customers lie at the center of the organization, this can be accomplished by offering them a tailor-made experience across all channels.

The motive is the same but the way it is rendered has evolved significantly and Drupal has a large part to play in it. Here’s how-

Have a look at the video to understand more about the Acquia Lift and how it can be beneficial for marketers-


Focus on Personalization with Acquia Lift

There is no denying to the fact that companies are leaving no stone unturned to provide personalized results to users- it's not just about presenting content on the website but rather tweaking the whole experience. Simply put, they are trying to ensure that every single user-prospect or customer - gets what they want, even before they realize it.

Acquia Lift is a powerful amalgamation of data collection, content distribution, and personalization helping marketers deliver on the refined user experience 

Acquia Lift bolsters the personalized experiences of the customers. It is a powerful amalgamation of data collection, content distribution, and personalization that helps enterprises’ marketing teams ascertain the refined user experience without much dependency on development or IT teams. 
7 Vertical and 4 horizontal blocks with text written on themSource: Acquia

Acquia Lift encompasses three key elements to boost personalization-

Profile Manager

It helps you build a complete profile of your users right from when they land on your website as anonymous visitors up until the stage where they are repeat visitors or loyal customers. Collecting user info such as demography, historical behavior, and real-time interactions, it complements the collected insights on user preference with best-suggested actions in your capacity.

Content Hub

This cloud-based tool provides a secure content syndication, discovery, and distribution. Any content created within the organization can be consolidated and stored here; readily available to broadcast on any channel, in any format.

Searches on varied topics and automatic updates give insights on a wide spectrum of content being developed within the enterprise- in different departments, across websites, and on different platforms.

Experience Builder

This is the most essential element of Acquia Lift. It lets you create a personalized experience for your users from the beginning.

The Experience Builder is an easy-peasy drag-and-drop tool that allows you to personalize every section of your website to showcase different content to different target audiences, based on the information retrieved from the Profile Manager.

Marketing teams can:

  1. Define the rules and protocol on how content should be displayed to a different segment of site visitors
  2. Carry out A/B testing to determine what type of content drives more conversions for which user segments.

All this can be executed with simple overlays onto the existing website segments, without disturbing the core structure of the site and without depending on IT teams for implementation.


With companies expanding their reach to the international markets, Drupal multilingual features are definitely worth to make capital out of it. As it supports 94 international languages, it can translate the complete website within a fraction of seconds with less than 4 modules in action, enabling marketing teams to deliver localized content experiences; thus increasing the probability of turning a visitor into a customer. 

“Drupal multilingual features are definitely worth to make capital out of it”

Despite the features of Drupal site’s language for the audience, the editors and admins have the option to choose a different language for themselves at the backend. Marketing and editorial teams have the rights to create and manage multilingual sites, with no need for additional local resources.

Layout Builder

The Layout Builder with its stable features showcased in Drupal 8.7 allows content marketers to create and edit page layouts and arrange the presentation of individual content, its types, media, and nodes. It also lets you feed user data, views, fields, and menus.

"Marketing teams can preview the pages with ease without impacting the user-experience”

It acts as a huge asset for enterprise marketing and digital experience teams-

  1. It offers flexibility to help you create custom layouts for pages and other specific sections on websites. You can override the predefined templates for individual landing pages when required.
  2. Content authors can embed videos effortlessly across the site to enhance user experience and ultimately drive conversion rate.
  3. Marketers can preview the pages with ease and without the fear of impacting the user experience

Layout Builder explained with the help of flowers in square gift box


All these features offered ensures that marketing teams have more control over the website and can work independently without needing to take help from developers. This ultimately reduces the turnaround time for launching campaigns and hence the dependency on development teams.

Improved UI with API - First headless architecture

With the ever-increasing demands of acquiring and retaining customers, marketing teams are always in a hurry to redesign and update the backend and front-end in a short period. However, this becomes quite a strenuous task for them to update and redesign digital properties rapidly keeping in mind the evolving customer expectations.

Traditional Drupal architecture could take ample amount of time to make updates and redesigns because the refinement needs to take place at both front end and back end resulting in a dependency on developers and designers for the completion of the project.

“A decoupled CMS strategy can work wonders for a website that is in desperate need for a change”

But now with the powerful feature of Drupal, i.e., decoupled Drupal, marketing teams can become more agile and efficaciously segregate the processes & streamline the upgrades without impacting the user experience at the front end. This uber-cool feature of the Drupal helps in making the design and UX alterations easier to maintain.

Three blocks on the grey background with text written on themSource: Acquia

Having the flexibility to come up with more ideas and implementing them by being able to easily add them to the website is a huge upliftment for marketers. New requirements can pop up anytime in the marketer’s mind that could be added to the site for more customer engagement and lead generation. The decoupled approach gives the extra agility needed to keep improving the public-facing site.

Final Words

Drupal has the potential to provide a promising future for better digital experiences with its every upcoming release. The appending of new features in Drupal will help marketing teams to become more flexible and scalable and yet provide a surpassing customer experience in no time. Consequently, conversion rate, sales, and brand visibility would increase manifolds.

Marketing teams in the organization who are already running their sites on Drupal have a lot to be happy about. Specifically, the development around Acquia Lift and Acquia Journey gives them freedom and hence no reliance on developers for any website updates and making content live, etc, to target the audience at the right time and increase ROI.

And for the marketing teams of the organizations those who are envisaging to roll out a plan for shifting to Drupal due to its all-inclusive features, the culmination from the highly-skilled and empowered team will make it worth all the efforts.

Topics: Drupal, Planet Drupal, MarTech

Can Chatbots Reduce Infrastructure Cost?

Posted by Kimi Mahajan on Aug 16, 2019 6:20:00 PM


IBM estimates businesses spend $1.3 trillion on 265 billion customer service calls each year.

With businesses spending mostly on their infrastructure budget, rather than investing in innovation, there’s clearly a need to lower down the infrastructure costs.

Are you looking to reduce your infrastructure expenses after exhaustively devising cost optimization strategies? Let’s have a look at how chatbots can be a solution to cut down costs while improving customer experiences.

Utilizing Powerful Cost Reduction Strategy

As per Gartner, businesses should indulge in strategies to reduce IT expenses by 10% in 12 months.  

The savings on reducing the IT infrastructure cost per worker per year by 10% can be utilized for growth and business innovation opportunities. With efficient budgeting techniques, you can gain a competitive edge and revitalize your financial plan.

Gartner’s report suggests, approximately only 16% of an organization’s IT budget is spent on innovation. The idea is to focus on innovation by utilizing cost-cutting techniques. Chatbots prove to be the smartest way to reduce infrastructure costs for enterprises who are moving to the most advanced technologies.

Why Chatbots?

Customer experience is the true brand differentiator for today’s businesses. A great customer experience can help you gain maximum ROI.

Chatbots enhance the customer experience in a way that customers become your brand’s marketers.

Robotic Process Automation

Robotic Process Automation (RPA) is providing a path-breaking solution to change the course of how business is done by automating mundane tasks.

With almost 75% of the applicants reporting that recruiters seldom respond to queries related to their selection/rejection, bots have the potential to transform a candidate’s experience. More than 67% of the candidates had a positive impression of companies that kept them updated.

Now look at an example below:

chatbot example of robotic process automation

A chatbot could easily automate repetitive tasks. Outsourcing tasks to chatbots has proven to be the best way to reduce the costs of an IT Infrastructure and reduces the hiring cost by half or even more.

Cutting Labor Costs

Chatbot reduces the need of hiring a team of representatives to respond to your customers. Script-based chatbots manage to answer customer’s trivial queries and prove to be an efficient and cost-effective solution.

As per a report , chatbot reduces expenses on customer services by 30%.

It fulfils the need of hiring a personal assistant to manage daily schedules and booking.

On average, a company which doesn’t outsource ends up spending about 25-40% more

Self-Service Portals

Self-service is the best way to conserve resources and reduce related costs.

Expenses of an organization on a help desk are 13%, out of which 85% of that expense is consumed by its staff.

On average, 60% of the calls received at the help desk are usually the ones which people can solve themselves (through FAQs). Chatbots offer a means of great self-service, which prove to be a great cost-cutting strategy.

Chatbots are the best solution for offering round the clock service with a faster and apt response with the ability to never be off work. Equipped with Natural Language Processing (NLP), they can chat with customers to understand, analyze and reply to their queries. With chatbot’s easy integration into organizational websites or applications, customers get instant access to the needed resources.

By 2020, chatbots should take over 85% of customer service interactions.

Eliminating the need for IVR

Interactive Voice Response (IVR), though are the most common methodology to interact with customers, can be quite frustrating for a user who is trying to reach to the right channel.

Chatbots are an enhanced version of IVR which involve lesser costs and prove to be better in being most natural and receptive as humans. They make the customers feel they are being understood and heard instantly.

With common reasons such as inadequate information, delay in getting solutions, communication gap, customers find it very tiresome to contact the support team. However, chatbots streamline the customer service procedure and make it more effective and fastened.

With proper IT budgeting, your company's infrastructure can be refactored to enhance your ability to respond to the competitive business environment.

Srijan can help you maintain the overall organizational budget by building custom-made chatbots. Contact us and our experts will get in touch.

Topics: MarTech, Architecture

Level Up your Beauty Brand with Augmented Reality

Posted by Piyush on Jul 23, 2019 1:03:00 PM

In the highly competitive beauty industry, it’s all about providing a new experience. Even with product-based brands, you cannot rely on your product alone, as promising as it might be. Beauty brands these days have turned to augmented reality, in order to create exciting experiences for their customers, helping them harness another customer base - Millenials. 

With Virtual Try On Apps and Kiosks in the news and red carpet, the beauty industry is definitely keeping up with the fast-changing digital landscape.

Here’s why you too must level up your beauty brand with augmented reality.

1. Customers are pro technology now



Millennials are rather bold with their makeup choices. What was once a forbidden colour to wear on lips, is largely the most popular today - Red. Similarly, the larger crowd rely heavily on technology and social media to try out and experiment with their looks. 

While word of mouth is still the still effective, integrating marketing strategies with augmented reality brings in more convenience and engagement to the customers. In an era where Instagram accounts matter, augmented reality is the new cool feature your beauty products could be coupled with, to provide an unmatched experience.

2. It all comes down to experience



For a highly competitive market like beauty, it always comes down to the customer experience you can provide. From engaging with beauty apps to setting up AR kiosks, how you make your customer feel is what matters. where people get to try out several beauty products on themselves before making a decision.

Since customer experience varies with each brand, you can make this your USP!

3. The era of Technological Breakthroughs

the -era-of-technological-breakthroughs-srija-technologies


The new generation of buyers is one that has grown up with these advancements!

Colour matching and its related technologies have reached a point where makeup artists can virtually apply beauty products on the customer’s face. The outcome is so realistic that it is almost impossible to tell the difference between real and virtually done makeup. 

Facial recognition has reached heights previously unthought of, as can be seen with SnapChat filters, amongst many other publicly known products. Given that AR opens new doors for the beauty industry, why should you be left behind?

4. It’s a Win-Win! 


The possibility of being able to try out a beauty product or even an entire range, without having to do so, is exciting, to say the least. Besides, when it comes to beauty products, customers are always searching for that one product which would suit them the most. This search becomes a lot easier with AR than having to actually put on various kinds of products before arriving at a conclusion. 

Be it while shopping online, or at a store, you get to engage customers in either situation! This ensures that your beauty products are being tested virtually, and this experience is definitely bound to increase your conversion rate.

To Sum it Up

Creativity and innovation is the success mantra you’ll need to follow, in order to thrive amidst the intense competition which floods the market each day. Technology is definitely merging fiction with reality and this makes augmented reality a must have. Not only is it appealing but it is also very convenient for the consumer. Be it at your store or from their homes, you need to interact with customers in a uniquely creative and engaging manner.

AR is the coolest new way to engage, both online and at your cosmetic stores. Beauty products are a widely used commodity which becomes easier to buy once they’ve been tried on. With Augmented reality, the process becomes less tedious and more engaging.

Topics: AR/VR, MarTech

Hey Commerce, we need to talk

Posted by Piyush on Jul 22, 2019 2:48:00 PM

Human communication is quite unique. Even with lost phylum, it has been an interesting part of evolution. First, the human race and now business. 

As for the latter, traders have been conversing to drive sales and keep prospects hooked with information. Conversation has always been since humans first began trading — and always will be — a core part of commerce.

What has changed over the years, is the medium. To keep up with user expectations, commerce needs to talk over screens, now.

Talk to me. Now.

User behaviour has evolved and is redefining the way they interact with businesses. Conversational commerce is a huge opportunity for e-commerce.

Enabling two-way communication, it encourages businesses to go to where the customers are. Incorporating conversations with messenger, and into social media platforms. 

It can help upscale your sales effectively, adding new touch point to the customer’s journey without redefining it. 


1. User Convenience

Over 2,000,000,000 people are using messaging apps or rather 37% of the world’s population.

Bringing convenience to people, it keeps people hooked. The massive distribution and adoption of messaging apps give businesses the ability to communicate with each of their customers in a private, personalized, and two-way environment.


Chatbots offer a direct line of proactive support to the buyers.

2. Connect with 2–5x more customers

Businesses have experienced that mere implementation of the Facebook Messenger Checkbox moves the ability to connect with a customer to the top of the funnel. They have potentially increased the number of customers to talk to by 2–5x than previously done over email.


2. Stores experienced an increasing annual revenue by up to 25%

Chatbots offer opportunity even when the customer adds a product to their cart and doesn’t complete the purchase. Reminding the customer about the abandoned cart can improve commerce experience and businesses have already started to increase revenue by 7–25%.

3. Interact most naturally

The rise of devices with voice assistants including Google, Siri and Alexa have confirmed one thing, humans prefer conversation in the most natural way. This has definitely opened doors to an entirely new approach to e-commerce.


In fact, with Google Duplex, Google went a step forward, extending the use of the chatbot to book an appointment.

Google Duplex- A.I. Assistant Calls Local Businesses To Make Appointments

Coupled with these advantages, the merits of on the go interaction are priceless and can win over a lot of customers single-handedly. The most effective ways to incorporate text messaging is to connect with users via a popular app, such as Facebook Messenger.

Let’s Get Texting

From the Turing test in 1950 to bots for messengers, chatbots have evolved from computer-based offerings to providing pro-active conversation for context-based highly individual offerings.


From solving queries to providing the necessary information and even making successful purchases, they are highly efficient and trustworthy. These bots have, in fact, taken over conversational commerce in a lot of sectors, be it healthcare, grocery shopping, paying bills or contacting a customer service department.

Success Story: Eila

Here’s how Eila’s Facebook Messenger bot “Freeda” made a difference for Freedom Pizza, in just two weeks!

Teaming up with Visa and Freedom Pizza, Elia helped Visa explore opportunities for monetization via messaging platforms. More than just a pizza joint, Freedom Pizza has always incorporated new technologies with its business to open new sales channels to its customers. 

To push conversational commerce, they even started providing special offers which were available only through their conversational sales channel, ChatShop. By limiting customization, they simplified their ordering process. This attracted a lot of attention to their new sales channel and resulted in thousands registering for a Freedom Pizza account.

Within just two weeks, they had over 2400 unique users, with a conversion rate of 49%, and the ability to handle up to 8 customers at once!

In two weeks, Eila helped Freedom Pizza:

  • Complete 2600+ purchases 
  • 2400 unique users conversed with Eila
  • 49% of all conversing users completed a purchase
  • Which is $ 7700 of value purchase

Looking Ahead

If you haven’t adapted to conversational commerce, you must do so right away! Conversational commerce has gone far and beyond, from automated texting on the go, to digital voice assistants and the future looks bright for digital personal assistants! This makes it a valuable asset to add to your business, and an untapped opportunity to skyrocket your business. The sky, after all, isn’t the limit anymore!

Topics: Retail & Commerce, MarTech

5 Questions To Ask To Win Your Mobile Strategy

Posted by Piyush on Jul 8, 2019 3:29:00 PM

There are 54% chances that you are reading this blog from a mobile device. With people constantly reaching out to their phones, micro-moments are filling in the consumer experience journey. 

It shouldn’t be surprising that 62% of people are less likely to convert in future if they have a negative experience than a positive one on a mobile website. 

Despite this, enterprises experiencing lower conversions on mobile than that of the desktop can not decipher this simple math. Your data-driven marketing campaigns are important, so is your mobile strategy for better conversion and value of money. Here're 5 questions you need to ask to win your mobile strategy.

5 Questions You Need to Ask

A look at the 5 questions you need to ask for an effective mobile-first strategy.

1. What is the larger goal?

Visualizing the goals and desired outcome help lay an effective foundation.
Enhancing the customer experience has to be everyone’s responsibility.

Being mobile-friendly or mobile-first?

When the bigger picture is identified, organizations can effectively invest in the right technologies, teams, and KPIs. It gives better scope to internal teams to measure and optimize for new revenue opportunities.

Design team will keep itself updated with the best UI/UX solutions, developers would be aware of the latest tools and techniques required, and the marketing team on possible opportunities.

2. What do the customers’ want?

Experiencing the product the way customers would reveal their pain points far more effectively than simply poring over data.

This also brings to point, access to the latest browser updates and high-speed mobile internet connection among other concerns. This can bring up effective solution such as lazy load for poor connection customer to keep them engaged.

With more options than ever, people demand a mobile experience that’s fast, intuitive, and friction-free. Ensure you’re meeting customer expectations — and your mobile growth goals — by leaning into these principles and investing where it counts.

3. Is it fast enough?

54% of people say that their frustration increases as the load time for a brand’s mobile site increases.

The average mobile user waits for 3 seconds at most, after which he/she chooses to leave those websites which fail to load quickly. If you don’t have a team dedicated to optimizing your customers’ experience, you could be driving users to faster competitors.

Keeping mobile pages AMP friendly and using tools like Pingdom and PageSpeed Insight - free to use website speed tools - can help keep your website fast.

4. Is it the best solution?

Is your website in tune with the latest technologies available today? The fewer steps your customers need to complete, the closer you are towards landing another successful purchase.

By integrating your website with seamless and secure payment options, you eliminate a lot of text input and therefore make it easier for your customers to buy what they need.

With the help of modern web technologies such as Accelerated Mobile Pages (AMP) and Progressive Web Apps (PWA), you can create web pages which load quickly and appeal to your customers right away! Such technologies are easy to adapt to and can be implemented effortlessly.

5. Is important information prioritized?

Squeezing in the desktop version for mobile is not a good value proposition. Above-the-fold space is at a premium on mobile devices, making it critical to feature only what is most important to the user.

Mobile landing pages should be as effective and solving customer problem as on any screen. Case studies, awards, clients, feature, a CTA - whatever is your deal is, it needs to be highlighted.

Wrapping it Up!

You need to ask yourself these questions because they serve as a constant reminder, helping you assess your customer-oriented approach. Given the switch in internet browsing trends from desktops to laptops and now, the smartphone, you need these questions to keep your teams on their toes.

How customer-centric you are, and how much of a priority your mobile strategy is, goes a long way. After all, if you’re not thinking mobile, what are you thinking?

Topics: Omnichannel, MarTech

One Retail Travel Outlet Turned Planning into Utility

Posted by Akshita Rawat on Jul 4, 2019 3:51:00 PM


Travellers, no matter how big or small their budget is, if travelling international or local, do their homework. As of 2019, budget travel searches are on a rise. It should be, after all, travelling means a different thing to each one of us and in order to enjoy it to the most, the itinerary needs to be planned.

One of our clients - a giant retail travel outlet - went out to get a realistic travel budget in mind for the travellers to plan ahead and avoid any spending shocks along the way. 

Understanding the user intent

Customer insights, machine learning, and automation give us an opportunity to make sort out things from digital chaos — to not only work in smarter ways but to drive measurable business outcomes through marketing.

There aren’t a lot of tools available online today to help travellers with budget planning. An umbrella term, it covers every possible opportunity you would be spending during your travel. 

Travel, accommodation, food, shopping and most importantly currency rate are all an important part of the planning. 

As a result, their approach to making change depended upon the real insights from the site visitors - a key request from the users was to be guided for real on how much money they would be spending. Although they had currency cards on the website, those were static. 

The client’s approach to bringing change depended upon taking insights from the site visitors and offering them real value through a dynamic budget planner and currency convertor.


Currency cards were static

What is a budget planner?

Deciding how much money to take on holiday can leave you feeling confused. This budget planner is an easy to use calculator, among other features added, to help provide a realistic travel budget value. Built on React.js on top of Drupal, this is a dynamic feature and can be added anywhere in the website (under blogs, services) without coding. 

Here’re are a series of images on the working of the budget planner: 

Step 1: User needs to add information about the destination, people, currency


Step 2: User needs to add information around their food plans


Step 3: A basic idea of how much they would spend on shopping.


Step 4: How much they would spend on transport


Step 5: And you have an actual estimate based on your plan how much you need.


Once the person has determined how much they would be spending, they can further meticulously plan out how much do they need and in which form with currency calculator.


The buy online option can help them buy it through their services. The budget planner and currency calculator leave the audience more engaged and empowered with their decision and planning. 

The budget planner is:

  • An intuitive and easy-to-use calculator
  • With a responsive UI
  • It is lightweight and fast giving real-time results
  • And can be added in their other  pages without coding
  • It is also extendable in future. The client can add more features and steps

Getting the audience on board

The client went beyond its usual even-paced strategy of blogs and service pages to reach a wide audience, offering them something to fiddle with.

Engagement is an important part of the customer experience strategy. In the travel industry especially when one traveller engages in over 500 different digital touchpoints during her research for a flight for an upcoming trip.

The budget planner helped them increase their sales just after 3 months of implementing the tool on their website.

The client realized that people are no longer following a linear path from awareness to consideration to purchase. By offering them something to fiddle with, they narrowed and broadened their audience consideration in a unique way.

Helping this client with technical execution, Srijan is working with leading travel enterprises assisting them to execute insights actionably. Ready for a scalable and innovative solution? Drop us a line and let our experts get in touch with you.

Topics: Travel, MarTech

4 Reasons why travel Marketers need to focus on SEO

Posted by Piyush on Jun 28, 2019 12:20:00 PM

While the globe maybe an insignia of exploring places but it’s the activities on the search that inspire travellers to go places.

Online interactions and increasing the use of the device - too old but true - are shaping how people plan and execute for their next trip. Online search engines continue to dominate the travel industry with 60% of leisure travellers and 55% of business travellers using them to research and plan travel.

In fact, leisure travellers today are as likely to shop for flights on their smartphones as they are to shop for music.

Marketers in the travel and hospitality industry, need to effectively pursue their organic search efforts. Let’s find out why.

4 Reasons Why Travel Marketers need to Focus on SEO🔍

Planning for a trip is not easy. There are a lot of moments when travellers are confused and may feel dizzy. People are turning to their smartphones for immediate answers to their travel questions.

  1. It starts off with search

    Search is the most common channel to research and plan. "Honeymoon destinations" and "europe destinations" are common searches. 60% of searches for destination information come from mobile devices. "Best time to visit [destination]" searches are common as well, and increasingly so on mobile. 

    Search is an important part of the micro moment travellers are experiencing. This 'i-want-to-get-away-show-me-options' is when travel marketers can capitalize. This is the time when they consume a lot of travel content in general, and look up great deals too! Travel-Search
  2. When does the wanderlust kick in 

    Once these viewers have been inspired to travel, there is a spike in the amount of information they consume. The spike is particularly high when they know where they’re headed and there’s no looking back.

    This is where they switch from searching for generic content to specific content. This could range from authentic experiences to local cuisines, shopping and a lot more!

    Curating and maintaining the relevant and quality content is the second most important part of the search.

  3. When do they search

    There are all types of travellers. Some who love to keep things planned, and some who plan 'right now'. Interestingly the percentage of latter is  increasing. 48% of bookings happen after the people arrive at their destination.

    It could be anything, from restaurants, to photo walks, a romantic boat ride or booking rooms. Investing your energy and resources in SEO ensure that they find you, which gives you a great chance again, to land new travellers and to provide the best customer experience possible, to the already existing ones.
  4. They are in a hurry🏃🏻

    As marketers we know that page speed affects your SERP.  94% of leisure travellers switch between devices as they plan or book a trip, slow speed is definitely a deterrent that you would hit you bad. 

    The travel season might bring in a plethora of options for the inquisitive wanderers, but it also turns the competition you face into an intense race. SEO practices also take into account how your content affects the page loading time.

    88% of travellers with smartphones would switch to another site or app if yours doesn't satisfy their needs.

    While a page which loads quickly increases the likelihood of a conversion, slow pages direct your viewers to your competitors. 

SEO is important because your travellers need content relevance. Quick load, mobile friendliness and the quantity of great content is also crucial for a great customer experience but also for your SERP.

Packing Up! Luggage on Apple iOS 12.2

Search is what powers travel businesses online and this makes it highly important for travel businesses to focus on SEO. Not only does search pump up revenue, but it also helps in building a better brand.

What’s more is that a better SERP ranking leads to a greater number of conversions, even if there is a more established website but with a lower rank. SEO is therefore the most effective means to helping travellers find you, in their quest to finding themselves!

Topics: Travel, MarTech

Customer Experience is Your Defining Micro moment. Brace Yourself

Posted by Akshita Rawat on Jun 18, 2019 5:27:00 PM

The attention span is getting shorter. Reaching out to acquire new customers is good, but retention gives better ROI. Getting to know your customers and building relationships with them is easier. As per Hubspot, the cost to acquire new customers has increased by over 50%, in the last five years.

With consumer expectations and behavior continually evolving this shouldn't be surprising. Micro moments filling in the consumer experience journey, they want to discover, resolve their problems, watch, buy, ‘now’.

These are intent-rich moments (for businesses), exactly where the decision is made. You miss out on the important intent signals, and they move ahead.

How do you plan to acquire and retain your customers before running out of patience?

Uncovering Concept and Some Stats, First

People today reach out to their smartphones before anything. The behavioural changes and expectations for speed, driven by smartphones, has fractured the consumer journey into hundreds of smaller decision making, impressive moments.

The predominance of social media and importance of speed can be an enormous barrier or an effective tool.

Click, swipe, check, exit.


In these smaller moments of discovery, 64% of people find customer experience more important than price. Since customer experience is not static, micro-moments, as Google calls it, have truly changed the way decision journey is driven.

It is an overall impression you leave with your customer, resulting in how they think of your brand, across every stage of the customer journey. Multiple touch points factor into the customer experience, and these touch points occur on a cross-functional basis. 

The predominance of social media and importance of speed can be an enormous barrier or an effective tool.

Here’s why you should care about your customer experience strategy:

  • Customers who have had an unpleasant experience on a brand website are 88% less likely to return
  • 61% of users are unlikely to return to a mobile site they had trouble accessing, and 40% visitors end up visiting a competitor’s site instead
  • After one negative experience, 51% of customers will never do business with that company again.
  • 86% of consumers are willing to pay more for great customer experience. In fact, by the year 2020, customer experience is expected to overtake price and product as the key brand differentiator.

In all this, 

  • It is anywhere from 5 to 25 times more expensive to acquire a new customer than it is to keep a current one.

Everything is not just about new acquisitions.

What Do Your Customers Want?

The #1 reason customers switch to a new brand is feeling unappreciated.

Daunting as it may feel now after reading the statistics, it’s really no different from your overall business strategy. Foremost, understand that you need to listen and empathize with your customer.

Because “..when customers share their story, they’re not just sharing pain points. They’re actually teaching you how to make your product, service, and business better” (Kristin Smaby, Being Human is Good Business).

If you can understand what makes your customer feel the way it does and why, it would be easy for you to find a solution between your brand and their needs — providing meaningful service.

Another important part of the strategy is to ensure, it is not limited to the customer-facing roles. Sharing the feedback and solution across the organization helps you improve overall customer experience and relationship.

How to Prepare Yourself?

#Customers remember the service a lot longer than they remember the price

Your relation with your customer starts the moment they discover your brand but it doesn’t end with the sale. It sums up any and every interaction they have with your business, both pre- and post-sale across different marketing channels.

What you sell bothers least, if you don’t know how to sell it, therefore start with:

  1. Understanding your consumers’ need

    While customer trust is quite hard to earn, things can be sorted with knowledge. Know about you customer -- their problem, goals, demographic, and so on -- the better chance you have to create meaningful experiences.

    Google identifies the micro-moments into four stages.
    “I-want-to-know” moments
    “I-want-to-go” moments
    “I-want-to-do” moments
    “I-want-to-buy” moments

    These can be leveraged by analyzing the data and working on the prospective ideas. A person searching for ‘Drupal 8.7 upgrade features’ on Google is provided with an awesome feature list blog on your website, you capture them in their I-want-to-know moment.

    That’s when they come back to your website again.

    A customer-first email communication strategy with appropriate CTA, later, should be able to help them to turn into their ‘i-want-to-buy’ moment.

    Ultimately, showing up gets your brand in the game to be chosen, not just seen.

    Make it easier to map out content and services, allocate your team’s time and resources, and achieve. 
  2. Listen them out. Patiently

    Other than assuming and translating data into perspective, the more accurate way is to listen and not speak!

    As it has been pointed out earlier, how when customers share their story, it is rather an opportunity instead of looking at it as a problem.

    Learn to listen.

    Because you know your opinion and needs well, except you don’t know theirs.

    Remember that even if your happiest customer will go about appreciating your service, bad word-of-mouth will travel faster and reaches more people.

    Americans tell an average of 15 people about a poor service experience, versus the 11 people they’ll tell about a good experience.

    The best way to get started is through asking your customers to be part of an honest customer satisfaction survey. It can help you gauge how your customers feel about your
    company, where you need to improve, what are your strong points.
  3. Share meaningful and real-time information

    The attention span is getting shorter. Reaching out to people is important but creating the right kind of messaging, all the more important. It’s important that you don’t allow automation to compromise personalized service.

    The predominance of social media and the importance of speed can be an enormous barrier or an effective tool. Whichever you choose to proceed with.

    Look what people are searching for - terms they are using, their key areas of interest – and create content and provide solutions that help for different channels of communication.

    Customers expect businesses to respond to their emails within an hour. And on social media it is even lesser. Simply, put, being there as part of the micro moments just isn’t enough.

    A delayed response can signal to the customer that you’re avoiding responsibility or you’re unprepared to fulfil their request.

    At the end of the day, people want to know that they are not only being helped by other people, but rather, that they are being helped by other people that understand their needs.
  4. Be Ubiquitous

    #Only 9% of customers will stay on the mobile site/ app if it doesn’t satisfy their needs.

    New smart devices are emerging, and consumers are embracing new ways to interact with them, like voice commands. As a result, the micro-moment behaviors kick-started by mobile will only multiply.

    50% of internet users looked for videos related to a product or service before visiting a store.

    Mobile quickly delivers results when they’re impatient, provides inspiration at their fingertips when they’re curious, and gives them a personalized experience when they’re demanding one. And customers overwhelmingly show appreciation for great service with their wallets.

The ROI of Customer Lifetime Value

Offering outstanding customer services is easier with proven better ROI. Lifetime customers also mean an increase in referrals, so you definitely understand the importance of customer loyalty. Turning the customers into the advocates for your business gives out better returns  

And the way to create advocates is to offer superior customer service.

  • Increasing customer retention rates by 5% increase profits anywhere from 25% to 95%.
  • A moderate increase in customer experience generates an average revenue increase of $823 million over three years for a company with $1 billion in annual revenues.
  • After having a positive experience with a company, 77% of customers would recommend it to a friend.
  • When it comes to making a purchase, 64% of people find customer experience more important than price.

Businesses should invest heavily in measuring customer satisfaction over time and work to consistently give better service

In this day and age, customers are making purchase decisions based on more than just the best price — they're making buying decisions based on shared values, engagement, and the emotional connection they share with a brand.

Be Genuine

Customer perception is one of the most valuable aspects of a company. Managing that perception in all its forms should be a top priority and is the responsibility of every single person in the organization. Keeping customer a priority should be a part of company culture.

Topics: Omnichannel, MarTech, Digital Experience

3 Ways to Create a Niche with your Customer Experience

Posted by Piyush on Jun 13, 2019 5:43:00 PM

Businesses want to be able to deliver more of everything and get multifold in ROI. While gaining more of the customers might not be easy, you can deliver more with better customer experience.

Poor customer service and experience is tantamount to a loss of more customers, given how the word of mouth still goes strong, despite all precautionary measures taken.

Here’s what you need to do to provide the best customer experience.

Why Improve your Customer Experience?

For the sustained growth of your business, it is important that customer experience is critical to your business strategy. Unlike your other campaigns, it is multifold, consisting of multiple touch points on a cross-functional basis.

                     Customers have more options and greater ease of switching than ever

Customer experience amounts to every interaction a customer has with a business, both pre- and post-sale.

It's important to ensure a positive customer experience to build customers loyalty, so they could evangelize your product/ service and help you gain more customers. With digital transformation, customers have more options (your competitors) and greater ease of switching power than ever.


Improving Customer Experience

As a business obsessed with growth, you need to take customer experience and service very seriously. Here’s what you can do.

1. Personalize What Your Service

Everyone loves personalized services, in fact, personalization is leading to positive ROI in some three-quarters (75.5%) of businesses in North America and Europe.

Personalized services make your customers feel valued, no matter which domain your business belongs to.

picture of males and females adjusted in queues

                                                             Source: Econsultancy


While providing customer experience online might seem like an arduous task, it will help you soar above the competition

By learning about user geography, gender, preference - organizations can provide better possible customer experience. Collecting information throughout the customer relationship can provide relevant suggestions and customer support in the future.

Apart from basic optimization like speed load, clean navigation, it should present relevant recommendations. For customers, such personalized recommendations can serve as a sign of respect for their loyalty and business, signalling a keen interest from the business.

By creating an open and universal space for sharing the information with the organization you can create a similar uniform customer experience.  

2. Clear, Effective Communication

Communication plays out a big part in shaping the customer experience. Right message, tone, and channel can help you build trust.

With digitization, you must familiarize yourself with the channel -- whether it be social, email, live chat, or something similar. Customers communicating needs to be present with each piece of information bringing in more nativeness.

It is also important that you are providing important useful information proactively on their preferred channels. Regular feedback from them can help you enhance your service.

3. Act Now. Act Fast

Identify the rate and reasons for customer churn.

Customers are more empowered today than they were 10 years ago. They have more options and easy way to switch. For businesses to provide a great experience, they must prioritize the grievance support from start-to-finish.Prioritizing the problem can generate greater interest. Something as simple as the timely response can be the best way, to provide customers with the ability to help themselves. The ease of experience will leave them feeling better and coming back for more.

In B2B, providing prototype services helps to see the final outcome better also saving your time and energy


You cannot thrive without the support of your customers. Invest in your customer service and experience. Customer experience is your holistic experience. By leveraging the opportunity to use feedback and data analytics, you can leverage its growth potential.

We spend our time and money in cross-training our members across the team, to bring the best solution for you. Contact us!

Topics: Customer Experience, MarTech, User Experience and User Interface

Going Global: Leverage Multilingual SEO with Drupal 8

Posted by Akshita Rawat on Jun 6, 2019 5:55:00 PM

Enterprises can find their websites attracting visitors and clients from different geographies, speaking different languages. The market is so huge (and international) that targeting only English speaker based users means deliberately missing out on an effective way to grow audience, ROI, customer trust, and rank on Google.

Language can be an enormous barrier, or an effective tool.

With an intent to create a great digital experience, enterprises often find themselves in a tough spot having to use and experiment with tools wrapped in an unfamiliar language.

Only it doesn’t have to be so.

In order to take advantage of the international and multilingual market with your Drupal 8 website, you need to make sure you have set your SEO just right (along with the language, of course).

But is it really that easy?

Why Opt for a Multilingual Website?

The world wide web makes it easy for the online businesses to be looked around from across any part of the world. While, the right SEO strategy will give you a place on the first page of Google, making it exclusive to one language is actually not a good idea (even for your SERP).

Smart marketers don't keep all eggs in one basket because it is bad for business. So is keeping all content in one language.

Here’s why a multilingual website will help:

Increases Your Possible Customer Base

Contrary to the common belief, not many people speak or use English outside certain geography.

Interestingly, the statistics collected by Internet World Stats reflect why your content shouldn’t solely be in English. While it dominates the scenario, English represents only 25% for internet searches.

horizontal graph with ten blue bars on a white background
source: Statista

Not a small number, however, English’s relative share of cyberspace has shrunk to around 30%, while French, German, Spanish and Chinese have all pushed into the top 10 languages online since 2008.

Language profoundly affects the user experience on the internet. In a pan-EU survey (2011) 44% of respondents feel they are missing interesting information because web pages are not in a language that they understand.

Availability of content in different languages can also affect the user’s understanding and succeeding action.

In an interesting case study of the Tel Aviv, Israel, searching for “restaurant” locally in Hebrew, Arabic and English brought back different results for each language. 

three blocks with a map image and text written on top

Gets Loyal Customers

According to Gartner, 89% of companies expect to compete mostly on the basis of customer experience. And language is the secret trailblazer.

“The web doesn’t just connect machines it connects people”

Native language helps companies connect, forge more trust and increase customer satisfaction. In fact, 74% of consumers are more likely to repurchase if after-sales care is offered in their native language.

In fact, there is an undeniably strong link between in-language content and a consumer’s likelihood of making a purchase.

Improves Your SERP

Search engines value quality content and user engagement. By providing your website in different languages, traffic coming from either version will improve the search engine ranking for the whole site, given you are using the right hreflang tags.

It also helps search engines understand your site, as it’s clear which languages you’re providing the content in.

Google doesn’t view the content in different languages as a duplicate, because it has multiple version of itself too.

Drupal 8 Multilingual Initiative

The multilingual initiative (started with D8) aimed to rebuild language support from the ground up so that everything in Drupal understood the language from the start.

Drupal 8 offers much more out of the box for building multilingual sites. More powerful than Drupal 7, it has greater flexibility, all without the need for any contrib module.

Providing content translation in an additional 94 languages, the number of modules have reduced from 22 (as in Drupal 7) to 4.

  1. Language: This is the base module needed to allow Drupal to add and choose the language of choice. Natively, it is available in 94 languages.
  2. Locale (Interface Translation): It helps to translate the interface, from both core and contributed modules and themes. It also provides built-in translation UI for easier editing.
  3. Content Translation: This module translates all the content types and content entities including site content, pages, taxonomy terms, blocks, etc., possible with its inbuilt API. Providing the language selector, you can choose your preferred language by selecting the checkbox.
  4. Configuration Translation: Allows you to translate configuration interface, such as of field labels, views, field settings, blocks, panels, etc. It also has a built-in responsive translation interface.

“Drupal 8 is easy and efficient for multilingual businesses.”

Other than the core modules, developers can also take hreflang into consideration. While the core Content Translation module adds hreflang tags only to translated entity pages hreflang module, on the other hand, adds hreflang tags to all pages.

An example of a Drupal 8 multilingual website: Drupal-North-en-Srijan

The Drupal North Website in English


The Drupal North Website in French

Drupal Multilingual SEO Challenges

Multilingual SEO can be intimidating. In fact, it is the elephant in the room, if not addressed, can potentially deflect your overall SEO efforts.

Language and cultural differences, website architecture, content duplicacy are amongst some of the challenges. Understanding these challenges can help marketers come up with better strategies to tackle the problem.

Here’re some of the multilingual SEO challenges and how Drupal helps you fight them off.

Multilingual and Multi-Geo are Different

A multilingual site must not be confused with multi-regional website. A multilingual site can create a ripple effect in the sense that a mistake in the original site will be replicated in all the duplicate sites.

A multilingual website is any website that offers content in more than one language. For example, a Canadian business with English and French versions of its site. Google Search tries to find pages that match the language of the searcher.

A multi-regional website is one that explicitly targets users in different countries. For example, a product manufacturer that ships to both Canada and the United States. Google Search tries to find the right locale page for the searcher.

Some sites are both multi-regional and multilingual: for example, a site might have different versions for the USA and for Canada, and both French and English versions of the Canadian content.

  • Site Structure, Navigation and Menu

    Navigation isn’t just for the viewers. If the navigation structure prevents visitors from easily finding the information it might also be blocking the search engines from indexing the content.

    It’s difficult to determine geo-targeting on a page-by-page basis, so it makes sense to consider using a URL structure that makes it easy to segment parts of the website for geotargeting.

    In Drupal, Entity translation solves the issues related to site structure, navigation and menu by default.

    Each variant has a language assigned and is called an entity translation. It allows (fieldable) entities to be translated into different languages, by introducing entity/field translation.

    It synchronizes taxonomy and fields across translations of the same content. Translation fallback for menus is not configurable by default

  • Content revision and publication workflow

    Content revisioning, proofreading, and approval are part of the critical content editing process.

    The Workflow module allows to create arbitrary Workflows, and assign them to Entities. Transitions between states can be allowed as per the role. For example, a workflow with states of Draft, Review, and Published could be assigned to the story node type. Only users with the role of 'chief editor' can set Stories to the published state.

    You can set up the Workflow to alter states from form, page, comment, a special block, and workflow tab.

    However, the module follows a linear approach. It would need revision if it is not one way.

    Another module, the Workbench moderation suite is modular, allowing site builders to build the workflow that best suits the content administrators on their site. The Workbench suite provides authors, editors, and publishers with a unified interface for managing content relevant to them.

  • User permission and role for different editorial teams

    Since a number of users (read editors) are involved with the content editing a multilingual website, chances of accidents on the website are high. Editors can be clubbed together with set access limits.

    The Group module allows you to create arbitrary collections of your content and users on your site and grant access control permissions on those collections.

    All of the functionality this module has to offer is based on custom entities, opening up the door to various extensions or alterations that the user sees fit. The relationship between a group and its content or users is also an entity, allowing you to easily add metadata to that relationship.

  • Dealing with Duplicate content

    Drupal 8 provides schema out of the box. It is semantic markup text that provides search engines with a basic blueprint to categorically divide and simplify the information by breaking it into simpler blocks for easy description and discovery.

    Schema, in multilingual and multiregional SEO provides each and every language content with same content id letting the search engine know that variations of same content, thus, cancelling out the content duplicacy issues.

    While this feature was part of Drupal 7, it was in the form of separate entity translation plugin, which wasn’t part of the core.

    The main challenge, however, remains how to concatenate content so search engines don’t think it’s duplicate.

    This can be solved with the Entity Translation module which allows entities (such as nodes) to be translated into different languages. It provides field-level translation, so that site builders can select which fields should be translatable. It provides a UI for users to translate these fields into other languages.
  • Path alias

    As a foundational element of the global SEO, URLs need to be determined your multilingual URL structure strategy early on in the process.

    While pathauto module automatically generates URL/path aliases for various kinds of content (nodes, taxonomy terms, users) without requiring the user to manually specify the path alias.

    By default, Drupal doesn’t allow the same URL over translated pages. It can be done by applying the patch and it will run.
  • Content Relevance Building unique vocabulary

    it is vital that you get the translations right. Seldom content relevance can get lost during translation, like the adventure in mistranslation costed HSBC $10 million for rebranding.  

    While the above instance is hilarious, it can be avoided for your digital property. You can build your custom vocabulary with Taxonomy. It is a core module in Drupal 8 and gives your sites use of the organizational keywords known in other systems as categories, tags, or metadata. It allows you to connect, relate and classify your website’s content. In Drupal, these terms are gathered within "vocabularies".

    The Taxonomy module allows you to create, manage and apply those vocabularies. translation module allows translation of taxonomy vocabularies and terms. 

funny-translationExito in Spanish means success, not exit

A word of caution, translate only when the logic prevails. Use separate vocabularies, translated vs untranslated, for different languages to begin with.

Building Multilingual LMS for Estee Lauder

Estee Lauder is a global leader in prestige beauty — delighting its consumers with its transformative products and experiences. It takes pride in focusing solely on prestige makeup and beauty care with a diverse portfolio of 25+ brands distributed globally through eCommerce channels and retail outlets sold in 150 countries. 

We built an open-source, multilingual, decoupled learning platform where beauty advisors could consume a vast set of learning resources.

The Multilingual Challenge

To ensure an effective product training and delivering the information fast knowledge exchange needs to be user-friendly, structured, and in their own language. With more than 25 languages, the LMS needed to provide complete translation of the entire system.

The lack of direct connection between the LMS user and the language demanded that each language be provided for different geography.  

Discover the La Mer Connection LEVELS CONTENT  CHS   La Mer Learning Experience

A video quiz in Japanese

learning level content   La Mer Learning ExperienceA video quiz in English

When designing the solution, we created a relation between market and language, and this worked as a bridge between available language for user selection. With a language and market segmentation/ filter, we could now access information about user activity based on their preference. 

We also helped Estee Lauder reduce 30% cost in classroom training and provided them with solution to track ROI from the learning and training initiatives.

Other Drupal Modules You Can Use

  • SEO Checklist: It uses best practices to check your website for proper search engine optimization. It eliminates guesswork by creating a functional to-do list of modules and tasks that remain. 
  • Real-time for SEO: This module helps you optimize content around keywords in a fast, natural, non-spam way.
  • Taxonomy title: It update the heading tag at the top of the taxonomy term page
  • Menu Attributes: It allows you to specify some additional attributes for menu items such as id, name, class, style, and rel.
  • Search 404 For pages that do not exist (404), it performs a search based on the keywords in the URL, and shows the relevant result instead of the 404 page. It also includes search engine keywords detections as well as regular expression based term filtering from the URL.

Best Multilingual Practices to Consider from Google 

  • Use different URLs for different language versions
  • Make sure the page language is obvious
  • Let the user switch the page language
  • Use language-specific URLs
  • Targeting site content to a specific country (geo-targeting)
  • Using locale-specific URLs (.in for India)


Multilingual SEO is one of the most complicated and ignored fragments of web marketing. The good news is that it’s easier than ever to provide broader language support. With their adroit skills, our experts save you from the stress and build the best and provide you with innovative multilingual services.

Contact us today, if you are looking to build or modernize your multilingual website without losing the SEO prowess. Drop a mail at

Topics: Drupal, Planet Drupal, MarTech


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